“Our software…can provide a unified context of the consumer based on the experience of the consumer,” he claimed. The problem, he says, with comprehensive enterprise cloud offerings “is the consumer doesn’t want to wait 20 minutes or an hour or a day until you get the data from your customer care cloud for your brand to realize that you should market to them because you need to. You really have to fundamentally rethink enterprise software” from the consumer’s vantage point.
The deal suggests what a difference a few years can make in the social marketing space. Salesforce.com acquired Buddy Media for $689 million in 2012, and while the purchase price for Dachis wasn't disclosed, Sprinklr has raised only about $37.5 million to date, according to Crunchbase.
Between 2010 and 2011 Dachis Group scooped up several standalone social media startups, including Powered, Archrival, and StepChange Group.
Its technology includes a Real-Time Marketing Engine, which determines trending topics among target audiences, and then optimizes messaging to engage the consumer on the fly, will be layered in with Sprinklr’s content, campaign and reporting capabilities.
Although the initial focus was on earned media, Sprinklr, Thomas said, will launch a paid social module in the coming month; it is currently being beta tested with a client.
“The beauty of paid integrated with social is you can amplify things that are working,” Thomas said. “There’s all this talk about content marketing, but content is only one component of social marketing. There’s data, context, connections, insights…and I think it will continue to evolve.”
Sprinkr’s business, thus far has been split about 90-10 for brand and agency usage of its platforms. Dachis has leaned more heavily toward agency usage, with approximately 40% of its customer base consisting of agency users, which Sprinklr and Dachis feel are an “underserved” population in the enterprise software technology landscape.
“Digital and technology and the impact it’s having on marketing are crucial and an exponentially greater value driver for big agency conglomerates,” Dachis said. “That was clear in the [Publicis-Omnicom merger news] and also when you look at where WPP is going. Those businesses will continue to buy, incubate and build their way into this transformation and I think they’ve got enough staying power and wherewithal to navigate the transition.