Multi-screen customer data platform mParticle has closed a $17.5m (£14.4m) Series B funding round.
The round was led by Bain Capital Ventures, alongside existing investor Social Capital. Bain MD Scott Friend will join the companys board of directors.
mParticle platform promises to unify data collection and make it easy to connect data with a variety of analytics, marketing, and data warehousing services. Its existing client base includes Airbnb, King, and Spotify. 
“Too much valuable customer data is being ignored,” said Michael Katz, CEO and co-founder of mParticle. “For the first time, brands can get a complete view of the customer journey across their web, app, and server data, not to mention the data generated by all their SaaS tools. With this unified perspective, they can at last deliver on the promise of multi-screen personalization and marketing across paid and CRM channels.”
The latest round of funding brings the total raised by the company to $37m since it was founded in 2013. Off the back of this investment, it has appointed Max Clark, formerly Oracle Social Cloud VP of sales, as its chief revenue officer, and announced the launch of a new Profiles API.
