BlueOcean, a marketing technology startup that counts major tech firms such as Amazon.com Inc. among its customers, has raised $30 million in fresh funding.

Insight Partners led the Series B funding round, which was announced this morning. FJ Partners participated as well.

San Francisco-based BlueOcean, incorporated as Blue Ocean AI Inc., provides a cloud platform that helps companies track their brand awareness and monitor related marketing metrics. A retailer, for example, could use the platform to measure the brand awareness around a newly launched product line.

To find ways of optimizing their customer acquisition efforts, BlueOcean users can map out the factors that influence consumer sentiment. The startup’s platform can determine if a brand is setting its marketing materials apart from the competition. Similarly, BlueOcean can evaluate whether a company is consistently presenting a product’s core selling points across its ads.

BlueOcean also enables companies to evaluate the marketing efforts of competitors. The startup’s platform can help a brand gain insight into different aspects of a rival’s marketing strategy, such as which selling points its ads emphasize. Similarly, the platform makes it possible how a company’s ad spending levels compare with the rest of its industry.

“As a former CMO myself, I know that marketing is constantly challenged to provide true ROI on brand marketing,” said Insight Partners Managing Director Whitney Bouck. “BlueOcean gives marketing leaders quantifiable and actionable insights on brand performance for the first time, which we know is game-changing.”

BlueOcean says it gleans insights into a company’s marketing efforts by analyzing data from more than 1,200 sources, including website content, ad campaigns and online reviews. The startup uses artificial intelligence to find useful patterns in the data that it collects. Those patterns are then turned into graphs and high-level statistics that enable marketers to easily find data points of interest.

More than 80 companies use BlueOcean’s platform. The startup counts tech giants such as Amazon, Microsoft Corp., Google LLC and Cisco Systems Inc. among its customers. BlueOcean reportedly sells its platform on a subscription basis at a price that starts at $100,000 per year. 

“Having invested in hundreds of the world’s most well-known brands, we know that having accurate and fast data is vital to brand health,” said FJ Labs Founding Partner Fabrice Grinda.

BlueOcean is one of several venture-backed startups focused on providing enterprises with data that they can use to inform their customer acquisition efforts. Another player in this market, 6Sense Insights Inc., raised $200 million in funding earlier this year. MoEngage Inc., which helps companies gain insight into how consumers interact with their websites and adjust their marketing efforts accordingly, earlier raised $32.5 million from investors. 

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