A transportation-based client wanted to learn the value of becoming a commerce media network.
Problem
Our travel industry client had a significant scale of user data and wanted to understand the overall value that could be generated if they created their own commerce media network.
Solution
We reviewed the various consumer touchpoints and platforms where experiences could integrate advertising and collect data. We reviewed their existing technology infrastructure and identified the additional components and platforms needed to support an ad business. Understanding their scale, we modeled revenue estimates and developed an ROI to determine their financial opportunity. We assessed their privacy policy and data types (PII and observed data) to determine how to manage data, maintain privacy compliance, and build the necessary infrastructure to maintain data privacy.
Results
- The company has started activating against the developed plans.
- We developed the overall advertising technology infrastructure needed to support their initiatives throughout various stages.
- We created the strategic and tactical roadmap based on people, tech, and functionality needed to have an MVP offering, and then continued to scale functionality over time.
- We forecasted this generating >$75M revenue annually in the first 2 years, then >$300M annually after 4 years.
- We modeled a 4.6 - 5.3% ROI annually, reinforcing viability
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