“We’ve since expanded into CPG, and four years since our founding, our customers now include P&G, Unilever, Hyatt Hotels, Four Seasons, Chanel, and the list goes on from there,” Galloway said. “We’ve now been tracking about 5,000 brands for four years across those 850 data points. We believe we’ve collected or assembled the largest data set on consumer brands online performance than has ever been collected by an organization that came from academic roots.”
Galloway said L2 is similar to a management consultancy because it helps brands and clients prioritize and allocate capital around digital initiatives. The major difference between L2 and a more traditional agency, he said, is because the firm was grounded in academic process, it would avoid the obvious ramifications of an agency one day deciding to rank its clients and compare them to their competitors. L2's roots in brand benchmarking, he said, "sort of gave us a little bit of an unnatural barrier of entry to this because we started with that history of benchmarking."
Still, L2 offers what it calls subscription business intelligence services, through which clients can download research PDFs or sign into an online portal, where L2 actively tracks and reports how a brand is performing digitally relative to its immediate peer group in prestige.
Categories include brand performance in mobile, digital marketing, social, site and ecommerce presence. There’s also a human services component, as L2 acts as a strategic consultant in brand briefings and hosts 50 vertically focused events per year. The company also is developing in-store shopper marketing and fulfillment efficiencies components to its services.