LockerDome (“an ad platform with a brain”) is a software designed specifically for performance-based advertising. LockerDome, headquartered in St. Louis, Missouri, is trusted by leading advertisers and publishers to drive revenue. Advertisers trust LockerDome's ad platform to generate revenue from product sales, and publishers trust LockerDome to maximize revenue from their website, in-app, and email traffic.
Mark Lewis, CFO, is LockerDome’s head of finance and accounting. Mark also oversees competitive intelligence (CI) analysis for the company.
LockerDome competes with public adtech companies such as Critteo, The Trade Desk, and Rubicon. As the CFO, Mark manages all of LockerDome’s admin, accounting, legal, and HR teams. This makes for a lot of responsibilities and limited time for CI research, especially at a rapidly growing, lean tech company.
Before using Sentieo, Mark was investing far too many hours searching through documents and manually tracking competitor activity. He was using Excel or Google spreadsheets to track comparable company metrics: funds raised, valuations (at private round, IPO, current, exit), revenue, net income, EBITDA, valuation multiples, acquisitions, board seats, and more.
Mark was spending hours on gathering, tracking, and updating these metrics — all manually. Unfortunately, this made it easy for him to miss insights and difficult for him to maintain updates and scale his work. He was also dealing with many different sources of information that he was unable to easily access.
All of these issues led him to try Sentieo.
In 2018, Mark invested in Sentieo as his principle corporate research platform in order to accelerate his research process. The goals of this investment were to:
• Dramatically decrease the time he and his team spent researching competitor news and public filings
• Reduce the risk of LockerDome missing a change in strategy by a competitor that would have impacted their business
• Get visibility into competitor insights to drive the process of adapting and growing their corporate strategy