The New York-based social analytics website Unmetric has just raised $5.5 million in Series B, taking its total investment to $8.7 million. And most seasoned product managers will see why: over the last year, it’s been adding some pretty nifty tools to its analytic repertoire.
How to impress a seasoned product manager
The company asks brands a simple question: “Are you social enough?” Then it supplies them with an answer. It tracks over 10,000 brands over a raft of social sharing sites (Twitter, Facebook, YouTube, LinkedIn and Pinterest), monitoring what they’re doing and whether they’re working. Not only can brands get a picture of how their activities are performing, they can compare their performance with that of competitors, too.
YouTube was added last year, and the data Unmetric collects there can’t fail to impress the jobbing product manager. It monitors 24 YouTube metrics to test the effectiveness of a brand’s video campaigns, including views, ratings, favorites and tags. Then it crunches the data into a channel score of between 0 and 100. Last year, Chevrolet hit an Unmetric score of 60, which encouraged it to upload more YouTube videos which between them added up to three hours.
But the wizardry doesn’t stop there. Also added last year was the new SatisfactionMetrics tool, which evaluates how effectively brands handle customer service on Twitter and Facebook. Although it doesn’t provide information on whether customers end up being satisfied by the responses they received or not, it does reveal industry norms and best practices. The tool tracks response time and then groups brand responses to customer queries into five categories – inviting a customer to send a direct message, inviting them to call a number, apologies, asking them to send an email and directing them to a link. If that’s what the competition is doing, then it behooves brands to follow suit.
More recently, a system described by Unmetric as “T+ Amplification Metrics” has been added, which monitors favorites, replies, and retweets on Twitter to gauge the engagement of tweets (LinkedIn gets an Engagement Score, which operates on similar principles).
Previous investor Nexus Venture Partners participated in the latest funding round, which was led by JAFCO Asia. Unmetrics says it will use the cash to add more social networks to its service and to expand internationally.