Overview
Provided marketing technology consultancy for a retail group navigating a fragmented martech stack and growing privacy compliance pressure. Delivered a full martech audit covering capabilities, overlaps, costs and compliance posture, a privacy-first personalisation strategy for a post-cookie environment, CDP evaluation, and a phased rationalisation roadmap.
Who This Is For
Retail groups, e-commerce operators, consumer brands, or multi-channel businesses with 500-5,000+ employees. Investing in marketing technology but uncertain whether the current stack is fit for purpose as privacy regulations reshape what is possible with customer data and personalisation.
The Challenge
The organisation has accumulated marketing technology over several years - analytics, personalisation, CDP, email automation, A/B testing - but the stack is fragmented, overlapping, and increasingly difficult to justify. Privacy regulations are tightening, third-party cookies are disappearing, and the team is not confident that current tools will remain viable or compliant.
What We Propose
Martech Stack Audit - Comprehensive review of current marketing technology: capabilities, overlaps, gaps, costs, and compliance posture. Privacy-First Strategy - Personalisation and analytics strategy designed for a post-cookie, consent-driven environment. CDP Evaluation - Assessment of customer data platform options aligned to business requirements, data maturity, and privacy obligations. Rationalisation Roadmap - Phased plan for consolidating, replacing, or retiring tools to reduce cost and complexity.
Why It Matters
Clarity - A clear picture of what the martech stack actually does, what it costs, and where the gaps are. Future-proofing - A personalisation strategy that works in a privacy-first, cookieless environment. Cost control - Rationalised stack with redundant or underperforming tools identified for retirement.
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