Leesburg, Va.-based Gravy Analytics announced it closed a $7.7 million round Tuesday. The location-based tool tracks event attendances.

Gravy CEO Jeff White told DC Inno in an exclusive interview the new capital will fund its existing growth—specifically hiring additional management and scaling the platform.

“This is a signal from the capital market that they approve of what we’re doing and it’s time to add more fuel to the fire,” White said.

With the funding, led by Boston’s Spring Lake Equity Partners, comes a few additions to the Gravy board of directors, as well, from round investors at Spring Lake, Gasper Global, and Loeb Holding Corporation. This round brings Gravy to a total of $21.7 million raised, have closed its Series A round of $7.4 million in April 2015.

Gravy Analytics boasts clients such as Walmart, eBay, and Gannett (which led Gravy’s last funding round), and it provides consumer profiles to retailers, publishers and hotels based on event attendance. Think soccer games or concerts or other “key points of interest,” as White said.