reverse engineering unmetric
TRANSCRIPT
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Reverse Engineering
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Unmetric
Unmetric is a social media monitoring company headquartered
in New York.
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UNMETRIC TODAY
★ More than 70 employees.★ Spread over 3 countries - India, U.S.A and
Canada.★ Big customers like Microsoft, Changi airport,
Nokia etc.★ Headquartered in New York.
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Founders
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The TeamCEO
Lakshmanan Narayan
Head of Product
Kumar KrishnasamiNorth America Lead Europe Lead
Head Of technologyJoseph
VargheseBack End Lead
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Lakshmanan Narayan, CEO
★ Also known as Lux★ Lux has 18 years of
experience across media, Internet, advertising and entertainment.
★ Degree in mechanical engineering from IIT Madras and MBA in Marketing from IIM Calcutta.
“Data analytics is a big opportunity for Indian companies, especially as businesses here become more data driven than ‘gut’ driven.”
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Co-foundersKumar Krishnasami (Head of Product)
★ Kumar has close to 2 decades of experience, in senior technology roles and across verticals, at JP Morgan Chase, Allstate Insurance, MCI Worldcom and startups.
Joseph Varghese (Head of Technology)
★ Along with 18 years of experience, mostly in the SAP ecosystem as an independent consultant and with AkzoNobel, Joe also dabbled in other technology platforms and developed many products.
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Rewind
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Let us embark on a backward journey through time…
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New Horizons
Year 2015★ Stepped into Predictive analytics technology by
launching the product - ‘Predict’.
★ Unmetric Predict allows marketers to input details about a planned piece of social content across four defining elements - structure, tone, intent and context.
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Deepening Roots
Year 2014★ 70 Employees★ Expanding development and analytics teams to provide
clients with even deeper insights into the unstructured data from social networks.
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Blossoming stage
Year 2013★ Raising the first round funding of Rs. 34 crore ($5.5
million).★ Expanding client network.
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Budding stage
Year 2012★ Acquiring Customers in the U.S and India.★ Expanding functionalities.★ Generating ripples in the industry.
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Here Comes Unmetric!
Year 2011★ Team worked six months even without a name.★ Foundation of UNMETRIC.★ Raising the first round funding of about Rs. 16 crore
from Nexus Venture Partners.
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Sprouting stage Year 2011★ Realising the value in analyzing the data being
generated by large enterprises.
★ Team stops working as EyesAndFeet.★ “Everything we’ve done over the past 12 months was
probably not right and we need to change direction.” - Lux
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FoundationYear 2010★ Initially known as EyesAndFeet.★ focused on the SMB.★ The company started by helping local businesses such
as restaurants and spas, understand and used social media.
★ Based in Chennai.insi8
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More
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Major Challenges★ Data overload due to charts and other visuals on every
single data point.★ Difficulties in curating the data and provide it in a way
that helps the businesses with metrics that matter rather than confuse them.
★ Presence of more than 250 social media analytics companies and it has become difficult for a marketer to differentiate products.
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Vision“If I were to try to articulate my mission, it’s to have Unmetric be the company I would have wanted to join straight out of college. Being a company that continues to be your dream job–whether someone joins straight out of college or otherwise–is what we’re aiming for.”
- Lux
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Core Marketing Technology“Our technology allows brand marketers to compare and analyse the social media content of direct competitors and aspirational brands and then use that information to ideate new engaging content.”
- Lux
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Thank you
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