Austin, Texas—Digital audience measurement company Umbel Corp., based here, and predictive analytics company InsightsOne.com gained their first infusions of venture funding.
Umbel closed on a $3.7 million round led by Austin Ventures. Umbel technology, still in beta and expected to be rolled out in the third quarter, analyzes the interests and activities of social media users on Facebook and other sites, to better understand a fuller range of audience demographic and sociographic profiles.
Also, InsightsOne, based in Santa Clara, Calif., has closed on its own series-A round of funding, in a lead led by Norwest Venture Partners. The company's technology provides campaign analysis, and the optimization of marketing expenditures, websites and channels.