Experience Optimisation and CRO
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.

Hyper-Personalisation with Zero-Party Data
April 24, 2025

Hyper-Personalisation with Zero-Party Data using Tealium Moments IQ & Adobe Target

This article explores how Tealium Moments IQ and Adobe Target enable the effective use of zero-party data, facilitating the creation of dynamic, context-aware interactions that resonate with individual customers. This approach not only respects user privacy but also drives significant improvements in engagement and conversion rates.

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