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Sprinklr acquires NewBrand Analytics

Sprinklr Inc., a social technology company, has acquired NewBrand, a location-specific text analytics software company.

June 4, 2015

Sprinklr Inc., a social technology company, has acquired NewBrand, a location-specific text analytics software company.

NewBrand’s technology is designed to apply unstructured data analytics to social and customer engagement data, so that clients of Sprinklr can unearth a deeper layer of customer insights from across more than twenty social channels, according to the announcement. The NewBrand acquisition is intended to provide clients a way to act on these insights and create more valuable customer experiences.

"According to Zendesk, 45 percent of consumers use social media to share negative customer service experiences while only 30 percent share positive experiences," Matthew Tennant, global director of social at McDonald’s, said in a statement. "That divide means that marketers cannot simply rely on surface-level feedback to evaluate customer experiences. We need to dig deeper, and adding sophisticated location-specific text analytics to the Sprinklr platform will afford us a unique opportunity to improve precision and relevancy in our social engagement across every channel and maximize positive outcomes for our customers."

NewBrand’s Washington, D.C. headquarters and staff, which support global clients like Hyatt, Subway, Kohl’s, and the Washington, D.C. government, will become Sprinklr’s newest global office, the announcement said.