Website targeting co Amadesa raises $7.6m

Gemini and Carmel Funds made the investment in the start ups second financing round.

Website targeting company Amadesa Inc. has raised $7.6 million in its second financing round from Gemini Israel Funds and Carmel Ventures. Amadesa said that would use the proceeds to aggressively expand its sales and marketing efforts and extend its enterprise solution suite.

Amadesa was founded in 2005 and has 30 employees at its headquarters in the Chicago suburb of Evanston and R&D center in Ramat Gan. According to IVC, it has raised $14.8 million to date.

Amadesa CEO Avi Kedmi told "Globes", "I am very pleased by the securing of the current financing round, and that Carmel and Gemini see the market potential. The proceeds will fuel our growth."

Amadesa's service enables websites to boost revenue by customizing their content to users. The company's platform analyzes users' conduct, automatically recommends products, and optimizes pages, shopping carts, and e-forms. The product is designed for e-commerce companies and for-pay services.

"The company's platform, which operates automatically behind the scenes, aims to customize the site for each user," says Kedmi. "It even allows a user to pick the color of a button, to blue instead of red, for example, or design the page to have one big picture instead of three small ones."

He added, "Since we presented our first optimization tool, we stayed at the forefront in presenting the strongest innovative solutions for sites with aggressive business targets."

Amadesa's clients include, Progressive, Mary Kay, General Mills and the "New England Journal of Medicine".

Kedmi says that site optimization and analysis are the hottest fields in view of market developments. "Ten years ago, user conduct analysis tools were new, and now every site uses them. In five years, every site will have a team trained to test the site's efficiency to provide the optimal user experience, and to offer customized alternative content."

Amadesa is one of the top three players in the Internet optimization and analytics market. Its two rivals have been acquired by industry giants, leaving Amadesa as the sole independent company. Abode Inc. acquired Omniture for $1.8 million two years ago, and Hewlett Packard Co. (NYSE: HPQ) acquired Britain's Autonomy for $10.2 million in August.

Published by Globes [online], Israel business news - - on October 6, 2011

© Copyright of Globes Publisher Itonut (1983) Ltd. 2011

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