• by Gavin O'Malley  @mp_gavin, June 2, 2015

Sprinklr has acquired location-specific text analytics software start-up NewBrand.

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.

“NewBrand … provides industry-specific, function-specific insights from unstructured data that is valuable to Sprinklr as we build the 'brain' behind our operating system,” Sprinklr CEO Ragy Thomas said on Tuesday.

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.

Per the merger, NewBrand’s Washington, D.C., headquarters -- which supports global clients like Hyatt, Subway, Kohl’s -- are being turned into Sprinklr’s latest outpost. NewBrand’s 40 employees are expected to all have jobs under the new ownership.

Rarely do a few months go by without Sprinklr acquiring some start-up within the social-marketing ecosystem. “It's our seventh acquisition in the last 24 months,” Thomas said regarding the NewBrand deal.

In April, Sprinklr bought customer engagement community platform Get Satisfaction. Building on its Experience Cloud initiative, Sprinklr is using the company to help clients deliver community-based customer support.

Also in April, Sprinklr raised $46 million -- at a valuation of just over $1 billion -- with expressed intention of continuing its acquisition spree.

Earlier this year, Sprinklr agreed to buy the social-community software specialists at Pluck from media-holding company Demand Media. Financial terms of the deal were not disclosed, but Demand picked up Pluck for a reported $75 million in 2008.

With Pluck, Sprinklr gained the ability to help large brands display social content within ecommerce and other owned properties. Pluck also brought with it about 75 brand clients, including L’Oréal, Mattel and Walgreens.

Last September, the New York-based Sprinklr scooped up word-of-mouth marketing shop Branderati for an undisclosed sum, while last October, it agreed to buy social-marketing veteran TBG Digital. The addition was expected to give its clients a clearer picture of cross-channel media spends, and paid media in particular.

Earlier in 2014, Sprinklr acquired Dachis Group and its social analytics and optimization technology. Dachis’s social consulting practice was also added to Sprinklr’s services enablement practice.

Sprinklr boasts hundreds of clients, including GM, Virgin America, Samsung and Microsoft.

Investors, including Intel Capital, Battery Ventures and Iconiq Capital, have now pumped about $123 million into the social-media management firm.

Last year, social media was expected to have the highest cumulative aggregate growth rate across all channels, according to Forrester Research.