Sprinklr Buys Social Media Advocacy Firm Branderati

In the US, social media management specialist Sprinklr has acquired influencer and advocacy marketing platform Branderati. Terms of the deal were not disclosed.

Marketers use Branderati's platform to identify specific groups of influential brand fans and build their own advocacy networks across Facebook, Twitter and other social media sites; and then invite these individuals to participate in influencer-led campaigns. They can then use the platform's insights dashboard to gain a real-time view into campaign KPI's.

The deal adds to Sprinklr's recent acquisition of social media and brand analytics firm Dachis, which uses a proprietary big data platform to help marketers track and interpret their customers' social media conversations in real-time. As part of the latest transaction Branderati founder and CEO Mark Curtis will join Sprinklr as a General Manager of the advocacy business unit in its New York City office, and with the addition of the Branderati team, Sprinklr now employs more than 500 employees in five countries.

Sprinklr CEO and founder Ragy Thomas (pictured) comments: 'With 92% of consumers now trusting recommendations from friends and family more than any form of advertising, advocacy now must take a more central role - not only in marketing but in the overall business strategy. Branderati has found the key to sustained brand advocacy at scale and having their technology and know-how on board will mean big things for our clients.'

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