Rumbafish first hit my radar in 2009, just in time to be selected to lauch at my last DEMO conference, DEMOfall 2009. (See the pitch here.) At the time, Iwas impressed by the company’s plan to link analytics with social networking. “By delivering analytics in real time, marketers have more flexibility to experiment with performance-based campaigns. RumbaFish delivers on the promise of real-time, effective, Internet marketing,” I wrote back then.
While analytics remains at the heart of the Rumbafish offering, the company, driven by Founder and CEO Michelle Bonat, has made the pivot from brand marketing to social commerce. Rumbafish offers a turnkey platform to enable viral social commerce, putting group buying power on the Websites of community organizations, brand aggregators, and shopping collectives.
This new approach enables organizations to generate revenue for themselves and their retail partners and members, al the while delivering the analytics to guage engagment and map their social graph. Rumbafish is rolling out the new platform now, and is laying plans to begin its Series A capital raise.