Project Metal Places Data Analytics at the Heart of its Service Offering

LONDON, January 28 - 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
including Sybase, AMD and Amadeus.

Context Analytics has a ten-year pedigree in working with blue chip
brands to monitor and measure media impact 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.

Nick Rappolt, managing director of Project Metal EMEA 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, 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.

About Project Metal:

Project Metal is a data driven digital consultancy that creates value for
brands to optimize the way companies engage with people across all digital
networks and manage online reputations. The company has offices in London,
San Francisco and Mumbai. www.projectmetal.com

Nick Rappolt, nick.rappolt at nextfifteen.com, +44(0)20-8846-0770