Kevin Johnson founded Marketeching in 2008 with the goal of helping healthcare companies understand how their key stakeholders engage on social media in key communities. W2O Group acquired Marketeching in November 2016, adding to its healthcare expertise while strengthening its analytics to include more qualitative approaches with W2O’s more quantitative specialties.
Marketeching initially focused on providing clients with a platform to view and analyze engagements in real time, but Kevin pivoted the company in 2010 based on client feedback and foreseeing trends in the social analytics market that showed social media monitoring platforms becoming commoditized, making them only one piece of the puzzle in understanding customer engagement on social media. Kevin believed the real value would be in the ability to analyze those engagements through a more hands-approach.
Kevin received his degree in marketing from The Eli Broad College of Business at Michigan State University.
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