Online marketing and data analysis software provider Mercent Corp. has closed a $6.5 million round of funding to help grow its team and for marketing efforts.

The Series B financing was led by new investor TVC Capital and included previous shareholders Madrona Venture Group and an affiliate of the Hillman Co. TVC Capital's managing partner Steve Hamerslag will join Mercent's board of directors.

Mercent sells a software service that helps retailers promote products online by placing those products across marketing channels such as Amazon.com Inc., Shop.com and other online retail sites, Chief Executive Eric Best said.

"We've been operating a hosted service for 18 months now and we're ready to move beyond customer referrals," Best said. "We're ready to establish a national sales presence and move into new categories of online ads."

Mercent recently announced new agreements with retail brands including Redcats Group and 1-800-Flowers; strategic partnerships with retail technology providers Omniture Inc., Buy.com and Shopping.com; and the launch of expanded performance marketing programs in addition to the company's subscription software services.

"Our value proposition is to integrate once and for every product in your catalog so that you're getting the optimum amount of exposure and allocating advertising dollars to the best channels," Best said.

Best said the Seattle-based company has a team of 25 that is likely to double in the next 18 months.

Best declined to discuss the company's revenues or valuation, but said the company may consider a new round of funding to facilitate growth.

The company's Series A round closed in early 2005 with "less than $10 million," Best told VentureWire late that year.

http://www.mercent.com