Dream Team Finds $14m for Attribution Firm Alembic

In the US, enterprise marketing attribution platform Alembic has raised $14m in series A funding, which it will use to enhance its engineering capabilities, broaden its product range and accelerate client acquisition. Backers include Jeffrey Katzenberg and Joe Montana.

Alembic's software analyses unstructured and complex data to predict revenue and ROI from marketing, applying AI and mathematics developed for modelling purposes during the pandemic. Using anonymous and aggregated data the firm links marketing and sales activity to value created, helping to optimize marketing and sales activity. Data sources include TV, radio, social media, out-of-home, sponsorship and digital marketing.

The funding round was led by WndrCo, the venture capital firm started by DreamWorks founder Jeffrey Katzenberg, joined by existing investors MXV Capital, and legendary quarterback Joe Montana's VC firm Liquid 2 Ventures. Justin Wexler, who led the investment for WndrCo, joins Alembic's board of directors.

Tomás Puig (pictured), Alembic co-founder and CEO comments: 'Our customers say, before Alembic, what they used to evaluate marketing was like an ultrasound that only looked at one part of the body. Alembic is like a full body MRI scan that shows you a holistic view with much greater detail and precision'. Katzenberg enthuses: 'Alembic has a breakthrough solution for a problem I've seen throughout my career: Measuring results from marketing initiatives. WndrCo is thrilled to lead the series A round for Alembic and enable the company to introduce its innovative solution to a wider audience'.

Web site: www.getalembic.com .