Anametrix Seals $4M for Cloud-based Analytics

Anametrix, a San Diego-based maker of a cloud-based, real-time digital analytics platform, has raised $4.4 million in Series A financing. TVC Capital, a San Diego-based growth equity fund, provided the round. As a result, Steve Hamerslag, co-founder and managing partner of TVC Capital, is joining the Anametrix board.

Anametrix, the first cloud-based, real-time digital analytics platform, announces a $4.4 million Series A funding round from TVC Capital, a San Diego-based growth equity fund focused on the investment in and acquisition of software and software-enabled service firms.


— TVC Capital’s investment in Anametrix’s Series A round is the firm’s
first investment from its new $75 million Fund II. With this
investment, Steve Hamerslag, co-founder and managing partner of TVC
Capital, is joining the Anametrix board of directors.
— TVC Capital’s decision to invest in Anametrix is based on several
factors, including the accelerating growth in the analytics sector,
the technology leadership demonstrated by Anametrix, and the seasoned
executive team that has great depth and domain experience in the
changing digital-analytics landscape. Anametrix’ success in
transforming marketing effectiveness for its initial set of clients,
including some Fortune 100 companies, played an important role in the
investment decision, as well.
— Anametrix will use the investment to scale sales and marketing efforts
to exploit the increasing market demand for digital analytics and fuel
product innovation, particularly in next-generation predictive
analysis for marketers. The company’s digital analytics platform helps
CMOs and marketers demonstrate and increase their ROMI (return on
marketing investment) by improving campaign effectiveness, increasing
customer retention, expanding lifetime value, and uncovering new
revenue opportunities.
— TVC Capital is capitalizing on multiple opportunities in the
high-growth marketing technology sector, where Gartner predicted the
CMO will spend more on IT than the CIO by 2017. In addition to
Anametrix, the TVC portfolio includes the retail online marketing
technology firm Mercent, which is currently piloting Anametrix to
aggregate and analyze multiple commerce-related data sources.


Blaise Barrelet, Anametrix’s Co-Founder and CEO “At Anametrix, we did not just want money from a traditional VC; we wanted a partner who shares our vision for San Diego becoming a hub for analytics technology. We have that partner in TVC Capital, a high-growth equity investor with hands-on operational experience and a proven track record for smart technology bets.”

Steve Hamerslag, TVC Capital’s Co-Founder and Managing Partner “TVC Capital wanted in when we saw the opportunity the Anametrix early stage investors created by building a Global 2000-class, digital-analytics platform and proving it with an impressive set of initial customers. 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 in our hometown. Anametrix is an excellent way for TVC Capital to participate in the San Diego analytics hub.”

Eric Best, Mercent’s Founder and CEO “Mercent evaluated the Anametrix digital analytics platform to help TVC assess the opportunity. We were so impressed with the technology that we initiated a pilot deployment immediately.”

ABOUT ANAMETRIX Anametrix transforms marketing with digital analytics. We collect, analyze, and make sense out of data across all channels in real time to enable marketers to discover new truths about customers, prospects, and the market at large. Anametrix delivers 360-degree visibility into business data to uncover new trends and hidden correlations, explore new relationships, and deliver a bigger and more predictable impact on revenue. Founded in 2010 by the trailblazing web analytics team behind WebSideStory, Anametrix has headquarters in San Diego, Calif. For more information, visit , Twitter, LinkedIn, Facebook, Google+ and our blog.

ABOUT TVC CAPITAL LLC TVC Capital is a San Diego-based private equity firm focused on investments in and acquisitions of software companies and software-enabled service firms. TVC Capital targets a wide spectrum of software sectors and industry verticals that are poised for growth and consolidation. The TVC team is led by Jeb Spencer, Steven Hamerslag, and Chris Noser, operating executives with more than 60 years of experience growing technology companies into market leaders. TVC Capital portfolio companies included Accordent Technologies and Del Mar Datatrac, and current investments include Anametrix, Mercent Corporation and iQ for Business.

ABOUT MERCENT Through its award-winning Mercent Retail(TM) technology Mercent helps large brand name retailers, including 1-800-Flowers, the Home Shopping Network, GUESS?, L’Occitane USA and others, reach and convert online shoppers. Supported purchasing destinations include, Google, eBay, Bing, product ads, comparison shopping engines (CSEs), affiliate networks, social shopping sites and paid search and display advertising campaigns. The company was founded by veterans, is venture funded, and based in Seattle, WA. For more information, visit .

Anametrix is a trademark of Anametrix. Other company and product names are trademarks of their respective owners.