Predictive analytics startup Reflektion has closed $8 million in a Series B round that will be used to ramp up its sales and marketing campaigns, according to TechCrunch.

Intel Capital and Nike are the lead investors in the said round. The California startup will also use the new capital for the launching of its e-commerce and business intelligence solutions, as well as its product development, the report detailed.

MarketWired cited Reflektion president Sean Moran saying: "Reflektion offers sophisticated new technologies for retailers and brands to compete better -- and with little incremental investment. We process large datasets in real time and apply patented machine-learning techniques to yield measurable results. We deploy our solutions from the cloud and work seamlessly with current ecommerce systems. Consistent, exciting, real-world results achieved by retailers and big brands quickly proved to our new strategic investors that Reflektion can be a game changer across the retail industry."

Reflektion's founder is its current Chief Technology Officer (CTO) Amar Chokhawala, who previously worked for Google. The company's platform generates real-time prediction about the next purchase of shoppers. This solution helps enterprises increase their sales conversion rates through better customer engagement, MarketWired reported.