Writing
Honest, practitioner-level writing on MarTech, customer data, and the platforms shaping modern engagement.
Weekly MarTech Signals That Matter to Me: Part 11, Week 28
A quiet holiday week with no agent launches, yet one of the quarter's most architecturally interesting: catalogs, channels and two intent-layer buys.
2026 Field Notes on Customer Engagement Platforms — Part 8: Klaviyo
Klaviyo as commerce-data proximity: field notes on the storefront as system of record, K:AI agents, and when it strains beyond DTC.
2026 Field Notes on Customer Engagement Platforms — Part 7: MoEngage
MoEngage as insight-led, app-first activation: field notes on Sherpa, Merlin and Aampe, and when analysing and acting in one seat wins.
The Architecture Behind the Acronyms (CDP): The Layer That Won
CDP beat every rival to become the default name for the customer data layer, then dissolved into packaged, warehouse-native and suite-embedded forms.
The Architecture Behind the Acronyms (DMP): The Layer That Lost
DMP ran a decade of digital advertising and then collapsed, even as the identity logic it pioneered survived everywhere else.
Weekly MarTech Signals That Matter to Me: Part 10, Week 27
Hightouch's LiveRamp bid, Zeta's Palantir partnership, Databricks CustomerLake and Tealium Context API all point to the same shift
The Uncomfortably Human Shape of Agentic Loops
Why LLM agents grounded by feedback, memory and constraints feel so unsettlingly familiar, and what that means for MarTech architecture.
The Architecture Behind the Acronyms (CEP): The Category That Named the Whole Stack
Customer Engagement Platform absorbed ESP and MAP, then collided with CDP. That is why it is useful, vague, and dangerous to buy against.
The Architecture Behind the Acronyms (MAP): The Funnel Made Software
Marketing Automation encoded the funnel into software. It still fits B2B well, but its campaign-tempo model explains why B2C moved toward event-driven