Specialist growth capital investor Oxford Capital has led a £4.75 million investment in audience intelligence tool Intent HQ.
The investor joins Edge Performance VCT, which has backed the startup from an early stage.
Fingerprints
London-based Intent HQ collects social data on what a company’s customers are doing online.
It then interprets this data to produce a ‘fingerprint’ of what the customer’s interests and preferences are – and what other people in their network like too.
With this information, the service analyses how it can target the customers with relevant advertising, offers and content.
Analytics anonymous
Rather than using cookies, Intent HQ gets users to log in using a social media profile, and extracts all its data from that profile.
CEO John Lakin knows that although users value the convenience of social login, concerns also exist about their personal information.
That’s why Facebook this week announced anonymous logins, and in effect a clearer way to see the value that brands provide in exchange for data.
We think that the individual should own their own interest graphs, with the transparency, control and mechanics to trade with brands they trust; we intend to take the first steps towards this shortly.