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New Leader for Anametrix
San Diego, California-based digital analytics company Anametrix has promoted CMO Pelin Thorogood to CEO, replacing co-founder and Chairman Blaise Barrelet who will focus more energy on his investment firm Analytics Ventures.
 Thorogood, a 20-year veteran of marketing and analytics and a regular speaker and author, will lead the firm's expansion following the raising in October of $4.4m in Series A funding. Anametrix says promoting its CMO to CEO underlines its 'commitment to serving the real-world, real-time analytics needs of multichannel marketers'.
In line with this expansion and the hiring of a number of data scientists, the company will move its HQ this month to a new location at 5414 Oberlin Drive, with more than twice the floorspace.
Barrelet (pictured), previously the founder of analytics pioneer WebSideStory, describes Pelin as 'the dream CEO for our three-year-old company... a proven business leader, expert and innovator in digital analytics.' Steve Hamerslag, co-founder and Managing Partner of the firm's major investor TVC Capital, says his company 'immediately recognized what a superstar we had in Pelin Thorogood', adding: 'We are in the marketing-analytics business, and Pelin is one of a handful of true experts in the world.'
Thorogood retains her positions on the boards of the Online Marketing Institute and Technology Leaders, and as Executive-in-Residence for her alma mater, the Johnson Graduate School of Management at Cornell University. In the near term, she says Anametrix 'will introduce product innovations in predictive analytics and social collaboration and enhancements to its mobile analytics capabilities' - as well as expanding its customer support program.
Founded in 2010, Anametrix is online at www.anametrix.com .
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