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As personalisation becomes more automated, the real shift is toward coordination. This piece explores how agentic AI can assist decision-making at scale, while humans retain accountability, governance, and strategic control.
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.
Contact Centers are the new frontier for CDP activation. This article explores the many use cases that organisation can activate through integrating their contact center with their CDP.
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.
Entering MarTech felt like engaging with a living system, data constantly flowing, decisions reacting in real time, and every interaction shaping what comes next.
The cracks in traditional MarTech became impossible to ignore in 2025. In 2026, they become undeniable. This article outlines the ten shifts reshaping marketing, and what leaders must do to stay competitive.
Any CDP programme is a complex, high-stakes journey that requires a deep, cross-functional collaboration across various teams. This is similar to the Fellowship of The Ring from the iconic book by J. R. R. Tolkien.
Discover why leading brands are replacing traditional audit-first SEO with a value-led, opportunity-first model. Learn how the shift accelerates visibility, revenue, and competitive advantage.
Email personalisation boosts engagement and conversions. With Adobe Target, brands can deliver dynamic email and post-click experiences—even without JavaScript—using UBOX and URL-based personalisation. This guide covers setup, testing, and measurement with Adobe Target and Adobe Analytics to optimise the full customer journey.
This article explores AI can be used to connect the customer journey at all stages of the marketing funnel.
Adobe Analytics
Adobe Target
Adobe Audience Manager
Adobe Experience Manager
Adobe Campaign Manager
Adobe Real-Time CDP
Google Analytics (GA4)
Google Analytics (360)
Google Optimize
Google Tag Manager
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