DataScience, a Culver City company that helps businesses make sense of their data, announced a $4.5 million Series A round to ramp up sales and marketing.

The round was led by Greycroft Partners with participation from Pelion Ventures Partners, Crosscut Ventures and TenOneTen. The company also announced it raised a $1.5 million seed round last year.

DataScience is focused on finding patterns within unorganized data sets for small- to medium-sized companies. It is stepping into a market dominated by large consulting firms such as Booz Allen Hamilton or SAP, offering a lower-priced product to gain market share.

“All of our customers actually have data science teams,” said Ian Swanson, its chief executive and co-founder. “Our engineers eliminate 80 percent of the work, which is data cleanup work.”

The company also helps clients answer basic revenue questions such as: “What contributed to sales this week compared to last week?” he said.

To handle that work more cheaply than larger consultancies, DataScience employs a proprietary data analytics software program and uses chat services to communicate with clients more efficiently, rather than sending a consultant onsite for months at a time.

The startup has about 10 customers, including consumer electronics manufacturers Belkin of Playa Vista and Sonos of Santa Barbara.

The company said it would use the latest round of capital to explore data science services for Internet of Things devices and mobile games, as well as to ramp up sales and marketing efforts.

Technology reporter Garrett Reim can be reached at greim@labusinessjournal.com. Follow him on Twitter @garrettreim for the latest in L.A. tech news.

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