Today Unmetric Inc., the social media intelligence platform, announced it has raised $5.5 million in Series B financing to expand its business and help Fortune 500 brands and agencies understand exactly what their competition is doing across Facebook, Twitter, YouTube, Pinterest, and LinkedIn, and if such programs are actually working. The round of financing is led by new investor JAFCO Asia with participation from existing investor Nexus Venture Partners.
Trusted by some of the world’s biggest brands and agencies, marquee organizations such as Subway, Chevrolet, Under Armour, GroupM, Fleishman Hillard, LBi, among others have already turned to Unmetric to understand what the competition is doing in social media and if it’s effective. Unmetric now has over 10,000 global brands in its database and offers comprehensive competitive intelligence across Facebook, Twitter, YouTube, Pinterest, and LinkedIn, and this strategic investment will be used to push deeper into global markets. Unmetric will also continue to scale its technology platform and use the round to increase the number of social media channels supported in its platform.
“As Social Media becomes a bigger part of our media/marketing mix, it is essential that we are properly measuring its effectiveness,” said Karie Ford, VP of Media at Subway. “It’s just not always about fan count. Unmetric understands this and lets us know how we stack up against our competitors across all aspects of the social experience – fan engagement, response time, sentiment, and more. Unmetric’s daily alerts and customized reports are an essential tool to help our team keep abreast of all the social media activity across our category.”
Today, Unmetric also announces the expansion of its board of advisors. The company’s advisors now include Greg Stuart, CEO, Mobile Marketing Association, Joseph Jaffe, Founder and Partner, Evol8tion, Stephanie Agresta, Global Director of Digital, MSLGROUP, Baratunde Thurston, CEO and Founder, Cultivated Wit, and Brian Condon, EVP Commercial Development at Scarborough. Each advisor will bring in their digital media and international experiences to the company.
“After reviewing a number of these services, it is clear to us that Unmetric has built a solid leadership position and has the multi-dimensional team and technology to become the premier player in the next era of social media platform businesses,” said Murli Ravi from JAFCO Asia. “What Buddy Media did for publishing and Radian6 did for listening, Unmetric does for a new vertical of social media analytics: competitive intelligence.”
“Businesses are inundated with data as they strive to figure out how to engage with the connected consumer. Any veteran CMO or executive can look at numbers for social media, but without the correct comprehension and analysis, those numbers are absolutely meaningless,” said Brian Solis, principal analyst at Altimeter Group. “There is a difference between benchmarking and competitive intelligence, which ultimately boils down to the difference between making sense of competing brands’ data and making sense of industry-wide insights.”
Unmetric recently introduced LinkedIn analytics to its platform to provide brands with insights around their in-house content and career opportunities, helping them to determine the engagement and overall success of different publishing strategies. The company has also launched an enhanced Twitter platform, T+, which helps brands understand the effects of adopting hashtags, evaluate campaign engagement and optimize customer service teams. These additions mark the next step towards equipping businesses with the best tools for social media success.
To learn more about Unmetric, visit www.unmetric.com
About JAFCO Investment (Asia Pacific) Ltd (“JAFCO Asia”)
JAFCO Asia is one of Asia’s leading venture capital firms. Its primary focus is to invest in promising technology-related enterprises with high growth potential. Headquartered in Singapore, and with entities in Shanghai, Beijing, Hong Kong, Taipei and Seoul, JAFCO Asia has had more than USD 1.3 billion in cumulative funds under management to date. Since 1990, JAFCO Asia has invested in more than 440 companies in 13 countries and had more than 330 exits of which more than 100 have gone public on various exchanges. JAFCO Asia is a subsidiary of JAFCO Co. Ltd, which is one of the largest and oldest private equity firms in Japan and is part of the Nomura group of companies. JAFCO Co. Ltd has over USD 4.5 billion currently under management and is listed on the Tokyo Stock Exchange. More information is available at www.jafcoasia.com.
About Nexus Venture Partners
Nexus Venture Partners is a leading Venture Capital fund, investing in early and growth stage companies across sectors. Its principals, with extensive investing and operating experience in North America, India and across the globe, understand the unique challenges faced by startups and believe that it takes more than capital for a company to succeed. Its partner companies have access to the entire Nexus team for help in recruiting talent, forging new alliances, opening doors to new customers, shaping the strategy and connecting with best of breed advisors or board members.
Unmetric is headquartered in New York City and works with category leading brands and innovative agencies across the world. Unmetric provides not-so-obvious competitive intelligence on over 10,000 global brands across 30 industry sectors, helping brands and their agencies to comprehend and calibrate their social media efforts, and compete with intelligence and efficiency. The client list includes iconic brands like Subway, Toyota, Cisco, and Lowe’s Home Improvement, and premier agencies like GroupM, MRY, Golin Harris, and the Zocalo Group. For more information, visit www.unmetric.com.