Claritics raises $1.5M for social analytics apps

Social analytics firm Claritics has raised a $1.5 million round as it tries to help social game and app developers analyze their data and reap more money from their efforts.

Mountain View, Calif.-based Claritics calls its work “social intelligence.” Claritics has been testing its cloud-based analytics with partners that range from game companies to utilities and media companies. It’s all about getting enough data and organizing it in a way that it becomes “actionable.”

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The company raised the round from Cervin Ventures and TiE Angels. Raj Pai is the chief executive. The company will use the money to expand its sales and marketing and to improve its product.

The vision for the company is to leverage the immediacy of the social web and the rich profile and behavioral data available to create automated processes around it. That allows developers to optimize their reach, retain users, and launch revenue campaigns on the fly. The data become useful not just for looking back but for predicting the future, Pai said.

Rivals include Kontagent and Mixpanel in games as well as Omniture and Webtrends in the broader analytics business. Claritics hopes to reach beyond social game companies to the broader market of social commerce, said Neeraj Gupta, managing director of Cervin Ventures. He said that companies have to harness the incredible amount of data available and make immediate changes to their content or marketing campaigns. Claritics is one of 50 companies chosen to present at TiECon, which takes place in Santa Clara on May 13 and May 14.

Claritics’ platform has been in private beta testing with a number of media, Facebook app, and game companies — including Grab Games, ChaYoWo Games and Hallmark’s Social Calendar. The company was founded in 2010 and has around 15 to 20 employees.