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Articles and free guides on marketing automation, customer data and analytics.
Connect GA4 to marketing automation for a 360° customer view
See what visitors do on your site, how warm they are, and when to follow up. Why GA4, your automation and your CDP belong together, with three scenarios.
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Customer retention with marketing automation: loyalty is earned every day
Customers rarely leave over one big mistake. They drift away after many small, irrelevant moments. How marketing automation turns the data you already have into retention.
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Data-driven marketing priorities for 2026
The trends from Gartner, Smart Insights and the CDP Institute that matter for your plans, with practical first steps for each priority.
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The risks of collecting customer data, and how a CDP and AI help you manage them
Keep customer data central, correct and traceable, and let AI flag what needs attention. The five biggest risks and how to bring them under control.
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Customer segmentation 2.0 for more engagement and revenue
Modern segmentation looks at what people do, not only at who they are. How RFM, behaviour, preferences, a CDP and AI fit together, and where to start.
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Marketing automation and a CDP: 10 ways to combine them
Ten practical ways a CDP and marketing automation work together to raise retention and lower marketing costs, each with a tip you can apply straight away.
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Customer journeys in real estate: 8 flows that lift conversion
Buying or renting property takes weeks or months. Eight automated customer journeys keep every lead informed and supported, from first sign-up to referral.
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How a 360-degree customer profile drives engagement
What a 360-degree customer profile is, why it makes your communication more relevant and consistent, and how to build one step by step, starting small with the data you already have.
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AI in customer communication: grow without extra FTEs
How AI and automation let your marketing team do more with the people you already have.
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From customer data to loyalty: how a CDP makes your brand irresistible
What a CDP is, how it strengthens loyalty, and the first steps you can take this week.
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From CX to AICX: where technology and emotion meet
How to create experiences people remember, and how AI helps you do it at scale.
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Adobe Campaign v8: what it brings enterprise teams
Adobe Campaign v8 keeps the flexibility of Campaign Classic and adds a modern web interface. What changed, where it shines, and what it asks of your organisation.
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Building the right martech setup with Actito
Why we work with Actito, what the platform does well, and how we take clients from first roadmap to implementation and ongoing optimisation.
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How to keep your marketing emails out of spam
Gmail and Outlook filter hard and now set firm rules for bulk senders. What sends email to spam, and five privacy-friendly habits that keep yours in the inbox.
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Sustainable email marketing: five ways to cut your footprint
Every email uses energy. Five simple habits make your email marketing lighter on the planet, and they tend to improve your results too.
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The hidden value of your unsubscribers
People who unsubscribe are telling you something. Make leaving easy, ask why, offer a real alternative, and use what you learn to make your emails more relevant.
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How to build a loyalty programme that actually works
How to build a customer loyalty programme: the problems it solves, points models, tiers, VIP access, gamification and referrals, with real examples from Decathlon, Nike, Delhaize and more.
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Customer.io: reaching customers at the right moment
Finding it hard to reach customers at the right time? What Customer.io does well, from its workflow builder to segmentation and CDP features, and who it suits.
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Email in hospitality and tourism: 10 steps to get it right
Ten practical steps to make hotel and travel emails more personal and better timed, plus the three journeys to set up first: welcome, before travel and after travel.
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Getting more out of Selligent, with Pebble
What makes Selligent a strong marketing automation platform, from customer journeys and Cortex AI to Liveclicker, and how Pebble helps teams get the most out of it.
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Why so many e-commerce brands choose Klaviyo
Klaviyo combines email, SMS, segmentation and customer data in one platform built for e-commerce. What makes it strong, how it differs and who it suits.
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Bloomreach: AI-driven marketing automation for CMOs and CFOs
What Bloomreach brings to decision-makers and to marketing teams: the strategic case, how the platform works, who it suits and what to watch out for.
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Discounts or a loyalty programme? How to choose
Discounts drive quick sales; loyalty programmes build lasting customer value. The pros and cons of each, a real A/B test, and how to choose based on your marketing maturity.
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Customer journeys that attract, keep and activate customers
How to map customer journeys, build data-driven personas and automate the follow-up, so you win the right customers, keep them longer and get more value from your marketing budget.
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Integrating your loyalty platform with your existing systems
A loyalty platform only delivers when it is connected to your e-commerce, CRM or CDP, marketing automation and BI. Six steps to integrate it properly, with tips for CMOs and CFOs.
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Friendly asked questions
Got questions? We've got answers.
What is marketing automation and how does it differ from email marketing?
Marketing automation is the broader system that orchestrates customer communication across channels and lifecycle stages, triggered by behaviour and driven by data. Email marketing is one channel within that system. Automation replaces one-off sends with journeys that respond to what customers actually do.
What is a Customer Data Platform (CDP) and do I need one?
A CDP is a centralised platform that unifies customer data from all your sources (CRM, e-commerce, web behaviour, offline) into a single, actionable customer profile. You need one when data silos are preventing you from personalising at scale or measuring what's actually driving revenue.
How do I know if my marketing automation setup is working?
The clearest signals are engagement metrics (open rates, click rates, conversion rates per journey) and downstream business outcomes (repeat purchase rate, customer lifetime value, churn rate). If your automation isn't measurably moving those numbers, it's time for an audit.
What is the difference between a CDP and a CRM?
A CRM manages relationships and sales interactions: it's built around people and pipeline. A CDP manages behavioural and transactional data at scale: it's built around events and profiles. Most organisations need both, connected. The CDP feeds the CRM with richer context; the CRM feeds the CDP with relationship history.
How do I choose the right marketing automation platform for my business?
Start with your data architecture, your team's technical capacity, and the customer journeys you want to run. Platform choice should follow strategy, not the other way around. The right tool for a fast-growing e-commerce brand (Klaviyo) is rarely the right tool for a multi-market insurer (Adobe Campaign). We help clients make this decision without a vendor bias.
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