DataXu
Evolution of a leading data and analytics provider
DataXu, an early player in the programmatic advertising space, had evolved into a leading provider of data and analytics to many of the worlds top brands and advertising agencies. But in a hotly competitive field, which includes powerhouses Facebook and Google, the company was having trouble carving out a defensible and differentiated market position.
Through in-depth interviews with the company’s clients and prospects, we discovered that what CMOs and media executives want most isn’t simply more data and insights, important as these are. What they really want is a partner who can make them more effective, help them demonstrate their effectiveness to their company through measurable impacts, and help them advance their careers. In short, a partner who has their back. The new DataXu brand, which turns the lens on the CMO rather than on the company’s offerings, showcasing their success rather than the company’s achievements, has reinvigorated DataXu’s growth by forging deeper relationships with their clients and prospects.
DataXu was later acquired by Roku for $150 million.
