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Data Strategy

Why Data Observability Matters for Marketing and CX

In the modern digital economy, data is often described as the “new oil,” but for Marketing and Customer Experience (CX) leaders, it is more accurately the central nervous system of the organization. When that nervous system is healthy, the brand responds to customer needs with reflex-like speed and precision. When it is compromised, the result […]

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Artificial Intelligence

How to Connect AI Models to Your Customer Data

Artificial intelligence is no longer new. The novelty of asking a chatbot to write a sonnet about late timesheets or overlaying your child’s head on a dinosaur has faded. Even mass marketing emails written by LLMs have lost their edge–everyone can do it, and everyone can do it quickly. The question every Chief Digital Officer, […]

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Artificial Intelligence (AI)

Agents Don’t Wait: How Agent-Based Systems Change Data Latency Requirements

An AI agent just offered a $15 retention credit to a customer who churned 90 seconds ago. The agent reasoned correctly with the data it had. The data was only 90 seconds old. Ninety seconds is nothing for a weekly analysis. But for an agent acting inside a live workflow, it’s a lifetime. The Shift […]

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Data Strategy

Why Data Layers Fail When Treated as IT Plumbing

In the professional world of MarTech, we have a strange obsession with describing the data layer as the foundation of a digital strategy. Foundations are meant to be invisible and low maintenance. You can’t treat customer data like a finished Lego set that sits gathering dust on a shelf. It is actually a massive bucket […]

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Customer Experience

How Real-Time Data Enables Context-Driven Experiences

Customer experience strategies often emphasize personalization. Messages get tailored. Recommendations shift. Content customizes based on segments or historical behavior. But personalization alone doesn’t guarantee relevance. Relevance depends on context. What is the customer doing right now? What just happened? What are they trying to accomplish in this moment? Without that context, even well-designed personalization can […]

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Customer Experience

My Top 3 Takeaways from Digital Velocity 2026

It’s been a couple of weeks since Digital Velocity 2026 in London, and one thing is clear: AI has moved from side conversation to centre stage. As a Principal Customer Success Manager at Tealium, I spend my days with leaders and teams across Data, Analytics, AI, and Marketing, so I’m very familiar with the challenges […]

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In the meantime, check out these interesting resources.

Why Data Observability Matters for Marketing and CX

How to Connect AI Models to Your Customer Data

Agents Don’t Wait: How Agent-Based Systems Change Data Latency Requirements

Why Data Layers Fail When Treated as IT Plumbing

How Real-Time Data Enables Context-Driven Experiences

My Top 3 Takeaways from Digital Velocity 2026