Jump to content

Draft:Supermetrics

From Wikipedia, the free encyclopedia
  • Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. Kaktusvehka (talk) 10:13, 16 April 2025 (UTC)


Supermetrics
Company typePrivate
IndustryMarketing technology
Founded2013
FounderMikael Thuneberg
HeadquartersHelsinki,
Finland
Revenue55.8 million euros (2023)[1]
Number of employees
354[1] (2023)
Websitesupermetrics.com

Supermetrics is a Finnish software company specializing in marketing technology.[2] The platform offered by the company is used to collect, monitor, and analyze data related to online marketing activities across various platforms. Supermetrics' customers include advertising, media, and consumer goods corporations.[3][4]

History

[edit]

2010–2019

[edit]

The idea for Supermetrics' first product emerged when Mikael Thuneberg was working at Sulake.[5] [4] While searching for a tool to automate data retrieval,[4] he came across a post on the Google forum where Google[6] was requesting developers to build a tool that would connect Google Analytics with Microsoft Excel.[4][7] Thuneberg developed a script for the purpose.[8] This script was later mentioned in the Google Analytics blog.[7]

As time went on, the script received so many development requests[8] that Thuneberg decided to leave his job in 2010 and started a company. His tool collected marketing data from sources such as social media platforms and consolidated it into Excel and Google Sheets. He worked part-time for T-Media.[8] In 2013[4], he changed the company's name to Supermetrics.[7]

In 2015, Google asked Thuneberg for help in developing an add-on for data collection for a product they were working on,[5] and he hired his first employee.[4] The following year, the company had around 4,000 customers, one-third of them from the United States. Among its clients were BBC, Dyson, and Rovio.[7]

The company conducted its first funding round in November 2017 through Slush.[4][9] The Finnish venture capital firm Open Ocean invested 3.5 million euros[4] in Supermetrics, which was now a Google Data Studio partner.[10] The following year, the company established its first sales team.[11]

In January 2019, the company began collaborating with Microsoft on its Power BI reporting product.[12] In the spring, Supermetrics, together with Google, developed a no-code data warehouse integration for the BigQuery data warehouse.[6] The company opened offices in Lithuania[13] and in Atlanta, Georgia. Because of the COVID-19 pandemic, the Atlanta office was closed after only four months.[8] The company had nearly 50 employees, and its revenue grew approximately 770 percent from 2017 to 2019.[14]

2020–

[edit]

In early 2020, Supermetrics hired its first chief financial officer.[15] In the spring, the company was valued at approximately 250 million euros during a funding round.[4] [9] A total investment of 40 million euros[16] was secured from the Highland Europe fund, Ilkka Paananen, and Institutional Venture Partners.[4] By the end of 2021, the company had around 200 employees across Finland, Lithuania, and the United States.[17]

The company opened an office in Dublin in 2022.[18]

In January 2023, Supermetrics adopted a dual-CEO model, when the company's founder, Mikael Thuneberg, was joined by Anssi Rusi.[19] In 2024, Thuneberg stepped down and continued as the chairman of the company's board.[20]

Organization

[edit]

In 2023, Supermetrics had over 350 employees.[1]

Thuneberg owns about half of the company's shares, the rest is owned by staff and three private equity companies.[20]

Products

[edit]

The company's products focus on processing and analyzing marketing data.[9] With its tools, marketing data can be integrated into platforms such as Microsoft Excel, Looker Studio,[21][22] Google Sheets, Google's BigQuery data warehouse.[23] Data can be sourced from platforms such as X, Facebook,[24] LinkedIn, YouTube, Reddit,[10] HubSpot, Salesforce,[13] and the Shopify e-commerce platform.[25]

Supermetrics is a HubSpot partner and Google's partner for Looker Studio.[21][13]

Supermetrics' first products were self-service tools that marketing managers could implement independently.[4] Nowadays the company also offers products which can be integrated customers' own data ecosystems.[4][25]

In January 2022, the company had over 17,000 customers. Its clients included Canon, Dyson, HubSpot, LinkedIn, Nestlé, Pfizer,[4] and Volvo.[26] Around half of the company's customers are marketing agencies.[9]

Recognitions

[edit]

References

[edit]
  1. ^ a b c "Supermetrics Oy". Kauppalehti (in Finnish). 2025-04-16. Retrieved 2025-04-16.
  2. ^ Pekkonen, Sanna; Felt, Erkka (2023-10-01). ""Isä on aina sanonut, että kasva tai kuole" – Talouselämä listaa nyt Suomen 20 kiinnostavaa keskisarjan kasvuyhtiötä". Talouselämä (in Finnish). Retrieved 2025-04-16.
  3. ^ "Tasavallan presidentin kansainvälistymispalkinto Harvialle – Kiukaita ja spa-tuotteita valmistava yritys on yltänyt vahvaan kasvuun koronasta huolimatta". Yle Uutiset (in Finnish). 2020-11-27. Retrieved 2025-04-16.
  4. ^ a b c d e f g h i j k l m "Yrittäjät | Mikael Thuneberg on Suomen suurimpia veronmaksajia, joka maksaisi mielellään enemmänkin: "Emme ole sen enempää sankareita kuin kukaan tavallinen työntekijä"". Helsingin Sanomat (in Finnish). 2022-01-10. Retrieved 2025-04-16.
  5. ^ a b "Mikael Thuneberg ratkaisi ärsyttävän copy-paste-ongelman ja nyt mies kuittasi 25 miljoonaa euroa – "Tarkoitus ei ollut tehdä mitään ihmeellistä bisnestä"". Yle Uutiset (in Finnish). 2021-11-11. Retrieved 2025-04-16.
  6. ^ a b Lukkari, Esko (2019-06-04). "Supermetrics ampaisi kovaan kasvuun, sijoittajahalukkaita on jonoksi asti". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  7. ^ a b c d Niipola, Jani (2016-12-05). "Markkinoijan elämää helpottamassa". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  8. ^ a b c d Pyyhtiä, Tomi, Lindqvist, Lasse, Mänty, Hannu (2025-02-11). Suomen selkäranka - Tarinoita yrittäjistä ja yrittäjyydestä (in Finnish). Tammi. pp. 74, 75, 83, 85. ISBN 9789520464769.{{cite book}}: CS1 maint: date and year (link) CS1 maint: multiple names: authors list (link)
  9. ^ a b c d "Teknologia | Supermetrics keräsi 40 miljoonan euron potin rahoituskierroksella". Helsingin Sanomat (in Finnish). 2020-08-25. Retrieved 2025-04-16.
  10. ^ a b Ylä-Anttila, Aleksi (2017-09-11). "Suomalaisyrityksen kehittämä työkalu sai Googlen innostumaan". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  11. ^ Ylä-Anttila, Aleksi (2019-05-24). "Maailmalla suosioon noussut suomalainen startup Supermetrics kasvaa kohisten: "Meillä on jatkuva hyvä virta uutta asiakaskuntaa"". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  12. ^ Lukkari, Esko (2019-06-04). "Supermetrics aikoo avata uuden valtaväylän maailmalle". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  13. ^ a b c d Lappalainen, Elina (2020-02-26). "Oletko kuullut startupista, joka tekee voittoa 35% – Superkasvaja Supermetrics tuplasi taas liikevaihdon ja on silti kannattava". Talouselämä (in Finnish). Retrieved 2025-04-16.
  14. ^ Rinta-Jouppi, Anton (2020-12-12). "Tässä 15 erityisen mielenkiintoista suomalaista kasvuyritystä – Listalla näkyy Nokian perintö, mutta suomalaisen peliklusterin huippukasvun aika on tällä erää ohi". Talouselämä (in Finnish). Retrieved 2025-04-16.
  15. ^ Isoniemi, Jaakko (2020-02-26). "Raportointiautomatiikkaa kehittävä Supermetrics rekrytoi talousjohtajan Woltilta – "Pidän uuden rakentamisesta"". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  16. ^ Virki, Tarmo. "Finnish startup Supermetrics raises 40 mln euros for data warehousing expansion". U.S. Archived from the original on 2022-11-01. Retrieved 2025-04-16.
  17. ^ Ollila, Kauko (2021-12-09). "Ohjelmistotalo aikoo tuplata työntekijämääränsä – toimitusjohtaja kertoo, mistä osaajia haetaan". Tivi (in Finnish). Retrieved 2025-04-16.
  18. ^ Gain, Vish (2022-05-26). "Supermetrics is expanding in Dublin with a new office and 100 jobs". Silicon Republic. Archived from the original on 2025-01-17. Retrieved 2025-04-16.
  19. ^ Kullas, Joakim (2023-01-25). "It-raketin liikevaihto paisui jopa 40 prosenttia – nimittää toisen toimitusjohtajan". Tivi (in Finnish). Retrieved 2025-04-16.
  20. ^ a b "Miljoonabisnestä pyörittävä Mikael Thuneberg aloitti yksinyrittäjänä – Nyt hän tekee töitä silloin kun huvittaa: "Osa stressistä on poistunut elämästä"". Yrittajat.fi (in Finnish). 2025-02-27. Retrieved 2025-04-23.
  21. ^ a b Lardinois, Frederic (2022-10-11). "Google unifies its BI services under the Looker brand". TechCrunch. Retrieved 2025-04-16.
  22. ^ Lappalainen, Elina (2020-09-05). "Pandemia vei pöhinän, mutta raha virtaa: Korona ei nujertanut Suomen kovaa startup-kenttää". Talouselämä (in Finnish). Retrieved 2025-04-16.
  23. ^ Lappalainen, Elina (2020-08-25). "Superkasvaja Supermetrics sai 40 miljoonan rahoituksen, vaikka hetken keväällä näytti sumuiselta – "Yhtäkkiä korona iski päälle"". Talouselämä (in Finnish). Retrieved 2025-04-16.
  24. ^ Lappalainen, Elina (2017-11-23). "Slush-tuomarit tyrkyttivät rahaa - Supermetrics keräsi 3,5 miljoonaa vaikka ei olisi tarvinnut". Talouselämä (in Finnish). Retrieved 2025-04-16.
  25. ^ a b Pekkonen, Sanna (2021-04-24). "Supermetricsin vauhdikas kasvu jatkuu – Milloin yhtiö nousee miljardiluokkaan?". Talouselämä (in Finnish). Retrieved 2025-04-16.
  26. ^ "Finnish tech company Supermetrics to create 100 jobs as it opens Irish office". The Irish Times. Retrieved 2025-04-16.
  27. ^ Pietarila, Päivikki (2020-11-27). "Presidentin kansainvälistymispalkinnon voittajat ovat markkinointijättien työkalu, kiuaskonkari ja sairaaloiden kalustaja". Talouselämä (in Finnish). Retrieved 2025-04-16.
[edit]
Retrieved from "https://en.wikipedia.org/w/index.php?title=Draft:Supermetrics&oldid=1287242947"