L2 Inc
{{Short description|American research and business intelligence firm}}
{{Infobox company
| name = L2 Inc
| logo = L2-Logo-2016.jpg
| type = Subsidiary
| founded = 2010
| founder = Scott Galloway, Founder and Chairman
| hq_location_city = New York City
| hq_location_country = USA
| key_people =Maureen Mullen, CSO and Co-Founder
Kenneth Allard, CEO
Katherine Dillon, CCO
Todd Benson, Board of Directors
| products = Membership, Research
| num_employees = 150 (New York City and London)
| num_employees_year = 2017
| parent = Gartner
| website = [https://www.l2inc.com L2Inc.com]
}}
L2 Inc is a subscription research and business intelligence firm that benchmarks the digital competence of consumer brands.{{cite web|url=https://www.l2inc.com/about|title=About L2|publisher=}} The company evaluates more than 2,200 brands annually, analyzing their website, e-commerce, digital marketing, social media, and mobile executions, and then ranks within each industry.{{cite news|last1=Reynolds|first1=Molly|title=The Innovative Digital Strategy Behind Successful Brick and Mortar Stores|url=https://www.inc.com/molly-reynolds/the-innovative-digital-strategy-behind-successful-.html|access-date=23 August 2017|work=Inc.com|date=21 August 2017|language=en}}{{cite news|last1=Elder|first1=Liz|title=Financial advisers that invest in technology need to accomplish these two things|url=http://www.marketwatch.com/story/financial-advisers-that-invest-in-technology-need-to-accomplish-these-two-things-2017-08-18|accessdate=23 August 2017|work=MarketWatch|date=Aug 22, 2017}} The research L2 publishes is aimed at CMOs and senior-level digital marketing leaders to provide marketing strategy guidance.
History
L2 was founded in New York City in 2010 by Scott Galloway,{{cite news|last1=Fickenscher|first1=Lisa|title=Gilt sells for $250M after once carrying a $1B valuation|url=https://nypost.com/2016/01/07/gilt-sells-for-250m-after-once-carrying-a-1b-valuation/|accessdate=23 August 2017|work=New York Post|date=8 January 2016}}{{cite web|url=https://www.forbes.com/sites/brucerogers/2016/04/06/professor-turned-entrepreneur-founds-l2-to-benchmark-companies-digital-iq/#402f56431b29|title=Professor Turned Entrepreneur Founds L2 To Benchmark Companies' Digital IQ|first=Bruce|last=Rogers|publisher=Forbes, 2016}} Clinical Professor of Marketing at NYU Stern School of Business. Ken Allard joined the firm as CEO in May 2015.
In 2010, the company rebranded as L2, and it has since expanded its research reach to cover Auto, Activewear, Beauty, Consumer Electronics, Consumer Packaged Goods, Fashion, Financial Services, Food & Drink, Hotels, Luxury, Retail and Watches & Jewelry across all access levels.
In March 2017, L2 entered into an agreement to be acquired by Gartner.{{cite web|url=http://www.mrweb.com/drno/news24077.htm|title=Gartner Buys BI and Benchmarking Firm L2|publisher=Daily Research News Online, 2017}}
Products and Membership
L2's chief products are their Digital IQ Index benchmarks,{{cite web|url=https://www.l2inc.com/about/digital-iq|title=Digital IQ|publisher=}} of which they publish 25+ per year, along with in-depth, trend-specific reports.{{cite web|url=http://www.adweek.com/digital/64-marketers-have-snapchat-account-according-new-report-175469/|title=64 Marketers Have Snapchat Account, According to New Report|first=Lauren|last=Johnson|publisher=AdWeek, 2017}} The benchmarks analyze, index, and rank the digital competence of brands within their specific industries{{cite news|last1=Kokalitcheva|first1=Kia|title=L2 rakes in $16.5M to run market research companies out of business|url=https://venturebeat.com/2014/03/12/l2-rakes-in-16-5m-to-run-market-research-companies-out-of-business/|accessdate=23 August 2017|work=VentureBeat|date=12 March 2014}}{{cite web|url=http://fashionista.com/2015/12/l2-digital-iq-fashion|title=What the Most Digitally Savvy Luxury Brands Do Better Than the Rest|first=Eliza|last=Brooke|publisher=Fashionista, 2015}}
The company has a membership-based business model, wherein only active members can access the reports.
References
{{Reflist|34em}}
External links
- [http://www.l2inc.com L2 Inc Website]