• by Laurie Sullivan  @lauriesullivan, July 22, 2024

Fragmented data across multiple platforms and inaccurate attribution continue to plague the advertising industry, giving U.S.-based technology startup Elly Analytics a push into developing a full-funnel advertising platform with funding secured by investors.

The company, which tracks data across a user’s entire funnel, has secured $1 million in seed funding. Altair Capital and PTV Ventures led the seed round, with participation from angel investors.

Elly Analytics plans to use the new funding to accelerate product development, with a focus on rolling out AI capabilities, reducing integration time, and lowering the entry price. 

Seva Ustinov and Kirill Kasimskiy founded Elly Analytics in 2022. They started their careers in performance marketing more than 20 years ago. The company was born out of ITA Digital Agency, operating since 2004 with more than 100 professionals.

“We were frustrated with the bias and limitations of the data natively provided by marketing platforms, which prevented us from maximizing ROI for our clients,” Kasimskiy says. “This led us to create an internal data warehouse, which eventually evolved into Elly Analytics.”

The company has achieved threefold year-over-year growth, and serves clients across the globe, including PressReader, Hush Blankets, Mira, Borzo, Alloy and others.

Elly Analytics integrates first-party data from all marketing channels, applying advanced attribution models to accurately measure their impact, and delivering data-driven insights through dashboards.

Using these insights, early tests show businesses can optimize and scale ad spend, leading to up to a 20% increase in ad-driven revenue, up 30% in gross profit and 10% reduction in customer acquisition costs.

Rockerbox, Ruler Analytics, Hyros, Triple Whale, NorthBeam, Funnel.io and SuperMetrics are some of the company’s competitors, but unlike platforms that cater primarily to ecommerce, Elly Analytics targets a range of industries from subscriptions and healthcare, to home services, loans, and other businesses.

The technology creates profiles for each customer, even when they switch between multiple browsers and devices.

Advertising data can come from Google, Meta, TikTok, Pinterest, Facebook, Microsoft, and LinkedIn.

Web and app analytics data can be integrated from Adjust, Branch, Appsflyer and others, and customer engagement data can be integrated from Salesforce, HubSpot, CRM and many more.