Sprinklr plans to go public by second quarter 2015, a source close to the situation told Adweek.
Social media marketing firms Spredfast and Mass Relevance announced a merger today. Spredfast, whose CEO Rod Favaron will lead the joint company, helps brands manage their social content and plan engagement with their fans and followers.
Sprinklr, the New York-based social media analytics firm, acquired Dachis Group, the companies announced today. Sprinklr is adding Dachis Group’s social media strategy platform to its technology, to offer brands and marketers a full-service shop to manage campaigns, according to Sprinklr CEO Ragy Thomas.
The rise of social media ad spend should make for some interesting moves in the digital marketing talent ecosystem during the coming months.
Just a few years ago, legions of businesses practically tattooed themselves with the label “social media agency” so they could ink deals with brand clients looking to get on Facebook. But as the marketing landscape shifts toward cross-digital solutions and demands for big data, the term is beginning to be seen as too limiting by some.
Last fall, social media agency Dachis Group launched Social Business Index, a free-to-the-public database that ranks companies and brands by how social they are in real time (Today, News Corp. is No. 1 and National Amusements Inc., a movie theater chain, is No. 2.).
Plenty of social media analytics providers tally up impressions, ranging from Twitter @replies to Facebook likes from consumers, but not many look as closely at a company’s own social media activity. It’s the difference between what consumers say about a brand versus what the brand is saying itself.