September 10, 2026
Marketing automation, the hype, the not so hype, and what ecommerce teams actually need
Marketing automation has become harder to evaluate precisely because almost every platform now sounds the same. More AI, more automation, more intelligence, more promises to do more with less. Some of that represents genuine progress. Some of it is familiar functionality with a new label. For ecommerce teams, the useful question is not which platform has the longest ...
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September 4, 2026
Unified customer profile: how to build a single customer view your team can act on
At some point, usually in a meeting that was supposed to be about something else, someone asks a very simple question: how many customers do we actually have?Finance checks the order system. Marketing checks the email database. The numbers do not match, and the gap is too large to dismiss as a reporting quirk.
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September 1, 2026
Your customer data is everywhere and nowhere: what a Customer Data Platform actually fixes
You have more customer data than you have ever had. It is sitting in Shopify, in your email tool, in the helpdesk, in your ad accounts, in the POS system at the till. Literally more than you know what to do with it. The problem is that none of it is in the same place, so the same shopper shows up as different strangers depending on which platform you happen to be loo...
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August 19, 2026
Agentic AI, explained without the jargon: what it actually does in marketing
Agentic AI has become one of those terms that covers too much. Every man and his dog on LinkedIn ‘knows’ how to build one. It gets used for a customer service chatbot that answers the same FAQs that have always sat on your page and for a system that runs a whole campaign without being told what to do next. Those are very different things, obviously, but most explaine...
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August 6, 2026
Stop guessing who your best customers are: a practical guide to predictive segmentation
Every eCommerce marketing team builds customer segments. Almost nobody goes back later and checks whether they still hold up. The list grows, the business changes shape, and that "VIP" tag or "new subscriber" flag someone set up a year ago quietly stops meaning what it used to, while campaigns keep firing off it as if nothing changed. That's ...
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July 30, 2026
Agentic AI vs generative AI: what's actually different, and which one should be doing the work?
Here's the short version: gen AI writes the email. Agentic AI builds the campaign around it, sends it, and tells you how it did. One produces something. The other finishes something. Once you see the difference that way, most of the confusion around these two terms disappears.
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