Los Angeles-based SteelHouse, a developer of e-commerce technology based on consumer behavior, said Wednesday that it has scored a round of funding and launched its “behavioral commerce technology” to boost e-commerce conversion. The firm said is backed by prolific angel investor Ron Conway and Baroda Ventures, the venture capital arm of Geocities founder David Bohnett. Details on the funding round were not announced. SteelHouse’s CEO is Mark Douglas, who was VP of Technology at eHarmony and VP of Engineering at the Rubicon Project. The firm said it has more than 100 e-commerce companies using its technology, which gives different shoppers different offers based on their shopping personalities and buying behavior. READ MORE>>
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