Pursued between November 2014 and August 2015. Failed. Awesome experience though.

1. Project Z
Creating a world-class, customer experience analytics & business
intelligence consultancy across Europe and beyond
Strictly Confidential

2. The Choice of Technology Products for Marketing &
Analytics Is Wonderful, And…
Source: Chiefmartec.com Strictly Confidential

3. …Technology Spend Is Forecast To Explode between 2015
and 2025
Source: Chiefmartec.com Strictly Confidential

4. Plus Marketing Analytics Will See Tremendous Growth
Source: The CMO Survey, Aug 2014 Strictly Confidential

5. So What?
Strictly Confidential

6. Analytics Consultancies Are Rising To The Challenge
Media Agencies
Professional Services,
Commerce Services &
Systems Integrators
Analytics
Consultancies
Are
Cleverly
Filling
This
Gap
Independent Analytics
Consultancies
Thinlayerofanalytics&systemintegrationservices
Thinlayerofanalytics&systemintegrationservices
Strictly Confidential

7. Technology
Services
Industry
Conferences
Software
Products
Strategy
Services
Data Services
What Do These Analytics Consultancies Do Exactly?
• Analytics & Intelligence Services
• Primary focus is on multi-channel customer journey, experience and sales analytics for
acquisition, growth and retention
• Incl. customer/audience segmentation, conversion funnel analyses, executive reporting
dashboards and more
• Systems Deployment & Integration Services
• Including enterprise-wide implementation, configuration and maintenance of enterprise
multi-channel marketing & analytics systems e.g. Adobe Analytics, Google Analytics,
Tealium, Signal, etc
• To advance outcomes from programmatic marketing, A/B testing, personalisation and
analytics initiatives
• Data Strategy & Advisory Services
• Including data architecture/collection design, marketing communications measurement
frameworks and technology strategy/adoption/optimisation
• Software Products
• Custom algorithms, SaaS dashboards, attribution solutions and more
• Industry Conferences
• The industry’s leading analytics practitioner & leadership conference was co-founded by
two gentlemen who are participating in this initiative
Strictly Confidential

8. These Consultancies Live & Breath Systems Integrations
for Real-Time SVC & Customer Value Creation
Website
Mobile App
Point-of-Sale
Email & Ad
DATA HUB
(COLLECT)
MATCHING SERVICE
(CONNECT)
LIVE AUDIENCE
(ACT)
Cross-Channel
Data Collection
Cross-Channel
Identity Graph
Cross-Channel
Segmentation &
Rules Engine
ACTIVATION
INSIGHTS
CRM & Offline v
• Enterprise Data Standardization (1:M)
• Platform for Browser/SDK/API data
capture
• Real-time data flow
• Customer focused
business rules
v
v
• Hundreds of vendor
integrations
• Flexible data feed
• Open API platform
Tag Management
only lives here
Source: Signal
This is a top-level view of Signal’s
pipes for cross-channel data
collection, customer/audience
identity management and
segmentation, the data output
of which directly supports 1.) a
vast industry ecosystem of
marketing communications
solutions (aka Activation) and/or
2.) another vast group of
analytics & insight products (aka
Insights).
Strictly Confidential

9. Analytics Consultancies are Trusted Partners to Brands &
Retailers to Advance The Personalisation of Cross-
Channel Customer Experiences
Source: PwC
Trusted
relationships
with C suite and
analytics
leadership
Trusted to deploy &
optimise CX
personalisation &
testing solutions
Trusted partners to architect data
collection framework, processes and
integrated platforms
Strictly Confidential

10. The Opportunity
Strictly Confidential

11. Create An Analytics Services Powerhouse Across Europe
and Beyond Because…
• All organisations globally are undergoing rapid and volatile technology-driven change
• The measurement and management of marketing communications & customer experiences are especially in focus
• The analytics consultancies forming today have the skills, products & services to support these
transformational industry and organisational changes i.e. clients need strong, dependable analytics
services partners
• This new group will fill a valuable gap between professional services firms & marketing services/media agencies
• The market is totally fragmented and needs consolidation for stability & growth
• 18+ analytics consultancies across Europe today
• 4 founders/CEOs from Germany, France, Spain and the UK met with James Sandoval in London in January 2015
• Our target consultancies are projected to grow between 30% & 100% Y/Y for the next 5+ years
• But none [alone] has the scale to service brands on a multi-market or global basis
• The potential for a strategically valuable, multi-market [eventually global] entity for rapid growth is real
Strictly Confidential

12. Individual Analytics Consultancies Face Scale Challenges
• No/limited scale economies
• No strategic vendor relationships
• Very difficult or impossible to service
multi-market or global clients
• No access to capital
• Too expensive to hire senior/experienced
talent
• No strategic leadership for growth
• Economies of scale through [serial] acquisitions
• Leverage scale to secure enterprise-level commercial
and service terms
• Multi-market presence to pitch & win regional and
global RFPs/accounts
• Scale creates numerous opportunities
• Strategic investments in talent required
• Central and regional leadership drive growth strategy
Scale Challenges Roll-Up Opportunities
Strictly Confidential

13. Several Roll-Up Synergies & Benefits, But Revenue
Growth Is The Central Opportunity & Focus
• Revenue
• Accelerate revenue growth with, yes, a sales force;
reaching €60 million by 2020
• Currently little to no direct selling today; majority of
today’s sales via word of mouth
• Multi-market growth
• Targeting a minimum of 50% of group revenue from
multi-market and global clients within 3 years
• The majority of current revenue is single market or
regional
• Brand
• Establish a unique brand & value propositions via a
multi-market footprint with unified products &
services
• Minimise costs
• Share sales, marketing and other costs
• Talent retention & growth
• Through new training & shared learning practices;
cross-cultural, cross-border, cross-group
• Independence
• There is currently no independent, multi-market
analytics consultancy group anywhere on planet earth
like what we’re creating
• Access to growth capital
• To fund talent acquisition, further M&A activity, sales &
marketing, etc
• And there are clients
• Clients benefit from the group’s amazing people and skills
to advance customer experiences, customer relationships
and customer value
Strictly Confidential

14. The Numbers
Strictly Confidential

15. All Analytics Services To Be A $20 Billion Market By 2017
Source: GP Bullhound 2014 Strictly Confidential

16. By 2020, The UK/EU [Digital] Analytics Consultancy
Market Will Be Worth €500 Million +
Based on sample of 20 UK/EU analytics consultancies [in June 2015] growing top line revenue at conservative
rate of 30% year-on-year, plus new entrants.
Strictly Confidential

17. Initial Non-Cash Roll-Up Targets at €2.5M Rev in 2015
Consultancies
• Germany, 10 people, €1 million
• UK, 10 people, €1 million
• UK, 5 people, €0.5 million
Product
Expertise Clients
Note: There is a small
possibility that one more
firm at 30 people and €2.5
million in top line revenue
will join the roll-up at this
stage.
Strictly Confidential

18. 3-Year Goal = €28M Gross Rev by Q4 2018
Consultancies
• Germany, 10 people, €1 million
• UK, 10 people, €1 million
• France, 10 people, €1 million
• Czech Republic, 20 people, €1.5 million
• UK, 30 people, €3.5 million
• Spain, 30 people, €3.5 million
• USA, 30 people, €3.5 million
• Germany, 30 people, €4 million
• Spain, 50 people, €5 million
Note: Several consultancies in other
geographies under review
Product
Expertise Clients
Strictly Confidential

19. Longer Term Plan: 10 Consultancies, 6 Markets, 5 Years
(start with 3 or 4 max in 2015/2016 and grow from there)
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
1 2 3 4 5 6
ACQUIREDCONSULTANCIES&REVENUE
YEARS FROM 2015
Strictly Confidential

20. €60+ Million In Roll-Up Revenue by 2020
(10 Consultancies, 6 Markets, 5 Years)
Strictly Confidential

21. Funding Requirement
Strictly Confidential

22. ~€15 million To Create A €100+ Million Powerhouse by 2020
(10 Consultancies, 6 Markets, 5 Years)
Non-cash roll-
up of
consultancies
in UK & DE
€8-10 million
to acquire
majority stakes
in 4
consultancies
in DE, FR, ES &
UK
€5 million to
acquire
majority stakes
in 3
consultancies
in ES, CZ & US
Strictly Confidential

23. Why Do This?
Strictly Confidential

24. To Celebrating & Value Tremendously Talented People
• By creating a unique and formidable culture of innovation, knowledge-sharing
and customer value across markets
• Vastly more valuable to be on the same team versus simply in the same community
• Establish Europe’s first and only integrated network of analytics consultancies
• Uniquely made up of the industry’s best customer experience and commerce-centric
analytics and conversion rate optimisation practitioners & leaders
• And to create tremendous shareholder value
• If we execute well (i.e. carefully choose organisations to bring into the group, integrate
exceptionally well, collaborate productively and demonstrate market leadership) we can
grow and return value to shareholders in multiple ways
Strictly Confidential

25. The Market Is Very Acquisitive
Strictly Confidential

26. If you want to build a ship, don't drum up people to
collect wood and don't assign them tasks and work,
but rather teach them to long for the endless
immensity of the sea.
Antoine de Saint-Exupery
The Saint-Exupery Quote Isn’t So Confidential ;-)
(Said another way, the success of this analytics consultancy idea will come from our
collective belief that the vast market opportunity to provide excellent work that delights
clients, and to reap the rewards of those relationships, are best converted together).

27. Confidential
Source: Econsultancy, The Promise of First-Party Data, June 2015