Figuring out how to best reach a certain audience requires brands to start from the basics. One of the top priorities is gaining visibility into the mediums where users first become exposed to a promotion, an often difficult task that Conversion Logic Inc. is tackling with machine learning technology.

The startup’s efforts attracted a $9 million investment today from a group of over half a dozen funds led by Pelion Venture Partners. Other notable participants include Founder Collective and Lerer Hippeau Ventures, which is run by three digital media veterans including The Huffington Post co-founder Kenneth Lerer.

The round follows a year that saw Conversion Logic record a more than 470 percent annualized increase in bookings for its cloud-based attribution tracking platform. Using homegrown algorithms that collect data from different online channels, the service can trace the steps that a customer takes before making a purchase. A marketer running an iOS advertising campaign, for example, could use the service to see what percentage of leads click one of their company’s mobile banners before inquiring about a certain product.

Conversation Logic also provides the ability to perform more in-depth analytics via a dashboard that shows the correlation among promotions on different channels. One of its main selling points is the ability to measure the impact of television advertisements on a company’s online exposure, which has historically been difficult to quantity due to a lack of accurate information. It’s such a big challenge, in fact, that another startup called TVSquared Inc. recently closed a funding round of its own with the specific goal of giving brands better visibility into their broadcast advertising.

Armed with the insights from Conversion Logic’s platform, marketers can start adjusting their budgets for the most impact. The service automatically flags certain areas for improvement and, in case deeper insight is required, makes it possible to manually simulate the effect of different spending allocations. The startup claims that its platform enables brands to improve “cross-channel marketing efficiency” by 30-50 percent in some cases.

Conversion Logic will invest today’s funding to expand this value proposition and step up sales efforts. Its total raised now stands at $14.1 million.

Image: Conversion Logic