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Element Data’s new CEO, Tyler Davidson. (Element photo)

Element Data, a Seattle-based startup that makes software to predict customer behavior, has raised about $2.7 million in additional funding and jostled its leadership.

Co-founder Geoff McDonald left his position as CEO in September and was replaced by Tyler Davidson, who previously served as an advisor to the company. Fellow co-founder Cyrus Krohn also left the company but remains an advisor.

Davidson, who has extensive experience with early-stage companies, co-founded mobile data startup PushSpring and advises marijuana analytics company Headset. Flying Fish Partners, which had previously invested in Element Data, participated in the funding round. Flying Fish co-founder Heather Redman joined the company’s board. Prior funding for Element Data clocked in at $7.8 million.

Element Data helps companies understand their customer’s decision-making process. That puts the startup in the broad consumer data category, competing with companies like Amperity and

“A lot of what we’re doing from a machine learning perspective is predictive analytics,” Davidson told GeekWire.

The startup’s software trawls through piles of data to make predictions about what customers might do next. With that knowledge, its clients can better tailor their message to a potential customer. Element Data employs around 20 people and plans to add to its engineering team, Davidson said.

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