The 22% Problem

Only 22% of marketers actually use their CDP. Not “use it a little.” Use it at all. The other 78% have a very expensive database they occasionally log into. Technology doesn’t solve utilisation problems. Strategy does. The data quality crisis has only intensified since this post. Recent industry benchmarks from Forrester’s 2025 Customer Data Platform… Read More

What “Real-Time” Actually Costs

Real-time sounds impressive in the demo. Then you see the invoice. Refreshing 100 segments hourly instead of daily: 25x the compute cost. Every 5 minutes? 50x. The math doesn’t lie. Neither does your budget. Most of what we call “urgent” can wait until tomorrow. The economics of real-time data have shifted dramatically as cloud costs… Read More

The Future of Data-Driven Marketing: Server-Side Tracking and First-Party Data

Data-driven marketing is defined as a marketing approach that relies on customer data to guide decisions, targeting, and creative strategies. As third-party cookies disappear due to privacy regulations like GDPR and changes such as Apple’s iOS 14 update, the industry is shifting to server-side tagging, Conversions API (CAPI), and first-party data collection through loyalty programs… Read More

The Orchestration Imperative: Mastering First-Party Data for a Transformative Future

In today’s ever-evolving digital landscape, first-party data has emerged as both a challenge and an opportunity. The privacy tide is rising. Traditional tools like third-party cookies are fading. As a result, businesses are re-evaluating their approach to understanding and engaging with customers. Yet, midst this complexity, one principle stands out: orchestration. Orchestration isn’t just about… Read More