Sprinklr Acquires Booshaka to Enhance Audience Management

Sprinklr, an enterprise social technology company, has acquired Booshaka, an advanced audience segmentation and management platform that helps marketers link customer data automatically across social, Web, mobile, ecommerce, and CRM systems. Financial terms of the deal were not disclosed.

The addition of Booshaka technology to Sprinklr's Experience Cloud will ultimately allow brands to apply real-time audience segmentation to social data.

"Effective experience management cannot happen without fully understanding customers across channels and the ability to use those insights to serve them quickly and at scale in a relevant, personal way," said Simon Mansell, general manager of paid and services at Sprinklr, in a statement. "As the only enterprise software platform that helps brands manage owned, earned, and paid social media all in one place, applying real-time audience segmentation to social data will be incredibly additive to every part of our business over time. In the short term, Booshaka's capabilities will provide a powerful boost to the effectiveness of social advertising campaigns conducted through Sprinklr, an increasingly important part of a brand's ability to reach the right audiences with the right message on social."

Booshaka's one-click connector technology culls data from leading technology platforms, including ExactTarget, Marketo, Shopify, and Stripe, and automatically generates smart segments from customer activity that sync to Facebook and Twitter as custom audiences. When combined with Sprinklr's platform, marketers will be able to act on these audience segments, creating and managing social advertising campaigns.

"Sprinklr shares our vision for a world where data will be used to drive every aspect of the customer experience," said Erik Ober, CEO and founder of Booshaka, in a statement. "Joining the Sprinklr family will allow us to dramatically accelerate our efforts to deliver audience management technology that redefines how brands reach their customers."

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