The consolidation of the digital marketing world is continuing apace. Barely a day after the company powering some of the most well-known cloud services around entered the business of helping providers understand their customers with its first acquisition, Clarabridge Inc. has announced a purchase of its own to try to stay on top.

The Virigina-based customer experience management powerhouse won’t specify how much it’s paying for Engagor, which is located in far-away Belgium, but isn’t shy about saying how the deal will benefit its big-name clients. The service that the startup has developed to glean sentiment off social networks will be plugged into Clarabridge’s intelligence platform to provide a more complete view of customers.

Organizations will be able to piece that picture together by integrating insights gained using Engagor’s technology with information from the back-end systems and cloud services that the system already supports, according to the company. That promise of consistent visibility across channels is hardly unique, or particularly new for that matter, but its platform nonetheless manages to stand out.

Dell Inc., Generic Electric Co.’s healthcare divisions and The Sage Group plc are among the dozens of big-name customers that have chosen to buy into Clarabridge’s value proposition instead of similar alternatives from more established vendors that are also making cross-channel customer tracking their focus. The acquisition of Engagor, the company’s second in the last year, aims to cement that advantage.

In addition to social media monitoring functionality, the purchase also buys Clarabridge capabilities for acting on that knowledge in the form of controls for automating and regulating engagement efforts on the top networks. And perhaps no less significant are the new accounts that the company is gaining in the process , which include big names such as T-Mobile International AG, PepsiCo Inc. and Nitendo Co. Ltd to add to its existing list of high-profile customers.