Unicepta takes over Ubermetrics: media analysis with AI

Hamburg The Cologne media analysis provider Unicepta has bought a Berlin start-up. The aim is to make new offers to customers. Unicepta users include the PR and marketing departments of a number of DaxCorporations. In the future, they should receive more knowledge about topic trends in social media – if they want to pay extra for them.

To this end, Unicepta is taking over the provider Ubermetrics. According to their own information, the Berliners analyze over 460 million sources from social media as well as blogs and forums in real time. Pattern recognition by artificial intelligence helps here. “For us this is the largest takeover in the company’s history and a technological milestone,” said Uniceta Chief Technology Officer Sebastian Rohwer to the Handelsblatt.

The takeover will add 30 to the 450 Unicepta employees. The companies did not name the purchase price.

Ubermetrics has been financed by the High-Tech Gründerfonds, among others. According to earlier reports, the Klingel mail order company was also invested. The founders stay on board and are to become involved in Unicepta. The economist Patrick Bunk and the mathematician Daniel Siewert founded Ubermetrics in 2011 from the Berlin Humboldt University.

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Unicepta puts its own sales for the 2019/2020 financial year at 45 million euros. The acquisition is expected to be completed in the first quarter of 2021.

“The acquisition significantly strengthens us technologically,” said Rohwer. So far, Unicepta has been using third-party providers to analyze social media data. “We will quickly integrate the new technology into the existing infrastructure and present it to our customers,” said Rohwer. According to their own statements, two thirds of the 30 DAX companies belong to the analysis company’s customers, as well as FIG, British Airways and the IOC.

Unicepta was founded in 2016. Competitors include the much larger providers Cision and Kantar, which are more internationally positioned. Unicepta also stands out due to the annual image ranking of the Dax bosses.

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