Meet the Northern Stars: Ruler Analytics is a marketers dream

Catherine Heath, December 11, 2017 2 min read

This article was originally posted on the Tech North website.

In this series, we’ll meet the winners of Northern Stars 2017. What makes 10 of the best startups from across the North of England tick? Let’s find out…

This time, we meet Daniel Reilly, Director of Ruler Analytics.

What’s your company’s elevator pitch?

Ruler Analytics closes the loop between website visits, leads via telephone, form or livechat, and actual closed revenue from those enquiries. Our product passes all of this information to wherever a marketer wants to see it – for example, in their Google Analytics dashboard or their Salesforce CRM.

How did the company get started?

Ruler Analytics was spun out of a digital marketing agency that the founders had run since 2010. They initially set out to build a marketing measurement product that would enable them to improve their inbound marketing by tracking website visitors and leads at individual visitor-level. This would help to them differentiate between good leads and bad, rather than simply tracking the arbitrary metrics that Google Analytics provides.

What are you looking to get out of Northern Stars?

Ruler Analytics already has customers on four continents and the business is scaling quickly. Northern Stars is a great opportunity to amplify our message, and spread awareness of our product to marketing experts and agency partners globally.

What’s your biggest business challenge?

The biggest challenge is completing and keeping up with our ever growing development roadmap! Ruler Analytics is constantly shipping updates and new integrations, but our roadmap grows as faster than we can build it out.

What was it like to pitch in the Grand Final?

It was our second year pitching in the Grand Final and we really enjoyed the experience. This year we won the regional and Grand Final, which is testament to how our business has grown, and our communication of the solution has improved.

Where do you see your company in two years’ time?

In 24 month’s time, Ruler Analytics will have more than 10,000 customers globally. It will be recognised as the number one marketing measurement and attribution product on earth.

Northern Stars, Adtech & Marketing