February 5, 2026
South Western Railway Case Study
ROAS Lift
CDP
February 3, 2026
Why Contact Centers Are the Next Frontier for CDPs
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.
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.
December 9, 2025
The Fellowship of CDP: Cross-Functional Collaboration for successful CDP programmes
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.
September 15, 2025
First Page Personalisation with Tealium Moments API & Adobe Target
Discover how to boost engagement and conversions with first-page personalisation using Tealium Moments API and Adobe Target. Learn how real-time behavioral data can create tailored experiences, reduce bounce rates, and drive meaningful customer interactions from the very first page.
September 11, 2025
Global Telecom Enterprise
in conversion uplift
September 11, 2025
Multinational Telecom Operator
Personalisation Campaigns
May 28, 2025
Composable CDP: Decoupled Or Disjointed – Composability In Customer Data
This article explores how use case identification and prioritisation is critical to CDP success regardless of whether the CDP is traditional or composable.
April 9, 2025
Unlocking the True Value of CDP Use Cases: A People-Focused Approach to Growth
Many organisations mistakenly prioritise technical integrations over the practical application of CDP use cases – the real drivers of value. This guide explores a three-stage framework for maximising the impact of CDP use cases, from foundational strategies to advanced applications, ensuring that teams are empowered to drive meaningful outcomes.
February 21, 2025
The 360-Degree Customer View Myth – Focus on CDP Use-cases Instead
The relentless pursuit of the mythical “360-degree customer view” is a dangerous distraction for adoption of CDP use-cases.
This post emphasises a pragmatic approach to CDP implementation, focusing on achievable goals and iterative improvement. It challenges the traditional “big bang” approach and encourages a more agile and data-driven strategy.