Podcast database and tracking tool Podchaser will integrate its podcast metadata with unified customer experience management platform Sprinklr, the company has announced, as part of a new partnership.
Sprinklr’s tools are designed to help enterprise companies manage their relationships with customers by allowing them to track and manage multiple communications channels like email, instant messaging and social media.
Podchaser’s data will be integrated into Sprinklr Insights - an AI-driven ‘social listening’ tool which monitors public-facing channels such as social media to see what people are saying about brands and organisations.
As part of the partnership, Sprinklr Insights customers will not only be able to gain greater visibility into how podcasters are talking about their brands, they will also be able to track podcast reach and audience demographic information, to help track the impact of owned and earned podcast media.
“The digital world generates oceans of valuable information. Brands need omnichannel listening strategies to filter signal from noise on an enterprise scale, and transform it into actionable insights that drive better strategies and customer experiences,” said Sprinklr chief technology officer Pavitar Singh. “The integration with Podchaser provides Sprinklr customers the ability to listen to and measure conversations happening on podcasts alongside the 30+ digital platforms already supported by Sprinklr.”
“As the medium continues to grow, it’s becoming increasingly important for companies to understand how their brand and products are being discussed on podcasts,” said Bradley Davis, CEO of Podchaser. “Through Podchaser’s data integration, Sprinklr customers are gaining unparalleled insight into their podcast presence and its impact.”
Data and metrics are a key area of focus for businesses investing in podcasts, and organisations like Acast - which acquired Podchaser last year - have been taking steps to try and meet this need. Yesterday, for example, Triton Digital announced the acquisition of ad analytics firm Manadge to provide greater campaign performance data for its advertisers.