L2 Inc
| Company type | Private |
|---|---|
| Industry | Market research, Business intelligence |
| Founded | 2010 |
| Founder | Scott Galloway |
| Headquarters | New York City , United States |
Key people | Ken Allard (CEO since May 2015) |
| Products | Digital IQ Index benchmarks, industry reports |
| Parent | Gartner (since March 2017) |
L2 Inc operates as a subscription-driven research and business intelligence company that assesses the digital proficiency of consumer brands. Each year, it reviews more than 2,200 brands by examining their website performance, e-commerce capabilities, digital advertising, social media presence, and mobile initiatives, subsequently ranking them within their respective sectors. The firm's studies are designed to guide CMOs and senior digital marketing executives in shaping their marketing strategies.
History
Established in 2010 in New York City by Scott Galloway, a Clinical Marketing Professor at NYU Stern School of Business, the company adopted the name L2 during its founding year. In May 2015, Ken Allard took on the role of CEO.
From its beginnings, L2 has broadened its analytical scope to cover industries such as Automotive, Activewear, Beauty, Consumer Electronics, Consumer Packaged Goods, Fashion, Financial Services, Food & Beverage, Hospitality, Luxury Goods, Retail, and Watches & Jewelry.
In March 2017, L2 was purchased by Gartner, which strengthened Gartner's suite of business intelligence and benchmarking solutions.
Products and Membership
L2's core products include the Digital IQ Index benchmarks, with over 25 published annually, complemented by comprehensive reports focused on emerging trends. These benchmarks assess and rank brands' digital capabilities within their market segments.
L2 employs a membership-based system that limits access to its reports exclusively to subscribed members.