PE Marketing Analysis

Jesse built a specialized consulting business called Aux Insights that provides marketing due diligence and value creation services to private equity firms, helping them evaluate and improve digital marketing operations for potential acquisitions.

Key Points:

• Core Service:

  • Marketing due diligence for PE firms evaluating $1B+ acquisitions
  • Post-acquisition value creation strategy for marketing operations
  • Charge $50,000 per week (75% cheaper than McKinsey/Bain at $200,000/week)
  • First year revenue: $5M

• Market Need:

  • PE firms lack expertise in evaluating digital marketing operations
  • Need help understanding Google/Facebook ads performance
  • Want certainty about marketing capabilities before acquisition
  • Require clear plans for post-acquisition growth

• Analysis Areas:

  • Campaign structure assessment
  • Creative testing velocity
  • Event match quality
  • Traffic acquisition efficiency
  • Channel performance benchmarking

• Deliverables:

  • Grade for each marketing channel
  • Waterfall analysis showing current vs potential EBITDA
  • Red flag identification (found fraud in 25% of deals)
  • Growth opportunity assessment
  • Management projection validation

• Business Model Advantages:

  • Clients are not price sensitive
  • Decisions impact billion-dollar deals
  • High urgency from clients
  • Natural referral network through PE firms