Claritics offers new “social intelligence” analytics tools

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Claritics, a maker of social analytics tools, is launching a limited beta version of its suite of tools that can help social game and app developers analyze their data and reap more money from their efforts.

Mountain View, Calif.-based Claritics calls its work “social intelligence.” Claritics has been testing its cloud-based analytics with partners that range from game companies to utilities and media companies. It’s all about getting enough data and organizing it in a way that it becomes “actionable.”

The company recently raised $1.5 million from Cervin Ventures and TiE Angels. Raj Pai is the chief executive. The company will use the money to expand its sales and marketing and to improve its product.

The company’s analytics are designed to allow developers to optimize their reach, retain users, and launch revenue campaigns on the fly, all based on user behavior. The data become useful not just for looking back but for predicting the future, Pai said. The company offers metrics and other data on a real-time basis.

Rivals include Kontagent, Kissmetrics and Mixpanel in games as well as Omniture and Webtrends in the broader analytics business. Claritics hopes to reach beyond social game companies to the broader market of social commerce, said Neeraj Gupta, managing director of Cervin Ventures. He said that companies have to harness the incredible amount of data available and make immediate changes to their content or marketing campaigns.

Claritics’ platform has been in private beta testing with a number of media, Facebook app, and game companies — including Grab Games, ChaYoWo Games and Hallmark’s Social Calendar. The company was founded in 2010 and has 10 to 15 employees. Claritics offers its analytics as a software-as-a-service platform targeted at marketers, app developers and game designers. Under the Claritics Social Intelligence beta program, developers can analyze up to 100,000 users free of charge.

An example of Claritics’ value is that it lets developers segment their users into small groups, or cohorts, and analyze the behavior related to movement, game sessions, viral activity and monetization. Eric Pei, co-founder of Facebook game maker Galatea Systems, said the Claritics suite has been valuable in helping the company get the most out of its analytics information.