Monetizing Data in Atlanta
We advised on structural and organizational changes to optimize ownership of monetization activities and helped recruit a commercial director with relevant experience in designing, negotiating, and structuring strategic and commercial deals. Finally, we helped align non-digital assets that can or should be impacted by digital activities and integrated them into the monetization workflow.
DIGITAL ASSET MONETIZATION WITHIN 6 MONTHS:
35% Increase
ANNUAL DIGITAL ASSETS REVENUE WITHIN 2 YEARS:
$3M Increase
NEW REVENUE DRIVING PROJECTS:
6
Invest Atlanta is the city’s main body promoting commercial development and economic viability. In 2019 the organization was struggling to monetize its key data asset, limiting the potential growth of the organization and handcuffing the organization’s future to public grants.
To enable financial flexibility and to help manifest the commercial potential of the organization, we assessed the value of all digital and digitally impacted assets and helped design and implement a 2-year monetization strategy. We first examined existing monetization channels and optimized efficiencies to drive some immediate impact. We identified key private and public sector monetization best practices and examined them against current organizational activities and operational priorities.
Once these fundamentals were established, we advanced to using predictive analysis to prioritize and model returns of potential future initiatives, also creating controlled testing environments. Based on the results of controlled testing, we developed a medium- a long-term strategy that balanced the agency’s mission, editorial, and membership needs with ambitious commercial goals.