People Pattern Funds Boost Audience Data Platform

US-based People Pattern, which provides an audience segmentation and user classification platform for data-driven marketing, has won $4.5m in Series A funding, allowing it to broaden deployment of its audience data platform.

The company was formed by Ken Cho, who previously co-founded Spredfast, and Jason Baldridge, Associate Professor of Computational Linguistics at University of Texas at Austin. The new funding round was led by Mohr Davidow Ventures, a seed investor in the firm earlier in 2013.

People Pattern's SaaS platform combines social media and enterprise data - the latter including CRM and loyalty databases, adding demographic, psychographic, sentiment & intent classifiers and identifying 'hidden personas' using cluster analysis and topic modeling.

Mohr Davidow Ventures General Partner Bryan Stolle, who will join the Board of Directors, comments: 'People Pattern has an entirely unique approach of applying science and predictive analytics to uncovering who is saying what about your company or brand. These insights lead to the creation of actionable personas and micro-segments, powering companies to engage directly and in real-time with their audience in meaningful, appropriate, and targeted ways.' Mohr Davidow's other investments include Rocket Fuel, Audience Science and Visible Measures.

Cho says the social media 'ecosystem' is 'riddled with extraordinary claims' and adds: 'Social marketing must be about value, and able to be clearly measured - it must evolve into data-driven marketing, especially as brands continue the shift from mass marketing to direct marketing. This is where People Pattern comes in, with our data science team and scientific method-based approach to audience identification and engagement.'

Web site: www.peoplepattern.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.