Dachis Group CEO and Razorfish's former CEO and co-founder Jeff
Dachis will join Sprinklr's board and become the company's chief
The deal's closest analogy may be
Salesforce's acquisition of Buddy Media in 2012, which paired
the social marketing company with Salesforce's social analytics
firm Radian6. In the case of Sprinklr-Dachis, the pairing combines
Sprinklr's publishing tools to post to brands' social networks with
Dachis Group's analytics dashboard to survey what kind of content
to publish based on what people are saying about a brand.
"By acquiring Dachis Group, we can bring brand analytics,
content optimization and employee advocacy [features] to Sprinklr
in the next three months. Otherwise it would have taken 15 months
[to build]," Mr. Thomas said, referring to the combined entity as
an "end to end social relationship platform."
The acquisition was driven by client demand, Mr. Thomas said.
The two companies share a number of clients, including Omaha
Sprinklr will hang on to Dachis Group's offices, including its
Austin headquarters. Most Dachis Group employees are expected to
transition to Sprinklr and be folded into their corresponding
Combined Sprinklr and Dachis Group have raised $95 million in
funding; Sprinklr has raised $37.5 million since its 2011 launch.
Mr. Thomas declined to disclose Sprinklr's revenues other than to
say the figure grew by 300% in 2013, which may or may not mean
anything depending on the 2012 revenue number. For what it's worth,
he expects the figure to increase by 300% again this year.