Barely a week seems to go by these days without at least one startup raising capital in a bid to change how companies approach digital marketing. Today, it was ActionIQ Inc.’s turn.

The three-year-old firm this morning announced the closing of a $30 million funding round led by venture capital giant Andreessen Horowitz. The fund was joined by Sequoia Capital, Firstmark Capital and publicly traded image provider Shutterstock Inc., a customer of ActionIQ.

ActionIQ has developed a platform aimed at enabling marketers to gain a more complete understanding of their target audiences. To that end, the startup said the software automates the difficult and time-consuming chores usually involved in exploring large volumes of consumer data.

The first challenge ActionIQ tackles is the task of bringing together the information in one place. According to the startup, its platform can be used to combine marketing records from more than 50 different types of systems regardless of the format in which they’re stored. From there, a visual interface enables users to look for meaningful patterns without having to write any code. 

Marketing teams can use ActionIQ to organize consumers into segments based on their company’s operational goals. The platform’s capabilities provide the ability to identify how individual subgroups behave across channels such as the web and mobile apps, as well as find ways to tailor promotions for each audience’s preferences. Online retailer Gilt Groupe Inc., for example, relies on ActionIQ to help optimize the content on its website.

The startup will use the new capital to build out its platform and scale operations. The investment comes just seven months after ActionIQ’s previous $13 million round. Co-founder Tasso Argyros, who serves as the startup’s Chief Executive Officer, told TechCrunch that this aggressive fundraising was motivated by desire to capitalize on “higher-than-expected demand” from customers.

ActionIQ probably didn’t have too much difficulty convincing investors given that Argyros sold his previous analytics venture, Aster Data Systems Inc., to Teradata Corp. for $263 million. Andreessen Horowitz partner Martin Casado is joining the board as part of the funding round.

Image: Unsplash