Battery Ventures led an $18 million investment for ecommerce analytics startup Reflektion, while private investors Marc Benioff and Ray Lane followed.

The San Mateo, California-based startup, which has clients like Disney, HBO, Converse, and Uniqlo, says its Individualized Commerce technology enables retailers to capture, analyze, and respond to shoppers’ preferences in real time.

Reflektion has raised at least $29.3 million since its seed round in 2012.

Battery’s general partner Dharmesh Thakker will join Reflektion’s board. Hasso Plattner Ventures and Intel Capital also participated in the series B financing.

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