Add-on Funding for Influencer Specialist Mavrck

Social media influence measurement platform Mavrck has raised $5.8m in an add-on round of funding, bringing its total raised to date to $13.8m.

Mavrck uses a proprietary 'influencer activation engine' to identify and activate brands' most influential customers across social media networks at scale, focusing on existing customers it calls 'micro-influencers'. It also offers access to a tool called Fan Grader, to track the engagement of a brand's Facebook page, and identify its top 100 most engaged fans; and in August launched several automated tools to help combat influencer fraud.

The company raised $5m in a Series A round of funding in 2015, after an initial investment of $3.3m. Its latest round is backed by GrandBanks Capital and Kepha Partners. CEO Lyle Stevens (pictured) said in a statement: 'Everything that we have done at Mavrck this year has been done with the intention to drive the influencer industry forward. Every new capability that we've introduced, every partner that we've started working with, every influencer behavior that we've tracked was part of our mission to help marketers harness the power of content that people trust to drive tangible business value for their brands'.

The firm is online at www.mavrck.co .