Funnel

Table of Contents

  1. Social handles and URLs
  2. Key Features of the Platform
  3. Brief history of the product
  4. Executive team
  5. Competitors
  • Related Articles, News, & Episodes
    1. Reference links

    • Funnel is a no-code marketing data hub designed to help marketers automate the collection and preparation of their data for reporting and analysis. Its key differentiator is its extensive library of over 500 pre-built connectors to marketing and advertising platforms, combined with a powerful, user-friendly transformation engine that cleans and maps data without requiring engineering resources.

    https://funnel.io

    Social handles and URLs

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    Key Features of the Platform

    • Data Collection: Automatically collects data from over 500 marketing, advertising, sales, and CRM platforms through pre-built, maintained API connectors.
    • Data Transformation: A no-code interface allows users to clean, group, map, and organize messy data from various sources using custom rules and dimensions to create a unified data model.
    • Data Storage: Offers an integrated and fully managed data warehouse, allowing marketers to store and own their historical data in a query-ready format.
    • Data Destinations: Seamlessly sends business-ready data to any destination, including business intelligence tools (like Looker, Tableau, Power BI), data warehouses (like BigQuery, Snowflake, Redshift), and common reporting applications (like Google Sheets and Google Data Studio/Looker Studio).
    • Data Governance: Provides tools for ensuring data quality, accuracy, and consistency across all marketing reports and dashboards.
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    Brief history of the product

    Funnel was founded in 2014 in Stockholm, Sweden, by Fredrik Skantze and Per Made. The founders recognized that marketers were spending an excessive amount of time manually gathering and cleaning data in spreadsheets instead of analyzing it. They built Funnel to automate this process, creating a central hub for all marketing data. The company has grown significantly, securing a $10 million Series A funding round in 2018 and a $47 million Series B round in January 2021 to fuel its global expansion and product development.

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    Executive team

    • Fredrik Skantze: Chief Executive Officer & Co-founder
    • Per Made: Co-founder
    • Ulrika Edebäck: Chief Financial Officer
    • Joakim Vilar: Chief Product Officer
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    Competitors

    • Supermetrics: A platform primarily focused on pulling marketing data directly into reporting destinations like Google Sheets, Looker Studio, and BI tools, often with less emphasis on a central transformation layer.
    • Adverity: A direct competitor offering an end-to-end marketing data intelligence platform with data integration, transformation, and visualization capabilities.
    • Improvado: A marketing ETL (Extract, Transform, Load) platform that automates data aggregation into a central repository for reporting and analysis.
    • Fivetran: A broader, engineering-focused ELT (Extract, Load, Transform) tool that offers connectors for many marketing platforms but is not exclusively built for the needs and skill set of marketers.
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    1. Funnel. (n.d.). About Us. Retrieved from https://funnel.io/about-us
    2. Funnel. (n.d.). The Marketing Data Hub. Retrieved from https://funnel.io/product
    3. Lunden, I. (2021, January 20). Funnel raises $47M for a ‘no-code’ marketing data analytics platform. TechCrunch. Retrieved from https://techcrunch.com/2021/01/20/funnel-raises-47m-for-a-no-code-marketing-data-analytics-platform/
    4. G2. (n.d.). Funnel Reviews. Retrieved from https://www.g2.com/products/funnel/reviews
    5. Funnel. (n.d.). Leadership Team. Funnel LinkedIn Page. Retrieved from https://www.linkedin.com/company/funnel-io/people/
    6. MarTech. (n.d.). What is Funnel? Retrieved from https://martech.org/what-is-funnel/
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