Problem
79% of marketers struggle
to interpret and apply data
analytics to improve marketing ROAS.
This is due to specialized knowledge requirements and lack of analytical staff.*
As a result, advertisers either forego buying analytics tools or use biased platform data to evaluate ad spend effectiveness.
*emarketer study 2019
Solution
Simple, actionable ad analytics
Mint Measure’s ad analytics platform provides easy-to-read charts and pre-analyzed insights so any marketer knows what’s working.
Prescriptive recommendations make optimizations easy and actionable.
We help brands know which ad channels are driving results and how to optimize.
Here's a look at our UI and reports:
Product
How it works
Mint Measure's tech is placed in each ad platform for a brand, and we monitor ad delivery and actions taken by users.
This data is cleaned and transformed into easy-to-read charts. Insights give context, and recommendations are provided for the client to take action.
Mint Measure’s unfair advantage
We created a new way to process data to deliver 80% of the value of the enterprise solutions at 20% of the cost.
Our unique methodology quantifies what's working and where marketers should allocate ad budgets to drive growth with these proprietary metrics:
- Incremental reach
- iCPM - cost of incremental reach
- Incremental conversions
- iCPA - cost per incremental conversion
Traction
By the numbers
—
Revenue
- 2020 revenue - $47,500
- 2021 revenue - $321,000
- 2022 bookings - $506,000 (+53% YoY)
- $149K ARR + $357K Pay-per-use
—
Customers
- 4 active clients
- Q4 2021 closed 2 new deals
- Q2 2022 forecast – 4 new deals ($10k MRR)
- 4 proposals out for approval; strong sales pipeline
Where we are today
Core Analytics Platform
Serving clients for ~18 months
- $930K lifetime revenue
- $506K booked so far for 2022
Repackage products
- Parsed analytics into 3 SaaS products to align with client needs and stages of growth
- Launched new SaaS website in February, with ability for customer to purchase online
Data Sales
- Upsold a current client to begin using audience data
- 3 upcoming pilot campaigns with brands for data sales
Staff & Growth
Hired first 2 staff
- Sales Rep; has been 1st sales rep 3x
- Lead Engineer
Partnerships
- Developing long term partnership with High There/CannaGrowth platform to serve as their dedicated analytics provider
- Expanding relationships with ad agencies to gain client referrals
Customers
Customer segments
We service brands spending
$400k–$30M per year on advertising.
Facts about attribution
- 70% say cost justification is a challenge
- 78% of marketers plan to adapt of increase their use of cross channel attribution
- Only 39% of companies are carrying out attribution on ‘all or most’ of their marketing activities (Source: econsultancy)
- 70% of businesses are now struggling to act on the insights they gain from attribution (Source: AdRoll)
- 42% of marketers report attribution manually using spreadsheets (Source: econsultancy)
- 53.3% say a minimal understanding is the main challenge of effective marketing attribution (Source: Ruler Analytics)
Business model
Monthly fee and
pay-per-use options
—
Option 1: Monthly Fee (SaaS)
- 3 tiers of product
- $699 ($500K ad spend)
- $1,249 ($1M ad spend)
- $2,499 ($2M+ ad spend)
- Currently our GTM for 2022
—
Option 2: Pay-Per-Use
- For ad agencies only
- Rates range from $0.50-$1.00 CPM
- Yields 30% increased profit
Market
Attribution companies intersect:
Analytics + digital identity + data sales
- Nielsen – $6B Revenue
- Neustar – $575M Revenue
- LiveRamp – $443M Revenue
Companies that offer all 3 earn 20–50x higher revenues than single-service companies
- 18 month SOM* - $2M ARR
- 6 year SOM* - $92M ARR
*SOM is project growth
Competition
Competitive landscape
Vision and strategy
What we'll achieve
with your investment
Core Analytics (SaaS)
- Finalize product market fit; repeatable sales processes
- Add $750K ARR in 12 months
- Incorporate client feedback to improve platform usability
- Continue automating workflows and scale prep
Data Sales & Identity
- Build pipes & automate data workflows for data sales
- Create integrations into top 5 DSPs
- Add $150k in data sales revenue
Use of Funds
Team Marketing
- Biz Dev & Account Executives (23%)
- Data engineer (22%)
- Data Analyst (11%)
Capx
- Databricks & Azure (7%)
- ID5 & Experian (4%)
Marketing
- SEO & paid search (7%)
- Content marketing (5%)
- Industry conferences (3%)
Other
- Legal (2%)
- Office supplies (1%)
- Discretionary (15%)
Funding
- Joe Zawadzki - Former CEO & Co-Founder at MediaMath, GP at Aperiam Ventures (https://www.linkedin.com/in/jzawadzki/)
- Erich Wasserman - Co-Founder at MediaMath & Rigor (https://www.linkedin.com/in/erichwasserman/)
- Andy Kemp - Managing Partner at KORTX (https://www.linkedin.com/in/kemperdrew/)
- Erik Stubenvoll - Managing Director at KORTX (https://www.linkedin.com/in/erik-stubenvoll/)
Founders
Scott Konopasek
CEO / Platform Creator
11 years in Adtech
- Built Mint to solve the pain points he experienced
- Performance marketer & analytics expert
- Track record driving double-digit growth for clients
- Process-driven thinker
—
Alex Netelkos
CPO / Product, Data, and Analytics
7 years in AdTech
- Analytics Lead at DSP MediaMath for clients Walmart, Home Depot and Proctor & Gamble
- Led creation of MediaMath’s SOURCE Reporting Dashboard
- Experience in analytics, client services and product development