Pursway is a Waltham, Mass. and Herzliya, Israel-based provider of a big data marketing analytics platform. The company closed $7.2M in funding. Backers included existing investors Battery Ventures and Globespan Capital Partners. Pursway intends to use the funds to expand its product and sales teams. Led by CEO Dave Ellenberger, the platform aims to improve customer acquisition, cross-sell and retention by imprinting a social graph onto existing customer and prospect data to identify relationships and influential buyers. The article references a prior $6M Series A financing in September 2010. Pursway’s core product analyzes customer behavior data drawn exclusively from clients' own large customer databases to identify influencers and their follower networks, measure influence, and provide marketing intelligence. The technology shows how opinion leaders shape followers' purchasing decisions, enabling targeted marketing efforts. The company has landed enterprise customers including Vodafone Group and Orange. Pursway plans to use its new funding to expand operations in Europe and North America and to hire additional engineers for product development. The startup faces competition from Media6. The company was formerly known as Datanetis.

Total raised

$13M

Funding rounds

2

Latest round

Series B

Latest activity

Oct 2013