LeadID, a US-based consumer analytics company backed by mass media group Comcast, has changed its name to Jornaya and raised $10m in a series B round led by Edison Partners.
Founded in 2011, Jornaya has built a software platform that analyses direct and third-party consumer interactions in real time across devices, providing insights to marketing professionals, data analysts and compliance staff.
Comcast contributed to the company’s $7m series A round in mid-2014, investing through its Comcast Ventures unit. The round also featured Glencast Ventures and Tribeca Venture Partners, and followed $2.7m secured across Glencast-backed seed rounds in 2012 and 2013.
Ross Shanken, founder and chief executive of Jornaya, said: “Over the last few years, we have worked tirelessly to unlock the unique predictive power of our consumer journey insights.
“The expanding scope of our offering called for a more all-encompassing brand. Jornaya reflects our vision and future technology initiatives designed to continue to give marketers a competitive edge.”