People Pattern Adds $4.5M, Enlarges Platform

Trying to get a leg up on other targeted marketing start-ups, People Pattern is kicking off 2014 with $4.5 million in funding. Mohr Davidow Ventures led the Series A round, which People Pattern plans to use to expand its platform, which is designed to identify valuable audience segments based on social and enterprise data.
 
Moving beyond demographic and psychographic data, the SaaS platform gleans such enterprise data from CRM and loyalty databases, as well as social streams.
 
People Pattern is led by founder Ken Cho, who previously founded Spredfast, along with Jason Baldridge, associate professor of Computational Linguistics at University of Texas at Austin.
 
The pair combine social business and platform development experience, which they believe is what’s needed for effective analytics and data-driven marketing.
 
“Social marketing must be about value, and able to be clearly measured,” Cho stated. “It must evolve into data-driven marketing, especially as brands continue the shift from mass marketing to direct marketing.”
 
Looking ahead, People Pattern and a raft of rivals are positioning themselves to capture greater investment in information technology. By 2017, Gartner expects chief marketing officers to spend more on IT than chief information officers.
 
Each with their own mix of services and specialties, some other data specialists include Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, HubSpot, Lotame, Quantcast, ValueClick, and [x+1].
 
Along with the fresh funding, Bryan Stolle, general partner at Mohr Davidow Ventures, is joining People Pattern’s board of directors.

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