Question: Using the JCDecaux case study, based on your clever advice to part g., the CFO hires you as a consultant to evaluate business development opportunities.

Using the JCDecaux case study, based on your clever advice to part g., the CFO hires you as a consultant to evaluate business development opportunities. The firm is particularly interested in acquiring SUPER, a provider of artificial intelligence that uses big data to optimize outdoor advertising placement. The CFO explains that the project is exciting because SUPER's margins are much higher than JCDecaux's, and artificial intelligence applications are growing very rapidly in the advertising industry. How would you help management evaluate the opportunity?

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