First Funding Round for Behavioral Data Firm Snowplow

London-based Snowplow Analytics, which helps businesses collect and manage their customer behavioural data, has raised £4m in a Series A round of funding. The money will be used to expand its real-time data pipeline capabilities and further expand in the US and Europe.

Founded in 2012, Snowplow enables users to collect event data from all their platforms and products. This is delivered to a client's data warehouse, where it can be joined with other data sets and used to drive business intelligence tools, custom reports, or machine learning models. A solution called Snowplow Insights provides a fully managed version of the firm's open source software, providing data teams with access to the customizable data pipeline, available across the cloud.

New funding has been led by MMC Ventures. Snowplow CEO and co-founder Alex Dean (pictured) comments: 'We have been expanding rapidly in the US and Europe, and this funding - our first external capital - will help us have a wider impact and cement the trust that we're establishing with customers and prospects in new territories. In addition, the investment will directly drive the development of our product capabilities and features - particularly those that help our data team customers to manage data quality, data meaning and data governance'.

Web site: www.snowplowanalytics.com .