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Case Study

Analytics Pros: Taking digital to the next level

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

16 pages

December 2020

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Reference: IMD-7-2055

Analytics Pros (AP) is a consultancy that gives elite and global brands the most accurate picture of their digital landscape. In particular, Analytics Pros analyzes any interaction and online- customer experiences with websites, mobile apps, marketing efforts and more. The firm leverages primarily the leading software platforms Google Analytics 360 Suite which is part of the Google Marketing Platform 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

How a leader’s role changes, and how to manage key leadership challenges
How to pivot and adjust a business model due to external changes
How to scale up and merge a business through / after acquisition

Keywords

Strategy, Entrepreneurship, Leadership, Business Strategy, Big Data, Data Analysis, Analytics, Advertising, Purchasing, Acquisition, Google, Merger, Gender Equality, Diverse Protagonist

Settings

Northern America, United States of America
Analytics Pros, Information Technology, Information Services
2009-2014

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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