The acquisition will add more than 300 products to L’Oreal’s lineup.
The company also releases a product to evaluate cross-channel marketing ROI.
Two-year-old marketing analytics vendor Anametrix has raised $4.4 million from venture capital firm TVC Capital in a series A funding round. Anametrix also has released a digital marketing product called Campaign Analytics to track the return on investment for cross-channel marketing campaigns.
“This funding round will enable us to increase our level of customer service, expand sales to connect with more marketing professionals and further fuel product innovation, particularly in the area [clients] most demand: predictive analytics,” writes Daniel Biegel, director of product marketing at Anametrix, on the company’s blog.
TVC Capital notes several reasons for investing in Anametrix including the growth of the digital analytics industry and the company’s successes in helping its initial clients to increase the effectiveness of their marketing campaigns. Before Anametrix, the founders started analytics company WebSideStory, which Adobe Systems Inc. bought in 2008.
“We are very bullish on the growth in the sector and love seeing the analytics pioneers from WebSideStory back together in this first-class venture,” says Steve Hamerslag, TVC Capital’s co-founder and managing partner.
Anametrix’s base offering for digital analytics is an Internet-hosted platform that collects, analyzes and displays data from any source or vendor on any channel, the company says. Campaign Analytics is a free add-on for existing Anametrix customers, it says, while for other clients the pricing varies depending on the number of data sources that the tool analyzes. It is designed to allow marketers to evaluate quickly the effect of their marketing campaigns using visualizations of performance across different geographies and devices, without requiring technical skills or assistance, Anametrix says.
“The funding news for Anametrix tells us that there is a very large gap in the market when it comes to cross-channel, user-friendly analysis tools for marketers,” says Martin Schneider, an analyst at 451 Research LLC. “While there are lots of web analytics, text analysis and social media monitoring tools on the market, there are few that can combine data from all of these channels in near real time into a cohesive set of tools for marketers and other brand managers.”