Audiens20 Jul 2018 11:01
Reading the RNS again, I think the part about Audiens and the cash spent on its debts requires some further discussion as, counterintuitively, it's actually a hidden gem here.
If Bango were prepared to acquire Audiens and pay off its development loans, one must ask why. Ray didn't buy it for a laugh.
It's pretty clear we'll see an advanced data product (either as an additional service to current customers or a new service selling insights) using Audiens's data. Why else buy it and take on the significant debt pile?
You simply cannot talk about the debt without asking why it was worth it to them. If you look at Bango Boost, their first data product, it's clear they have long-held ambitions to monetise the data they collect through EUS. In today's RNS, where they talk about the sweetheart rates being given to some new contracts, the following line stood out to me:
'Bango technology enables data generated from EUS to improve marketing effectiveness for customers, generating additional revenue for Bango.'
In other words, we need EUS because we need data. And data products like this are almost 100% to the bottom line, because they simply require the building out of the systems to capture and analyse the data, and then more-or-less run themselves. If it's done right, it's a license to print money, and that's why there is a huge rush to monetise data insights across the tech industry and has been for a number of years.
Watch this space. The purpose of the Audiens acquisition has yet to be revealed but the direction of travel is extremely clear.