Founded in 2012 as Tracking First, Claravine provides a platform for enterprises to define, enforce and manage marketing data standards across regions, teams and campaigns. The product includes a dashboard for building taxonomies, APIs and integrations with platforms such as Adobe Experience Manager, Workfront and media platforms like Google Ads to standardize and verify tracking and analytics inputs. Claravine also offers consulting services to document naming conventions, rules and custom attributes and to help organizations evaluate and improve their data standards. The company emphasizes reducing human error upstream to improve downstream data reliability and speed for BI and analytics users. Management plans to use new funding to double headcount to 88 employees by year-end and to support product R&D. Claravine reports nearly 100 customers, saw over 40% ARR growth from 2020 to 2021, and maintains 95% gross revenue retention, while declining to disclose current ARR. Claravine is a technology platform that helps standardize, govern, and connect marketing data across every team, system, and channel. Thousands of brands globally use its software, and enterprise customers such as USAA leverage its ability to standardize data structure and govern the process to generate, validate, and connect data. The platform centralizes data structure and enforces data standards and naming conventions across campaigns, content, ads, and experiences to improve measurement and decision-making. Claravine says customers realize richer insights, increased ROI, and better customer experiences as a result. The company was recognized #540 on the 2020 Inc. 5000 list with an 857% three-year growth rate. The new funding will be used to further build out product development and go-to-market strategies. Tracking First is a Provo, Utah-based enterprise data governance platform designed to structure and unify digital campaign data. It provides digital marketers with a platform to analyze and run campaigns by unifying data from multiple campaigns and disparate systems into a single integrated view. The solution automatically generates and stores campaign codes and ensures that new marketing releases are prepared even when marketers are spread across the globe and engaged across different channels. The company was co-founded by Craig Scribner and John Boyd in 2012 and is led by newly appointed CEO Verl Allen. Tracking First raised $4M in funding to support its operations. The company intends to use the funds to expand its sales, marketing and product teams. Tracking First is a SaaS ad-technology company that automates creation and classification of campaign tracking codes. Its platform prepares tracking-ready campaign links that are vetted before launch, embedding unique tracking codes in landing page links and testing that codes are captured by reporting systems. Its patent-pending algorithms detect consistencies and correlations in a company's historical codes, automatically generating new codes that match established reporting standards. The company says this reduces the data maintenance burden for marketers and analysts and improves the quality of marketing campaign data. Tracking First aims to transform data governance and scalability by making analytics prep intuitive and eliminating the bottleneck of a single individual owning campaign context. It currently serves major brands including Hilton Worldwide, Verisign and USAA. Financially, the company announced a $50,000 angel investment.

Total raised

$25M

Funding rounds

4

Latest round

Series B

Latest activity

May 2022