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Indicative, an analytics startup based in the Big Apple, is coming out of stealth beta in about an hour. And with their official launch, the founders are promising a cloud-based data system for dummies.

To be more specific, the technically disinclined. In both mobile and web.

“Web and mobile analytics are broken. Existing platforms either require extensive configuration and training to use or are too simple to actually generate real insight. Analytics should be as simple to use as a spreadsheet,” co-founder Jeremy Levy told VentureBeat. “The question is how can we be massively disruptive?”

To be sure, the analytics space is getting crowded at around 90 players. Most of them, like Kochava, Tune, and Flurry, which just sold itself to Yahoo for about $240 million, are focused on the thriving mobile ecosystem. But Indicative touts itself as more diversified. It’s keen to mine — and make sense of — the vast troves of data IT outfits routinely accrue.

Verto Analytics, which just raised $2.4 million Tuesday, announced it was focusing on mobile and Web too. But the founders of Indicative insist many small- to medium-sized enterprises simply are unable to make sense of their data. Indicative is intent on capturing the segment of U.S. companies who still view data analytics as a foreign concept. And Levy has vowed his software will eliminate the need for data scientists.

Indeed, Indicative said clients can perform the process of compiling data with a few simple clicks, conducting sophisticated procedures usually the domain of expensive data scientists, both in funnel analysis and segmentation for example.

There is no learning curve to using Indicative, Levy said, because they’ve created a simple drag-and-drop interface that enables users the pleasure of not having to learn SQL. The data compiled is formatted and presented in easy-to-view formats on your screen.

“We are providing data-driven tools for every small business. What is the lifetime value of a user? What’s the return on investment? What kind of website should I build and who are my clients? All of that is in the data, and we store and can query your data in the cloud,” the energetic Levy said.

“And the secret sauce is we’re simple to use. We give you the code that allows your data to come up to the cloud, where we store it for you,” he said.

This is the third startup for Levy and Indicative’s other co-founder Andrew Weinreich. They launched, ran, and then sold Xtify, which they hawked to IBM, and also the short-lived social network, Meetmoi, which they sold to Match.

Indicative has a total of 12 employees, most of them engineers, and has raised most of their startup capital from Acadia Woods Partners and unnamed angels. In its short time in beta, it has amassed a respectable launch portfolio of customers, including Bloglovin, Splash, Gust, Picturelife, and 16 others.

To be sure, Indicative has its work cut out for itself in its bid for traction. The fact the company has branded itself a diversified data analytics player makes sense. They’ve not limited themselves.

“We’re not simply mobile focused,” Levy, 35, said from his new office in Manhattan. “We’ll grab any data you have, from any touch point.”


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