Sprinklr and CreatorIQ have partnered to connect creator marketing data with enterprise social media systems, letting brands measure creator, paid, and organic performance in one place.
Sprinklr, an enterprise customer experience software company, and CreatorIQ, a creator marketing platform, announced Wednesday a partnership that links creator campaign data with corporate social media management systems, allowing brands to measure influencer, paid, and organic social performance from a single dashboard.
The deal addresses a persistent pain point for large marketing organizations: performance data from creator campaigns typically sits in a separate system from paid and owned social media metrics, making it difficult to assess the combined return on investment across channels.
Creator marketing has grown rapidly in recent years. Average brand investment in the category rose 171 percent year over year in 2025, according to figures cited by the companies, and more than half of marketers now use creator-produced content in both paid and organic campaigns.
Under the partnership, CreatorIQ’s proprietary data infrastructure — which the company says processes 123 million creator posts per day — will feed directly into Sprinklr’s social media reporting environment. The integration is designed to let brands evaluate creator performance alongside their broader social and paid media activity and draw clearer connections between creator spending and revenue outcomes.
“Integrating CreatorIQ data directly into Sprinklr gives brands one connected environment for strategy, execution, and measurement across creator, paid, and owned channels,” said Anish Chadda, vice president of product management at Sprinklr.
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Tim Sovay, chief partnerships officer at CreatorIQ, said creator marketing data has historically been siloed from the broader systems enterprises use to manage social media and customer experience. “Together, we’re delivering the unified, enterprise-grade intelligence required for AI-driven marketing and full-funnel growth,” he said.
The integration will also allow brands to boost high-performing creator content directly through Sprinklr’s paid media tools, reducing the need to manually export data between platforms.
