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Networked Insights crunches big data like candy and gives insights in the now for advertisers

Networked Insights crunches big data like candy and gives insights in the now for advertisers

Busi­ness devel­op­ment man­agers keen to boost their agency’s online adver­tis­ing sales suc­cess­es might look to Chica­go for advice on the best data to use.  For­get stale data from focus groups or TV rat­ings sur­veys from Nielson.Co.  Net­worked Insights, a young ad tech com­pa­ny based in the city’s West Loop, uses “data in the now” to help agen­cies and adver­tis­ers make fast deci­sions about the direc­tion of a cam­paign.

From math to mar­ket­ing

Com­pa­ny founder and CEO Dan Neely hatched his idea sev­en years ago while liv­ing in Madi­son, Wis­con­sin.  An actu­ary with a degree in risk man­age­ment, Mr. Neely has brought his love of data to Deloitte and helped launch the inter­net insur­ance firm Esurance before set­ting up Net­work Insights, which uses cut­ting edge tech­nol­o­gy to whiz like light­ning through data aris­ing from ven­dors on more than 80 mil­lion con­ver­sa­tions every week.  Then it cat­e­go­rizes and stores the data it’s col­lect­ed, giv­ing clients a clear pic­ture in the here-and-now of what their clients think about their prod­ucts, where they’re chat­ting about it and what else they’re inter­est­ed in.  You don’t need to be a top-lev­el busi­ness devel­op­ment man­ag­er to know that this kind of data is gold-dust.

Last year in San Fran­cis­co, when exec­u­tives from Apple Inc. were launch­ing the lat­est iPhone, Neely was sit­ting at Net­worked Insights with mar­keters from Sam­sung watch­ing imme­di­ate reac­tions on Face­book, Twit­ter and a raft of forums and blogs scat­tered across the web.  That data led Sam­sung to cre­ate its high­ly effec­tive, full-page “It doesn’t take a genius” response ads, high­light­ing the Sam­sung S3’s advan­tages of over the iPhone.

Rock­et­ing onwards

Investors have noticed. Net­worked Insights now includes names like Proc­tor & Gam­ble, Kraft Foods Group Inc. and Miller­sCoors LLC as cus­tomers and it’s fast become name of Chicago’s quick­est grow­ing dig­i­tal star­tups. It’s raised the prince­ly sum of $29 mil­lion in ven­ture fund­ing, $20 mil­lion of which came from Gold­man Sachs and cur­rent­ly employs 140 staff.

Neely is tight lipped about rev­enue but points out that his com­pa­ny has grown five-fold in the last two years alone. It’s been mak­ing a prof­it for the last year-and-a-half. And it looks set to con­tin­ue on an upward curve, even though the ana­lyt­ics space is a crowd­ed one. Inter­est­ed busi­ness devel­op­ment man­agers might be tempt­ed to give Mr. Neely a call.

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