ADOTAS – Social identity manager Janrain just closed a $15.5 million round of funding led by Emergence Capital Partners. Previous investors Anthem Venture Partners, DFJ Frontier, RPM Ventures, Tim Draper and founder Larry Drebes all participated in the round, which also included Square 1 Bank. Since Janrain’s previous $3.25 million financing round in December 2009, the company has grown on average 300% year over year.
Janrain offers a variety of social products that capture audience data for marketing and analytic efforts. Part of its Engage (formerly RPX) suite, the social login service allows a user to register with a publisher’s site using a preferred social network log in — Facebook, Twitter, Yahoo, Google, etc. Janrain reports clients witness a 15%-50% increase in registration and conversion rates after integrating the feature.
But what to do with that influx of data? Well, Janrain offers tools for collecting, storing and managing user profile data — clients can store up to 50 customized profile data fields and then segment them for targeting purposes.
Janrain says the new cash will be used to boost staff — more than half of the company’s 60 employees have been added since the beginning of the year — as well as “resources.” (Around the Adotas office, the only resource we need more of is coffee… WHERE’S MY COFFEE, DAMMIT?)