SteelHouse puts the power of marketing back into the hands of marketers

by Sean McClure
February 14, 2014

The data warehouse portion of SteelHouse’s platform with audience segmentation feedback

Culver City-based SteelHouse is pioneering the way marketers interact with audiences. Their mission? “Create the easiest way for marketers to message their customers, no matter where they go.”
 

Founded in 2009, SteelHouse saw a general problem growing for marketers as the industry continued to expand into more channels, more data and more creative possibilities. It quickly became apparent that a cloud-based marketing platform could solve not one, but all of these problems.
 

Not to be mistaken for an agency, SteelHouse promotes the ability for today’s marketers to take charge of these increased marketing demands by creating campaigns, distributing these campaigns through multiple channels, and then gaining valuable insights to drive the continual effectiveness of these campaigns -- all through one cloud-based platform named CANVAS.
 

The CANVAS platform has 3 components: cloud-hosted data warehouse, campaign manager and ad delivery technology. CANVAS is one platform for acquisition and retention marketing that consistently keeps the same message in front of your audience through display, onsite and social.
 

“The platform offers real-time analytics that are visualized through a beautiful user interface,” PR & Product Marketing Manager Lauren DeSalvo said. “So many companies sit on data that comes back from marketing campaigns, but our platform brings you real-time insights that can be put to use immediately.”
 

The biggest challenge for SteelHouse has been to make this platform user-friendly for all marketers, big and small. Instead of having clients rely on SteelHouse for their creative, distribution and data-driven needs, SteelHouse wants clients to rely on the platform, which means constant improvements and changes to keep up with the fast-paced industry.
 

Steelhouse sees some potential competition with companies like Criteo and Adroll, but really views itself as a pioneer in the space. YOY, SteelHouse has grown 50 percent and became profitable this year. Their client roster includes companies like Oakley, Ray-Ban, Vans, Staples, Coffee Bean & Tea Leaf, Mrs. Fields, True Religion, SkyMall and Quiznos.

Already through its Series B and has raised over $14.5 million in total funding, SteelHouse is now host to 50 employees and just moved into a new office building in Culver City. They don’t have any immediate plans to raise another round, but will be putting their existing funds into focusing on continual improvements of the platform.

 

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