New Funds for Consumer Analyst Second Measure

Second Measure, which analyzes consumer spending behavior patterns and business performance, has raised $20m in a Series A round of funding, for uses including product innovation and expansion of its technical team.

Based in the Bay Area, the company provides analytics giving insights into consumer spending patterns. Clients use a self-service real-time data platform to identify new markets, benchmark against competitors and better understand consumer behavior.

The round was co-led by Bessemer Venture Partners and Goldman Sachs, with participation from Citi Ventures, and brings the total raised to date to $25.5m. Second Measure CEO Michael Babineau (pictured) comments: 'We are beyond excited to have such extraordinary investors on board. Their expertise, networks and financial support will help us realize the massive opportunity in front of us. By providing a clear, accurate and timely view into consumer behavior- and doing so via an exploratory platform - we can fundamentally change the worlds of investment and market research'.

Web site: www.secondmeasure.com .