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DataXu: Selling Ad Tech

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu's large brand and advertising agency clients found the new products interesting, but evidence suggested that their buying processes might be incompatible with the recurring sales model DataXu wanted to implement. Will DataXu need to change its sales organization, pricing approach, or hiring criteria to sell the new products?

Collection: HBSP (USA)
Ref: HBS-817012-E
Format: PDF
Number of pages: 27
Publication Date: Oct 4, 2016
Language: English
Review date: Apr 20, 2018

Description

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu's large brand and advertising agency clients found the new products interesting, but evidence suggested that their buying processes might be incompatible with the recurring sales model DataXu wanted to implement. Will DataXu need to change its sales organization, pricing approach, or hiring criteria to sell the new products?
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Year: 2016
Geographic Setting: Massachusetts
Industry Setting: Media & telecommunications

DataXu: Selling Ad Tech

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"DataXu: Selling Ad Tech"