Origami Logic revealed Tuesday it had received $25 million in Series C funds, which it will use to more than double its teams across sales, engineering and marketing, said co-founder and CEO Opher Kahane.
Origami Logic has an employee count in the lower double digits, though Kahane wouldn’t give an exact number. But clients like Cisco, Visa, T-Mobile and Fox Sports require more business development staffers.
The round was led by Next World Capital, with previous investors such as Accel Partners, Icon Ventures and Lightspeed Venture Partners, and brings its total funding to $49.3 million. Kahane said Origami still has money from its previous rounds.
Kahane said he was also interested in working alongside Next World Capital, whose enterprise marketing portfolio includes Aviso, DataStax and BrightRoll (now owned by Yahoo).
“Marketing now has more responsibility (and budget) to drive business results than ever before,” said Tom Rikert, a partner at Next World Capital, in an email to AdExchanger.
As marketers unite campaigns across TV, digital, call centers and physical stores, Rikert said there’s “a massive market opportunity” for a company that can digest those diverse data streams in as close to real time as possible.
Earlier this month, Origami Logic launched its Marketing Signal Measurement Platform, a SaaS dashboard that rests on the back end of marketing campaigns and, according to Kahane, simplifies these diverse data points.
“There’s too much data, too many touchpoints and really not enough insight gleaned from marketing on a day-to-day basis,” he said.
For example, Origami Logic helps Cisco make sense of “marketing signals from over 500 disparate digital accounts,” according to Kevin Scott, the communications infrastructure provider’s director of strategic planning and analytics.
“Marketing signal measurement gives us an understanding of our daily performance so we can continually optimize,” said Scott.
And at Omni Hotels, another Origami Logic client, CMO Tom Santora said, “We are trying to understand the complex new universe of audience interactions across all of our channels and campaigns.” As digital becomes imbued with everything from marketing to commerce to customer support, it’s attracting more resources from within.
“Our ability to continually drive business growth depends on it,” said Santora.
Kahane claimed Origami Logics’ clients use Marketing Signal Measurement to “extend their attribution service.” But he distinguished the company from the pricey, consultative relationships many clients have with attribution tech vendors.
As with many startups looking to widen their market presence, Origami Logic wants to empower brands to make decisions – it doesn’t want to make budget decisions for clients.
Kahane has considered white labeling Origami Logic, but he said he doesn’t anticipate opening that revenue stream because he wants the brand awareness.
