Stirista raises $13 million to grow its advertising databases

Image Credit: Stirista

Marketing solutions provider Stirista today announced that it raised $13 million, which it plans to put toward “relevant” acquisitions and the expansion of its leadership team. It comes as the company — which counts Great Clips, Weight Watchers, Aol, Oracle, and Verizon among its customers — experiences double-digit growth for the 11th year in a row.

Data-driven marketing, which is Stirista’s specialty, entails the collection and analysis of data to inform ad strategies. It’s become commonplace in the industry, with 78% of marketers saying it’s embedded or strategic within their organization, according to a Teradata-published survey. Speed is one of the highest-cited benefits of data-driven marketing, followed by improved reporting and increased revenue, and practitioners assert that it enables companies to deliver more relevant communications to their customers.

Stirista provides tools like Scout, which lets marketers search LinkedIn for prospects and then shows fine-grained contact information from a database of 30 million people. And for a one-time fee, a rental, or the purchase of a license, the company offers enhancement services that give companies database resources by appending things like firmographic information (e.g., revenue and the number of employees) and demographics (lifestyle and purchase data).