If Anda Gansca has her way, her company Knotch will revolutionize the way branded content is measured. Knotch aims to replace digital measurement tools such as surveys with a visual interface based on color that gauges consumer sentiment, and then turns responses into data clients can use to track the impact of brand advertising. The company has raised $4 million from investors such as Greylock, Allen & Co., and Stanford University, as well as former Facebook US sales chief Tom Arrix and entrepreneur Michael Birch. Ross Levinsohn, former CEO at Yahoo, is on the company’s board.
Gansca was born and raised in the Transylvania region of Romania, and at 18 moved to the US to attend Stanford University where she earned a double major in economics and international relations. She graduated and worked for a year in venture capital before launching Knotch, which is now in beta with companies including Netflix.