Sprinklr Acquires Startup to Help It Match Social Influencers With Brands

Little Bird will enhance audience insights and analytics

Sprinklr has acquired a company that could help brands better identify influencers by analyzing connections across social platforms.

The New York-based company is bringing Portland-based Little Bird into its social nest. The company analyzes contextual information and social content to match influencers with brands. (In a statement today, Sprinklr cited a report from eMarketer, which found that 75 percent of marketers say pairing influencers with brands is one of their biggest challenges.)

In a statement announcing the deal, Sprinklr CEO Ragy Thomas said Little Bird will help brands identify trends and create more personal experiences for their customers. 

"We live in an age of connected and empowered consumers where it no longer matters what companies say about themselves—it's what their customers say that determines whether a business will fail or thrive," Thomas said. 

The acquisition is Sprinklr's eleventh overall, and it follows a $105 million round of funding in July. In a statement, Little Bird co-founder Marshall Kirkpatrick said the acquisition will help improve influencer-driven insights with deeper data.

The technology—which will be used to enhance Sprinklr's audience insights, segmentation, advertising and analytics businesses—has been used in the past by companies such as Microsoft, IBM, Adobe, LinkedIn and Unilever.

"Our influencer discovery and research technology has delivered significant value to product and content marketers, customer care teams, market intelligence groups and many others at some of the world's best known brands," Kirkpatrick said. "Sprinklr offers a unified system of engagement that helps each of these functions make use of social media at scale."

Little Bird, which was founded in 2011, received funding in 2012 from Dallas Mavericks owner and celebrity investor Mark Cuban. It's also received funding in the past from Oregon Angel Fund and earlier this year from AngelList Syndicates.

In a blog post, Kirkpatrick said Little Bird's platform identifies not only influencers, but also trends, topics and risks for brands.

"We're living in one of the biggest periods of change the world has ever seen," Kirkpatrick wrote. "One of those foundational changes is that people around the world are more connected to each other than ever before. That means big changes for the way we do business and relate to the world around us."