Marketing-focused data intelligence platform Tracer just raised an $18.1 million Series A. The company’s software collects information from the disparate platforms companies use — including sales numbers, website traffic, advertising data and information about customers — in a single place to give users a more holistic view of their businesses.
Tracer’s customers include Condé Nast, Headspace and Papa Johns.
Incubated at VaynerMedia in 2015 to automate the company’s own reporting and analytics processes, Tracer was fully spun out in 2021. The company recently added experienced marketing leader Obele Brown-West to its leadership team as president. Brown-West will oversee the company’s revenue, growth and operations.
NewRoad Capital Partners, Progress Ventures and BDMI co-led the oversubscribed round, in which S4S Ventures and Arbour Way Investors also participated. NewRoad Operating Partner John Sheehy, a former marketing leader with management experience from Publicis Media and Leo Burnett, is joining Tracer’s board of directors, where he will serve alongside VaynerMedia founder and celebrity entrepreneur Gary Vaynerchuk.
