SumAll lets customers connect services such as Facebook, Twitter, MailChimp, Constant Contact, Amazon Payments, PayPal, Bing Ads and Google AdWords to view and analyze all that data from one interface. The product is designed to surface key performance indicators that customers care about—CEO Dane Atkinson says its appeal is helping customers “see your damn data.” The service is used at scale by some customers (one agency tracks more than 120 Google Analytics pages and 50 Facebook pages). SumAll reports tracking $4 billion in sales activity for 100,000 businesses and says the total amount of data it stores is doubling every 45 days. Infrastructure costs are rising rapidly as data grows, which is driving near-term funding needs. The company planned to raise a larger round later but raised a smaller tranche now to avoid cutting back on the amount of data it tracks. SumAll provides a cloud-connected analytics and visualization service that aggregates data from social networks, ecommerce platforms, payment gateways and web analytics. The company integrates with Facebook, Twitter, Google Analytics, eBay, Amazon, PayPal, Stripe, Authorize.Net, Braintree, Instagram, Shopify, Big Commerce and Magento. SumAll emphasizes data visualization and cross-service comparisons and uses connected data to predict ROI on inputs such as Instagram photos and Google Analytics. It recently added an Authorize.net integration to allow customers to analyze credit card data and correlate payments with web and social metrics. SumAll has 25 employees based in its New York City headquarters and expects to hire about 20 more data analysts over the next year. The company competes with startups like Chartio, Chartbeat and Socialbakers as well as large enterprise BI vendors including MicroStrategy, Oracle and IBM.

Total raised

$11M

Funding rounds

3

Latest round

Equity

Latest activity

Dec 2013