Yaguara, a Denver-based startup that wants to help e-commerce companies understand their customers better to deliver more meaningful experiences, announced a $7.2 million seed investment today.

The round was led by Foundation Capital with participation from Gradient Ventures, Rainfall Ventures and Zelkova. It also had help from some e-commerce heavy hitters including Warby Parker, Harry’s and Allbirds.

Yaguara CEO Jonathan Smalley was working at an agency building specialized cloud tools for online businesses when he recognized there was a need to pull data together into a single place and help companies understand their customer’s behavior better.

“Yaguara is based on integrating data and having all their data in the right place. For us, it started with several dozen tools from performance marketing to your actual e-commerce data to your fulfillment and unit economic data — bringing that all into one place letting them see their data in real time.”

“Then our platform serves predictive and prescriptive insights and recommendations to individual users across your teams, so they can drive specific outcomes across the organization based on that unified data set,” Smalley explained.

They build that data set by connecting to a variety of popular tools to help understand what’s happening across the customer lifecycle, whether that’s customer acquisition through Facebook or Google ads or understanding shopping cart abandonment data or how often the customer has returned to buy again, all of which help build a better picture of the customer.

While this may sound like a customer data platform (CDP), Smalley says it’s actually more than that. While the CDP provides the pipeline to your data sources like Yaguara, it doesn’t stop there. He says it reduces the complexity of helping front-line marketing personnel access and query that data without having to know SQL or R or have a technical intermediary to understand the data.

While the company is young it already has 250 e-commerce customers using the platform. With the new infusion of cash, it should be able to bring in more employees, build more data connectors and continue working to build out the platform.