whatagraph

Founded in 2015 by brothers Justas, Tomas, and Andrius Malinauskas, Whatagraph is a marketing analytics platform headquartered in Amsterdam. The company originated from the founders' experience running a digital marketing agency, where they identified a critical need to simplify the complex and time-consuming process of reporting marketing performance to clients. This first-hand experience directly shaped the company's core mission: to make data monitoring and reporting simple, automated, and accessible without requiring technical expertise.

Whatagraph operates on a Software-as-a-Service (SaaS) business model, generating revenue through tiered subscription plans. These plans (Professional, Premium, and Custom) are structured to cater to a range of clients, from in-house marketing teams and small to medium-sized businesses to large marketing agencies with more complex needs. The pricing scales based on the number of data sources and users. A significant milestone in the company's journey was securing $7.2 million in a Series A funding round in September 2021, led by LitCapital, with participation from Inventure, Open Circle Capital, and notable angel investor Giles Palmer. This followed an earlier seed round of approximately $676,000 in March 2019.

The platform's primary function is to aggregate scattered marketing data and transform it into clear, visually engaging reports. It addresses the inefficiency of manually compiling data from disparate sources by offering over 50 native integrations with major marketing channels, including Google Analytics, Google Ads, Meta platforms, LinkedIn, and Shopify. The core of the product is a user-friendly, drag-and-drop report builder that allows users to create customized, cross-channel reports from pre-made templates or a blank canvas. A key differentiator is its focus on infographic-style reporting, which makes complex metrics and KPIs easier to comprehend at a glance. Features include automated report delivery, white-labeling for agency clients, real-time data synchronization, and the ability to blend data from multiple sources into custom formulas. This automation saves marketing teams significant hours previously spent on manual data collection and report generation, allowing them to focus on strategy and analysis. Keywords: marketing analytics, data reporting, SaaS, data visualization, business intelligence, marketing automation, report builder, KPI tracking, cross-channel reporting, digital agencies