Sprinklr Buys Text Analytics Firm NewBrand

In the US, social media management specialist Sprinklr has acquired location-specific text analytics software company NewBrand. Terms of the deal were not disclosed.

NewBrand's platform captures customer experience at the point it occurs, including when a customer walks out of a business location and tweets or posts about their experience. The firm collects the unstructured data, assigns it to the location relevant to the brand, and then breaks it down into key themes, attributes, categories and sentiment. Its flagship product 'Social Guest Satisfaction' tracks comments posted by guests on social media, pulling out problems and complaints; while its cloud-based Pulse tool provides clients with real-time data on trending topics and conversations that impact their brand and product perception.

Sprinklr says the integration of this technology will provide clients with new contextual insights and predictive analytics they can act upon to create more valuable experiences for their customers. With the deal, NewBrand's Washington DC headquarters and staff will become Sprinklr's newest global office. Kristin Muhlner (pictured), CEO of NewBrand, comments: 'Modern marketers need better tools to engage with increasingly empowered consumers, and Sprinklr is providing that by changing the way that brands learn about and communicate with their customers. Infusing our location-specific text analytics into the infrastructure that Sprinklr has built will change the customer experience marketplace'.

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