2020年9月21日

廣告代理老兵馬特·布裏頓剛剛為他的企業消費者情報初創公司Suzy完成了3400萬美元的C輪融資，使其融資總額達到4600萬美元。Rho Ventures、貝塔斯曼數字媒體投資公司(Bertelsmann Digital Media Investments)、Triangle Peak Partners和Foundry Group參與了3月份(1800萬美元)和9月份(1600萬美元)的C輪融資。Foundry Group、Tribeca Venture Partners和凱文·杜蘭特的35 Ventures此前參與了A輪和B輪融資。布裏頓是陽獅旗下廣告公司MRY的前首席執行官，他於2018年推出了這個平台，將其定位為麵向營銷人員的Siri或Alexa。由100萬美國消費者組成的Crowdtap讓營銷人員就產品開發和廣告效果測試等主題進行調查和研究。Suzy的企業客戶包括微軟、強生、雀巢、卡夫亨氏、Chipotle和Crayola。據布裏頓介紹，該公司的年營收為2,000萬美元，客戶數量在過去一年增長了80%，達到250人。保健品初創公司SmartyPants維他命品牌高級副總裁克萊·尼科爾斯表示，該公司一直在為SmartyPants嬰兒多DHA保健品製定產品包裝決策，並測試廣告中的信息。微軟廣告品牌工作室負責人傑夫·科隆表示，自2018年以來，微軟一直在使用Suzy為思想領袖文章、博客和白皮書做消費者研究。他說，該平台幫助微軟削減了消費者研究成本，並加快了行動速度，這在疫情期間變得更加重要。科隆說:“你無法在幾周內完成傳統的研究，蘇西確實加快了反饋循環的速度。” "With COVID-19, there's an even bigger emphasis on real-time knowledge." Suzy plans to use the new funding to add products, hire, and boost sales and marketing Britton wants to use the latest round hire to help double its headcount, now just over 100; boost sales and marketing; and roll out more products as the pandemic has opened up more possibilities. It's started testing out a feature called Suzy Live, for example, which allows companies to narrow down survey respondents into smaller focus groups for more granular research. "We're basically trying to cover every part of the market research journey, and something like focus groups at a time like now when companies can't conduct them in session has opened up a huge opportunity for us," he said. Looking ahead, Suzy wants to work with platforms like Facebook and Google to overlay its own panel data from Crowdtap with their data so clients can further segment their audiences. It also wants to grow Crowdtap's panel and incentivize existing users to stay. Britton believes these steps will help Suzy compete with enterprise software giants like Qualtrics and SurveyMonkey, as well as the likes of Ipsos and Nielsen. He sees other potential integrations. A company like Netflix, for instance, could use Suzy to track viewership, as Nielsen has done to measure linear TV, he said. "What we're trying to do is to create standards and tools that make it easy for people to ask their consumers questions during every stage of that product development lifestyle," he said. "Given the business model and panel we've built, here's no reason that we can't go into ad measurement and viewership measurement." Newsletter