Euclid, a US-based provider of real-world shopper analytics, has raised $17.3m from a consortium including Novel TMT Ventures, a subsidiary of Novel TMT, the technology, media and telecom investment unit of the Hong Kong-based Novel Group.

Euclid’s round was led by venture capital firm Benchmark Capital with participation from peers NEA, Ulu Ventures, XG Ventures, TriplePoint Ventures and Harrison Metal and angels Auren Hoffman, Jason Spero, Ben Narasin, Jens Christensen, Othman Laraki, Elad Gil and Michael Calbert.

Novel TMT’s other investments include Warby Parker, Moda Operandi, Dailylook, Context Logic, Playspan, Facebook, Delivery Hero, and Skrill.

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