SumAll Launches SumAll Traffic to Put a Dollar Value on Website Visitors

Today New York City-based data visualization startup SumAll announced the launch of a new real-time web and ecommerce analytics tool for small to medium e-commerce retailers, SumAll Traffic. The company wants to put the power of big data in the hands of small businesses, enabling them to compare their sales data hand in hand with their online web and social analytics. Today’s SumAll Traffic product aims to help SMBs understand what a website visitor is actually worth, putting a dollar value on visits and time on site.

To date, SumAll has raised $1.5 million from Battery VenturesWellington Partners, and General Catalyst Partners, with plans to raise additional funding in the near future. Founder and CEO Dane Atkinson, who was the former CEO of Squarespace, started the company because he wanted to make sense of the large amount of cloud data available and put that power in the hands of small business owners.

“We were all dying of frustration at how hard it was to get data from the cloud. We kind of thought there was a universal problem where small businesses in particular are creating massive amounts of data that exists in the cloud that they’re not leveraging,” Atkinson said in an interview. “We want to make that data available to the people who owned it, we started out making something simple, beautiful and easy in the sense that it doesn’t require engineers and analysts, and lets folks just put in their credentials from eBay or Shopify and get all their data out into something they could see and make sense of.”

SumAll lets small to medium size ecommerce businesses integrate their accounts from a variety of online shopping partners like eBay, PayPal, and Shopify to pull their online transactional data showcasing all their revenue streams in one place. It then pulls data from Google Analytics, Twitter, and Facebook and allows real-time comparison of how consumers are reacting to their website and social media presence and what it means for their sales. The new SumAll Traffic product combines transactional and visitor data to allow visitors to see how much a visitor is worth, and how much revenue one minute of browsing can create.

The dashboard was designed to give business owners a big-picture overview of all their key sales and marketing drivers in visuals and data points that make it easy to correlate their key activities in those two arenas. The platform’s algorithms find patterns and insights which prompt the business owner to focus on a specific action. The benchmarks are also a value-add feature small business owners can use to see how their business holds up with others in the same industry from a global index of users.

“Many of these guys are living in statements that are given to them at the end of the month and they don’t really have a sense of the flow of their information, the next thing is we allow you to dig into that data, say for example you loaded up your Shopify store, you can drill down into your revenue and understand things like what the newest customer breakdown is,” Atkinson added.

Right now SumAll’s platform is free, and they plan on implementing a subscription fee in the future, adding more premium features down the road like the ability to let business owners set goals in sales and online marketing.

SumAll is just one of many companies trying to provide business intelligence tools for SMBs. There are companies like InsightsSquared and GoodData that focus primarily on sales data, while there are an entire subset of companies that just focus on social media and digital marketing analytics like Radian6. However, SumAll’s focus on combining both online and social activity with sales activity to see how both measure up, in addition to their focus on small to medium size ecommerce merchants and emphasis on visualizing data in a simple way may help them stand apart as an all-in-one package.

The company already has iPhone and Android apps as a companion to their desktop analytics dashboard. They also have quite a bit of lot of global traction with 40 percent of their users being outside the U.S. and more than 46 currencies currently supported in their system. They’ve already analyzed more than $1 billion in transactions, and other plans in the works include integrating with at least four third-party partners per month. While the online analytics space is a crowded one, SumAll’s goal of combining social and sales data into one easy-to-understand dashboard, all for free, might be a strong selling point for SMBs.


Humayun Khan

Humayun Khan is a Senior Writer and Analyst at BetaKit. A marketing graduate with honors, Humayun's work experience spans the fields of consumer behaviour with noted contributions in an academic paper published in the Journal of Consumer Psychology and market research consulting having coordinated projects for a major financial services client at Decode Inc. More recently he was involved in business strategy as a Business Analyst for an equipment rental outlet and prior in the National Marketing Department at Ernst & Young LLP. He is passionate about emerging and disrupting technology and its ability to transform and create entirely new industries.

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