Data analytics in marketing have long been among the more sophisticated approaches found within companies. All sorts of predictive and prescriptive analytics are used to segment customers, identify which of them are most likely to buy, and which prices, promotions, and incentives will push them into converting. It's just as obvious that many firms have moved quickly toward digital marketing as their main growth driver for client acquisition and retention. Customers are spending vast amounts of time and attention across digital channels, and marketers are moving wherever they go with increasing spend online. A single company--even a relatively small one--may employ search engine optimization, online advertising, social media marketing, video advertising, landing pages, emails, and even more types if you include offline channels.

The conclusion of the round is the latest in a series of recent highlights for conDati, including receiving an award for applying machine learning to marketing ROI and bringing multiple customers into pre-launch deployments. The completed financing positions the company for commercial launch of its Big Data as a Service (BDaaS) solutions for digital marketing later this spring. "We already have companies in e-commerce, higher education, B2B and digital media actively using our solution," noted CEO and founder Ken Gardner in an interview. "Our momentum is building, and we are eager to get to the broader market and help companies improve their return on marketing. The complete and current visibility we deliver in conDati Marketing Analytics gives marketers entirely new abilities to understand, predict and improve the financial performance of all their digital marketing campaigns."