October 2 – 4, 2022

Mountains, Capital, and Commerce

Join private equity leaders for an invite-only event for equal parts education and outdoor recreation against the mountain backdrop of Bozeman, Montana. 

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Presented by

Is my firm a good fit?

This event is ideal for firms aiming to build and optimize a portfolio of ecommerce companies and designed as equal parts inspiration, frameworks and networking for making solid investments and exits.

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What can I expect?

This invite-only experience will showcase innovative methods for due diligence from Dr. Peter Fader of The Wharton School and Theta Equity, the "gotchas" on ecommerce valuations beyond EBITDA, identifying remarkable CEO leaders and teams and using AI to predict scaling and exit opportunities.

You’ll also enjoy ample time to explore the best of southwest Montana, from fly-fishing to hiking to brewery tours.

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Dr. Peter Fader is a Professor of Marketing at the Wharton School of the University of Pennsylvania, and co-founder of Theta. His expertise centers on the analysis of behavioral data to understand and forecast customer buying behavior.

Dr. Fader co-founded and successfully exited consumer analytics firm Zodiac (acquired by Nike in 2018). He then co-founded Theta and developed Customer-Based Corporate Valuation® (CBCV), a method that uses customer metrics to assess a firm's underlying value. In addition, he has authored three books and won many awards for his research and teaching accomplishments.

Peter's new book, The Customer-Base Audit, will be released on November 1, 2022. Preorder your copy here.

Featured Session Topics



Learn how to blend customer data to drive valuations using customer lifetime value as a leading input from one of the world's leading experts, Dr. Peter Fader of The Wharton School and Theta Equity.


Value Creation & Exit Strategy

Dive into key ecommerce metrics for managing value creation to successful exits ranging from site traffic and margin protection to predictable growth.


Tech, Talent, and Data Roadmaps

Explore how to standardize and deploy a “rinse and repeat” framework beyond the first 100 days to lower ownership costs, drive accountability and provide real-time reporting.


Case Studies

Explore scalable tech stack examples from ZaneRay, a best-in-class design/development firm. Plus, learn about successful PE backed exits from various ecommerce CEOs, and hear from PE investors about emerging opportunities during a downturn economy. 

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Interested in attending but haven’t received your invitation yet? Submit your information below for consideration.

Conference Agenda

Arrival Day

October 2nd

Accommodations available at Kimpton Armory Hotel
5:00 pm–8:00 p.m.
Welcome to Montana Reception
Sky Shed at the Kimpton Armory
Sponsored by:

Day 1

October 3rd

Day 1 Theme: Risk & Due Diligence

8:00 am
Breakfast at Rialto
9:00 am–9:30 am
Welcoming Remarks & 5C Flywheel Framework
Jake Cook, President & Co-Founder - Tadpull
9:30 am–10:30 am
Customer-Based Value Analysis for Investors
Understanding your customers’ buying behavior as well as the health of your overall customer base.
Dr. Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania & Cofounder at Theta Equity
10:30 am–11:00am
11:00 am–11:30 am
Ecommerce Tech Stack as a Competitive Advantage
Dan Fertig, VP Agency Partnerships - BigCommerce
11:30 am–12:00 pm
Data & Trends: 60 Interviews from the Trenches
Dr. Lee Cook, Co-Founder & Chief Data Officer - Tadpull
12:00 pm–1:00 pm
Lunch + Break
1:30 pm–4:30 pm
Choose Your Own Adventure
Brewery tour, hiking, and more.
5:00 pm
6:00 pm
Whiskey Tasting
7:00 pm
Montana Dinner with Wine Pairings

Day 2

October 4th

Day 2 Theme:  Value Creation & Exits

8:00 am
Breakfast at Rialto
9:15 am–9:45 am
Reducing Ownership Costs
Robert Alvarez, CFO - BigCommerce
9:45 am–10:15 am
Scaling Ecommerce
Penny Porterfield, VP Operations & Business Development - Zaneray Group
10:15 am–10:45am
10:45 am–11:15 am
Trends in Digital Acquisitions
Lexia Schwartz, Managing Director - Canaccord Genuity
11:15 am–11:45 am
Success & Horror Stories: Stories & Benchmarks
Ian Crawford and Chris Davis - Tadpull
11:45 am–1:00 pm
1:00 pm–5:00 pm
Choose Your Own Adventure
Fly fishing and mountain biking
Sponsored by:
6:45 pm
Farewell Dinner at Urban Kitchen

"In choosing Tadpull, we found a team that was able to lay out a clean strategy that produced results...They’re well-versed on current trends, highly communicative and love using the data to prove results."

Children's Miracle Network
Nick Ward, Vice President, Digital Channels

“The team's expertise in analytics and data-driven marketing has guided our paid advertising efforts as well as site-wide UX improvements."

Jackson Hole
Ned Wonson, Sr. Digital Marketing Manager
"Their Tadpull Pond software is helping provide us with the data insights and predictive analytics we need to grow this channel in a highly scalable way. We’ve appreciated their tight processes as we look to build out our SEO, Paid and Email efforts and leverage the asset of our data."
VP of Technology, Caterpillar Workwear

"Tadpull's approach, from wire-framing designs to blueprinting the digital marketing strategy, has revitalized our brand presence online and positioned our team to deploy sophisticated campaigns with data-centric results."

Mystery Ranch
Ryan Holm, Director of Marketing

"Tadpull Pond software is a very helpful tool to be able to view, combine, and collect all the digital data that’s coming from so many different sources. It’s really helping to understand and be able to analyze, at a glance, a large amount of data and be able to start making smart decisions with it."

Outi Pulkkinen

"Tadpull’s expertise in applying the power of data science to our ecommerce portfolio investments has yielded a variety of insights and have expanded our analytics capabilities for both value creation and evaluating new opportunities"

Andrew Mueller, Principal

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