“What we do better is connect the dots between traditional and social media monitoring, and between multiple business units within an organization,” says Mr. Serjeantson. “When we look at the data, we don’t blindly rush it into the system, but we want to see how it all correlates, or else people won’t get the value from it.”
He points out that many media monitoring firms are either only focused on social media analysis, or are traditional outfits that had to backwards-engineer their offerings to include the new social media piece.
At MediaMiser, Mr. Serjeantson says, the focus has always been on what could be derived from the information itself rather than the monitoring process, which meant the company was able to more efficiently fit in the new data points than most.
He adds that scientific approach to information, combined with a company team that’s passionate about knowledge, has led to the firm playing with and exploring its own product’s capabilities.
For example, MediaMiser was able to track all the Twitter activity during the recent election, correlate it with the number of links going to a particular media outlet for certain stories, and find out which publications were seeing the most election-related traffic.
Knowing the company’s technology is capable of extracting that kind of data makes it easier to sell, says Mr. Serjeantson, noting MediaMiser also uses its own product to provide white papers, case studies and high-end research to marketing groups.
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“We don’t just say we’re great, we show people we’re great through our product,” he says.
It all speaks to the firm’s history of experimentation and taking chances, going back to its choice to go the then less-mainstream software-as-a-service route right from the very start, which allowed MediaMiser to roll out its business quickly.
And now it’s preparing to take another calculated risk, as it’s growing rapidly with the help of the $1 million in funding it received in February. That’s meant giving up profitability for a short while, but Mr. Serjeantson says the company isn’t afraid to be a little bolder in its quest to innovate and expand.
“We believe we’re catching the wave at the right time … and that’s what the money is for – not ego, or keeping the company afloat – but so we can understand our space more.”
Year founded: 2003
Local head count: 39
Product/service: Traditional and social media monitoring and analysis
Revenue growth: 155.3%