Personalisation
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.

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.
September 13, 2024

Delivering Relevant Experiences for Overlapping Customer Segments in Adobe Target

In the world of digital marketing, delivering personalised content is key to engaging your audience. But what happens when your users fit into multiple audience segments? In this blog, we dive into Adobe Target’s Experience Targeting (XT) and explore how to effectively manage and prioritise overlapping audiences. Using real-world eCommerce scenarios, we’ll show you how to ensure that your users always receive the most relevant and impactful experience, boosting both engagement and conversion rates.

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