Yaguara, a Denver-based startup that aims to help e-commerce companies better understand their customers to deliver more meaningful experiences, today announced a $ 7.2 million investment.
The round was led by Foundation Capital with the participation of Gradient Ventures, Rainfall Ventures and Zelkova. It has also been supported by several e-commerce experts, including Warby Parker, Harry & # 39; s, and Allbirds.
Jonathan Smalley, CEO of Yaguara, worked for an agency that developed special cloud tools for online businesses when he realized that data needs to be aggregated in one place to help businesses better understand their customers' behavior .
“Yaguara is based on integrating data and having all the data in the right place. For us, it started with several dozen tools, from performance marketing to your actual e-commerce data to your fulfillment and unit economic data – all in one place so that you can see your data in real time. "
"Then our platform provides predictive and prescriptive insights and recommendations to individual users on your teams so they can use the same set of data to deliver results across the organization," said Smalley.
They create this dataset by connecting to a variety of popular tools to understand what is happening throughout the customer lifecycle, whether it is customer acquisition through Facebook or Google ads, or cart demolition data, or that The frequency with which the customer has returned to buy again helps to create a better picture of the customer.
While this sounds like a customer data platform (CDP), Smalley says it's actually more than that. While the CDP provides the pipeline for your data sources like Yaguara, it doesn't stop there. He says it reduces the complexity of making it easier for front-line marketers to access and query this data without having to know SQL or R or having a technical intermediary to understand the data.
While the company is still young, 250 e-commerce customers are already using the platform. With the new cash infusion, it should be possible to hire more employees, build more data connectors and continue to work on building the platform.