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25M

JAKALA

v1.0.0

Identidad oficial JAKALA — Navy + Blue brand, Raleway/Merriweather, hexágonos y pills. Reglas DO/DON'T del documento oficial.

Heading: Raleway

Body: Raleway

Serif: Merriweather

JAKALA · Layouts oficiales

PROPOSAL

Together to get there

Strategic recommendation for the next 3 horizons of growth.

June 2026

01 / 01

Cover

jakala-cover

AGENDA

What we'll cover

Six chapters, one decision at the end.

Context & ambition

Where we are today

The opportunity space

The proposed move

Implementation plan

Decision required

01 / 01

Agenda

jakala-agenda

CHAPTER

The opportunity space

Where data, AI and behavior converge to unlock new value.

01 / 01

Section divider

jakala-section

MARKET

European loyalty market by 2028

€42B

addressable market

Growing at 14% CAGR, driven by behavioral programs and embedded finance.

01 / 01

Big number

jakala-big-number

STRATEGY

Three pillars carry the next horizon

Behavioral loyalty

Move from points to predictive incentives.

+11pp

Unified data

One CDP, one governance, one truth.

1 SoT

AI-led journeys

Agents orchestrate top revenue paths.

Top 3

Three pillars

jakala-three-pills

CAPABILITIES

Six capabilities we activate end-to-end

Strategy & Insight

Diagnose, frame, prioritize.

Data & Analytics

Unify, govern, activate.

AI & Automation

Agents in the workflow.

Customer Experience

Journeys that convert.

Marketing Tech

Stack that compounds.

Performance Media

Always-on, ROI-led.

Hex grid

jakala-hex-grid

“

POINT OF VIEW

The brands that win this decade will not have more data — they will have more decisions per second.

— Internal partner pov

01 / 01

Quote callout

jakala-quote-callout

DECISION

Together to get there.

Approve the 90-day mobilization plan and name the executive sponsor.

01 / 01

Closing

jakala-closing

Journeys

The chapter where decisions become orchestrated experiences.

01 / 01

Chapter letter

jakala-chapter-letter

APPROACH

From signal to outcome in three moves

Sense

Capture behavioral and transactional signals across channels.

Decide

Real-time scoring and AI-led prioritization.

Act

Trigger journeys that compound conversion.

01 / 01

Process flow

jakala-process-flow

TRANSFORMATION

From today's stack to tomorrow's flywheel

Today

Siloed data

Manual segments

Channel-led briefs

Quarterly cycles

By 2027

Unified CDP

Predictive audiences

Journey-led briefs

Always-on cycles

01 / 01

Dual chain

jakala-dual-chain

MEASUREMENT

Measurement period · 5 sprints to value

Diagnose

Baseline KPIs

Frame

Hypotheses & bets

Pilot

Two journeys live

Scale

Top 10 paths

Compound

AI-led ops

01 / 01

Timeline

jakala-timeline

PRIORITIES

Three priorities for the next 90 days

Sequencing matters as much as ambition.

Unify the data

Consolidate CDP and resolve identity across brands.

Rewire the briefs

Move from channel briefs to journey briefs.

Stand up AI ops

Deploy two agentic workflows end-to-end.

01 / 01

Hex tags

jakala-hex-tags

PRIORITIZATION

Where to play, where to wait

X · Execution time →

Y · Impact ↑

HIGH IMPACT · LOW EFFORT

Quick wins

Re-platform loyalty triggers (8 weeks).

HIGH IMPACT · HIGH EFFORT

Transformative

Unified CDP rollout across 4 brands.

LOW IMPACT · LOW EFFORT

Incremental

A/B testing playbooks refresh.

LOW IMPACT · HIGH EFFORT

Long-term

Full agentic marketing OS.

01 / 01

Priority matrix

jakala-priority-matrix

ROADMAP

Five steps to mobilize before Q3

Align

Sponsor + scope frozen

Stand-up

Squad in 2 weeks

Pilot

Two journeys live

Measure

Weekly steerco

Scale

Lock the playbook

01 / 01

Five steps

jakala-five-steps

EVIDENCE

Key tools & sources behind this view

01 · Source

Adobe Experience Platform

Customer profiles, audiences, journeys.

02 · Source

Snowflake + dbt

Unified warehouse and modeling layer.

03 · Source

GA4 + server-side tagging

Behavioral signal capture.

04 · Source

Internal panel (n=1.2k)

Q2-2026 brand & loyalty survey.

05 · Source

Forrester · CX 2026

Loyalty maturity benchmark.

06 · Source

JAKALA AI Lab

Agentic workflows benchmarks.

01 / 01

Tools & sources

jakala-tools-sources

TEAM

The JAKALA team behind the engagement

12 senior practitioners across strategy, data, AI and CX.

Strategy Partner

Engagement lead

CX Director

Journey design

Data Lead

CDP architecture

AI Lead

Agentic workflows

Loyalty SME

Behavioral programs

Analytics Lead

Measurement

Tech Lead

MarTech stack

Creative Director

Brand systems

Media Lead

Always-on activation

PMO

Cadence & governance

Insight Lead

Research & panels

Delivery Manager

Squad operations

01 / 01

Team grid

jakala-team-grid

OPERATING MODEL

Project leadership · coordination

Engagement Director

Single point of accountability

SKILL

Strategy & insight

Diagnose & frame the move.

SKILL

Data & platforms

Unify, govern, activate.

SKILL

AI & journeys

Orchestrate decisions.

SKILL

Delivery & QA

Cadence and quality.

01 / 01

Skills hub

jakala-skills-hub

Presentation Standards

Colors

Primary, secondary and tertiary palettes — applied with strict hierarchy.

FONTS

COLORS

SHAPES

LOGOS

ICONS

IMAGES

01 / 01

Pillar divider

jakala-pillar-divider

Scale of impact

The numbers behind the engagement

25B

Records orchestrated

25M

Customers reached

25K

Journeys live

01 / 01

Numbers showcase

jakala-numbers-showcase

Brand guardrails

Color · DOs & DON'Ts

●Use contrasting colors for text and backgrounds.
●Keep consistency in color choice across the deck.
●Use colors to support information hierarchy.
●Insert logos in white on color, color on white.

DON'T

✕Never use red for text on a light blue background.
✕Avoid two tonalities of blue layered on each other.
✕No more than one color layer per slide.
✕Never use a colored logo on a colored background.

01 / 01

DOs & DON'Ts

jakala-dos-donts

Presentation Standards

Colors palette overview

01 · PRIMARY

Backgrounds, headings, shapes

Navy

#020043

Brand Blue

#0937EE

Bright Blue

#2440F0

White

#FFFFFF

02 · SECONDARY

Headers, emphasis — red sparingly

Red

#DC3224

Light Blue

#3B82FF

Dark Blue

#030AB2

03 · TERTIARY

Graphs & accents only

Purple

#5110A1

Lavender

#CC99FF

Teal

#008B8B

Pale Teal

#AFEEEE

01 / 01

Color palette

jakala-color-palette

Ejecutivas

DECKCRAFT AI

BOARD DECK

From insight to decision

Strategic recommendation for Q3 2026

June 2026

Cover

cover

EXECUTIVE SUMMARY

Three moves close 60% of the gap by 2027

Reposition loyalty around behavioral data, not points.
Consolidate two-speed operating model under one P&L.
Front-load the AI roadmap on the top 3 revenue journeys.

DEMO/Library

01 / 01

Executive summary

executive-summary

DECISION REQUIRED

Approve the 90-day mobilization plan

We propose a single sponsor, one weekly steerco and a frozen scope.

Approve €4.2M envelope
Name executive sponsor
Lock scope by Sept 30

DEMO/Library

01 / 01

Closing

closing

Diagnóstico

CONTEXT

The market moved faster than the operating model

The product is winning. The acquisition engine is losing.

Conversion has dropped 11pp in 18 months while CAC keeps climbing. Loyalty members generate 62% of revenue but only 24% of cohort growth.

DEMO/Library

01 / 01

Context

context

ASSESSMENT

Data maturity sits at level 2 of 5

LEVEL 1

Ad hoc

Reports by request, no shared truth.

LEVEL 2

Structured

BI in place, weak governance.

LEVEL 3

Integrated

Single source, partial activation.

LEVEL 4

Predictive

ML embedded in journeys.

LEVEL 5

Autonomous

Agents drive decisions.

DEMO/Library

01 / 01

Maturity model

maturity-model

Estratégicas

STRATEGY

Three pillars carry the next horizon

PILLAR

Behavioral loyalty

Move from points to predictive incentives.

PILLAR

Unified data platform

One CDP, one governance, one truth.

PILLAR

AI-led journeys

Agents orchestrate the top revenue paths.

DEMO/Library

01 / 01

Pillars

strategic-pillars

PRIORITIZATION

Where to play next

QUADRANT 1

Bet big

Loyalty re-platform

QUADRANT 2

Test fast

Generative content

QUADRANT 3

Hold

Legacy CRM

QUADRANT 4

Sunset

Channel-specific campaigns

DEMO/Library

01 / 01

2×2

two-by-two

Analíticas

IMPACT

What the new model unlocks

+11pp

Conversion uplift

by Q4 2027

-28%

CAC reduction

€42M

NPV over 3 years

DEMO/Library

01 / 01

Stat row

stat-row

FUNNEL

Where we lose 73% of qualified demand

Qualified leads100%

Engaged62%

Activated34%

Retained27%

DEMO/Library

01 / 01

Funnel

funnel

Transformación

ROADMAP

A 12-month transformation in three waves

Mobilize

—Steerco live
—Top-3 journeys mapped
—Tech foundations approved

Q2–Q3

Activate

—CDP in production
—First AI agents deployed
—Loyalty pilot launched

Scale

—Full rollout
—Capability academy
—New operating model live

DEMO/Library

01 / 01

Roadmap

roadmap

BUSINESS CASE

From €12M to €54M EBITDA in three years

€12M

Baseline

+€21M

Loyalty redesign

+€14M

AI activation

+€7M

Cost-to-serve

DEMO/Library

01 / 01

Value bridge

value-bridge

Comparison & quote

FROM / TO

From a campaign company to a behavioral one

TODAY

Today

—Channel-led
—Quarterly campaigns
—Manual targeting
—Points-based loyalty

TOMORROW

Tomorrow

—Journey-led
—Continuous experimentation
—Predictive segments
—Behavioral incentives

DEMO/Library

01 / 01

Comparison

comparison

The brands that win this decade will not have more data — they will have more decisions per second.

Internal partner pov

DEMO/Library

01 / 01

Quote

quote

Frameworks consultoría

MECE

¿Por qué cae la conversión?

Conversión -11pp en 18 meses

Tráfico

—Calidad SEM baja
—Mix de canales obsoleto
—Brand search saturado

Producto

—Checkout en 6 pasos
—Mobile LCP > 4s

Pricing

—Promo opaca
—Sin dinamización

Fidelidad

—Puntos sin valor percibido
—Cohortes envejecidas

DEMO/Library

01 / 01

Issue tree

issue-tree

VALUE BRIDGE

De €12M a €54M EBITDA en 3 años

€12M

Baseline 2026

+€21M

Loyalty redesign

+€14M

AI activación

+€7M

Cost-to-serve

€54M

Objetivo 2029

DEMO/Library

01 / 01

Waterfall

waterfall

CUSTOMER JOURNEY

El viaje real del cliente premium

Descubrir

ACCIONES

· Search, social

FRICCIONES

· Mensaje genérico

OPORTUNIDAD

· Segmento behavioral

Comparar

ACCIONES

· Visita 3-4 sites

FRICCIONES

· No hay prueba social

Decidir

ACCIONES

· Add to cart

FRICCIONES

· Checkout en 6 pasos

OPORTUNIDAD

· One-tap checkout

Usar

ACCIONES

· Primer uso app

FRICCIONES

· Onboarding débil

Renovar

ACCIONES

· Renovación anual

OPORTUNIDAD

· Predictive churn

DEMO/Library

01 / 01

Journey map

journey-map

GOVERNANCE

Quién decide qué en el plan de 90 días

Actividad	CEO	Sponsor	PMO	CDO	CMO
Aprobar inversión	A	C	I	C	C
Definir KPIs	I	A	R	C	C
Diseño plataforma	I	C	C	A	R
Activación pilotos	I	I	C	R	A
Comunicación	A	R	C	I	C

DEMO/Library

01 / 01

RACI

raci

INNOVATION

Tres horizontes para los próximos 5 años

0-12 meses

Defender el core

Optimizar conversión y eficiencia operativa

→Checkout one-tap
→Pricing dinámico

12-36 meses

Construir lo emergente

Plataforma de datos y agentes IA en journeys clave

→CDP unificado
→Agentes en top-3 journeys

36-60 meses

Apostar lo transformacional

Modelo behavioral y nuevos negocios adyacentes

→Loyalty behavioral
→Marketplace partner

DEMO/Library

01 / 01

Three horizons

three-horizons

DIAGNÓSTICO

Posición competitiva: producto fuerte, motor débil

FORTALEZAS

—NPS 62
—Producto premium reconocido
—Margen bruto 58%

DEBILIDADES

—CAC +34% YoY
—Stack fragmentado
—Sin datos en tiempo real

OPORTUNIDADES

—Mercado europeo aún sin consolidar
—IA generativa baja barrera de entrada
—Behavioral loyalty

AMENAZAS

—Entrante asiático
—Cambio cookies
—Regulación DMA

DEMO/Library

01 / 01

SWOT

swot

PLAN 12M

Roadmap operacional 12 meses

M10

M11

M12

Governance

Mobilize steerco

Definir KPIs

Plataforma

CDP foundations

Agentes IA top-3

Producto

Loyalty pilot

Rollout escala

DEMO/Library

01 / 01

Gantt

timeline-gantt

Bloques inteligentes

Crea templates desde una imagen

Tus templates (0)

Brand preset packs

Together toget there

JAKALA

JAKALA · Layouts oficiales

Together to get there

What we'll cover

The opportunity space

European loyalty market by 2028

Three pillars carry the next horizon

Six capabilities we activate end-to-end

Together to get there.

Journeys

From signal to outcome in three moves

From today's stack to tomorrow's flywheel

Measurement period · 5 sprints to value

Three priorities for the next 90 days

Where to play, where to wait

Five steps to mobilize before Q3

Key tools & sources behind this view

The JAKALA team behind the engagement

Project leadership · coordination

Colors

The numbers behind the engagement

Color · DOs & DON'Ts

Colors palette overview

Ejecutivas

From insight to decision

Three moves close 60% of the gap by 2027

Approve the 90-day mobilization plan

Diagnóstico

The market moved faster than the operating model

Data maturity sits at level 2 of 5

Estratégicas

Three pillars carry the next horizon

Behavioral loyalty

Unified data platform

AI-led journeys

Where to play next

Analíticas

What the new model unlocks

Where we lose 73% of qualified demand

Transformación

A 12-month transformation in three waves

From €12M to €54M EBITDA in three years

Comparison & quote

From a campaign company to a behavioral one

Frameworks consultoría

¿Por qué cae la conversión?

De €12M a €54M EBITDA en 3 años

El viaje real del cliente premium

Quién decide qué en el plan de 90 días

Tres horizontes para los próximos 5 años

Posición competitiva: producto fuerte, motor débil

Roadmap operacional 12 meses

Together to
get there