An 18-month-old Menlo Park, Calif-based marketing technology company just secured another $25 million, bringing total funding to date to nearly $50 million.
Investors seem smitten with Origami Logic's Marketing Signal Measurement (MSM) Platform, which the company claims converts marketing signals into business insights.
The round was led by new investor New World Capital with participation by DAG Ventures, as well as existing investors Accel Partners, Icon Ventures and Lightspeed. Ventures.
Origami Logic CEO and founder Opher Kahane said the additional funding will help the company further scale "to capture the significant market demand for our Marketing Signal Measurement platform."
A Broad Look at Marketing Performance
“Our goal is to empower marketers of large global brands with the seemingly simple but deceptively complex question — what happened today?” Kahane said.
The company’s platform gives marketers an understanding of marketing performance across paid, earned and owned media. Origami's customer base is a mixed bag of B2B and B2C organizations, including Cisco, Intel, JC Penney, Omni Hotels and Pernod Ricard.
“We have your classic massive B2B customers like Cisco and Intel and your classic massive B2C customers like Visa and JC Penney,” he told CMSWire.
B2B and B2C customers, he said, both need to measure actions and insights across multiple digital channels. The Origami platform gives them the abilities to move from casual marketing measurements on Excel spreadsheets to agile, real time data sets, he said.
Tom Rikert, partner at San Francisco-based Next World Capital, said the company "has set a new precedent for signal measurement that can meet the volume, velocity and complexity of modern marketing.”
Kahane described the offering as a Software-as-a-Service (SaaS) proprietary platform purposely built for marketers so they can use it “self-sufficiently.”
Origami has more than doubled its head count of employees this year and plans to continue to grow, although Kahane did not specifically quatfy that growth.
Investors seem to like MarTech companies. As of last fall, there’s been more than $21.8 billion of venture capital and private equity invested marketing technology companies, according to Scott Brinker, author of the Chief Marketing Technologist blog. Brinker did not include money raised from public offerings, mergers and acquisitions or other untracked investments.