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Visual Identity

Together to
get there

Brand preset · official
25M
JAKALA

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

JAKALA
PROPOSAL

Together to get there

Strategic recommendation for the next 3 horizons of growth.

June 2026
01 / 01
Cover
jakala-cover
JAKALA
AGENDA

What we'll cover

Six chapters, one decision at the end.

01
Context & ambition
02
Where we are today
03
The opportunity space
04
The proposed move
05
Implementation plan
06
Decision required
01 / 01
Agenda
jakala-agenda
JAKALA
I
CHAPTER

The opportunity space

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

01 / 01
Section divider
jakala-section
JAKALA
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

01
Behavioral loyalty
Move from points to predictive incentives.
+11pp
02
Unified data
One CDP, one governance, one truth.
1 SoT
03
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
JAKALA
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
JAKALA
DECISION

Together to get there.

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

01 / 01
Closing
jakala-closing
JAKALA
J

Journeys

The chapter where decisions become orchestrated experiences.

01 / 01
Chapter letter
jakala-chapter-letter
APPROACH

From signal to outcome in three moves

01
Sense
Capture behavioral and transactional signals across channels.
02
Decide
Real-time scoring and AI-led prioritization.
03
Act
Trigger journeys that compound conversion.
01 / 01
Process flow
jakala-process-flow
JAKALA
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

01
Diagnose
Baseline KPIs
02
Frame
Hypotheses & bets
03
Pilot
Two journeys live
04
Scale
Top 10 paths
05
Compound
AI-led ops
01 / 01
Timeline
jakala-timeline
PRIORITIES

Three priorities for the next 90 days

Sequencing matters as much as ambition.

01
Unify the data
Consolidate CDP and resolve identity across brands.
02
Rewire the briefs
Move from channel briefs to journey briefs.
03
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
JAKALA
ROADMAP

Five steps to mobilize before Q3

1
Align
Sponsor + scope frozen
2
Stand-up
Squad in 2 weeks
3
Pilot
Two journeys live
4
Measure
Weekly steerco
5
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
JAKALA

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
JAKALA

Scale of impact

The numbers behind the engagement

25B
Records orchestrated
25M
Customers reached
25K
Journeys live
01 / 01
Numbers showcase
jakala-numbers-showcase
JAKALA

Brand guardrails

Color · DOs & DON'Ts

DO
  • 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
JAKALA

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.
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
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.

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.
Maturity model
maturity-model

Estratégicas

STRATEGY

Three pillars carry the next horizon

01
PILLAR

Behavioral loyalty

Move from points to predictive incentives.

02
PILLAR

Unified data platform

One CDP, one governance, one truth.

03
PILLAR

AI-led journeys

Agents orchestrate the top revenue paths.

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
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
Stat row
stat-row
FUNNEL

Where we lose 73% of qualified demand

Qualified leads100%
Engaged62%
Activated34%
Retained27%
Funnel
funnel

Transformación

ROADMAP

A 12-month transformation in three waves

1
Q1
Mobilize
  • Steerco live
  • Top-3 journeys mapped
  • Tech foundations approved
2
Q2–Q3
Activate
  • CDP in production
  • First AI agents deployed
  • Loyalty pilot launched
3
Q4
Scale
  • Full rollout
  • Capability academy
  • New operating model live
Roadmap
roadmap
BUSINESS CASE

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

€12M
Baseline
+€21M
Loyalty redesign
+€14M
AI activation
+€7M
Cost-to-serve
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
Comparison
comparison
"
The brands that win this decade will not have more data — they will have more decisions per second.
Internal partner pov
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
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
Waterfall
waterfall
CUSTOMER JOURNEY

El viaje real del cliente premium

1
Descubrir
ACCIONES
  • · Search, social
FRICCIONES
  • · Mensaje genérico
OPORTUNIDAD
  • · Segmento behavioral
2
Comparar
ACCIONES
  • · Visita 3-4 sites
FRICCIONES
  • · No hay prueba social
3
Decidir
ACCIONES
  • · Add to cart
FRICCIONES
  • · Checkout en 6 pasos
OPORTUNIDAD
  • · One-tap checkout
4
Usar
ACCIONES
  • · Primer uso app
FRICCIONES
  • · Onboarding débil
5
Renovar
ACCIONES
  • · Renovación anual
OPORTUNIDAD
  • · Predictive churn
Journey map
journey-map
GOVERNANCE

Quién decide qué en el plan de 90 días

ActividadCEOSponsorPMOCDOCMO
Aprobar inversiónACICC
Definir KPIsIARCC
Diseño plataformaICCAR
Activación pilotosIICRA
ComunicaciónARCIC
RACI
raci
INNOVATION

Tres horizontes para los próximos 5 años

H1
0-12 meses
Defender el core
Optimizar conversión y eficiencia operativa
  • Checkout one-tap
  • Pricing dinámico
H2
12-36 meses
Construir lo emergente
Plataforma de datos y agentes IA en journeys clave
  • CDP unificado
  • Agentes en top-3 journeys
H3
36-60 meses
Apostar lo transformacional
Modelo behavioral y nuevos negocios adyacentes
  • Loyalty behavioral
  • Marketplace partner
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
SWOT
swot
PLAN 12M

Roadmap operacional 12 meses

M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
Governance
Mobilize steerco
Mobilize steerco
Definir KPIs
Definir KPIs
Plataforma
CDP foundations
CDP foundations
Agentes IA top-3
Agentes IA top-3
Producto
Loyalty pilot
Loyalty pilot
Rollout escala
Rollout escala
Gantt
timeline-gantt