Tag: APAC
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How do you personalise without crossing the creepiness line?
Personalisation feels creepy when you use data the customer did not expect. The fix is a rule of use, not less data, and a value exchange the customer can see.
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You use half your martech. How to get revenue from the stack you own
Marketers use 49% of their martech capability. Every gap triggers another licence, and the last one never got rolled out. The fix is not another tool. Audit against real use, cut the redundant, and fund the people who run it.
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Why has multi-touch attribution broken, and what replaces it?
Multi-touch attribution needed user-level identity above 90% coverage. That coverage collapsed. Below 60% resolution, credit defaults to last click. Stop treating it as truth and move budget decisions to incrementality and mix modelling.
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Why does identity resolution fail, and how do you fix it?
Identity resolution is the layer every other data project stands on, and the one most teams skip. Below 60% coverage your personalisation and attribution are guesses. Build the spine deterministically.
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Why don’t your systems talk, and how do you pay down integration debt?
The average enterprise runs close to 900 apps and only a third connect. Each disconnected system is a fresh silo. Pay it down by standardising on API-first tools and a shared data model, and making interoperability a buying criterion.
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Why is your customer data fragmented, and how do you fix it?
Every tool you buy ships its own customer table. That is how silos are born. The fix is a leadership decision, not a licence: name one master and resolve records on keys you can trust.
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Why does data governance fail, and how do you make it drive revenue?
Governance sold as risk avoidance reads as cost, so people comply minimally and route around it. Reframe it as the thing that makes self-service, faster decisions, and monetisation possible.
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How does poor data quality undermine AI, and how do you fix it?
Feed a model bad data and it scales your errors instead of your revenue. Poor data quality costs the average company 12.9 million dollars a year. The fix is a habit, not a one-off cleanup.
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Why do data leaders last under three years, and how do you make the role stick?
Data leaders churn because they run data as a control function nobody asked for, while the value they create stays invisible to the board. Make the role stick by operating as a business partner tied to a P&L.
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How do you handle consent and privacy without killing personalisation?
Privacy rules feel like they block personalisation because consent lives apart from the profile it governs. Treat consent as a first-class data type: captured once, enforced everywhere. Then it stops fighting revenue.