Data analytics startup Incorta Inc. has won the backing of yet another high profile tech giant, announcing today that it’s expanding its latest funding round with another $15 million from M12, the venture capital arm of Microsoft Corp., and Telstra Ventures.

The additional capital brings Incorta’s total Series B funding to $30 million. It follows a $10 million Series A round in 2017 led by GV, the venture capital arm of Google LLC’s parent company Alphabet Inc.

Incorta, which describes itself as the first “hyperconverged analytics” company in the big-data industry, is getting attention thanks to its unique, streamlined approach to data analytics. Incorta’s software is built on what it calls a Direct Data Mapping Engine, which helps analysts become more productive by simplifying the “extract, transform and load” or ETL process and eliminating some of its unnecessary aspects.

The idea behind the Direct Data Mapping Engine is to replace the traditional data warehouse that enterprises traditionally use to crunch their information.

Such systems serve the role of providing a centralized environment where information normally spread across different departments can be analyzed as a whole. To pull records from their original location, analysts have to create specialized extraction workflows that take a significant amount of time to create and even longer to execute.

Incorta streamlines the task with a patent-pending query engine that doesn’t require nearly as much custom code to aggregate data. Its software skips many of the intermediary tasks normally involved in the process. Also, users aren’t required to organize different datasets into the same consistent structure before they can perform analysis. As a result, extraction time is reduced from hours to as little as a few seconds while many details that would otherwise be lost in the shuffle are retained.

The expanded funding round coincides with the release of the Fall ’18 edition of Incorta’s analytics software, which adds the ability to ingest entire data schemas and run hundreds of joins against complex data sets without needing to flatten them first.

“Incorta’s approach to analytics fundamentally changes how quickly data is turned into insights at massive scale,” M12 partner Rashmi Gopinath said in a statement. “We’ve invested in Incorta because of the amazing list of Fortune 100 companies that have bet big by deploying Incorta technology in their most strategic data initiatives.”

Image: Incorta