Celebrus Technologies plc

Good afternoon and welcome to the D4T4 Solutions PLC Interim Results and Capital Markets Day. Throughout this recorded presentation, investors will be in listen-only mode. Questions are encouraged and can be submitted at any time by the Q&A tab situated on the right-hand corner of your screen. Just simply type in your questions and press send. The company may not be in a position to answer every question it received in the meeting itself. However, the company will review all questions submitted today and publish responses where it is appropriate to do so. Before we begin, I'd like to submit the following poll. And I'd now like to hand you over to Bill Bruno, CEO. Good afternoon to you, sir.

have a little bit of fun with it folks remember to repeat the question just in case they can't hear it um that does come through uh you'll notice there are five names on the slide we have phillips our cto we have ashmeta our cfo mark krebs our vp of global sales unfortunately tiffany came down ill she is here in london um so we're sending her some work but I will do it anyways. And we've got some good content planned for you today. So from an agenda perspective, we're happy to answer questions about the results. We're just going to quickly go through the operational highlights, the financial highlights, and walk through just a little bit of a review of strategy. Mark is going to walk through our sales approach, both from a direct and indirect perspective, and kind of what he's been doing now a year in with the transformation put in place uh and then uh what's been asked about quite a bit in our one-on-ones thus far no that's right please come right to the front i'll try to pick on you for being late um but um very punctual yeah no absolutely um so a lot of questions have come up around our new partner launch of sales of the salesforce seller cdi for salesforce applications um so we're gonna spend quite a bit of time on that uh i'll walk through kind of the what's happened over the last is going to do a demo. And then that's where I'll jump in and play the marketing hat and walk you through kind of an example of how we're running our marketing approaches these days, how that interlocks with sales and how we're using that to drive new business as quickly and efficiently as we possibly can with partners. And then the treat at the end is and sharing your life for all of you. So with that, I suppose we'll jump into some of the highlights. So just briefly, it's been a very busy six months in the business, a lot of innovation, obviously a lot of innovation after the period as well with the Salesforce launch and some of the contract wins that came out yesterday in parallel to the interims. But we also had several enhancements to the product across version 9.6 and what we call CSI, added to the product. I'm sure many of you have read articles and follow companies that talk about a cookie this world or cookie deprecation and the death of third party cookies and all of the hoopla around that and all of the doom and gloom that people write about. There's no real solution or at least there wasn't to a situation where someone opts out. To give you an example, I was on or they use browsers that opt them out. In a traditional world of marketing technology, that means the room is dark. You don't know what people are doing. You don't know who they are. You're unable to help them. All right, if you read any surveys from Forbes In a without collecting data without setting cookies identity because of those cookie challenges. And we have several other patented applications in version 9.6 that enhance our ability to do that and continue to move us well out in front of our competition. We'll talk about Salesforce, but that's not our only partner. We did become a foundational partner in Pega's Always On Insights program. How many of you know that we've been So it's just a further enhancement and innovation on what we've been doing that, again, makes it easier to sell. It's a packaged offering. It's the same thing every time for every customer. And it makes it a very streamlined thing to not only talk about and sell, but also demo and explain the value of. And it just fits with what we're trying to do as a business, which is take two technologies in the marketing and the fraud platform that can do a million things and try to make that diversified. instead of trying to educate them on the entire million things that we do. And you'll see that come through not only today, but if you are following us on LinkedIn and all the social channels, hopefully you've picked up on the fact that a lot of what we're writing and bringing to the market is a lot easier to understand and kind of free of jargon and just gets right to the point. We also had several much more quickly than they would if we were installing in their environment on premise. It also, because we were hosting the environment for them, there's a regulatory compliance in the US called HIPAA, and that resulted in our platform achieving HIPAA compliance in order to be able to provide this for the US healthcare industry. So it's yet another compliance element of our that they added biometrics, the fraud capability, to their websites for a couple of very specific purposes that I'll save for Steve to walk you through when we play that video. But with that, Ash, I'll throw the financial highlights over to you, sir. Thanks, Will. Hello, everyone. So I know you haven't come to hear the financial highlights, and that's fine by me. But I will go through them just very briefly. If you'd like more information, on our website. So as for the financial highlights, let me just draw out some on our revenues equally on our annual recurring revenue that's gone up from 14 million at the start of the period to 15.8 and again there's an fx impact within that so of that 1.8 million increase 0.4 million was from contract wins and 1.4 million was from foreign currency moves revalue our ARR every six months so at the year end we'll give an update on that breaking down the increase in ARR between contract wins and FX movements as well to find more transparency into the actual underlying performance. The gross margin for the period was 38.3% down from 53% containing third-party hardware and software. So where we do have periods, as we did this time around, of third-party hardware going through the revenue line, that hardware is generally going through at a relatively low margin, typically of around 10% markup. Obviously, for the rest of the business, the blended margin, which includes the licenses, the support and maintenance, and the delivery services, the blended margin of all And within that, if you were to break it down further, obviously the licenses would be the highest margin, followed by support and maintenance, followed by the delivery services. As I said, this was expected and it arises from contracts we signed in the second half of last year, which were part of the reason for having a high trade debtor and we knew that there would be this hardware element which would depress the margin for the first half. Looking forward to the full year, with the addition of new licenses and also very little hardware gains within the second half, we expect the gross margin for the full year to refer to a typical 55% to 60% on a blended basis. underlying operating expenses went up from 3.9 million to 4.5 million. Again, that's totally planned. That was as a result of previous communications relating to increased investment, principally into sales and marketing. And that's an effect which will flow through into the second half as well. So that all in all gives us an So the underlying cash balance is effectively 20, 21 million pounds or so. Okay, good. Thank you. Thank you. So tying into that, just to talk just a little bit about our themes and our strategy as a business. The main theme that we've been bringing throughout the business is focus, focusing our resources of Sellvers Cloud. The Sellvers Cloud offering, the nice thing about that is over time, it will move our reliance on third party hardware away. That will start to diminish. We'll focus more on operationalizing our customers quickly in cloud based environments. And the nice thing about those contracts is they become ARR drivers. as we go to market. Within the CDP, you've probably noticed this, we've been quite loud in both products. As of late, I'll cover some of the marketing from Tiffany's perspective towards the end of the presentation. But we've really been simplifying our messaging, simplifying our approach, both direct and indirect, because there's improvements needed in both areas. For direct, we've never done it before. So that was new in and of itself. But for indirect, it's about taking some of those principles, and Mark will walk through those shortly. market. Through that period, we've learned quite a bit. So we've learned a lot about the structure of organizations and how they align on specific broad use cases and how a group, for example, in a business may only focus how we sell the product. At this point, we feel like we, one, validated what our perception was, which is that we were bringing a product to the market that fills gaps. We've now validated that. Every customer that has gotten access to the data does not want to shut it off. We now understand and have validated our differentiators against many of the major players that we come up against. an early adopter campaign now for new business, new logos. So now that we have vetted this, we've proven it with our existing account base, we continue to build pipeline with existing accounts. There's more in the pipeline than the ones that we've already announced. We're now going to go on the front foot with an early adopter campaign we sort of vetted and learned things as we went. And Cellverse Cloud, just as a reminder, is an innovation of our customer data management division. We have been building massive analytic environments for customers, helping them better utilize data, not only from our software, but from anything that creates data within their environments. That knowledge and that know-how and the innovation and some of the software and intellectual property it's only us hosting. But we actually have the ability to deliver the construct of Sellover's Cloud into a client's cloud environment as well. So if they want to host it in their environment, Perfect. Nailed it. Hi, everybody. As Bill said, I'm Mark Krebs. I head up sales for Celebris, all of our products underneath the Celebris line. I've been here for a little over a year, just a little bit of a brief background. So I've run sales and business development and partnerships for several companies across a couple of different industries. Most notably, I worked for... And that's actually where I crossed paths with Bill. I'd say that we've been on probably hundreds of sales calls together and closed lots and lots of deals. We're very comfortable in understanding how each other work and figuring out what works when pitching to folks. When I joined any new company I've ever joined, I take for the first couple of months, I take the approach of observing and learning, learning the product, the industry, the As far as the learning was concerned, the majority of my time for pretty much most of the first year was learning about our partners because historically our go-to-market strategy was to sell through partners. So we started off the year as we have in the past on the same blueprint. We did global sales and consulting firms around the world. Basically, we did over 50 industry team presentations globally, educating partners about who we are, how our technology makes their system better, why they should feel compelled to make introductions to their clients. As a result of those industry presentations, we had hundreds of individual calls with teams resulting in introductions to their clients. It was as I was observing, I realized it took a lot of time. This education and enablement of partners took a lot of time because you had to get them up to speed on an industry and a product that they weren't necessarily familiar with, even though they understand the overall industry kind of where we So I noticed the amount of time that it took, but it worked. The great majority of opportunities, active opportunities in our sales pipeline came from clients, from partner introductions. I would have to say, I think everything I've been told from previous years, our engagement with partners is probably better than it has been ever in the past. We attended events, stood in their booth, co-presented with them. We flew around and met with individual teams for their region The main observation I had was while that works and will always be a big part of what we do, our approach didn't strike me as being So we have hit the proverbial reset button with our partners. We were pleasantly surprised at how well received it was because they tended to agree as we started making these observations of, hey, we're doing a lot of talking, but we're not doing a lot of as much sales as we probably should considering the opportunity. So we've taken a much more targeted accomplish, we think, will accomplish way more with way less time invested. And our partners seem to agree. So what we've done is we've identified named accounts. So rather than doing a global sales play, talking to people all over the world about clients that may be in industries that aren't necessarily in our sweet spot or in markets that may not make as much sense for us, we've identified in various markets should be. Identify the specific industries we want to target. So, you know, finance, insurance, telco, travel and hospitality, retail, healthcare in the US, because we have our whole own situation with healthcare in the US. And then doing it in specific markets. So initially, our big push is going to be in the US and in Europe and India. Of course, I'm a sales guy, so I will talk to anywhere in the world. Of course, we're going to talk to them and cite to them, but we're going to be hyper-focused on identifying specific accounts that we want to go at. And again, our partners agreed, rather than spending all of our time educating their teams about who we are, what we do, how Sellebris works, all we're going to do is have strategy calls with them and say, this is a named account. This is why we believe they are in dire need. better you're going to make more money spend our time on strategizing and selling as opposed to education we had our a call last week a named account in the us one of the largest home improvement retailers and it followed this blueprint perfectly got on the call with a solution consultant and the account executive walked them through exactly the problems that their client is having that world and maybe walk them through how we can solve that problem, walk them through how it will make So it seems to work. Along these lines, we have changed around the internal structures and created incentives to try and elicit the behavior that we want, even internally. So rather than the sales folks spending the majority of their time working with partners, our partnership team is basically taking that back over and doing a lot of the lead check. I would not say. They're going to do basically all of the bird dogging to identify these opportunities. As soon as they have, the trigger will be as soon as they have qualified and they have a client ready for a first call, they're going to flip it to sales. I think the one thing I just want to put out there is the nature of people is if you want them to do something, you incentivize them to do it, right? So as Mark built this strategy, we then changed the construct of how the partner teams and everyone's incentivized. If you're incentivized to feed sales with leads, miraculously, you start to see people do those things. And that's been a theme that I know I've covered with many of you over the last year of just as we restructured the business and aligned people in these categories. It's about coming up with the right objectives, the right goals, and then incentivizing them, bonusing them, offering. Throughout the organization, you just have to figure out what that option is or what that benefit is that we need to offer in exchange for that. People are creatures of habit. Sorry, go ahead. No, that's entirely true. Next slide. Next slide. Thank you. So we're very excited. We're already seeing this start. We're already seeing our partner team, to your point, eliciting the right behavior. They're already starting to call us and say, hey, I've got a call scheduled for you with so-and-so. What are the exact kind of calls I want to get from the partnership team? I've got a new lead. So freeing us, not spending nearly as much time, being way more efficient than I think will result in way better results. We've been hyper-focused on the partnership side of things. But as a result, that also frees up the salespeople to do what We have spent a considerable amount of time basically building We would run through the presentation, show them what we do, do a technical demo. Without fail, at the end of every single call, the person that we were presenting to that's me screams, we need to do a lot more talking. So from a direct, so the first bullet point on here on marketing, and we'll talk a little bit more on the marketing side of things, but we're going, you've probably seen it in social media. We've been going very loud. We've been way more active than we ever have. The name, just getting name recognition. I was shocked. So to me, this is a massive opportunity for us to just go really well. So we built out a direct sales program and you have to build the infrastructure for that. So we have sales enablement tools we've implemented to CRM. We're using HubSpot. We have subscribed to sales enablement tools like LinkedIn Sales Navigator and Zoom. Uh, industry verticals that we're, we're targeting and, um, we're doing direct prospecting out of something that we haven't as a company done. Of course, all of our sales guys have done it before. We just haven't done it here. So they're very excited to, um, create brand awareness, doing this on the CDP and the FDP side of things, because this is new to Celebris. Obviously, it's a lot of refinement and optimization required because we test things, see what works. very quickly, and so we're constantly doing that. The other, going direct, there's several positives that come out of that. One is visibility. When you're talking direct, when somebody, when we reach out and we get somebody to talk to us or they see marketing and they reach out to us, which is now happening, which is fantastic, they're raising their hand and saying, I'm interested, tell me more. There is no education. understand exactly the pain point, what is it they're trying to solve, what's the directive from their boss, what is the pain point, how much is this costing us, or what is the increase in revenue that you're looking for? So the calls that we've been on when we're talking direct, it is amazing how much quicker the conversation proceeds. and trying to find the right person and lots and lots of prep work. You get on the call with somebody, you show them what we do. We ask them a ton of questions of what is it that you're trying to accomplish. We'll get into this as far as the simplification. Rather than us in the past, I think we were so excited because this solution does so much. We show all these amazing, cool things and people get excited, but that confuses people. You have to be The other opportunity that gives us, and we think this is going to be key, especially going into the economic environment we're going into now, historically, we focused on trying to sell the entire platform and all of the incredibly cool things that it does, which is great, but it tends to pull in a lot more We can sell portions of our solution and take more of the land and expand approach going into a dominant starts using our solution, they immediately start seeing value and it's incredibly easy for us to start saying, okay, this is one solution, one use case that you just bought us for. Here's a whole bunch of other use cases and expand very quickly through our organization. So we think there's lots and lots aside from not only relying on the partners to generate leads, going and digging up our own leads, which will massively increase our sales pipeline. There's other benefits and opportunities from taking a direct sales approach. The rest I'll go through quick setting. I've been talking too long, sorry. The, I guess, set of things, as I mentioned, we've done a whole bunch of sales automation and enablement tools. Um, and Bill touched on this earlier, um, refining the messaging, you know, we have in the past, I think, um, got super excited and talked about everything we can we've taken the approach of let's ask some questions in the beginning and understand what it is that they want to accomplish and we're just going to show them that part of the demo we can show them the rest of any other time this makes it significantly more repeatable and it ties in with the whole marketing side of things once we identify or have been identifying the messaging that seems to resonate based on industry based on job title it makes it very easy to the way for us as we're doing our direct sales outreach. They're going to blast the marketplace to educate folks and they'll understand when we send them an email, they'll have heard of Cellverse. And then the last one. has a ton of new logos, but I'm confident that we're going to be able to do that. And in preparation, there is nothing but opportunity for this company to grow. We have a very small sales team. We have an unlimited market to go after. In preparation of that, we're starting the process now of putting systems and processes in place. creating alignment of the teams. Right now, everybody kind of does everything to create more roles and responsibilities. So, just a little bit of background, very quickly, and then I'll throw it over to Ant here to show you the good stuff. They came to us, so it was a good friend of mine, was pretty high up at Salesforce, and led some introductions for us 13, 14 months ago, something like that. I'm bad with time. It was somewhere in that window. And they came to us with two things. One, they were missing digital identity but basically all the orchestration that they do for marketing. How brands trigger campaigns. You look at that pair of shoes and then somehow it follows you everywhere. Those types of things, they were lacking the data that they needed to do that. That was one. And then the other comment they made to us is they said, and because we're lacking that, we're losing deals. have incentivized and aligned against it. And that's where this customer data integration came from. Now to be quite honest, Salesforce has a couple of CDPs, I think, they've acquired now at this point in time. So bringing in another partner that had CDP tied to it just really confused things when it comes to sales, right? We don't care what you call us if you buy it, if I'm being quite honest, right? So Salesforce has this CDI concept. We ran with it. Customer data, that's what we do really well with our digital identity. And so ultimately what it is, is we have a direct integration now, it's pre-built, there's t-shirt sizes as we call them, small, medium, large, extra large. And there's a basic and premium version. It's all based on the size of digital sessions or digital visitors that a brand may have across their site. And for the basic small t-shirt, starts at 12,000 a month. You sign up for it, it's a very streamlined version of our application, and you start to get all the things whether or not you purchase the basic or the premium version. It's very prescriptive. It's very simple. As a result, it fits in line with everything that Mark is outlining in terms of how we sell. And it's kind of the perfect marriage of what we're trying to do. You'll see some background here in the differences between basic and We'll go in and you'll see this in the demo, but they can pivot and make decisions and triggers right off of the data. They don't even need to know it's coming from Salesforce. It's just right there within the platform. And we power the digital identity side, which is something that Salesforce, I've worked with them for many years. And I've had a lot of friends that have worked there over the years. And that's always been a struggle. When you log in, they do really well. that in live time, in the moment, a marketer can be in the marketing cloud and can be using Sellebras data that's inputting literally in milliseconds, updating in the moment. So you could be on a website right now powered by Salesforce and Sellebras, and they're making a decision about what you're doing because that's how fast it is, and that's how great this integration works. And so with that, I believe our friends on the God mic are going to power up Ant's demo, and Ant's gonna walk you through a voiceover of that demo with our first video. Cool. Thank you, Bill. Oh, look at that. Right on cue. Afternoon, everyone. Right, so maybe 10 or 15 minutes, walk you all through what this actually looks like and get under the hood a bit of the tech. The way we've structured this is it's actually a video. There's quite a lot of different things going on, and it's a lot of clicking around, which I want to avoid in a demo. So I've kind of pulled this all together into a demo, which I'm going to pause and start and of course, so hopefully it will kind of join up in one story. I have just one slide at the start, just to explain a bit of context for what Salyber's CDI is, and then the rest of it will be either our app, Salyber's CDI app, or indeed Salesforce Marketing Cloud. Right, so the one slide is this slide. Four things then, just to explain a little bit more about a data as a service, meaning that... I got you. It just kept playing. Oh, thank you. Yeah, you're good. Go ahead. Yeah, perfect. Yeah, it's a data as a service, meaning that you instrument your website or your mobile applications with Celebrus. We collect the data, we enrich it, we deliver it into Marketing Cloud, into the customer's Marketing Cloud, which they can then use all of those tools in Marketing Cloud in near real time, in live time. So it's a very convenient way or Salesforce Marketing Cloud users to get the right data in the right way. Second thing to say is, it's all about visitor profiles. So there's different kinds of data. If you ever get under the hood of data, there's all different kinds of data. The kind of data which we care about in Salesforce Marketing Cloud is actionable data. I want a piece of data or some data about each of my visitors who are using my applications, my web applications, my mobile applications. I want to know where they come from in the world, what they're interacting with, what their interests are, all of those things. And those are things we call visitor profiles. So the way you'll see this presented in Marketing Cloud is essentially as a table of visitor profiles. So I can see all my audience, I can segment them, I can put marketing campaigns around them, all of that good stuff that Marketing Cloud does in a very easy to consume way. The third thing, which kind of joins up with something that is around identity. This all sits on top of our identity graph. It all sits on top of Celibre's core foundation, which means that all those nasty things that are happening in the world for marketers around the death of third-party cookies and many other things, ITP, Apple's ITP, all of that is sold for, they get that as part of the package, and that's the really compelling part of the story. And then last but not least, compliance and secure. Perhaps not the most glamorous part of the whole offering, but necessary nonetheless. This is all hosted within Sellebris Cloud, a fully automated environment. From the point at which someone signs on the dotted line, they'll be up and running in 20 minutes. They'll be able to log in and start getting data fed into Marketing Cloud. So very low latency, getting them up and running. And from our point of view, from the costs we invoke from having customers within Sellebris, army of people looking after all these customers in Celibus Cloud, we need to automate around this, and that's really the key point. All right, so that's enough of the slides. Just one last thing to say in passing, which is really just to reiterate that point that what underpins this is all the good stuff in Celibus Cloud. So now we're going to take a look at Celibus CDI. which they can then use to log in and start adding their users, start getting data delivered into Marketing Cloud, and start setting things up. For the most part, everything that we do at Celibus CDI is automatic. You just add our libraries to your web or mobile applications, and data starts flowing. It's really, for getting up and running, it's very little required of the end customer. But nonetheless, there are some things about web and mobile applications which are specific. So how do users log in, for example? What sort of things as a marketer are you really interested in tracking those kind of goals and what sort of marketing campaigns to use? You want that data in Marketing Cloud as actionable data. So you have to tell us a few of those things that we can deliver the right kind of data. And that's really the focus for the CDI app is just to get up and running quickly and then give us those hints, those clues to deliver the right data into Marketing Cloud. And that's what you see me clicking through a few of these things here. You can tell us, for example, what your website domains are. Unless you've got very good eyesight, you'll see that that's very.co.uk and littlers.com, which we'll come back to in a moment. You tell us how people log into your website or where they register, for example, what kind of identity you use. You can download things around consent and the syllabus tag. Just pause it there. And importantly, some of those things that are absolutely central to how marketers work, marketing campaigns, goals, how people search on the site, Those are the things where you can fine-tune what cellular CDI does. So as an example of that, I've got two in here. The first is a very straightforward goal. So this goal, again, unless you've got sniper-like eyesight, you won't be able to read that. But what it actually says is that you're interested in creating a goal, essentially a signal, when someone lands on the checkout page. So a really simple piece of information to say that Ant has checked out or completed the checkout. actually when you look at how marketers work they set goals all over the place perhaps they set up a goal that says they want to drive people to a particular page which has some special offers on it or you want to see if you can drive people to a particular part of the site or use more of an application which isn't being used very much and these goals are used for all sorts of analytical purposes and to see what kind of results they're getting and being able to give us those clues so that we can keep an eye out for them and give that data to the marketer is really important so that's that's one part of where customization happens. Another part of the customization is where they quite simply just tell us, just pause this at the right moment. So there we go. So on this part of the CDI app, they tell us what their domains are, what are their website domains. And they've got two in this example. One is veri.co.uk, one is littlewits.com. And then they tell us how they would like the signals generated. This is deploying our machine learning actually on their website. so that they can attach, say, and say very.co.uk. Well, that's a retail, primarily a retail website. But we'd also like to generate financial services signals, because Veri actually does a lot around financial services. They do loans and various other products as well. Whereas if you looked on this for a healthcare customer, you deploy our healthcare machine learning so that we can look for what the customers are showing an interest in and generate the right signals accordingly. Is someone interested in credit card offers? or someone interested in buying PS2, for example, for a retail kind of use case. We have six industries, which range from the ones on screen there, retail, financial services, healthcare, insurance, health care, hospitality, and we'll grow those out over time. I suspect the financial services will be probably the most popular, and also retail. Salesforce is very strong in retail, so I think that's going to be a really good one as well. And that actually is all there is to the CDI app. It sounds really trivial, and hopefully it is that simple for marketers to use. This is just about giving marketers the tools so that we can shape the right data that we deliver into Marketing Cloud. And actually, pretty much everything else I'm going to talk about is all in Marketing Cloud, because that's where the actual action happens, and quite rightly so. I think the amazing thing, too, is that I've been working with this technology now for over 20 years, and the fact that someone can log into this Yep, yep. So just before I switch across to Marketing Cloud, I'm going to just show you a very simple use case, which as the theme for today is Bury. And if you missed it, Black Friday was last weekend. I'm just going to simply show you someone logging into their account on Bury, which is a handy way of showing that someone actually identifies who they are by giving us their email address. And then I'm going to do a site search, that little text box up at the top there. and it gives you search results. So that's a few different things there from a sort of observational point of view. Someone arriving on the site, showing an interest in a particular topic, logging in, and all of those different pieces of data, as I'll show you in a minute, arrive in Marketing Cloud, and then you can build journeys around that, which I'll show you as well. So first and foremost, let's go to the account page. No great rocket science here. I just log in using my work email address in this example. Nothing more than that. We're keeping an eye on this, obviously, and we can see us log in. I go and do a site search. I'm just typing in the word loan there. And lo and behold, I arrive on a page, which Ferry's website has, where you can get loans. If you're buying some high-value products, then you can get a loan for it and spread the payments out. Simple as that. Now, of course, from the marketer's point of view, that's very interesting because we now know my email address. We probably know how I arrived on the site. Did I come in through a referral from another website? We know that I have an interest in loans. I'm starting to show some of those behaviors on the website here. So all of that information is very interesting, very useful. So the point of the Sellover CDI is to make that actionable in Marketing Cloud. Let's switch across into Marketing Cloud. Anyone familiar with Marketing Cloud or anyone used Marketing Cloud? Salesforce Marketing Cloud. That hard to read banner at the top there is just a whole bunch of different tools. Marketing Cloud has lots and lots of different rich tools that you can use to create customer journeys and do paid media advertising on Facebook and all sorts of other good things, personalization, analytics. The one tool that we are super interested in, well, there's two really, where you build customer journeys. So I'm gonna show you the data part first. And I'm gonna just move across into Contact Builder, which is this tool which is coming up now. And it might be probably easier to see this on replay when you've got this in front of your computer screen rather than on the big screen up front here. But what I'm doing here is just going and having a look at these things called data extensions. And the data extension in Salesforce is nothing more than just a table. If you use Marketing Cloud, you have lots of data extensions. and we'll provide a data extension full of lots of visitor profiles and all the data that we know about visitors to your website or your mobile application. We'll have other data extensions as well. You might have a data extension which includes customer information, what products you've sold them. You might have account information on their balances. All these different pieces of data roll up into data extensions and one of the really Most compelling things around this solution is to join our data to other data sets within marketing cloud. Because it's all very well known that Ant's interested in taking out a loan and that Ant's interested in buying a big screen TV. But if I've already bought those things very recently, then that really changes the kind of customer journey that you put me through. Because if you keep marketing the same thing and you've already bought a product, that's really irritating for consumers. So therefore, The digital data is crucial, but it's only part of the picture. You need those other data extensions. You need that other data to complete the whole customer journey. I think it also goes back to a comment Mark made. Obviously, we're in an economy that you're all dealing with on a daily basis and monitoring. Brands are going to want to optimize their costs. organization is larger than R&D in most businesses. So a three percentage swing is massive and savings as an example. If you're just able to shut stuff off and suppress things, you're literally saving millions a year by doing that. Okay, this is our data extension. When you sign up and when you log into our application, we'll create this data extension for you in your marketing cloud. So it sits alongside all those other tables, those other data extensions. data, transaction data, all that good stuff. It's quite a wide table. It has about 70 or 80 different data points. So for one individual who has one row in that table, I'd have about up to 80 different data points. Those are across about 12 different topics. So things like what forms you've interacted with, perhaps you applied for a loan, that would be a form on a website. Things like your geolocation, where in the world you come from, all these different topic areas boil down into a set of fields in that table, and there's about 70 or 80 of them. And within the tooling here, within Salesforce Marketing Cloud, you can drill down and start to look at these customers. I was thinking I was going to show you some of these data points, but there's probably not much chance you can read them from back there. So I'm going to just sort of talk and show at the same time. So as I scroll across here, there's just one customer in this system, which is the row there that you can see. The row shows a few different things, which are worth highlighting. It shows what kind of device I'm using. That's quite interesting. Am I an iPhone user? Am I an Android user? Am I using a PC? It shows where in the world I'm coming from. That's really super valuable from any marketer's perspective. It also shows the things I'm interested in, my signals. So when I was working my way through that very website, you saw me showing an interest in getting a loan. And that data shows up in this row as well. Any identity information like my email address or my account number or my username, that's in here as well. And that's very important because if I want to join this data to other data sets, then I need to know that this email address matches with that email address and this other piece of data, this other data set. And that's how we join things together. Usernames, email addresses, account numbers, all of that good stuff is how this data actually gets joined up in practice. In the course of this demo here, I'm just kind of scrolling across showing some of these different pieces of data. The other thing to just highlight, if you do watch this on Google Play, is that there's different ways of looking at data. You can look at data for what's just happened. What's happened in the last 24 hours? What signals, what interest is Ant showing right now? And that's really interesting depending on what kind of question you want to ask the data and what kind of customer journey. But sometimes you need a broader view. So what has Ant shown an interest in over the last month or the last week? So these data points also have variations, columns, which are the latest value, the last day, the last seven days, the last month. So a marketer, depending on what kind of customer journey they're creating, or what kind of use case they're building, can go for the right kind of time frame accordingly. Also important to note, that time difference, none of our competitors can go beyond seven days because of the But what we bring to Salesforce in this very simple integration that has a lot of complexity within it in terms of the data is a full picture for as long as you like of a user profile. And that was the value Salesforce saw when they first saw our platform back in that initial introduction. And that's why they wanted us to go first. Yeah. Okay. So that's the data part. Let's get into Journey Builder now. Oh, there is one more thing which I just mentioned in passing. to other data. And that's another part of the Salesforce Marketing Cloud. It's a part of the data designer. You do that kind of functionality where you join data sets together to enrich the whole picture. But the next piece of this is to go to the real star of the show, which is called Journey Builder. And Journey Builder is where, as its name suggests, you build customer journeys. to click into that and now we're into journey builder and this is called the stage this is where you build your customer journeys and a typical salesforce marketing cloud user would have lots of different customer journeys for all different kinds of segments all different kinds of customer journeys we're just showing one here just to bring an example to life for what we can do with the celebrist data and there's really two paths to any given customer journey There's the part on the left-hand side there, which is called a filter, which is you take all your audience and say, well, of these million different customers who rock up on our website, which ones are we actually interested in? So that won't be everyone typically, it'll be a much smaller set. So in this case, that filter is setting up for people who we've captured their email address, and we need that because momentarily we're going to send them an email, and also they need to be living in the UK. So we're using a bit of identity, we're using a bit of geolocation, can build arbitrarily complex kind of criteria filter to get really targeted if we wanted to and the second thing we do as well as the filter which is what's coming up on screen right now pretty straightforward filter and it's super easy with the syllabus data which is kind of the whole point of this once we get through the filter then we get into the stage itself and we can see there's this sort of branch And that's where we decide how to treat different customers according to their signals and different data points. So this decision split is using several different parts of our syllabus data. And you can see that when I just pop this thing up. So I'll just read it out just to help. So what we're saying is that any customers who have interacted with the loan calculator in the last 24 hours on the very website, or that they have downloaded some information about interest rates guide, or that they have shown that they've clicked on a particular interest rate offer, part of their website, or they've shown a very clear signal that they are interested in loans, if someone shows any of that sort of broad set of signals, then they are eligible for receiving an email. That's that top decision split on the stage. Now, if they don't fall into that category of people, then we can take different routes. We might just choose to retire them, for example, on Facebook. So we have different ways of treating people driven off the syllabus data. Now, in reality, we might use more customer data as well. We might say, well, these are the people who are eligible, but they mustn't have already bought or taken out a loan because we don't want to keep irritating people coming back to that source. So this is where you start to use those different data sets, which is going together. But the purpose of this demo, We're going to use those different data points that Celebracy is providing. And that's what drives the stage. That's what drives the customer journey. And it takes literally just a few minutes goes ahead and processes all your audience so really in near real time you can have someone showing a set of behaviors on the website, various websites or in their mobile app that will be delivered into Marketing Cloud and Marketing Cloud will then actually activate that data and in this particular example what it actually means in practical terms is that we send an email and that email as you can see on would offer that person. So that is an end-to-end solution driven from the point at which they contract with us or stand them up and sell it as cloud, 20 minutes later they can log in, they can set up how their website works, give us some of those clues around goals and signals and good things, and the data starts to flow into Marketing Cloud straight away. And all the goodness that is in Marketing Cloud, all those great tools become actionable with our data really immediately. goal is obviously to come up with the right message, to come up with the right alignment between our sales teams and theirs, to fully understand how their sales teams are incentivized. Going back to my comment earlier, people are creatures of habit. So we want to know exactly what they're trying to do, what their bonuses are aligned to for that year, how they're going to get paid and make sure that everything we do with them in the field is aligned around making them happy. Right. For us, it's very simple. We just want to sell the app. Right. And the beauty of it is it's such a streamlined version of Celebris. that then once this is with one of their preferred vendors to help us build the app within the app exchange. It's the process they follow. Similarly, just thinking in the future, you may do the same and have a list of partners that they can select and the brand can work with to help them manage this implementation without them ever even having to come through our door. The machine that Tiffany and her team have built spot puts in place so as you interact with our content you may eventually become a marketing qualified lead and that means you've shown interest in what we do when that happens it lands in these guys in uh inbox for mark to assign to someone and then qualify it from a sales perspective if it's not an opportunity at this time the person goes back into the marketing bucket and the process continues but as the as they fall out the machine And the way we're scoring and the amount of content we're putting out by design is a lot. So we've got really two things at the heart of it. We have our marketing team in-house. But if you recall, we also brought our marketing PR in-house as well. Not only was it more cost efficient to bring that in-house, but it also is just more productivity efficient. Because if you have somebody that actually works for you, they're going to work harder for you. They only have one client. There's a ton of messaging and finding that goes into these campaigns, and marketing has, I think there's five or six different campaigns running in parallel at any given point in time, where based on what you show interest in, you're going to get different messages, you're going to get different ads, you're going to get access to different content. We're practicing what we preach, we're using our own technology, several awards, who many of you met last year at this time when we did the Capital Markets Day. The platforms themselves are winning awards. And again, it's about getting the message out, creating brand awareness so that we get entered and introed into more conversations and so that there's a better chance when one of our reps picks up the phone and makes a call that that person has heard of us, to go back to Mark's point earlier. We're even, as we get into social advertising and email, we're even considering something responding to. People are going to see Celebris. They're going to hear from us. And frankly, now nobody's paying for billboards anymore, so they're quite cheap. And we just thought it'd be something fun and a bit cheeky to do. If we're in an RFP for a business, they walk out the office and they see our logo that says, you should hire us. So we're testing these things. We're measuring these things. We're having fun. And we'll use that as an opportunity to drive more results from our partners, from our teams, et cetera. And that's where the alignment really does come in. Here's the messaging that we're going to put in front of them. And that is being carried into our partner marketing initiatives. So Tiffany brought on a partner marketing manager, and she now manages all of our communication and education with partners so that it doesn't have to be manual. Because the goal really with partners is to ultimately find the reps that get it, that want to make money, that have a client that we can sell to. It's really all we care about. It's very simple. All the other ones, put them in the fishbowl and throw bait out there until one of them So, so getting them in an automated nurture campaign, just like we're doing for potential clients, just like we're doing to educate our own teams, you know, sort of practicing what we preach and constantly getting feedback from sales on what's working and what isn't because Tiffany and the team know that if it's not working from a sales perspective, it doesn't matter how cool it looks. It doesn't matter how fun the messaging is. It doesn't matter how much fun we had doing it. If it's not generating business, it's not getting done again. Um, and that's, that's the iteration, you know, you have to be willing. It's a terrible analogy, but I use it all the time. You have to be willing to admit the baby might be ugly, right? And so, so it's, it's about just being able to walk away from something and say, let's try something else. You know, let's, let's throw a And fortunately, at the end of the day, it's all about measurement. I mean, there's obviously a quality side of it. We have, it's a ton of stuff, but honestly, when we brought Tiffany in, I can't speak highly, but her background in marketing and how long she's been doing this for various companies of different sizes and backgrounds, the minute she came in and sort of changed everything about how we Who are we going after? What do they care about? What message do they want to hear? You know, having all of those initial conversations aligned with what Mark and his team want to do in the field and make sure that they have that collateral, but then ultimately measuring every conversion, every lead download and moving quickly. So just like the integration with Salesforce, if you go download something from our site tomorrow, the minute you download it, we're getting notified. All right. We're provided you've opted in. But all of these things are happening in real time. The scoring is being adjusted. I saw emails today where they were adjusting some of the scoring to take into account different behaviors. So it's a constant flow. But then ultimately that ties to opportunities. Those opportunities we're monitoring on a daily basis. The opportunities as they are, one, port into NetSuite as we start to for us to not only predict the business, but it also has other impacts. It has FX impacts. We know when things are going to close, we know the size of the deals. It allows us to better plan for that depending on the currency those deals are being done in as well. So everyone benefits from this measurement and we're all data nerds at heart. And so we're going to drive from Steve, the chief data officer, exactly what they're doing and how they're doing it. It's an eight minute video in total and

Hi, my name is Steve Pimlet. I'm Chief Data Officer of The Very Group. For those that don't know, The Very Group is one of the largest pure play digital online retailers in the UK, offering multi-range category retail purely online. And I head up all data analytics and platform capability for The Very Group. Well, Solibris sits right at the heart of the organization. And so as a chief data officer, I've got the pleasure of really supporting the business with platform capabilities that span across all our business units. And Solibris is one of those platforms. So it helps really as a pure play digital online retailer. One of the most important things is understanding your customer through that digital experience. And Celebrus is the platform, the technology and the capability that we use to understand the customer and unlock value by creating great experiences for the customer that delight them and hopefully convert more of them through our funnel. I think as more and more companies think about cloud scalability, the reality starts to dawn that you've got all these clouds that you have to manage yourself unless you can partner with somebody that offers managed service type capability. So for us, having the benefit of staying on a great platform like Celebrus, but the added benefit from a people perspective, a cost perspective, an upgrade perspective of that being a managed service has really supported our data strategy. Why has it benefited us? Just things like upgrades, patching, resilience, thinking about scalability, disaster recovery, all the things that come with managing a platform. Celebrus manages that for us so we can concentrate on the value creation element, understanding customers, thinking about attribution, thinking about fraud, and not necessarily maintaining and running the platform, which is really important, but we can pass that to our partners at Celebrus. I'll probably frame it in our data strategy, actually, because we've got four pillars to our data strategy, which is data insight action, which is this flow of value creation and trust, which is all about things like compliance risks, et cetera. So when it comes to value creation from Celebrus, it's very much through that data insight action flow. Um, so let's give you a few examples. Um, so, um, marketing triggered campaigns is, is a great example, you know, so somebody who's been onto the website, um, has added something to the basket and has then dropped out. So we can send, you know, a real time personalized message, um, through, you know, multi-channel, um, comms to really be relevant and, um, you know, convert that customer on a future visit. That'd be, that'd be one example. Another example would be just attribution, you know, understanding end-to-end attribution across lots of different sources of traffic and lots of different channels that that's complex. But Celebris powers an attribution model where we can, you know, run advanced analytics over the top, think about, you know, weighted attribution and Celebris powers that. So those are just, two examples of how we use Salibra's data. And there are many, many more. Well, I think I think, you know, with the deprivation of third party cookie data, I think, you know, first party cookie understanding of your customers is vital. And I think identity becomes vital. And if you think about, again, various business model, you know, we have millions of customers who use our digital propositions across many devices. across many domains now as we, you know, we've got more and more brands, we've got Littlewoods, we've got Very Group and we're about to launch a loans business. So, you know, understanding the identity of a customer across multiple channels, multiple domains to be able to, you know, support them. look for fraud and risk type dynamics and also to offer personalization across channel and across domain is a big part of our strategy. And again, Libris does a fantastic job of that with its implementation that allows us to really support the customer, drive relevant personalized experience and protect the business. Well, it took bot detection first, and I think the bane of my life at the moment is definitely building a trusted visit account for everybody across the business, especially our marketing colleagues that are looking to understand how their marketing dials are impacting volume of traffic to the business. And bots are getting more and more sophisticated, so working with Solibris, using their data, looking at some machine learning techniques and anomaly techniques, we're able to either real-time do bot detection or post-visit do bot detection to remove that from our visit accounts. Why is that important? Obviously, we're trying to optimize our business in terms of volume and conversion. So it's massively important to us as a digital retailer to have a trusted visitor and conversion number. So Celebris really sits at the heart of that and powering that to make sure our digital customer experience and our marketing experience can be built upon a trusted foundation. So that's it from a bot detection. From a fraud detection, you can imagine, again, being an online retailer, offering everything from, you know, Apple products, Sony products, right through to just fashion, beauty, sports, home furnishings. We get a lot of fraudsters trying to, you know, just leverage what technology they might have So what are we doing? Well, we're constantly looking to optimize our fraud detection and get ever more sophisticated. So some of the great facilities that Celebris offer in the fraud space are very much, you know, things like as we get onto the fingerprint type technology where we can understand how quickly somebody types, some of the swipe speed to really build, let's call it a digital fingerprint for that individual user. user on that individual device. And if we see a pattern that isn't the same, then that can, you know, flag an alert and we can start to, you know, think differently about that particular visit in the context of our business model.

No matter what we do, I'm sure you're going to ask, we can't get Steve to say the brand name correctly. We've tried. We've tried, but I don't mind the way you pronounce it. I actually think it's kind of fun that way. But hopefully that at least gives you a sense of kind of how have with that but you've heard enough from us let's hear from all of you i do have some questions coming in on the panel um anyone in the room have any questions you'd like to ask we do have a few minutes left yes guy there's no mic or anything there's no mic or anything yeah they'll hear you okay they'll hear you yeah i'll still look at you right to your mouth thank you cool um so a couple um it's all right um the first one was around the

uh cdi app for salesforce and i think the sort of starting ar is 150k so it doesn't take uh many customers to move the needle for you at this point so if we sat here again in 12 months time you know how would you measure sort of success in terms of how many customers you you might think you you might be able to um to sign up that was the first one maybe we take them on well

The, the, so the whole point we're going to celebrate the first one, because then we will figure out where the price points fit and how the messaging works so that we can learn. Right. The whole point is to try to find a price point that people can't say, no, maybe it's the Italian in me. Right. But make an offer. They can't refuse. We want to find what that level is. That's all to be determined. Right now, we're going to celebrate getting one.

this quite a bit um and so hopefully in when we're sitting here a year from now we're having a lot of really fun conversations about a bunch of people but yeah it's it's very early to tell great then two for mark that's right uh the first one was around the so i guess the messaging and getting through to potential customers right and there's these clusters forming martech companies buying their own cdps there's these sort of digital experience companies like bloomreach and epi server and they're also sort of trying, you know, selling something that sounds very similar to Cellebras and then CPaaS, Trilio, for example, right? So my question is sort of how, in all this noise and all these large companies, I think your position is to kind of improve or feed the best data into these sort of systems. And how do you make sure you get that message across and not sort of overwhelmed by the noise?

Yeah, it's a great question. That's, I'd say, the biggest challenge. fake it till you make it kind of thing. We have the absolute opposite, which is we have an unbelievable product that nobody knows about. I'd say that's the biggest challenge on the sales side of things is getting through the noise. Kind of like we're doing with this CDI, just even positioning ourselves as necessarily a CDP, you do tend to bump up against other people that just creates confusion. So we're playing around with a lot of messaging right now of rather than Getting people to initially respond is a challenge, but we're working through that. We're getting really good at once we get on a call

Your enthusiasm for the direct sales model and the product is very obvious. And so I guess, other than our forecast in the market, what is standing in your way of going to Bill and asking him for another 10 or 20 salespeople to really accelerate the growth? of the company and how do you think about that trade off?

Everything changes as we start to win. So success breeds success. So as we start to see investments paying off, those investments will get our backing. We are not going to treat every channel and every relationship and every partner equally. We are going to provide them all with the same opportunity to work with our fantastic technology, but the ones that are doing the legwork and the ones that are generating the results are going to get the benefit of our marketing dollars, our time, our effort, et cetera. And that's how we have to think about it, which means year to year, our pipeline can look very different in terms of who the sources of that pipeline are. And that's fine, because all we care about is meeting market expectations.

Thank you.

Lauren?

Yeah, you mentioned Salesforce came to you a little while ago. Yeah, it was through a friend of mine. Yeah, going back through. I love that t-shirt service, by the way. They fit the size, too. Yeah. They obviously have a couple of CDPs, as you know. They weren't happy with what they got or they wanted to broaden the experience. Great question. Can you give us the background to that and how other platforms like Salesforce might follow on the back of that?

That's a great question. So you know what the funny thing about customer data platforms are? of them are traffic cops they bring a bunch of information together but they're only as good as the systems they're pulling data from and so even when you look at datarama and some of the acquisitions that salesforce has made they're really great when they have the data but they're largely sitting there with their handout waiting for someone to hand them the data that they can use to unlock the potential to mark's point earlier so for salesforce we're not trampling on their cdp at all and actually one of the things that we're exploring if any of you follow sales find streamlined app. That takes some time from a technology partner to tell us what they want and to actually engineer that with us. So the Celibris CDI app was a very concerted effort with Salesforce where we took exactly the blueprint they were looking for and we worked that across our teams to engineer that so we could make it a simple app with a simple front end to use as you saw. That's basically the difference, but you will never find a technology we can't connect to. That's a promise I've made many customers and they will never call us a liar. How rich is your data set that you can collect from your existing customers in your sales pitch to the point about performance versus comparison? A lot of it, I'll be honest with you, a lot of the competitors we come up against, I've worked with for over 20 years. I was on their advisory boards and was on their product committees and their innovation, so I know how they work and we know how they work. We also get feedback from the field, from part reasons they come to us these days. In terms of the data that we capture and the granularity of it, I've worked with a lot of applications. I've never seen anything like Salesforce. Before they paid me to sit here with all of you, I was calling it the best data collection and contextualization engine in the planet, and that was back in 2004. It hasn't changed. It's just what we do now is so much more expansive. So we have a client. I think we showed a case study during the final results back in July. It was one fraud case study where the client, just by using our data, eliminated 20% more fraud than they had previously she talks about all the time I don't like being out of my routine but so that's just an example and on the marketing side we've got hundreds of use cases but one just on the paid media side we have a client that just recently saved about 30% on their paid media spend by optimizing that spend and that was a client of an APEC so the value in that case it's more granular it's, it's not inundating you to an exploit. It's not anundating you with ads that aren't relevant to you. There's just so much inaccuracy in advertising, in the advertising world that we can bring by, you know, you read a lot of journals on Forbes and other So instead of showing you that pair of shoes, they show you something else. There's massive value in that. There's also value in what Steve was talking about with bot detection. If it's not a human, don't waste time on the page with ads. Because as a retailer, people are spending money to show ads on your own sites. You get sponsored ads all over the place, even our financial institutions, their credit cards, their partnerships. You're going to see ads that are paid spots from those brands. opportunity for the bank or the retailer to say exactly why investing to advertise on their platform is safer and a better use of money as well. So everybody wins when that's done right. I know we're out of time, but we have two When I joined, it was about 12 to 16 months. imminent but we are actively exploring eminent so keeping cash on hand is important while we explore that as we look for filters by opportunities that make sense to expand our platform given some of the features that we brought to the I want to be respectful of everybody's time. I know we've gone five minutes over, so I appreciate your patience. We've answered all the questions for the virtual audience. We're obviously staying here, so if you have any questions, we're happy to answer them, but we'll set everybody online free, and then we'll just hang out here for anybody that's got questions. I think we're going to do a quick closing.

Ash and Mark, thank you very much for updating investors today. Could I please ask investors not to close the session as you now be automatically redirected to provide your feedback in order that the management team can better understand your views and expectations. This will only take a few moments to complete, but some shall be greatly valued by the company. On behalf of the management team of D4T4 Solutions PLC, we'd like to thank you for attending today's presentation and good afternoon to you all.