$4.5 million in funding round for connection hub Motista

El Dorado's Tom Peterson will join Motista's board of directors, which is set to relocate corporate headquarters from Maryland to California.

The Motista platform is different from most in the way they collect and disperse online data. The platform is based on continuous surveying of consumer's actions, translating those actions into data that brands can use to target and convert buyers. Their information gather is specific to brands, competitors and segments, which may give advertisers a better connection to their target demographic.

"We've been quietly building Motista in close collaboration with some of the world's top brands. Today, marketers at these organizations now use our online solution to continually uncover the consumer connections that matter most to their businesses," said Scott Magids, co-founder and CEO of Motista.

"Marketers are under tremendous pressure to adapt to the consumer's rapidly changing expectations, deliver results that impact the bottom-line and justify their program and budgets to management," said Tom Peterson, General Partner at El Dorado Ventures. "Motista is the first company we've seen that's focused on giving Fortune 1000 marketers the practical tools and intelligence they need to be successful in this environment. With its innovative research and intuitive software, Motista is well-positioned to help marketers navigate today's unique challenges."

Motista is geared toward Fortune 1000 brands.

Tags: advertising, advertising data, brand advertising, data collection, Motista