Amperity Inc., a data management startup that counts major brands such as Starbucks Inc. among its customers, today announced that it has closed a $50 million funding round.

The Series C investment brings Amperity’s total raised to $87 million. It included contributions from Goldman Sachs, Madrona Venture Group, Tiger Global Management and a number of other backers.

Seattle-based Amperity’s flagship cloud-based data management platform focuses on one type of information in particular: customer records. Enterprises, particularly consumer brands, know more about their buyers than ever before thanks to the ubiquity of digital analytics. But they often have trouble making sense of all it all because of the sheer volume of data involved, which is what Amperity aims to change. 

The startup is tackling the challenge with artificial intelligence. Amperity can reach into the systems where a company keeps customer information, from databases to point-of-sale systems in stores, and stitch together the disparate records into a cohesive whole. 

Built-in AI algorithms handle the nitty-gritty work of reconciling the disparate data. If there are two customer entries in two different systems that have identical personal details but slightly mismatched names, the platform can figure out if they describe the same person. It will then combine the details into an integrated profile that’s easier to work with. 

From there, companies can organize the customer profiles into audiences. Amperity provides a query tool that makes it possible to group users based on factors such as geography or shopping preferences. The platform also includes integrations that allow marketing teams to export the data to their analytics tools, advertising systems and other systems where it can be acted upon.

Amperity claims to have seen annual recurring revenues surge 335% in 2018. Besides Starbucks, the startup’s platform is also used by Gap Inc., TGI Fridays, Planet Fitness and a long list of other brands. 

The startup plans to make that list even longer with the new funding by expanding into more industries. Amperity is eyeing major vertical markets such as financial services, automotive, insurance and healthcare. The startup also plans to pour more capital into engineering to accelerate new feature development.

Amperity is competing in a crowded field. Segment Inc., another startup that helps companies integrate disparate customer records, raised a hefty $175 million round in April at a reported unicorn valuation. And Salesforce.com Inc. joined the fray as well last month by announcing a customer data platform built to help enterprises create a more integrated view of buyers. 

Photo of Amperity co-founders Kabir Shahani and Derek Slager: Amperity