Sprinklr has introduced a new product, called Audiences, that lets brands be more efficient when advertising across social channels. The objective is to sync the conversational data Sprinklr gathers across Twitter, Facebook, websites, and other sources with marketing opportunities, so that brands’ communications appear more personalized and their advertising spend is maximized.

The social media management platform’s latest product came out of the company’s acquisition of Booshaka in 2015. Sprinklr honed in on a big customer data problem: Most brands have a website, mobile app, email marketing system, ecommerce database, retail or customer relationship management (CRM) point of sale system, and other tools. And when you add to that the various social media channels that are available, integrating all that engagement data can be a complex and costly endeavor.

Sprinklr Audiences takes from the disparate touch points what customers have said about a brand on Twitter, their browsing behavior, purchase history, etc. and gathers the data into one place. This allows brands to optimize their advertising, as they won’t inadvertently show a product ad to someone who just bought that item recently, or who may have complained about it on another social channel.

Sprinklr Audience lets brand managers create segmentations by activity, retention, and other properties in order to target ads effectively.

Above: Sprinklr Audience lets brand managers create segmentations by activity, retention, and other properties in order to target ads effectively.

Image Credit: Sprinklr

“In its simplest form, managing the customer experience is a game of data,” explained Sprinklr vice president of Audience and Advertising and Booshaka founder Erik Ober in a blog post. “And winning this game means understanding everything about your customer across channels, and using that information to engage in a relevant and personal way — at scale.”

Available as a premium module within Sprinklr, this new tool allows brands to establish customer profiles and segmentations to see who matches their intended audience. There’s a section that lets you pair up advertising channels and view all the campaigns you’ve done previously across Twitter, Yahoo, Snapchat, Facebook, and others. “Any audience you’ve tracked in the past and present will be there,” said Ober.

Sprinklr Audience highlights demographic profiles.

Above: Sprinklr Audience highlights demographic profiles.

Image Credit: Sprinklr

Brand managers can create specific audience types from standard targeted demographics, interests, and affinities or opt to use first-party customer data to match with data from third-party channels. In the latter instance, you might take someone’s phone number or email address and pair it with their Twitter or Facebook username to complete a profile. Lastly, Sprinklr also allows for lookalike audiences, which generates a group of people who “look like” another profile group.

Sprinklr Audiences makes it possible to import customer data from more than 25 sources. With one click, managers can authorize the service to pull information from ExactTarget, Bronto, Marketo, UBX, Eloqua, Stripe, Vibes, MailChimp, Adjust, HubSpot, Shopify, and even from their own website.

Sprinklr Audiences connection hub that lets brands sync data from more than 25 sources.

Above: Sprinklr Audiences connection hub that lets brands sync data from more than 25 sources.

Image Credit: Sprinklr

With the addition of this tool, Sprinklr can provide brands with the resources necessary to offer more personalized services to their customer base. “Humans want to feel like brands hear them,” said company chief marketing officer Tom Butta. For more than six years, the business has been slowly adding tools that allow marketers and brands to make sense of the treasure trove of information available in social channels. “Marketers are thinking about new innovations and feel overwhelmed,” Butta said. “There’s a lot of confusion and people are looking for guidance. One of the things we try to do is have the people do it, and those that do it well become available to the others that are going through the process right now.”

It’s one thing for brands to “hear” their customers, but it’s another to change their entire operation, a task deemed difficult but not impossible. Sprinklr offers the technology for brands to hear what customers want, but it’s going to take a change agent and supportive executive within the company to move the entire organization into a customer-first mentality and act upon those insights.

Sprinklr Audiences is available today.