Data analytics firm Snowplow Analytics has closed a £4m funding round.

The funding, from MMC Ventures, will be used to continue the firm’s Europe and US and expansion alongside research and development.

The London firm, founded in 2012 by Alexander Dean and Yali Sassoon, offers businesses real-time event data technology.

The tech enables businesses to track, validate and model customer data across different platforms and channels.

The open source platform was developed by the founders after frustration with existing solutions such as Google Analytics, and is designed to enable firm’s to collect their own customer behavioural data.

It is now used by firms including Strava, La Presse, The Economist, Weebly, Hudl, Auto Trader, Omio and Secret Escapes.

Founder and CEO Dean said: “Every industry now has its ‘Amazon’, ‘AirBnB’ or ‘Uber’: a determined tech or product-led disruptor that is using data to drive insights.

“In this new world, there’s an increased demand for organisations to become much more data-informed. Snowplow helps data teams build that strategic foundation for their customer data.

“It’s fantastic to have the MMC Ventures team on board as our first VC investor. Ollie and the team showed huge engagement with our product and real enthusiasm for what we’re doing, so it felt an obvious, natural fit.

“We’re excited to see how their support will spur us on in this next phase of growth.”

Oliver Richards, Investment Director at MMC Ventures added: “The Snowplow technology has data ownership, governance and control at its core – a proposition loved by data teams who have deployed Snowplow open source products on over 600k websites, globally.

“I’ve been really impressed by the entire team and their plans for the future and we’re really excited to be partnering with them on the next phase of the Snowplow journey.”