“In the near term, we’ll use Booshaka’s capabilities to enhance the effectiveness of paid social advertising campaigns,” Simon Mansell, GM of paid and services at Sprinklr, said on Monday. “Paid social looks to be a $41 billion industry by 2017.”  

“As we look further out, we think that being able to apply real-time audience segmentation to social data will be an incredibly powerful differentiator for the company,” Mansell said.  

Per the deal, Booshaka founder and Erik Ober is joining Sprinklr. Reporting to Mansell, Ober will be expected to help grow the company’s paid media business, and explore new ways to leverage audience data.

Additionally, Booshaka’s team of 10 will move into Sprinklr’s San Francisco office.   Booshaka culls data from digital platforms including ExactTarget, Marketo, Shopify, and Stripe. Clients have included Unilever, A+E Networks, and ecommerce platform Rue La La.  

Rarely do a few months go by without Sprinklr acquiring some start-up within the social-marketing ecosystem. Most recently, it bought location-specific text analytics software start-up NewBrand, in June.  

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.  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.