Dave Ellenberger appointed CEO of Pursway

Pursway Ltd., a marketing analytics firm with offices in Waltham and Israel, said Thursday that Dave Ellenberger has been appointed chief executive; the appointment comes as the company moves into its next phase of growth.

Pursway uses big data analytics and proprietary algorithms to help customers to focus their marketing dollars and spend them efficiently. Customers include Sony, Orange, and several big financial services companies.

Dave Ellenberger. Photo taken from Pursway’s website.

Ellenberger has more than 25 years of experience in the software industry, having served as the CEO in multiple growth stage companies. At 170 Systems Inc., he worked with such customers as Google, Starbucks, and Verizon.

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‘‘Pursway’s leadership team has conceived and built a unique capability and product that is being validated by some of the most respected marketers in the world today,’’ Ellenberger said in a statement.

With this appointment, Elery Pfeffer, founder of the company, will become chief science officer.

Pursway is backed by Battery Ventures and Globespan Capital Partners.

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