Interana Raises $18 Million in Funding to Advance Behavioral Analytics

Interana, a provider of behavioral analytics software, has raised $18 million in a funding round led by Vertex Ventures, with participation from Battery Ventures, Data Collective, Allen Company, Fuel Capital and Index Ventures. The company also announced a new online community forum called Interania.

The company says the new investment brings Interana’s total funds raised to $46.2 million and will be used to support  its next phase of growth, expand its customer base–which currently includes digital leaders like Bing, Tinder, Reddit, Asana and Azure—and advance product development.

According to Interana, its behavioral analytics solution fills a gap left by traditional BI and reporting tools when businesses need to answer questions about digital behavior. Traditional tools are either general business intelligence tools that are based in answering the kinds of questions typical in pre-digital businesses, or they are simple clickstream reporting tools that provide basic metrics on web and mobile services, and as a result,.the company contends.

Behavioral analytics is evolving faster than any other category of analytics due to the continued expansion of mobile and web services, plus newer cloud, IoT, AI, bots, and other kinds of digital services, which produce massive volumes of rich event data. As a result, the company says, having an understanding digital behavior of both people and things is a critical capability for any company seeking to advance its digital transformation, and a critical function already for every employee in wholly established digital businesses.

Separately, the company also announced that it has launched Interania, a new online community forum that gives Interana users a platform to exchange best practices for behavioral analytics, with discussion boards, blogs and how-to content.