Sprinklr, Inc., a New York City-based venture capital-backed, enterprise social technology company, acquired Booshaka, an advanced audience segmentation and management platform that allows marketers to link customer data automatically across social, web, mobile, ecommerce, and CRM systems to optimize engagement and drive revenue.
The amount of the deal was not disclosed.
The addition of Booshaka technology to Sprinklr’s enterprise software that allows employees across the front office come together and engage with customers through one unified platform will allow brands to apply real-time audience segmentation to social data in order to better understand their audiences and deliver improved experiences from brand advertising to customer care.
Booshaka’s connector technology collects data from 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 that generate increaed brand loyalty and revenue.
Booshaka has worked with clients like Unilever, A+E Networks, and Rue La. As part of the acquisition, Booshaka’s team of 10, led by Erik Ober, CEO and Founder, will move into Sprinklr’s San Francisco office.
Reporting to Simon Mansell, Ober will help to grow Sprinklr’s paid media business while also exploring new ways to leverage audience data to accelerate innovation throughout the platform.