Pursway (formerly Datanetis), a Herzliya, Israel- and Waltham, MA-based influencer marketing company, closed a $6m Series A investment from Battery Ventures.
The new funds will enable the company to continue to expand its operations in Europe and North America.
The Pursway’s patent-pending technology enables companies to identify, measure, and impact how opinion leaders shape their followers’ purchasing decisions. It enables companies to identify the influencers and followers for each product or offer within their customer database.
They can then create campaigns that utilize this information in a measurable fashion that can be tied to success metrics.
Companies working with Pursway include Vodafone Group, Orange, and other leading mobile network operators, as well as companies in the retail, financial, and travel and hospitality sectors.