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OCT 19 LONDON:
Tealium AudienceStream
CDP MasterCLaaS.
Understand the key differences between client-side and server-side tagging, how each approach impacts data accuracy, website performance, and privacy, and when to use them together for a modern, reliable tracking strategy.
Most MarTech audits document the stack but fail to assess how effectively people, processes, and technology are creating value from it. With MarTech utilisation now sitting at just 49% according to Gartner, the challenge is no longer access to technology, but unlocking the value already inside the stack. Read the full article to explore why most MarTech audits fail to drive change, and what a value-led audit should look like instead.
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.
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
Tealium AudienceStream CDP
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Consulting
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MarTech Maturity Auditing
Customer Journey Mapping
Learning and Adoption Solutions
Analytics Platforms
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Customer Data Platforms (CDP)
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Social Engagement Platforms
Data Collection
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A/B Testing and Experimentation
Personalisation Strategies
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Generative AI
Paid Search
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Display and Video
SEO
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