Thought Leaders in Mobile and Social: Interview with Kristin Muhlner, CEO of newBrandAnalytics (Part 4)

Sramana Mitra: Are you a venture-funded company, bootstrapped company, or something else? What is the genesis of your business?

Kristin Muhlner: We are venture backed by NEA and by Revolution.

SM: What is the revenue range of your company?

KM: Today we monitor roughly 10,000 businesses worldwide, on which we  provide data. Our team size is about 55 full-time people and roughly the same number of part-time people, who hold a Q&A and training function for our natural language processing. That should set a little bit of context as to where we are as a business.

SM: What is the deal size of the customers?

KM: On average, we get between $500 and $2500 per location per year for the service.

SM: Are you a Washington D.C.–based company?

KM: That is correct.

SM: Is the entire team of 55 people located in Washington?

KM: No. We have a sales force spread around the U.S. Our engineering organization is in Israel.

SM: When you look at your business – social media in general, sentiment analysis, etc. – where do you see gaps in the market? Of course it is a very crowded market, and you are running into both Radian6 kind of companies as well as other new players. But where do you see gaps?

KM: That is a good question. I don’t think anyone has effectively closed the targeted social marketing gap today. There are lots of companies that are trying to do more intelligent social marketing, but it still feels like a very blunt instrument to us. We feel that this is an opportunity for us, especially when you look at our product strategy. We do have a deep understanding of the online conversation. There aren’t a lot of companies today that are doing deep, insightful, and targeted campaigns based on individuals who commented on a particular target and how that event is influenced by other conversations about a brand in the marketplace. Bringing those two things together looks like a very interesting opportunity. There are lots of people thinking about it, but we haven’t really seen that gap being closed.

This segment is part 4 in the series : Thought Leaders in Mobile and Social: Interview with Kristin Muhlner, CEO of newBrandAnalytics
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