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$4.5 million Series A for German text analytics company Brand a Trend

11 November 2014 11:14
By Tornado Staff

Brand a Trend, a cloud-based text analytics startup from Heidelberg in Germany, has raised a Series A round of funding of $4.5 million. It will be used for its push into the US. The company will also add more features to its flagship 'listening tool' SUMMICS which lets users monitor 'expert and mega communities' and customer feedback. The round was led by two European family offices and follows a $600,000 investment in 2013 when the company was founded, and a €800,000 investment in February 2014.

The company sees an increasing number of companies that realize that in-depth customer communication is not happening on the social channels but in expert communities and forums. And that in order to monitor and analyze high content and quality sources these companies need a language engine as well as an autonomous topic detection system. Markus Schneider, CEO of Brand a Trend, explains in a statement: “Many of the bigger players, in markets such as finance, video games or automotive, have realized that listening to what their customers say equals better business. There is a wide choice of tools to follow the ups and downs of social media channels but little when it comes to text content beyond 140 characters. Considering that over 90% of all relevant consumer conversation is not happening on social channels but on expert bulletin boards and forums, this is a huge market for our technology.”

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