By Heather Clancy
June 1, 2015

Did you know that 40% of Apple Watch customers in April bought more than one model? Or that almost two-thirds of buyers opted for a white or black wristband during that same timeframe?

Marketing analytics startup Jumpshot, which boasts a panel of 107 million consumers and analyzes more than 5 billion clicks daily, in May scored $22 million in Series A funding to help surface metrics such as these.

Its big backer is security company Avast Software, which also happens to provide Jumpshot with a large portion of the data used in Jumpshot’s calculations, said CEO Deren Baker, who joined the company about six months ago after a stint as COO with travel commerce company Switchfly. “The sheer volume and diversity of the data allows our predictions to be more statistically significant,” Baker told Fortune.

Why is Jumpshot’s platform different from the other services—such as Quantcast, Compete, SimilarWeb or Hitwise—that track consumer’s digital behavior?

For one thing, it collects clickstream data at a deeper level, which means it can provide a much more detailed picture of activity, including the social media behavior or marketing campaigns that might have inspired it, according to Baker.

“Https data and persistent user IDs allow us to go beyond reporting discrete moments in the customer journey to also reveal why particular events took place,” he said.

For example, Jumpshot’s analysis of Airbnb reservations from January to March was showed that 11% of the company’s 500,000 U.S. listings had reservations—almost 88% of those bookings were for groups of two to four people. That begs the question: could the site benefit from marketing more to business travelers?

Jumpshot doesn’t disclose customer names on its web site, and Baker wouldn’t name any during an interview.

The launch funding will be used by the 50-person company to scale its two primary services: a basic platform priced at $349 per month that businesses can use to examine market trends or benchmark performance against competitors; and a service that marketers can use to analyze specific questions.

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