Sprinklr, a New York-based company that helps firms streamline their social media presence, announced Tuesday it has acquired NewBrand, a D.C.-based text analytics firm.
“The days of siloed capabilities are numbered,” founder and CEO Ragy Thomas said in a press release.
According to MediaPost, NewBrand’s 40 employees will stay on after the merger.
Forbes offers some analysis:
NewBrand spent five years building out a customer base including Hyatt, Subway and Kohl’s by promising to make sense of unstructured data the companies collected around the web to help determine questions like the cause of customer loyalty and attrition. The startup had raised $35 million of its own, according to CrunchBase, with the largest round coming early in its history in late 2011.
For Sprinklr, NewBrand can offer deeper understanding of the data it already scans for customers, Thomas argues. He envisions Sprinklr answering deeper questions now, like what five issues would be most likely to create a staffing problem at a restaurant chain.
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