MINNEAPOLIS, Nov. 16, 2016 /PRNewswire/ -- The 2016 U.S. Presidential Election proved that data decontextualized from the broader culture can lead to ill-informed decisions and assumptions. There's a better way. Metametrix, a new venture from data and analytics industry veterans, lowers risk, finds untapped opportunity and adds cultural understanding to data-fueled business processes. Metametrix is a subscription-based, software-as-a-service platform that helps business leaders develop clearer, more useful audience connections to understand context and guide messaging strategies. Metametrix uncovers the real-time insights and cultural motivations behind consumer behavior. The platform provides a new level of detail, analysis and insight for marketers by using proprietary search algorithms. Metametrix is already being embraced by major early adopter clients across the country, including a global public relations agency, a cable-television network and a major home-product manufacturer. "While data analysis is important, it's values that drive consumer decisions," says Metametrix co-founder and chief executive officer Mary Meehan. "We've seen how raw numbers and data can be misinterpreted, skewed, twisted and misunderstood. We believe that by fusing data with an understanding of culture, those results become more meaningful and reliable." Energized by a belief in values and culture as a backbone of strategic decision-making, Metametrix developed a real-time solution that combines advanced data collection, natural language processing and rigorous study of the world into a unique approach called cultural analytics. Metametrix's unique approach — cultural analytics — can turn data into actionable insight, reaching beyond simple social listening tools or conventional data-crunching software. With cultural analytics, Metametrix clients can see the values behind consumer behavior, the "how and why" behind consumer trends, and the unexpected opportunities for their business. "Big data has been a boon to business, but numbers alone can't paint a complete picture of market opportunity and consumer insights," said Meehan. "Similarly, looking at only qualitative data only gives part of the story. With Metametrix, we've taken public data and applied a real-time, context-based search function that is unlike anything available today."