Thorogood (pictured) will be responsible for leading the company’s growth as it extends its platform to help marketers use analytics to improve return on marketing investment. The move follows last October’s series A funding round led by growth equity firm TVC Capital.

As CEO, Thorogood will direct the company’s strategy, expand the team and launch a series of platform innovations including the addition of social collaboration, mobile analytics and predictive analytics. In addition, the company headquarters will now operate from larger offices in San Diego, California, with regional offices also set up in Atlanta and San Francisco.

Barrelet said: “Pelin is the dream CEO for our three-year-old company. She is a proven business leader, expert and innovator in digital analytics. Her first-hand knowledge in multichannel marketing will contribute to Anametrix’s accelerated growth as we help our customers predict and improve their revenue growth by transforming their marketing effectiveness.”

Anametrix was created in 2010 by a team of former WebSideStory executives as a new business analytics platform that aggregates online, offline and external databases for insight purposes.