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Egyptian startup Mintrics scores investment from Dubai-based fund


Egyptian social video analytics tool Mintrics announced today that it had received an investment of an undisclosed amount from Dubai’s venture capital seed fund Numu Capital.

“The decision to invest in Mintrics was easy – this is a startup that has very high growth potential, a very unique technology and a solid team behind it,” said Numu Capital managing director Jamal Al-Mutarreb in a press release.

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According to the statement, Mintrics will be using the investment to expand globally as well as to develop its technology further.

Mintrics allows users to monitor the performance of online videos on various platforms such as Facebook, Instagram, Twitter and YouTube. The dashboard allows users to compare videos across their various networks as well as to compile various seasons and campaigns to compare the performance of their videos.

Mintrics pits your video data head-to-head to help you make sense of it

The analytics company has also created a unique algorithm, The Mintrics Meter which displays the content’s performance using a single digit against the company’s measuring standards.

“It’s not big news that brands worldwide are putting more money into social video than ever before. In the US alone, social video ad spend is expected to reach $4-billion by the end of this year. With all this money, it’s absolutely imperative for brands to measure in detail,” said Al-Mutarreb.

Mintrics co-founder and CEO Tarek Nasr said the investment was a reflection of the “rise of digital content”.

“What makes Mintrics essential to content creators and publishers around the world is it will help them understand how their content is performing, enhance their future productions and gain a real competitive advantage,” said Nasr.

Nasr and Tarek Shalaby, who launched the company last year, in March won the Startup Alley award at the Dubai Lynx 2017 which will see them jetting off to the Cannes Lions international festival of creativity later this month.

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