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.
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.
Struggling with invisible cookie consent banners or broken analytics? Unlock the secrets to flawless compliance and smooth user experiences with this practical troubleshooting guide for One Trust. Dive into proven steps and tips to quickly diagnose, fix, and future-proof your cookie consent setup- so you never lose critical data or user trust again.
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
Tealium EventStream
Tealium IQ
Consulting
MarTech Gap Analysis
MarTech Maturity Auditing
Customer Journey Mapping
Learning and Adoption Solutions
Analytics Platforms
Audience Management Platforms
Customer Data Platforms (CDP)
Data Management Platforms (DMP)
Social Engagement Platforms
Data Collection
Data Visualisation and Reporting
Predictive Analytics & AI
Actionable Insights​
Conversion Rate Optimisation (CRO)
A/B Testing and Experimentation
Personalisation Strategies
Data Automation
Business Intelligence
Generative AI
Paid Search
Paid Social
Display and Video
SEO
Affiliate Marketing
