Summary:

Elevation Partners, the PE firm known for its big bets on *Palm*, Forbes, Yelp, and, more recently, Facebook is putting more cash into a les…

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Elevation Partners, the PE firm known for its big bets on *Palm*, Forbes, Yelp, and, more recently, Facebook is putting more cash into a lesser known firm in its portfolio: MarketShare Partners. Elevation is investing $32 million in the marketing analytics firm in what it is describing as a follow-on to its initial investment in the company two years ago.

MarketShare pitches itself as providing analytics tools that companies can use to determine which of their marketing investments is actually driving sales online or in-store. Its clients include media companies and agencies. The company has made several purchases over the last year, including picking up MarketingNPV and JovianDATA.

The company says in its announcement of the investment that it will use the new cash in part for “strategic acquisitions, additional Asia-Pacific and EMEA expansion, and to fuel the company’s heavy investments in innovation around analytics, predictive models, and its cloud-based suite of analytic products.”

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