Motif Analytics brings sequence analytics to progress groups

Motif Analytics, a startup specializing in sequence analytics for progress groups, immediately introduced that it has raised a $5.7 million seed funding spherical led by Felicis and Amplify Companions. InvestInData angel group additionally participated.

At its core Motif helps product groups discover the patterns in how customers work together with their instruments. Merely seeing metrics on a dashboard, the crew argues, doesn’t present the proper of data. As an alternative, you could wish to see what occurs between a consumer a product web page, clicking round a website, placing one thing right into a buying cart after which testing.

“So you have this sequence of events that the user is doing and then you can look and mark in your sequence: here is when a certain thing happened that might affect their actions,” Motif co-founder and CEO Mikahil Panko advised me. “Did they see a certain banner, for example? Did they set a reminder for meditation in the meditation app, something like that. And then later, did they check out or do they subscribe?”

The corporate was based Panko (CEO) and Theron Ji (CTO), who met whereas at Google. There, Panko advised me, he discovered that whereas he had entry to large quantities of knowledge, it was powerful to unlock sensible insights from all of this info.

“Reporting was kind of fine, but the practical insights, which is usually ‘what should I be doing to move my metrics, where can I find my levers to influence the business?’ Those were complex,” he advised me. So he began sequence analytics as a instrument for locating these levers and developed an inside sequence analytics platform inside Google, which turned fairly well-liked inside the corporate. Now, after a stint at Uber, he and Ji, who constructed these instruments with Panko inside Google, determined to crew as much as construct an organization round this concept.

Sean Taylor, who beforehand labored at Fb and Lyft in varied knowledge science positions, joined the crew because the third co-founder.

Picture Credit: Motif Analytics

Panko tells me that the crew presently targets heads of progress and operations. These customers work together with Motif largely by its easy-to-learn Sequence Operations Language (SOL). The extra normal SQL, the crew argues, isn’t suited to sequence analytics. The crew is engaged on a fully-featured drag-and-drop consumer interface, too, although, which can open up the service to extra non-technical customers, too. The results of that is an interactive visualization, although, that makes it simple for nearly any consumer inside an organization to see the place potential adjustments may result in elevated progress. Because the crew famous, Motif takes a whole lot of the rigor of the information instruments that knowledge science groups are already utilizing after which combines that with its SOL and interactive visualizations.

Picture Credit: Motif Analytics

One nifty side of Motif’s know-how stack is that it makes use of giant language fashions (LLMs) on the core of its analytics engine.

“LLMs predict what the next words are — and they’re very good at telling what word goes together with another — or not,” Panko mentioned. “We adopted it to be used on sequences of events. I’m interested in this type of conversion, say subscriptions or unsubscribes or churn. That’s what I care about. And now it can model the whole sequence and the model can tell us at each stage what the probability of the user — given what they did in the past — to reach the end [of the sequence]. That allows you to get so much faster to where the levers are.”

Picture Credit: Motif

One other good technical innovation: Motif makes use of WebAssembly to permit customers to work with native datasets within the browser with out having to ship any of their knowledge to the company’s servers. That’s not going to work for very giant datasets, nevertheless it does give potential customers an opportunity to check out the service with out having to attach their personal knowledge to Motif.

“As a tech marketing executive and investor, I have observed firsthand how the analytics space has become overcrowded with similar-sounding products, which always overpromise and underdeliver,” mentioned Viviana Faga, Normal Companion at Felicis. “Motif‘s fresh and differentiated approach uses sequence analytics and has a unique way to apply AI to analytics data. Most companies struggle with complex data stacks and mountains of effort to deliver practical insights for everyday business decisions—now with Motif there’s an easy-to-use solution that will reinvent how tech companies use their data.”