New SpotRight touts social-intelligence tool
Boulder-based SpotRight was formed after Boulder companies - Giveo Inc. and social-marketing firm Spot Influence - merged recently, said Ed Messman, SpotRight's chief executive. The company announced Thursday that it launched a new analytical software tool to help online marketers find out more about their customers. The software is able to deliver detailed customer information to its clients by sifting through posts on Facebook, Twitter, Pinterest and other social-marketing venues, among other things, Messman said.
Nonprofit groups such as the American Association of Retired Persons, or AARP, and the American Society for the Prevention of Cruelty to Animals, or ASPCA, are customers of SpotRight, Messman said. So are retail company brands such as Quiksilver, a surf and snowboard gear and clothing maker, and prAna, a yoga clothing maker. Both Quiksilver and prAna have headquarters in California and retail stores in Boulder.
"In a rapidly changing marketplace, we're constantly looking for new ways to build better relationships with our customers," said Andre Walker, vice president for interactive media at prAna, in a press statement about the new SpotRight.
SpotRight's 12 employees work at company offices at 1048 Pearl St. in the building formerly occupied by the Daily Camera.
Grotech Ventures, based in the Washington metro area, Access Venture Partners in Austin, Texas, and FFP Holdings LLC in Houston all supported the former Giveo and put funding into the rebranded SpotRight, according to the press statement.
Giveo sold software to help nonprofit groups with fundraising campaigns. The company raised $1.5 million in venture capital in November 2010. Messman said he decided to change the company's business model when he realized that nonprofit groups did not invest in the software at the rate he had expected they would.
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