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More Money for Mavrck
Boston-based social media influence measurement platform Mavrck has announced $5m in Series A funding, bringing its total to date to $8.3m.
 Kepha Partners and previous investor GrandBanks Capital provided the funding, with Kepha founder and partner Jo Tango citing the firm's 'ability to drive measurable conversions on social and deliver authentic, targeted audience engagement independent of ad-blocking software and changes to social networks' algorithms'.
Mavrck, originally known as Splashscore, uses a proprietary 'influencer activation engine' to identify and activate brands' most influential customers across social media networks at scale, focusing on existing customers it calls 'micro-influencers'. In April this year it launched a tool called Fan Grader, to track the engagement of a brand's Facebook page, and identify its top 100 most engaged fans.
Co-founder and CEO Lyle Stevens (pictured) told www.techcrunch.com : 'We are seeing a drastic expansion in the types of influencers, their use cases and the scalability of influencer marketing as it becomes more automated. Traditional 'insta-famous' bloggers or YouTube stars were managed via spreadsheets and used in one-off campaigns to help drive brand awareness. We are now seeing everyday consumers with highly engaged friend circles being used in an 'always on' methodology to help with a range of business objectives including customer acquisition, loyalty/retention and consumer insights'.
The firm is online at www.mavrck.co .
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