Built in Shanghai to read creator campaigns across China and international markets
unrandom was founded by Sail Chen, a former adidas director and serial entrepreneur with a long career across enterprise analytics, product development and engineering. The platform grew from five years of production social-analytics work supporting Amorepacific China.
That work exposed a recurring problem: campaign teams could collect engagement totals, but struggled to determine whether a creator truly overperformed, whether the audience believed the message, which creative elements worked, and what should change next.
unrandom turns that analytical process into a repeatable platform for brand teams and agencies operating across China and international markets.
A product of two data cultures: born in Shanghai, raised in New Jersey, trained in American enterprise analytics, and back in Shanghai since 2012 applying that discipline to China's social platforms. A director at adidas, then a serial entrepreneur; unrandom is built on a decade of analytics systems delivered for enterprise clients.
“It will be possible to give every composition its numerical expression.”
Vasily Kandinsky · Point and Line to Plane · 1926
Kandinsky was describing painting. The idea is general. Every campaign across social platforms is a composition: creator choices, audience response, sentiment, intent, all in tension. unrandom is the instrument that gives it its numerical expression.
Sail Chen, founder
Five years supporting Amorepacific China
For five consecutive years, Amorepacific China ran its internal social analytics on systems built by unrandom's founder: the dashboards, the data pipelines and the creator scoring engines. The engagement expanded every year. That production infrastructure, and the repeatable delivery behind it, is what unrandom now offers to brand teams and agencies.
Wendy Chen advises unrandom on product experience. She has designed enterprise solutions at IBM, platform ecosystems at NetEase Games and digital patient tools at Sanofi and Takeda, and built the design systems behind unrandom's earlier enterprise work. She is today a co-founder and CPO at Brain Health Innovations in Singapore.
Brands and agencies that invest in strategy and creative deserve measurement as rigorous as that work. unrandom provides one consistent, independent methodology, so recommendations are stronger and every decision can point to the posts, comments and figures behind it.
unrandom is an independent measurement layer for brands and agencies: one methodology across platforms and markets, one benchmark, applied the same way to every campaign.
The name comes from a simple belief: in a world of infinite content, meaning does not emerge by accident. It has to be found. Extracted. Understood. The signal is there, buried in the noise, but only if you know how to look.
unrandom is founder-led and deliberately small. The production infrastructure has run continuously since the Amorepacific years, campaign data is exportable on paid plans, and clients work directly with the people who built the system, in English and Chinese.
Talk to the people who built it.
Choose one of your campaigns and read it through with the team behind unrandom, in English or Chinese.