Sprinklr Inc. today acquired Booshaka, a vendor that aims to help marketers deliver relevant messages to consumers.
Booshaka’s platform pulls data from digital marketing technology vendors like Salesforce Inc.-owned ExactTarget, which offers email marketing tools, along with marketing automation vendor Marketo Inc., e-commerce platform provider Shopify Inc. and mobile payment vendor Stripe. It uses that data to automatically group a retailer’s customers into segments based on their actions and purchases. Booshaka’s system then syncs those groups to Facebook and Twitter where marketers can use them to target shoppers with highly targeted ads.
Among Booshaka’s customers are Rue La La, No. 84 in the Internet Retailer 2015 Top 500 Guide, American Apparel Inc., No. 330, and Heels.com, No. 534 in the Internet Retailer 2015 Second 500 Guide.
Sprinklr says combining Booshaka’s technology with its own tools should help retailers and brands craft better messages that resonate with consumers across channels.
“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,” Simon Mansell, Sprinklr general manager writes in a blog post. “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.”
As consumers interact with brands in increasing ways, the need for platforms like Sprinklr, which seek to offer marketers a unified customer experience management platform, become more important, he writes.
On the heels of a $46 million funding round earlier this year that valued Sprinklr north of $1 billion, the vendor has been on a technology buying spree aimed at building a more robust platform. Its purchases include customer feedback vendor Get Satisfaction, text analytics software provider NewBrand and Brazilian social media monitoring, customer care and analytics provider Scup.
Terms of the Booshaka deal were not disclosed.
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