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Investors Gather Round Content Conversion Platform, idio
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Investors Gather Round Content Conversion Platform, idio

A substantial amount of growth in the US market has provided the ideal call to action for content intelligence platform idio, which is continuing to welcome fresh bouts of investment.

The company specialises in stripping down the content consumption habits of web browsers for powering real-time and highly personalised marketing campaigns. 

Idio has witnessed a 175% year-on-year lift in US revenue and will now have the funds to push this figure higher after receiving $6.2 million in a Series-A round led by existing investor Notion Capital.

Also chipping into the pot is Hansa Capital, Quayle Munro, Juno Capital along with a number of unnamed angel investors.

User monitoring

Tech investors have declared financial backing for a company which claims to have veered away from predictive analytics platforms to create a system which leverages some of the lesser-known types of content data for assessing the customer journey.

According to ideo CEO Edward Barrow, the end goal is to “power the perfect conversion”.

The company’s content intelligence platform provides valuable insight to brands and their marketers by monitoring how a user interacts with on-site content.

Data gathered by the platform can be used in a variety of ways. These include for predicting when a user is likely to convert – which in turn impacts the types of adverts and messages they receive.

CEO Barrow is keen for these insights to address one of the conundrums echoing around the content marketing space in gaining ROI.

“We see a massive, untapped opportunity around unstructured data; if turned into actionable intelligence it has the ability to transform the customer relationship, and drive real ROI from content marketing,” he commented, speaking in light of the investment round’s conclusion.

Future movements

Although plans for the funding remain scarce, part of the money from idio’s most recent appeal for investment, which follows the $2.3 million generated in April of last year, will provide vital assistance to clients which use the company’s dedicated app for CRM platform Salesforce. 

Released in July of this year, the tool provides a content recommendation service for matching content to prospects, while the system’s ‘Predictive Scoring’ system allows these same consumers to be rated on their inclination to convert. 

Funds will also be used to boost idio’s success with “rapid sales and marketing expansion”, according to the firm.

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Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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