Performalytics

What Performalytics does

Performalytics, trading as Archella Group Ltd., is a UK-based data insight and business intelligence consultancy headquartered in Thame, Oxfordshire. The firm offers a unified suite of professional services spanning data warehousing and ETL, data management, mapping, blending, and visualization, alongside analytics offerings in eCommerce (supply/demand, acquisition, returns), customer analytics (segmentation, journey mapping, predictive value scoring), marketing analytics (attribution, campaign analysis, performance dashboards), and business intelligence (single source of truth reporting, missed opportunity analysis, automated reporting). Underlying technology is conventional BI/ETL stack — no APIs, SDKs, proprietary platforms, or AI/ML frameworks are disclosed beyond a named 'Predictive Customer Value Scoring' service.

The company's commercial model is professional services delivered through a direct, consultative B2B sales motion. Engagements are quote-based and tailored to client needs, with no public pricing or packaged SaaS offering. Performalytics targets mid-to-large enterprise clients, principally retailers, sales and marketing professionals, and eCommerce businesses, with a stated vertical segmentation approach. Named long-term clients include VivoBarefoot (since 2016), Derbyshire County Cricket Club (since 2017), Doncaster Rovers FC (since 2018), Finisterre (since 2019), and Reson8 (since 2020). The firm is privately held, bootstrapped, and operates with a six-person team including the founder and managing director. Geographic reach is single-country (United Kingdom), though client engagements span Europe-relevant consumer and sports brands. The firm is GDPR-compliant and uses standard marketing channels (company website, LinkedIn, email newsletter) and earned media via industry award recognition to generate demand.

Name

Performalytics

Legal name

Archella Group Ltd.

Website

https://performalytics.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Performalytics is a UK-based data insight and business intelligence consultancy that provides data warehousing, ETL, customer analytics, marketing attribution, and BI reporting services primarily to retailers, sports organisations, and consumer brand clients through professional services engagements.

Ownership category

akta.pro rank

Product category

Business Intelligence Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Operations & Process Improvement Consulting (BPAHACAB)

akta.pro secondary industry

Sales Enablement & Revenue Operations (RevOps) Tools & Services (BPAFAFAJ)

Keywords

• Data analytics consulting
• Business intelligence services
• Retail data analytics
• Customer segmentation analytics
• Marketing attribution services

Headquarters

HQ city

Rotherham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Analytics & BI Consulting Services: Professional services providing data insight and business intelligence solutions to help retailers, sales and marketing professionals understand and grow their business

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Performalytics is a UK-based data insight and business intelligence consultancy that helps retailers, sales and marketing professionals understand and grow their business by consolidating and analyzing their existing data. The firm delivers a unified suite of analytics services encompassing data warehousing and ETL, data management and visualization, customer segmentation with predictive value scoring, multi-touch marketing attribution, and automated business intelligence reporting. Engagements are sold as professional consulting services through direct, consultative sales with enterprise and mid-market clients in the United Kingdom.

Product overview

Performalytics is a data insight and business intelligence consultancy offering a unified suite of analytics services. Their core offering includes Data Solutions (encompassing data warehousing, ETL, data management, mapping, blending, and visualization), eCommerce Analytics (supply/demand, acquisition, product groupings, returns), Customer Analytics (engagement, segmentation, journey mapping, predictive value scoring), Marketing Analytics (attribution, campaign analysis, dashboards), and Business Intelligence (single source of truth, automated reporting, insights). These services work together to help retailers, sales, and marketing professionals consolidate their data, understand customer behavior, and drive business growth.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 40% increase in advanced tickets sold for Derbyshire CCC Vitality Blast fixture
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Surfers Against Sewage (SAS 250 Club)minorOthers · 1 January 2021Performalytics is a member of the SAS 250 Club, an initiative allowing SMEs to donate to help Surfers Against Sewage in their fight for cleaner oceans. This aligns with Performalytics' commitment to supporting businesses with sustainability, health & wellbeing, and environmental values.
• VivoBarefootcoreStrategic or Co-development PartnerPerformalytics has been a partner of VivoBarefoot since 2016, enabling them to put data at the heart of key business decisions that has contributed to their continued rapid revenue growth. Services include Sales Analytics, Marketing ROI, Customer Segmentation, and Business Intelligence.
• FinisterrecoreStrategic or Co-development PartnerPerformalytics has been a partner of Finisterre since 2019, creating a data warehouse that transferred their business to becoming far more data-led driving internal efficiencies and sales performance improvements. Services include Data Management, Data Warehousing, Business Performance, Customer Lifetime Value, and Retail Catchments.
• Derbyshire County Cricket ClubcoreStrategic or Co-development PartnerPerformalytics has been a partner of Derbyshire CCC since 2017, supporting them through multiple record-breaking seasons. The partnership led to winning the Data and Business Impact Award at the 2020 Sports Industry Awards and the ECB Business of Cricket Award. Services include Geographic Catchment Analysis and Sales Analysis.
• Reson8coreStrategic or Co-development PartnerPerformalytics has been a partner of Reson8 since 2020, becoming their key data analytics resource to help provide powerful insights to drive their client's future efficiencies and surpass Reson8 contracted targets. Services include Data Consultancy, Geographic Proximity Analysis, Data Visualization, and KPI Reporting.
• Doncaster Rovers FCcoreStrategic or Co-development PartnerPerformalytics has been a partner of Doncaster Rovers since 2018, creating a comprehensive supporter segmentation model that helped drive improved communications with their fanbase, both at the ground and around the country. Services include Sales Insights, Seasonality, and Customer Loyalty Reporting.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Snowflake: Cloud data platform whose ecosystem of SI partners competes for the data warehousing and ETL engagements Performalytics delivers, particularly for retail and consumer-brand clients.
• Alteryx: Analytics-automation platform that enables in-house data preparation, blending, and analytics — directly competing with the data management/ETL services Performalytics sells.
• Tableau (Salesforce): Market-leading BI and data visualisation platform whose self-service capabilities overlap with Performalytics' dashboard and BI delivery, often displacing boutique consultancy demand.
• Databricks: Major data and AI platform with a partner ecosystem of consultancies that deliver implementations similar to Performalytics' data warehousing and ETL work, representing both a competitive threat and an ecosystem dependency.

Direct peers

• The Data Shed: UK data consultancy providing data engineering, warehousing, BI, and analytics services to mid-market and enterprise clients, closely mirroring Performalytics' data warehousing and BI portfolio.
• Kubrick Group: UK data and technology consultancy combining data engineering, analytics, and BI delivery for enterprise clients — comparable boutique size, structure, and service mix.
• Peak AI: UK-headquartered decision intelligence company providing AI-driven analytics and customer segmentation to retail and consumer brands — directly comparable in vertical focus and customer-analytics capabilities.
• Cynozure: UK-based data, analytics, and AI consultancy. Highly comparable as a similarly sized specialist firm selling data strategy, BI, and data engineering services to mid-market and enterprise clients.
• Raleigh Insights: UK data analytics consultancy focused on customer insight, segmentation, and marketing analytics for retail and consumer brands — overlapping strongly with Performalytics' core retail and customer analytics offerings.
• Mango Solutions: UK data science and analytics consultancy with a comparable boutique profile, providing analytics, statistical modelling, and training services to enterprise clients across sectors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/performalytics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Performalytics