For a while now, we’ve been exploring a world where even first party domain cookies, from vendors, are dropped. A world where your Google Ads cookie, blocked; Facebook cookies, blocked; TMS cookies, blocked; even personalisation cookies, blocked.

Is this the start of the end, or the end of the start and we’ve just been getting ready this whole time…?

Zero Copy Data Access (ZCDA) is a new buzz word bouncing around the martech industry. ZCDA is essentially a method by which businesses can provide a copy of their data, without actually transmitting the data from origin.

The ability to connect someone in realtime in the showroom, with context from online browse or purchase sentiment, crossed with real life ‘in person’ behaviours in a showroom... Is it still a dream, or has it now become a reality?

In the ever-evolving landscape of business, staying ahead of the competition is crucial for long-term success. As we look ahead to the next three years, it becomes increasingly clear that the fusion of Generative AI and Causal Analytics will reshape the way businesses engage and interact with their customers.

Causal analytics is a method of analysing data to determine cause-and-effect relationships between variables. It is an important tool for businesses that want to make informed decisions based on data. A Customer Data Platform (CDP) plays a crucial role in causal analytics because it allows businesses to collect and analyse data from various sources to identify causal relationships and make data-driven decisions.

In today's fast-paced digital world, customer data is the fuel that powers effective marketing strategies and personalised customer experiences. To harness the true potential of customer data, businesses are turning to headless Customer Data Platforms (CDPs). With the explosion of touchpoints and data sources, traditional CDPs are struggling to keep up.