Ometria, a UK-based e-commerce intelligence firm, has secured a seed funding of $1.5m to help online retailers make better use of data and enhance their business.

The company secured funds from UK entrepreneurs and investors, including Huddle co-founders Alastair Mitchell and Andy McLoughlin, Shutl marketing head Guy Westlake, Travelex chief digital officer Sean Cornwell and others.

Ometria offers online retailers with an e-commerce intelligence platform that provides retailers with information relating to customer behaviour and product performance, and enables them to take necessary actions.

The platform gets easily integrated with e-commerce platforms such as Magento, Shopify and hybris, making it easy for retailers to use.

According to the company, the newly secured funds will be used to further develop the platform.

Ometria CEO and founder Ivan Mazour said personalisation and customer acquisition are the biggest challenges that online retailers face at the moment, and any that do not solve these problems will struggle to survive.

"Most mid-sized retailers understand how competitive ecommerce is, and how important it is to leverage every possible improvement to maximise their profits, but are forced to use outdated and unsuitable tools to track customer behaviour and product performance – normally web analytics and Excel," Mazour added.

"This is why our platform has been built from the ground up by retailers, for retailers – giving our clients the ability to use segmented customer groups for their marketing, to use customer lifetime value to determine which channels are sending the best customers, and to get a clear picture on which products to merchandise to maximise profitability."

Customers can use the Ometria platform for free during the 28-day trial, following which they are charged on monthly subscription basis.