Companies spend billions on marketing every year, but the question remains whether these campaigns translate into profits. San Francisco-based startup Alembic is employing big data techniques developed for contact tracing during the pandemic to answer those questions. The company today announced a $14 million Series A that included Jeffery Katzenberg, NFL-star-turned-VC Joe Montana, and Braze co-founder Mark Ghermezian. But recent advances in AI and big data technology, he says, have made it possible to track the impact of marketing spend on a granular level, in real time. Puig says the company currently has about a dozen customers, including trillion-dollar chipmaker Nvidia, which is using the technology to guide its marketing efforts.

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Persons: Crypto.com, Dunkin, Ben Affleck, Jennifer Lopez, Jeffery Katzenberg, Joe Montana, Braze, Mark Ghermezian, Katzenberg, Tomas Puig, epidemiologists, Puig, Jensen Huang, it's Organizations: Mastercard, PGA, Business, Walt Disney Studios, DreamWorks, Nvidia Locations: Los Angeles, San Francisco, Covid