April 3, 2013, 3:14 PM

Digital marketing technology firm Tealium raises $15.6 million

The tag management provider also says Q1 sales increased 186%.

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Tealium, a provider of technology for managing the web site tags that measure site activity and e-marketing campaigns, has received $15.6 million in a third venture capital round, the company said today.

Tealium, whose more than 250 clients include online retailers Urban Outfitters Inc. and Petco Animal Supplies Inc., said it will use the new capital to expand product development and operations. Since launching in 2008, Tealium has raised a total of $27 million in venture capital.

The company also said today that it booked a 186% year-over-year increase in sales for the first quarter ended March 31. It didn’t release revenue figures.

The latest round of funding came from three venture capital firms: Tenaya Capital, Battery Ventures and Presido Ventures. Neeraj Agrawal, general partner at Battery Ventures, says Tealium is growing in a market that provides business and marketing managers more direct control over technology that measures web site activity, without having to rely on their information technology departments. Clients use Tealium’s technology to deploy and manage software tags that measure web and mobile site activity, such as the number of visitors using a live chat application, the number of shoppers coming to a site from a particular online marketing campaign, and conversion rates recorded by web analytics applications. Clients can use Tealium to add or remove tags as necessary to run the most effective marketing campaigns, the company says.

Among its actions in the first quarter, Tealium released Tealium DataCloud, an Internet-hosted application designed to distribute data from software tags to a clients’ internal marketing teams as well as to external vendors, such as marketing firms that host online ads that send traffic to a Tealium client’s retail site.

Erik Bratt, vice president of marketing, says Tealium’s cost varies based on each client’s number of web and mobile sites, traffic volume, and the number of Tealium products they deploy. More specific costs weren’t available.

Tealium, which recently opened a new headquarters in San Diego, was founded by president Ali Behnam and chief technology officer Mike Anderson, who are former executives of web analytics firm WebSideStory, whose technology is now part of the web analytics software offered by Adobe Systems Inc. Jeff Lunsford, Tealium’s CEO, is a former chairman and CEO of WebSideStory and web content delivery network Limelight Networks.

Urban Outfitters is No. 48 in the Internet Retailer Top 500; Petco is No. 231.

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