Almost two years after landing a seven-figure venture capital funding, Lymbix Inc. of Moncton is gaining revenue with a different product than the one that attracted investors.

Lymbix drew the attention of the regional startup world in April 2011 when it received $1.35 million from GrowthWorks Atlantic Venture Fund. It received the funding largely on the strength of ToneCheck, a product that runs on the company’s innovative social-media sentiment analysis application programming interface, or API, a set of tools used to build software apps.

But two years later, Lymbix’s focus has shifted to a new product, Measurely, which tells clients where they are having the most success in their social media campaigns and helps to devise new media strategies.

 “At the end of the day, we built a user base (with ToneCheck) that just wasn’t strong enough,” said chief executive officer Josh Merchant.

 “So we build new product that measures the impact of content in terms of where it fits in an audience and … the people who influence that audience.”

Lymbix still offers ToneCheck for free, but licenses their API, which can analyze content such as social media posts and explain the emotion generated by the response to content. Merchant said it can recognize as many as 300 emotions, from fear to anger to joy. The Lymbix API is still used by such companies as Salesforce Marketing Cloud (formerly Radian6) of Fredericton and HootSuite of Vancouver.

But Measurely is gaining more traction and became the headline product after Lymbix realized it could generate stronger revenue from the new product.

In late 2011, Lymbix struck a relationship with PostMedia Network Canada, the owner of such newspapers as the National Post, Ottawa Citizen and Montreal Gazette. The startup realized its sentiment analysis software was superior to other offerings, and this led to a new opportunity to work on how to help clients with their content marketing strategies.

Merchant, who succeeded original CEO Matt Eldridge (still a board member), said too many companies formulate social media strategies, but they have no means of understanding the reaction in the marketplace to what they have sent out.

Measurely lets companies understand how people feel about their content, whether social media posts, advertisements or other material. With this data and analysis, the clients can plan their next campaign, focusing on the content that created the greatest resonance with their target market.

 “Measurely is in tune with real social optimization,” said Merchant. “We tell you just how successful your strategy has been.”

So far, Lymbix has worked on 40 to 50 campaigns with clients using Measurely.

Within two weeks, it plans to launch the second iteration of Measurely, which improves ease of use over the first version. The third version, which will have a greater emphasis on discovering a new audience with social media, is due to be released in April or May.

Merchant now spends most of his time in the company’s sales office in Toronto, while chief operating officer Bob Huggard is in Halifax.

With revenue coming in, the company still has not burned up the money it raised from GrowthWorks Atlantic and has no immediate plans to raise more capital.