Sprinklr acquired NewBrand, a D.C.-based location-specific text analytics software start-up, reports MediaPost.

Founded in 2010, NewBrand’s technology applies unstructured data analytics to social and customer engagement data. With it, Sprinklr hopes to give clients access to another layer of customer insights from across some 20 social channels, continued the MediaPost report.

The report also stated:

“According to NewBrand CEO Kristin Muhlner, the company was founded on the belief that all unsolicited commentary — from sources like review sites — can help brands go in-depth into what is most important to their customers.

““We’re giving structure to the data and giving brands the power to take action against it,” Muhlner said.”

NewBrand’s 40 employees are expected to all have jobs under the new ownership, continued MediaPost.

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