Reputation Institute Buys Trust Analyst Mettle

In London, Reputation Institute (RI) has acquired brand trust analytics company Mettle Consulting for an undisclosed sum.

Spun out of Brunel University in 2010, Mettle Consulting uses a proprietary 'trust model' which begins with capturing and analysing hundreds of thousands of online conversations involving customers and potential customers in social media, news and other publications. It then analyses this data to help organisations select the most effective actions to improve customer trust and grow market share.

As part of the deal, Mettle Consulting's CEO and founder Andrew Tucker (pictured) will join RI's global leadership team, with a remit to champion the company's Digital Reputation Data practice. RI Chairman Tyler Newton comments: 'We live in a reputation economy that is strongly impacted by social media, earned media impressions and fake news. Companies are facing reputation risks in real time, and by bringing in Mettle Consulting's proprietary digital trust analytics and social media consulting expertise, we are even better equipped to provide our clients with real-time reputation insights'.

Web sites: www.reputationinstitute.com and www.mettleconsulting.com .