Most digital marketers have more performance metrics than they can reasonably interpret. Origami Logic, a marketing analytics firm, has raised another $25 million to make sense of those signals in context.
The new round led by Next World Capital essentially doubles the amount of money backing the three-year-old company to $49.3 million. Existing investors Accel Partners, Icon Ventures, and Lightspeed Venture Partners are return investors.
Origami Logic appeals to brand marketers who are weary of analyzing separate data feeds logging search ad trends, mobile email opens, and other digital campaign measurements. The software interprets performance across channels so marketing teams can see where their budgets are having the most impact.
For example, one Origami Logic customer used the platform to closely manage advertising and marketing activities related to its Sochi Olympics sponsorship in 2014. “They received an active view of their performance and were able to adjust campaign levers on a daily basis,” said co-founder and CEO Opher Kahane, told Fortune in a briefing several months ago. “They were able to surface high-performing pieces of content and spend more on the ones that were working,” he added.
Origami Logic has scored some pretty high-profile brands as customers including Cisco, Intel, JCPenney, Omni Hotels, Pernod Richard, and Visa. Its software measures more than 1.2 billion signals daily across social networks and digital channels.
When Fortune spoke with Kahane about the latest round, he said the new round will fund hires across sales, marketing, and customer success functions. The company, based in Menlo Park, Calif., hopes to double headcount over the next year to 100 employees.
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