NEWS11 July 2012

Appinions raises $3m in funding

North America Technology

US— Appinions, a marketing platform which identifies influential consumers and then engages with them, has secured $3m in funding led by Difference Capital Funding. The Toronto-based merchant bank invested $2m and is taking a 15.4% stake.

The additional $1 million is from individual investors. All the investments are in the form of convertible debt with a three-year term.

Appinions analyses daily data from 5 million traditional and social media sources to determine the influence of a topic, brand or person. The company, which is based in New York, said that its platform includes contextual analysis and reports trends over time, rather than just a numerical score. Its clients include Dell, Amgen, The Economist, Materne, Conde Nast, Forbes, Edelman, iCrossing, Euro RSCG, Reprise Media, Weber Shandwick and Zocalo Group.

Larry Levy, Appinions co-founder and chief executive officer, said the funds will go towards strengthening its sales and marketing team “to achieve our goal of being the number one choice for PR and marketing professionals who want a more effective and results-focused service for their influence marketing campaigns”.