Real World Tracking Launch for Google Veterans

In the US, a team including Google Analytics co-founder Scott Crosby has launched a new analytics platform called Euclid Elements, with a $5.8m Series A round of financing.

Co-founder and COO Crosby also co-founded Urchin, which was later acquired by Google and then morphed into Google Analytics. He is joined by CEO Will Smith, the grandson of shopping center developer John Smith, and the pair are supported by a team of veterans from ShopperTrak, IBM, Ariba, TIBCO/Reuters, Google, Playdom, Qualcomm, 23AndMe and Mint/Intuit.

Described as 'Google Analytics for the physical world', Smith says that Euclid Elements is pioneering the use of sensors to map shopper traffic patterns in retail spaces. These sensors sense Wi-Fi signals on smart phones, enabling retailers to understand how shoppers move through a shopping environment.

No personal shopper data is collected, and data shared with clients is anonymous and aggregated to help clients make decisions about store layouts, merchandising and staffing.

Smith comments: 'Online retailers have been using data to improve their customers' shopping experience for years. With Euclid, major retailers and downtown storefronts are now able to leverage in-store customer data to better compete with the online world through improved customer satisfaction and loyalty.'

The startup financing has been led by New Enterprise Associates with Harrison Metal, Triple Point Capital and other investors.

Web site: www.euclidelements.com .