Are we sending too many messages to the same person?
Try a limit of 1 email per day: Monday’s newsletter blocks Laura’s cart reminder.
Try this exampleResources
Change a decision and see what happens. Start with a guided example or find material to review your own implementation.
Try a scenario
The simulators run in your browser. They send no answers and require no sign-up.
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Does your campaign drive purchases or just opens?
Change the metric to see why the subject line with more opens can sell less.
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Why do we count several customers when there is only one?
Connect the website, app and shop. See which messages change when the same customer is recognised.
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Can we store less without losing what we need?
Choose which data goes into Profile. Compare licence usage with the use cases that still work.
Review your implementation
Prepare an architecture review or a conversation with a vendor. Your answers stay in your browser.
CDP architecture
Data model, identity, profile, consent, activation, and operations.
Vendor evaluation briefing
Vendor claims, verification questions, evidence, and ownership.
Maps and reading
Follow the data to the channel
Four architectures to explore what collects the data, where the profile is built and how it is activated. Choose a walkthrough and move at your own pace.
Decision guides
Checks for data, permissions, governance and operations. Each guide distinguishes product behaviour from architectural judgement.
The load is green. What about the campaign?
A completed load does not prove a campaign works. Separate technical health, data freshness and recovery in AEP operations.
Seeing data does not permit every use
Who can see data, what it may be used for and what a person accepts. Compare access controls, DULE and consent in AEP.
What needs to leave the warehouse?
Ingestion, Federated Audience Composition and Data Mirror solve different problems. See what moves and what to check before choosing.
Can the AI read, or can it also change things?
Coworker, agents and MCP in Adobe: separate reading, proposing and executing. Context, permissions and review before changing a platform.
Data governance reaches analysis too
What data usage labels do in Customer Journey Analytics, what enabled policies block, and what happens to data views and exports.
Fix the data or fix the report?
A misclassified channel can be fixed at source, during ingestion or in CJA. Compare who receives the correction and what happens to historical data.
The purchase is in AEP. Where does it go missing in CJA?
Trace a purchase missing from CJA through the dataset, connection, historical import, data view and filters before loading the data again.
Architecture patterns
Identity, consent, profile and operations: recognise a recurring problem and find the decision to revisit.
MarTech glossary
Look up a term, what it does and what it is often confused with.
Articles
Read the long-form articles on LinkedIn.
Suite, composable or warehouse-native
An analysis of nine MarTech stack patterns, from the integrated suite through composable and warehouse-native.
Need to review a specific situation?
Tell me what is happening, which platforms you use and what you need to decide.