Tuesday, May 6th, 2014 | 3 min read
Sprinklr recently announced the launch of a new paid media module, the industry’s first social relationship management infrastructure that integrates owned, earned, and paid capabilities into one platform.
This is big news. Having bought more than $500M of social advertising over the years, I should know.
The launch of this paid capability is the result of a partnership between Sprinklr and TBG, a global social media agency I founded in 2001 that develops paid media solutions for social networks. TBG helps brands drive marketing performance through social channels and enables clients to align social strategy with business goals.
Sprinklr has been working with TBG for the last six months to develop this module, and we are now pleased to launch it together. The product incorporates four key functions:
Fully integrated with Sprinklr’s engagement platform, a sophisticated rules engine that allows brands to automatically optimize or amplify content based on a flexible set of rules.
Use real time data, such as mentions and sentiment, to gauge brand campaign performance as it happens, for both paid and earned media.
As a result of Sprinklr’s acquisition of Dachis Group, there will be unparalleled real-time brand measurement and competitive reporting within the platform. Brands can look at real time signals on four dimensions of brand health: Awareness, Love, Mindshare and Advocacy — allowing brands to review share of voice and the effect their paid spend is having versus competitors.
Automatically store or link to data on customers (e.g., email records), enabling brands to understand consumer interests. Based on the information consumers publish on social networks, brands can use the Sprinklr platform to target the appropriate content based on interests. Brands can accurately measure the performance of this content, by feeding in data on the real sales impact to the group of customers.
TBG and Sprinklr are excited to bring this product to market together. The combination of real time analytics data and paid media execution will usher in the next generation in paid social.
We couldn’t be happier to be a part of it.
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