Logentries snags $10M to build out and market its Splunk competitor

Logentries, a Boston-based log monitoring and management company with roots in Dublin, Ireland, now has $10 million in Series A funding to staff up and start marketing its service for real. It already claims it’s processing 28 billion log events daily from 1,000 paying customers — including The Financial Times, Hailo, Engine Yard and Airbrake in 100 countries.

The company is taking on Splunk(s splk) and Sumo Logic — no mean feat — but will make the machine data spewed out in computer log files more easily interpreted by non-techies, said company CEO Andrew Burton (pictured above, second from left.) Burton just joined the startup from LogMein(s logm) where he was SVP of products, after having spent time at IMlogic, now part of Symantec (s symc) and Groove Networks, now part of Microsoft(s msft).

“We want to do to Splunk what [Logmein’s] Joinme did to Webex(s csco) which is to make it easy to use and accessible,” Burton said in an interview. The market opportunity is big enough for all these companies, he said. But there is a real need for a logging tool that is useable by mere mortals, not just programmers and techies.

Logentries - screenThat means helping users find the needle — the outliers or anomalies they seek — in the massive haystack of other data they also get in the process.

As we’ve all heard numerous times, marketing people are getting a much bigger say in how IT dollars are spent and Logentries is focusing on them. “Business people could use Logentries to check into web site log-ins or signups. There’s a huge opportunity in that sort of application long-term,” Burton said.

Company Co-founder and Chief Research Officer Trevor Parsons said taking a single stream of machine data that is pre-processed by Logentries, and making it available for multiple application types is the end game. For example, business analytics companies, like Kissmetrics, Mixpanel and Librato require users to “instrument out” that data, whereas Logentries’ pitch is that it can all be done through a single data source, a log file.

The company launched in 2010 out of the University College Dublin’s Performance Engineering Lab and incubated in Dublin’s Dogpatch Labs. The new funding, which comes atop $1 million in seed money, was led by Polaris Ventures with contributions from Floodgate as well as Frontline Ventures and RRE Ventures.