Blogs

martech value
February 16, 2026

MarTech Value Engineering: Unlocking More Value From Your Stack

Most organisations spend heavily on marketing technology — yet a large portion of that investment goes under-utilised. MarTech Value Engineering shifts the focus from buying more tools to engineering measurable business value from the tools you already have. It guides teams to identify capability gaps, align technology with outcomes, and prioritise the use cases that truly move the needle. The result? A tighter, more impactful stack, better adoption, and a MarTech engine that fuels growth rather than just complexity. Read the full article to unlock more value from your MarTech stack.
January 30, 2026

Learning Adobe Personalisation Through a Data Science Lens

Personalisation is often treated as a feature,
an experiment, a rule, a page variation. But through a data science lens, it becomes something else entirely: a system. In my second month at Dexata, working closely with Adobe personalisation shifted how I think about MarTech, from tools and tactics to decisioning, data quality, and governance. This reflection explores why intelligent experiences depend less on algorithms and more on trusted data, disciplined execution, and connected systems that learn responsibly over time.
October 6, 2025

Adobe Target QA Methods: Best Practices for Reliable Testing

Learn the best practices for Adobe Target QA methods to ensure reliable testing before launch. Explore how to preview experiences with QA URLs, use query string parameters, validate cookie-based conditions, inspect mbox parameters, confirm audience targeting, test geo-specific experiences, and simulate values with ModHeader.

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