Ref: IMD-7-2055

Case study

Reference: IMD-7-2055

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Analytics Pros: Taking Digital to the Next Level

Benoit F. Leleux

By Professor Benoit F. LeleuxBenoit F. Leleux, Natalia Ligai, Theofanis Manolikas and Charlotte Whitmore

Analytics Pros (AP) is a consultancy that gives elite and global brands the most accurate picture of their digital landscape by analyzing online interactions and customer experiences. The firm leverages primarily the leading software platforms Google Analytics 360 Suite to generate insights that help customers better understand their own customer journey, from marketing acquisition and purchase through to retention and loyalty. Founded by young entrepreneurs at the start of the global financial crisis in 2009 with limited experience on how to run a business and no capital funding, AP reached $4.5m in revenues by 2014. A subsequent acquisition was considered to propel the company’s growth but almost ruined the company if the CEO had not pulled the trigger to fire herself.


Learning Objective

  1. How a leader’s role changes, and how to manage key leadership challenges 
  2. How to pivot and adjust a business model due to external changes
  3. How to scale up and merge a business through / after acquisition
Settings America, United States of America
Analytics Pros, Information Services
Type Field Research
Copyright ©IMD 2020
Language English
Related material Teaching note, Video
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Reference: IMD-7-2055

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Case study

Reference: IMD-7-2055

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