Sprinklr Buys Branderati, Adds New Stanza to its POEM

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With its third acquisition this year, the social platform aspires to rise to the top of the paid-owned-earned media game.

Sprinklr invests in monitoring social influencers.
Sprinklr invests in monitoring social influencers.

Sprinklr has acquired Branderati, a platform for brand advocacy and influencer marketing. Branderati claims to not only ferret out brand mentions via social listening, but to help marketers launch scalable social activation programs and measure ROI.

"While many brands are experiencing less than 10 percent reach across their social platforms, our clients have experienced as high as 68 percent social sharing engagement," said Mark Curtis, CEO of Branderati in a statement announcing the deal.

This is Sprinklr's third acquisition in the last six months. The social media CX platform bought Dachis Group, a brand analytics firm, in February. After receiving $40 million in capital in April, it purchased social agency TBG Digital, which added an estimated $100 million in paid media spend to its coffers from clients including Heinekien, Vodafone, and Zynga.

Sprinklr executives, who claim a 300% growth rate over the past two years, have stated that their goal is to become the number one paid-owned-earned media (POEM) solution for brands. “Branderati has unlocked the key to sustained brand advocacy at scale and having their technology and know-how on board will mean big things for our clients," said Sprinklr CEO Ragy Thomas.

Curtis will go along with Branderati in the acquisition, serving as GM of Sprinklr's advocacy business unit.

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