Portland big data startup Lytics has scored $2.2 million in funding from Rembrandt Venture Partners and Voyager Capital, money that the company will use to grow its team and continue work on a service that helps marketers gain more insight about customers, reports The Oregonian.
“We provide a sort of train station between all of the various platforms that make up a modern brand digital ecosystem,” the company writes on its Web site. “Actions and behaviors from one system inform the actions or behaviors to be acted out on any other marketing platform.” The service is currently in private testing.
Lytics is led by James McDermott, who previously served as vice president of business development and general counsel at Webtrends.
Voyager’s Erik Benson compared Lytics to one of his other portfolio companies, Act-On Software.
“Most corporate CMOs feel they are unable to use data from marketing silos and make it actionable. Until startups such as Act-On Software and Lytics, CMO’s have not been able to have real-time decision support to understand which marketing channels work best for which customers,” he said.
Benson said that Lytics is similar in some respects to Act-On, though they serve B2C customers with their system.