JMI Equity, a growth equity firm, led a $120m funding round in Soci, a marketing platform for multi-location brands, with participation from Vertical Venture Partners, Blossom Street Ventures and Renew Group. "SOCi's customers have thousands of marketing decisions to make across hundreds or thousands of locations. The opportunity for optimization is incredible, but at such a scale it's stunted by true human capacity issues. Our 'Genius' products are the answer, as they will leverage sophisticated data science models to drive recommendations and automate data-driven decisions across the organization," Afif Khoury, Soci CEO and Co-Founder.