Project Metal, a new NextFifteen digital consultancy, announces the first major step in its development to becoming a full service digital consultancy with the integration of Context Analytics, currently a subsidiary of Text 100. Context Analytics moves from Text 100 to Project Metal on February 1st 2010 and as a result will expand its services and presence into Europe.
Project Metal's consulting services combine PR expertise with sophisticated data analytics to deliver business value to companies by helping them understand, optimize and manage how they connect with customers across digital networks. Its services will be entirely complementary to those of the existing NextFifteen brands. The new opportunities this creates for the group are demonstrated by the fact that Project Metal and Context Analytics have already worked on a number of strategic digital projects for clients.
Context Analytics has a ten-year pedigree in working with brands to monitor and measure media impact on blue chip brands across a range of industries including financial services, healthcare and technology. The integration into Project Metal reflects not just the growing importance of data analytics in the planning and measurement of digital campaigns, but also puts its research and data analysis skills at the heart of the consultancy.
David Hargreaves, Head of Project Metal said, "The explosion of social media and the rise of access-anywhere real-time search has meant that the online reputation of brands needs careful management. Companies need to understand how and when to engage with customers and put processes in place to do this internationally. Through the integration of web analytics, search analytics, and audience data with traditional online media content measurement, Project Metal will create an entirely new range of solutions to help companies both effectively manage online reputations and measure the impact of digital campaigns."
Mainstream media's transition online means that it is now possible to apply the exact same measurement strategies to PR that have been effective for other forms of online marketing for over a decade. Project Metal has developed a methodology (Dynamic Conversation Analytics) that can directly measure the value of earned media campaigns and which underpins its consultative approach to digital reputation management. Project Metal believes that this data-driven approach will help brands optimize the way they connect with people online.
From the 1st of February Project Metal will have offices in London, San Francisco and Mumbai to provide an international consultancy service. Over the course of the next year Project Metal will develop its service offering through the integration of new digital skill sets usually found in specialist consultancies.
About Project Metal:
Project Metal is a data driven digital consultancy that creates value for companies by optimizing the engagement brands have with people across all digital networks and managing online reputations. Project Metal's methodology, Dynamic Conversation Analytics, takes a holistic view of all earned digital media (published content and user contributed content) and looks at the role of earned media across the entire marketing funnel from awareness right through to sales. The company has offices in London, San Francisco and Mumbai.
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Contacts:
Project Metal
David Hargreaves, 415-260-7814 (cell)