Sprinklr Buys Influencer Analyst Little Bird

New York-based social media tracking specialist Sprinklr has acquired tech firm Little Bird, which helps brands analyse connections across social media to uncover influencers, build like-minded communities, and create relevant content. Terms of the deal were not disclosed.

Little Bird's technology uses contextual segmentation and social media graph analysis to find the best influencers based on their reputation around specific topics and conversations, as opposed to their follower count. Sprinklr says this technology will enhance its own audience insights, segmentation, advertising and analytics capabilities. As part of Sprinklr's platform, Little Bird's technology will enable marketers to find potential evangelists and reach them with relevant content or ads; customer care teams to source experts who support a wider community of customers; and research teams to better understand what their most valued customers think about their products.

The acquisition, Sprinklr's eleventh overall, follows a funding round in July which raised $105m, valuing Sprinklr at $1.8bn. Marshall Kirkpatrick (pictured), co-founder and Chairman of Little Bird, comments: 'Our acquisition by Sprinklr will enable us to be part of a story of enterprises learning about their customers, learning about those who influence their customers, and learning about important conversations early, thanks to analysis of data'.

Web sites: www.sprinklr.com and www.getlittlebird.com .