Personal blog of Yzmir Ramirez

Census, a startup that helps businesses sync their customer data from their data warehouses to their various business tools like Salesforce and Marketo, today announced that it has raised a $16 million Series A round led by Sequoia Capital. Other participants in this round include Andreessen Horowitz, which led the company’s $4.3 million seed round last year, as well as several notable angles, including Figma CEO Dylan Field, GitHub CTO Jason Warner, Notion COO Akshay Kothari and Rippling CEO Parker Conrad.

The company is part of a new crop of startups that are building on top of data warehouses. The general idea behind Census is to help businesses operationalize the data in their data warehouses, which was traditionally only used for analytics and reporting use cases. But as businesses realized that all the data they needed was already available in their data warehouses and that they could use that as a single source of truth without having to build additional integrations, an ecosystem of companies that operationalize this data started to form.

The company argues that the modern data stack, with data warehouses like Amazon Redshift, Google BigQuery and Snowflake at its core, offers all of the tools a business needs to extract and transform data (like Fivetran, dbt) and then visualize it (think Looker).

Tools like Census then essentially function as a new layer that sits between the data warehouse and the business tools that can help companies extract value from this data. With that, users can easily sync their product data into a marketing tool like Marketo or a CRM service like Salesforce, for example.

Image Credits: Census

“Three years ago, we were the first to ask, ‘Why are we relying on a clumsy tangle of wires connecting every app when everything we need is already in the warehouse? What if you could leverage your data team to drive operations?’ When the data warehouse is connected to the rest of the business, the possibilities are limitless,” Census explains in today’s announcement. “When we launched, our focus was enabling product-led companies like Figma, Canva, and Notion to drive better marketing, sales, and customer success. Along the way, our customers have pulled Census into more and more scenarios, like auto-prioritizing support tickets in Zendesk, automating invoices in Netsuite, or even integrating with HR systems.“

Census already integrates with dozens of different services and data tools and its customers include the likes of Clearbit, Figma, Fivetran, LogDNA, Loom and Notion.

Looking ahead, Census plans to use the new funding to launch new features like deeper data validation and a visual query experience. In addition, it also plans to launch code-based orchestration to make Census workflows versionable and make it easier to integrate them into an enterprise orchestration system.

LogDNA, a startup that helps DevOps teams dig through their log data to find issues, announced a $25 million Series C investment today along with the promotion of industry vet Tucker Callaway to CEO.

Let’s start with the funding. Emergence Capital led the round with participation from previous investors Initialized Capital and Providence Equity. New investors TI Platform Management, Radianx Capital, Top Tier Capital and Trend Forward Capital also joined the round. Today’s investment brings the total raised to $60 million, according to the company.

Current CEO and co-founder Chris Nguyen says the company provides a centralized way to manage log data for DevOps teams with an eye toward troubleshooting issues and getting applications out faster.

New CEO Callaway, whose background includes executive stints at Chef and Sauce Labs, came on board in January as president and CRO with an eye toward moving him into the top spot when the time was right. Nguyen, who will move to the role of chief strategy officer, says everyone was on board with the move, and he was ready to step back into a more technical role.

“When we closed the latest round of funding and looked at what the journey forward looks like, there was just a lot of trust and confidence from my co-founder, the board of directors, all of the investors on the team that Tucker is the right leader,” Nguyen said.

As Callaway takes over in the midst of the pandemic, the company is in reasonably good shape, with 3,000 customers using the product and a strategic partnership with IBM to provide logging services for IBM Cloud. Having $25 million in additional capital certainly helps, but he sees a company that’s still growing and intends to keep hiring.

As he brings more people on board to lead the company of approximately 100 employees, he says that diversity and inclusion is something he is passionate about and takes very seriously. For starters, he plans to put the entire company through unconscious bias training. They have also hired someone to review their hiring practices to date and they are bringing in a consultant to help them design more diverse and inclusive hiring practices and hold them accountable to that.

The company was a member of the same Y Combinator winter 2015 cohort as GitLab. It actually started out building a marketing technology product, only to realize they had built a powerful logging tool on the back end. That logging tool became the basis for LogDNA .