As it becomes increasingly important to measure website and social media analytics in real-time, new optimization tools are rising to the surface and gobbling up investor dollars.
Real-time marketing service Optify, which officially launched its software in March, has just raised $6.1 million in a Series B round led by Triangle Peak Partners. Previous investor, Madrona Venture Group, participated in this round, along with Mark Wachen (Upstage Ventures), Bill Baker (formerly of Microsoft), Alan Alexrod (Alexrod Investments) and John Cunningham (Clear Fir Partners). With this latest round, the Seattle-based startup has raised a total of $8.85 million. Co-founding partner of Triangle Peak Partners will join Optify’s board of directors.
Optify offers a multi-pronged platform that helps websites track consumer usage, identify the best keywords for search engine optimization (SEO) and manage Twitter campaigns.
More specifically, Optify can tell you, for example, how your pages are optimized for search and discovery, how to craft an effective Twitter campaign (also tracking the traffic around those Tweets) and how your keywords are performing on Google search. The analytics can be achieved on a highly granular level. Optify essentially tracks every eyeball on your site, looking at each click and each event and noting the rough composite of your visitors (i.e., location or company— if that information is available)
Here’s a look at one layer of Optify’s dashboard:
“The goal was to enable enterprises to become experts in search engine optimization and ultimately acquire new customers,” says CEO and co-founder Brian Goffman, a former Partner at Madrona.
Optify offers a basic freemium model: new consumers can try the full version for 30 days, simply opt for the bare bones free version, or pay for one of three different packages, ranging from the “professional” option at $500 a month to the enterprise version, at a hefty $3,000 a month. The main different between the top tier service and the rest is full-support for international traffic and analytics and the ability to manage a high volume of traffic.
By the numbers, Optify now tracks some 100 pages per second and handles 1,300 consumer accounts, with the bulk of that being “free” customers. That fact doesn’t concern Goffman, who believes Optify’s stats provide a compelling use case for clients who will need to upgrade to a paid package as their business scales up. According to Goffman, the average consumer sees traffic roughly triple.
Of course Optify is not the first startup to zero in on the real-time web, nor do they lack any company in the SEO/social media optimization category. One of their closest competitors is Bright Edge, a San Mateo-based startup that raised its own $6 million-plus round this past March.