PayPal and dunnhumby Ventures have backed context marketing startup Pulsate in a $1.2 million (£750,000) funding round. The round was led by Delta Partners' Bank of Ireland seed fund and also included Enterprise Ireland.

Dunnhumby was the company that helped launch the Tesco Clubcard 20 years ago. Dublin-based Pulsate provides an end-to-end context marketing platform for mobiles, that aims to drive new revenue for brands by changing the way they interact with customers both inside their apps and within brick and mortar locations.

Tesco clubcard key fob dunnhumby
Dunnhumby launched the Tesco Clubcard loyalty scheme 20 years ago. Image credit: Flickr/mjtmall

Easily integrated with new or existing apps, Pulsate provides live audience segmentation alongside an intuitive campaign builder to deliver engaging customer experiences. App users are encouraged to reply, forming a direct dialogue between the brand and the customer.

Pulsate uses in-app behaviour, geofencing location tracking and location beacons to trigger content delivery at the right place and time.

Pulsate founder and CEO Patrick Leddy said: “We are delighted to receive this $1.2 million in funding from such high profile investors. We will use the funds to accelerate the development of our product and to increase our business in the US.

“We are already attracting a lot of customers in this space and with this support we look forward to becoming the industry leader in context marketing.”