Unmetric

Unmetric provided a cloud-based social media analytics platform that utilized artificial intelligence to offer competitive intelligence and performance benchmarking for brands and marketing agencies. The company was established in 2011 by co-founders Lakshmanan Narayan, Kumar Krishnasami, and Joseph Varghese, with its origins tracing back to an apartment in Chennai, India. Unmetric secured a total of $8.7 million in funding over two rounds, including a Series A in 2012 and a Series B in 2013, with investors like Nexus Venture Partners and JAFCO Asia.

The business operated on a SaaS model, generating revenue through annual subscriptions to its enterprise platform. Its target clients were digital marketers and social media analysts at global brands and agencies, including notable names like General Motors, Pepsi, and GroupM. The platform enabled users to research, plan, and optimize their social media content by analyzing vast amounts of public data from over 100,000 brands across channels like Facebook, Twitter, Instagram, and YouTube. Key features included competitor benchmarking, promoted post detection, campaign intelligence, content ideation, and automated reporting, which helped marketers understand audience behavior and refine their strategies based on data-driven insights. The system was designed to turn a wealth of data into actionable insights, addressing the common issue of marketers being "data rich and insight poor".

A significant milestone in the company's history was its acquisition by Falcon.io, a social media management division of Cision, on October 24, 2019. This move was part of a larger strategy to create a unified social media management suite combining Unmetric's benchmarking and analytics capabilities with Falcon.io's engagement and publishing tools. Following the acquisition, the Unmetric team and its technology were integrated into the Falcon.io and larger Cision organization. The platform's capabilities are now part of the Brandwatch product suite, following a subsequent merger.

Keywords: social media analytics, competitive intelligence, brand benchmarking, content performance, social media marketing, SaaS, campaign analysis, audience engagement, social listening, digital marketing insights, competitor analysis, AI in marketing, Cision, Falcon.io, Brandwatch, social reporting, content strategy, social media ROI, marketing analytics, ad intelligence