Consumer analytics platform developer Jornaya, backed by Comcast at series A stage, has secured $10m in series B funding as it changes its name from LeadID.

LeadID, a US-based consumer analytics company backed by mass media group Comcast, has changed its name to Jornaya and raised $10m in a series B round led by Edison Partners.

Founded in 2011, Jornaya has built a software platform that analyses direct and third-party consumer interactions in real time across devices, providing insights to marketing professionals, data analysts and compliance staff.

Comcast contributed to the company’s $7m series A round in mid-2014, investing through its Comcast Ventures unit. The…