TrackMaven

About TrackMaven

Founded in 2012 by Allen Gannett, TrackMaven operated as a marketing analytics platform designed to provide competitive intelligence and performance data to digital marketers. Gannett, who also authored "The Creative Curve," established the company to address the challenge marketers face in understanding what content to create and how to measure its effectiveness against competitors. The entrepreneurial drive was part of Gannett's character from a young age, leading him through various trials before crystallizing into TrackMaven. The Washington, D.C.-based startup successfully raised significant capital, including a $6.5 million Series A in February 2014 and a $14 million Series B in December 2014, bringing its total funding to over $21 million.

The company's core business was a software-as-a-service (SaaS) platform that offered a centralized hub for marketing analytics. It served enterprise marketers and major brands across numerous industries, including clients like Microsoft, Marriott, and the National Basketball Association. Revenue was generated through subscriptions to this platform. The service allowed clients to track and benchmark their marketing campaigns against competitors across more than 15 digital channels, including social media, SEO, content marketing, and digital advertising. By aggregating data from multiple sources, the platform provided a holistic view of a company's marketing performance.

TrackMaven's product armed marketers with tools for real-time competitive benchmarking, content performance analysis, and detailed reporting. Its key function was to transform raw data into actionable insights, showing marketers where they were succeeding or falling behind the competition. The platform monitored millions of pieces of marketing content daily to identify trends and inform strategy. This functionality was designed to eliminate the manual, time-consuming process of gathering data from disparate sources. In October 2018, TrackMaven merged with Skyword, a content marketing platform. This strategic combination was intended to create an end-to-end solution, integrating TrackMaven's analytics and insights directly into Skyword's content creation and activation workflow. Following the merger, Allen Gannett assumed the role of Chief Strategy Officer for the combined entity.