Built in Shanghai for the campaigns that generic tools do not understand
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 agencies and brand teams 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.
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 agencies and brand teams.
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.
Strong agencies deserve measurement as rigorous as their strategy and creative work. unrandom provides a consistent, independent methodology that helps agencies make stronger recommendations and gives clients greater confidence in the result.
unrandom does not buy media, represent creators, or receive campaign commissions. Its role is to provide agencies and their clients with a consistent measurement layer: one methodology across platforms and markets, one benchmark, and no incentive to make the numbers look better than they are.
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.