Sprinklr Audiences helps brands improve ad targeting across Twitter, Snapchat, Facebook

Sprinklr has introduced a new product, called Audiences, that lets brands be more efficient when advertising across social channels. The objective is to sync the conversational data Sprinklr gathers across Twitter, Facebook, websites, and other sources with marketing opportunities, so that brands’ communications appear more personalized and their advertising spend is maximized. The social media management platform’s latest product came out of the company’s acquisition of Booshaka in 2015. Sprinklr honed in on a big customer data problem: Most brands have a website, mobile app, email marketing system, ecommerce database, retail or customer relationship management (CRM) point of sale system, and other tools. And when you add to that the various social media channels that are available, integrating all that engagement data can be a complex and costly endeavor. Sprinklr Audiences takes from the disparate touch points what customers have said about a brand on Twitter, their browsing behavior, purchase history, etc. and gathers the data into one place. This allows brands to optimize their advertising, as they won’t inadvertently show a product ad to someone who just bought that item recently, or who may have complained about it on another social channel.