Digital Marketing
Operations Diagnostic of Direct Marketing Services Company: Establishing “One Company” Organization and Operations to Realize Cost Synergies
Conducted a 5-week operations diagnostic of a recently acquired portfolio company to identify cost reduction opportunities and establish organizational and operations end-visions. Gotham undertook an extensive analytic effort to reconcile and align data from 3 separate, independently operating systems corresponding to each business unit and create in-depth profiles of purchasing spend and labor efficiency. We also identified opportunities to improve salesforce effectiveness, including salesforce restructuring and a new compensation system. Finally, working with management, Gotham developed a “One Company” organizational structure to eliminate disconnect and facilitate savings opportunity capture within and among the 3 business units. Following the diagnostic, management launched efforts to capture these opportunities, which were expected to improve the company’s EBITDA margins by 6+ percentage points.
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Customer & Market Due Diligence Of Full-Service Digital Marketing Agency: Establishing Competitive Differentiation And Growth Outlook
Conducted a 3-week customer & market due diligence to establish the competitive differentiation and validate the growth opportunities of the target. To this end, Gotham: deciphered the complexity and evolution of digital marketing; conducted interviews with digital marketing buyers (including customers) and competitors and created a digital marketing agency competitive database that profiled key competitors. Gotham’s assessment armed our client with a solid understanding of market dynamics/growth outlook and target’s reputation/ competitive position, allowing our client to proceed with confidence to successfully close the deal.
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Technology Strategy For Digital Marketing Agency: Adding Technology Offerings To A People-driven Agency Model
Conducted a technology strategy effort for a digital marketing agency to establish digital marketing technology landscape, competitor technology capabilities, client’s opportunities to expand its technology capabilities, and technology roadmap to develop technology capabilities. To this end, Gotham: built a detailed competitor technology database; developed a technology framework identifying the technologies in each category and their level of adoption; developed evaluation criteria to assess potential technology opportunities; and developed a technology offering end-vision and a step-by-step implementation roadmap. Gotham’s fact-based assessment provided the client with a clear and actionable technology strategy, allowing it to be well-focused in terms of acquisitions and development process. Gotham also supported the client’s RFP process for the development of in-house tools.
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Customer & Market Due Diligence Of CTV AdTech Platform: Deciphering CTV And Programmatic Advertising Ecosystems And Growth Outlook
Conducted a 3-week customer & market due diligence to establish the growth outlook of CTV and programmatic display advertising and the target’s competitive positioning in the CTV advertising ecosystem. To this end, Gotham: conducted 35 interviews with and 280+ online surveys of publishers, advertisers, advertising agencies, and AdTech platforms; established CTV and programmatic display market dynamics and digital ad spend trends; and built a comprehensive database of AdTech platforms. Gotham provided our client a clear view on the inner workings of the CTV and programmatic display ad ecosystems and the target’s positioning within the CTV ecosystem. This clarity along with a fact-based outlook for digital marketing spend allowed our client to gain confidence in the target’s potential and move forward to close the deal.
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Customer & Market Due Diligence Of Entrepreneurial Digital Performance Marketing Company: Establishing Competitive Positioning And Recession Risk
Conducted a 4-week customer & market due diligence to establish competitive positioning, margin sustainability, and recession risk of an email acquisition and affiliate marketing company. To this end, Gotham: conducted ~200 “warm introduction” and anonymous customer interviews and surveys; built a comprehensive database of competitor and O&O sites; dissected financial and operational data to pin down drivers of management growth projections; researched over 1,000 advertisers and publishers to establish the target’s customer mix; and built a recession impact model. Gotham’s rapid assessment of this emerging and not well defined market provided our client with clarity on market and competitive dynamics and allowed the deal team to present a robust picture of the target to their investment committee and lenders.
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