Sprinklr Buys Segmentation Specialist Booshaka

In the US, social media management firm Sprinklr has acquired audience segmentation and management platform Booshaka, which helps marketers link customer data across social media, web, mobile, eCommerce and CRM systems. Terms of the deal were not disclosed.

Booshaka's software draws customer activity data from third party platforms including ExactTarget, Marketo, Shopify and Stripe, and automatically generates segments that sync to Facebook and Twitter as custom audiences. Sprinklr says adding this to its Experience Cloud platform means marketers can use the segments in real-time to create and manage targeted social media ad campaigns.

Booshaka founder and CEO Erik Ober (pictured) will join Sprinklr as Associate Vice President, Paid Media, while his team of ten will move into Sprinklr's San Francisco office, and report to Simon Mansell, Sprinklr's GM of Paid and Services.

Commenting on the acquisition, Mansell said: 'Applying real-time audience segmentation to social media 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 media 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 media'.

Web site: www.sprinklr.com .