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“Social data is even being used by investors as a discovery tool to figure out what brands they should be paying attention to in the first place. “It’s about the opportunity attached to the brand,” said Brit McCorquodale, senior vice president of revenue at San Francisco-based analytics firm Tribe Dynamics. “We’re looking at up-and-coming brands that [investors] should be paying attention to, then monitoring them as they grow and gain momentum online.”

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