DotMetrics, a Croatian startup, has become the official web analytics system for British websites, winning the tender advertised by UK Online Measurement Ltd. (UKOM), a company established by Britain's leading publishers and advertisers, announced the startup on Tuesday.
DotMetrics won the tender in cooperation with Ipsos, one of the leading providers of advanced market research expertise in the world, leaving behind some of the top players on the global market of data collection, such as the US company comScore, announced the startup. DotMetrics added that it is officially taking over on 1 January 2021, and that it has signed a 5-year contract.
The startup did not reveal the value of the contract but according to unofficial sources, the job will bring in €40 million in 5 years.
DotMetrics said that so far it had provided web analytics services for neighbouring countries and that this was their first job in the West European market, with the UK being a special challenge to Croatian analysts as it was the largest advertising market in Europe and the third largest advertising market in the world.
"The Internet is by far the most important advertising channel in the UK, and budget allocation depends on the high-quality data. Furthermore, Great Britain is the 'Champion's League' of Internet advertising," DotMetrics CEO Jan Jilek said, adding that winning the tender for such a contract was a matter of prestige and an excellent reference for the future.
On that note, the startup has already begun negotiations on entering other European markets. Jilek points out that Croatia will remain the DotMetrics' hub, and that it will perform the analytics from Zagreb, meaning that the number of employees will rise more than three-fold. The number of employees is expected to continue growing in the coming years.
DotMetrics is an originally Croatian methodology developed by the FistNet company and Ipsos Adria, and it gathers website traffic data by marking and storing the whole traffic of a particular website and connecting it to demographic data from surveys and basic research.