Launch and Funds for Motif Analytics

San Francisco-based start-up Motif Analytics has emerged from private beta to offer general availability for its analytics tool - and has secured $5.7m in seed funding.

Motif was founded at the end of 2021 by former Googlers Mikhail Panko (pictured), now CEO, and Theron Ji who is CTO - joined a few months later by Sean Taylor, Chief Scientist - the trio have more than thirty years' experience of building data and analytics tools at Silicon Valley companies.

The product aims to answer complex business questions through analyzing event sequences, digging into the root cause of changing metrics and suggesting ways to move them in the right direction. Users get 'an interactive data wrangling, visualization and exploration experience' through which to find insights known as 'motifs' in event sequences, an approach said to be proven at Google and Uber (Panko worked at both). The firm identifies a number of key innovations which it says set the software apart: rich, interactive sequence visualizations for identifying patterns in user and business flows; a 'small but expressive set of sequence operations to query flow data the way analysts think'; an incremental query engine to seamlessly trade between query precision, speed and cost according to the analyst's needs; AI for identifying conversion predictors in event sequences; and an in-browser local mode 'to experience Motif capabilities on proprietary data instantly without setup, data prep or data sharing'.

The seed round was led by Amplify Partners and Felicis, with participation from the InvestInData angel syndicate.

Panko comments: 'I haven't met a Head of Growth or Operations who was happy about their team's ability to use company data in everyday decision-making. They try and get disillusioned with self-serve analytics tools, which promise one-click solutions and trivialize the complexity of cleaning, modeling and interpreting data. There is a reason why data teams don't want to touch them. I've observed many companies who can't point to any meaningful wins from expensive product analytics tools they bought'.

Web site: www.motifanalytics.com .