Marketing intelligence firm InsideView Inc. has raised $32.5 million in equity and debt funding from a group of investors led by Spring Lake Equity Partners, taking the total funding it has raised so far to over $80 million, the company said on Friday.
The company will invest money from the latest round in three of its fastest growing areas: big data platforms, application programming interface products and marketing products.
InsideView's proprietary MTV methodology provides marketing intelligence to over 20,000 customers. It aggregates data from 40,000 sources, triangulates and validates it before providing its subscribers insights on social, news and business insights.
"In this new world of ubercompetition, insight from big data is the ultimate advantage because market intelligence turns information into opportunity," said Jeff Williams, partner at Spring Lake Equity Partners, in the statement. Williams becomes a member on InsideView's board as part of the transaction.
InsideView's investors Big Sky Partners, Foundation Capital, Rembrandt Venture Partners and Split Rock Partners also participated in the latest round.
The company operates a development centre in Hyderabad that builds technologies to drive its market intelligence tools, which are used by companies in commer- cial real estate, banking and manufacturing sectors.
InsideView hopes to leverage Spring Lake's Wall Street connections to work closely with the financial services industry.
"The mindset in companies today is evolving from 'help me be faster' to ' help me be smarter'. Every company is looking to market intelligence to drive success, not just early adopters," said Umberto Milletti, chief executive of InsideView.