Search analytics startup Enquisite has raised USD3.2m in a funding round led by The Entrepreneurs Fund III. Jeff Weber of the VC firm is joining Enquisite’s board as a result of the funding.
Launched in Dec 2006, Enquisite analyses traffic from search results pages to track the efficiency of online ads, campaigns and of a company’s general online presence. Its software, for instance, can show a company what searches lead most often to its website. The company in question can then use this knowledge to adapt its online marketing strategy accordingly. Enquisite also tracks offline factors such as users’ locations to see what markets are most popular and take into account traditional media campaigns such as radio promotions, to see if they generate any traffic increase.
Enquisite is part of a growing number of startups seeking to capitalise on marketers’ need for good analytics to track their online operations. Earlier this week, WPP backed a similar startup, Yield Software, in a USD6m round led by Draper Fisher Jurvetson.