Net services start-up Vividence yesterday announced a second
round of funding, bringing total investments in the company to $18 million.
Venture capital firms Kleiner Perkins Caufield & Byers and Sequoia made
the investments, although Vividence said it also received earlier
funding from Compaq Computer chairman Ben Rosen, Angel Investors founder
Ron Conway and Yahoo counsel Jim Brock.
Vividence executives say the company intends to define a new category of
Internet services focused on evaluating the experiences people have when
they use Web sites.
The company said its first service, due next February, will help companies
better understand their sales or content by polling customers for feedback
about their experiences and tracking why they go to the site.
As part of the announcement, Vividence said Russ Siegelman, a
partner at Kleiner Perkins Caufield & Byers, is joining the company's
board of directors.
The San Mateo, Calif.-based company has 50 employees and is headed by
co-founder and CEO Artie Wu and chief technology officer and co-founder
Vividence's name sprung from the idea that the company would "offer vivid
evidence to the head of marketing to help them with problems they are
facing," according to Bill Demas, the company's vice president of marketing.
"For whatever target, we can measure [consumer] behavior and
said, noting that when a shopper buys a tie on the site, the e-tailer using
their service would not only gather sales data, but glean the fact that the
buyer was making a Father's Day gift purchase.
"We want to let [customers] know what the customer is trying to do,"
Demas said the company has 20 customers testing its services--ranging from
two Fortune 500 companies to three of the top six portal firms to smaller