British e-commerce analytics startup Ometria raises $1.5 million

The UK’s Ometria is another startup that wants to help online retailers make better use of data, and, in turn, compete harder with larger, more data-driven players in the market. It offers an e-commerce “intelligence” platform that provides retailers with insights relating to customer behaviour and product performance and enables them to take subsequent actions — all in the name of attracting the right customers and boosting loyalty for existing ones, and shifting more product of course. The London headquartered company is disclosing a $1.5 million seed round today from a large group of angel investors — I count 16 in total. And while it’s tempting to call this a party round, with no obvious lead investor, it’s hard to argue that this is anything other than an impressive list of entrepreneur-backers from the e-commerce, retail and SaaS worlds.