2017 Under the Radar: Dunami filters out noise to find influencers

Editor’s note: Startland News picked 10 early-stage firms to spotlight for its annual Under the Radar startups list. The following is one of 2017’s companies. To view the full list, click here.

Who really matters?

For a businesses, the answer can be key in refining focus and needed action, as well as managing resources.

Overland Park-based Dunami aims to give marketers the context required to understand those with influence on social media, as well as their audience.

“Everyone else is focused on what is being said. They listen, they track, they report, but struggle to understand. They struggle to understand, because they do not focus on who really matters. It’s who, not what,” Dunami’s website reads.

The firm uses advanced propriety mathematics and artificial intelligence models to analyze social media networks “topic by topic” to accurately identify highly targeted audiences and their key influencers and thought leaders, said Tony Marshall, Dunami’s co-founder, president and chief technology officer.

Customers in public relations, corporate communications, marketing research, and marketing/branding, use Dunami’s technology platforms to gain actionable insight into the motivations, interests, and conversations likely to affect their business and brand reputation, Marshall said.

“Dunami has created unique, patented processes and proprietary algorithms to solve a number of real problems in the big data space,” he said. “We believe our unique approach to big data can be applied to most data types, and will revolutionize the industry.”

Now with 26 employees, Marshall said, the firm has landed more than 130 contracts across the U.S. and in Europe, with clients including three Fortune 100 companies and one of the largest privately held companies in the world. Dumani was one of two recipients of the KCRise Fund’s December 2016 investment round.

Not only has the company identified a market vertical with high growth potential that is well-suited for its technology, Marshall said, the team is planning a beta release of a new product targeted for the end of this quarter.

“We also are working to incorporate other, non-social data into our platform, which will further demonstrate our applicability across the broader big data analytics industry,” he said.