$40m Funding for Behavioural Data Specialist Snowplow

London-based Snowplow Analytics, which helps businesses collect and manage their customer behavioural data, has raised $40m in a Series B round of funding. The money will be used to grow its team, build support for new data types, and scale internationally.

Snowplow generates, enhances and models granular behavioural data, ready for use in artificial intelligence, machine learning and advanced analytics applications. Users of the platform can model customer behavioural data across multiple points of engagement from web, mobile, point-of-sale, sales data and customer support, to create an 'accurate view' of overall behaviour and marketing attribution.

New funding has been led by venture capital firm NEA, with participation from existing investors Atlantic Bridge and MMC, bringing the total raised to date to $55m. CEO and co-founder Alex Dean (pictured) comments: 'Snowplow was built to solve the need for predictive, behavioral data to drive decisions [and] insights in a privacy conscious and scalable way. Snowplow places the power of behavioral data into the hands of the teams that need it most, directly into their existing data infrastructure'.

Web site: www.snowplowanalytics.com .