Reverse engineering Unmetric, a company in the SaaS domain tracing its journey from its birth to the giant it is now.

1. Reverse Engineering
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by

2. Unmetric
Unmetric is a social media
monitoring company headquartered
in New York.
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3. 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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4. Founders
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5. The Team
CEO
Lakshmanan Narayan
Head of Product
Kumar Krishnasami
North America Lead Europe Lead
Head Of technology
Joseph Varghese
Back End Lead
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6. 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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7. Co-founders
Kumar 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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8. Rewind
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Let us embark on a backward journey through time…

9. 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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10. 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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11. Blossoming stage
Year 2013
★ Raising the first round funding of Rs. 34 crore ($5.5 million).
★ Expanding client network.
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12. Budding stage
Year 2012
★ Acquiring Customers in the U.S and India.
★ Expanding functionalities.
★ Generating ripples in the industry.
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13. 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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14. 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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15. Foundation
Year 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.
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16. More
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17. 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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18. 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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19. 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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20. insi8

21. Thank you
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