Blogs

martech audit
May 14, 2026

Why Your MarTech Audit Isn’t Working And How to Drive More Value From It

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.
March 27, 2026

Agentic Personalisation: AI Assists. Humans Decide.

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.

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.
November 2, 2025

Enhancing Email Personalisation with Adobe Target: Driving Engagement and Conversions

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.

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