Motif Analytics, a startup specializing in sequence analytics for development groups, right now 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 a substitute, it’s possible you’ll need to see what occurs between a consumer taking a look at a product web page, clicking round a web site, placing one thing right into a purchasing cart after which testing.

“So you could have this sequence of occasions that the consumer is doing after which you’ll be able to look and mark in your sequence: right here is when a sure factor occurred that may have an effect on their actions,” Motif co-founder and CEO Mikahil Panko advised me. “Did they see a sure banner, for instance? Did they set a reminder for meditation within the meditation app, one thing like that. After which later, did they take a look at 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 huge quantities of information, it was powerful to unlock sensible insights from all of this data.

“Reporting was form of high-quality, however the sensible insights, which is often ‘what ought to I be doing to maneuver my metrics, the place can I discover my levers to affect the enterprise?’ These have been advanced,” he advised me. So he began taking a look at sequence analytics as a software for locating these levers and developed an inner sequence analytics platform inside Google, which grew to become 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 at the moment targets heads of development and operations. These customers work together with Motif principally via its easy-to-learn Sequence Operations Language (SOL). The extra customary 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 is able to open up the service to extra non-technical customers, too. The results of that is an interactive visualization, although, that makes it simple for just about any consumer inside an organization to see the place potential modifications might result in elevated development. Because the crew famous, Motif takes a number of the rigor of the info 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 expertise stack is that it makes use of giant language fashions (LLMs) on the core of its analytics engine.

“LLMs predict what the following phrases are — and so they’re excellent at telling what phrase goes along with one other — or not,” Panko mentioned. “We adopted it for use on sequences of occasions. I’m fascinated by such a conversion, say subscriptions or unsubscribes or churn. That’s what I care about. And now it will probably mannequin the entire sequence and the mannequin can inform us at every stage what the likelihood of the consumer — given what they did up to now — to achieve the top [of the sequence]. That lets you get a lot sooner to the place 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 corporate’s servers. That’s not going to work for very giant datasets, however 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 advertising and marketing govt and investor, I’ve noticed firsthand how the analytics house has grow to be overcrowded with similar-sounding merchandise, which at all times overpromise and underdeliver,” mentioned Viviana Faga, Basic Associate at Felicis. “Motif‘s recent and differentiated method makes use of sequence analytics and has a singular solution to apply AI to analytics knowledge. Most firms wrestle with advanced knowledge stacks and mountains of effort to ship sensible insights for on a regular basis enterprise selections—now with Motif there’s an easy-to-use answer that can reinvent how tech firms use their knowledge.”