Social data services firm Gigya has corralled $25 million in its most recent funding round, signifying strong interest among investors in firms that specialize in digital data management and analytics. The new round of funding follows the $45 million garnered by the Mountain View, Calif., firm about 18 months ago.
Though the company will use some of the cash to fuel product development, much of it will go towards bulking up its sales and marketing staff, according to CEO Patrick Salyer. "A lot of it is just growing sales and marketing to be really, really aggressive," Mr. Salyer said.
The firm today has 225 employees. "Not too far into 2014 we'll break 300," said Mr. Salyer, citing Europe, the Middle East, Africa and the Eastern Pacific as key growth regions.
Clients including NBC, ABC, General Mills, Dell, Victoria's Secret and Orbitz use Gigya's products to harvest, manage and store social and identity data, and employ the information for email programs and online ad targeting. Information managed by Gigya typically is first-party information collected through website registrations and opt-in social logins on client sites enabled through Twitter, Facebook and other social plugins.
"The social login is the core of the data that we collect," said Mr. Salyer.
Though such first-party data is used for customer relationship management efforts, other CRM data, such as credit-card transactions, doesn't get managed through Gigya, he added.
Greenspring Associates is a new investor in Gigya in this round, said Mr. Salyer. Greenspring funded digital marketing firm ExactTarget before it was acquired by Salesforce. "They know the online marketing space really, really well," Mr. Salyer said of Greenspring.