Sprinklr acquires Booshaka for better audience engagement

New York City headquartered, enterprise social technology firm, Sprinklr, has acquired audience segmentation and management platform, Booshaka, for an undisclosed amount.

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. It helps marketers link customer data across social, web, mobile, ecommerce, and CRM systems. When combined with Sprinklr’s platform, marketers will be able to easily act on these audience segments, creating and managing social advertising campaigns.

Erik Ober, CEO & Founder, Booshaka, wrote on a blog post:

“When we met the Sprinklr family — Ragy, Chris, Murali, Simon and many others — we knew they were creating something special. We also knew they shared our vision where data will be used to drive every aspect of the customer experience.”

He added, “We will be integrating our audience management and segmentation platform into their application suite while continuing to enhance our existing service.”

Ober will henceforth report to Simon Mansell, GM of Paid and Services, Sprinklr. He will help to grow Sprinklr’s paid media business while also exploring new ways to leverage audience data to fuel innovation throughout Sprinklr’s platform.

Mansell said, “Our intent is to leverage Booshaka’s capabilities throughout our platform over time, giving some of the world’s biggest brands the ability to apply real-time audience segmentation to social data. In the near term, this will allow Sprinklr’s clients to better manage and increase the effectiveness of their paid social campaigns. In the long term, it will enable every customer-facing business unit to create more personalized customer experiences.”

Booshaka’s team of 10 will move into Sprinklr’s San Francisco office.

Sprinklr, last year, acquired Facebook and Twitter ads platform TBG Digital.

Abhinav Mohapatra

An author who has a keen interest for the ‘off-beat’ <!--more-->An author who has a keen interest for the ‘off-beat’, he has covered and explored multiple facets of the marketing, advertising

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