Funds for 'Dark Marketing' Analyst BrandTotal

In Tel Aviv, Israel, competitor marketing intelligence firm BrandTotal has raised $2m in a seed round of funding, which it will use to add new data science and business development employees to an existing team of ten.

Founded last year by Alon Leibovich (pictured), Amir Leishman and Omer Ramote, BrandTotal's solution gives clients insight into their competitors' 'dark marketing' campaigns (defined as those using 'fragmentation', segmentation and targeting to personalize marketing initiatives). The firm uses proprietary machine learning to model online activity and identifies competitive plans, enabling brands to adjust their own marketing strategy on the fly.

New funding was led by Glilot Capital Partners, with participation from KDC Media Fund, and Dick Clark Productions. Leibovich comments: 'With most present-day marketing campaigns being targeted to very specific consumers, as well as fragmented across a multitude of digital channels, brands are unable to easily monitor the marketing efforts of their competitors, and are in fact - in the dark. We are bringing the new era of marketing BI to match the developments in this era of dark marketing, and enhance marketers' capabilities to employ agile marketing methods'.

Web site: www.brandototal.com .

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