Dear Reader,

Personalisation isn’t a buzzword anymore - it’s a battlefield. Every click, swipe and scroll leaves a trail, and marketers are racing to turn those signals into meaningful moments. But here’s the tension: how do you orchestrate journeys that feel human, not creepy?

Here are the stories for this week.

Extreme Personalisation, Humanised

We’re entering an age of always-on consumers where anticipating needs is table stakes. The real test? Delivering personalisation without breaking trust. The brands that master this balance will win both attention and affection.

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Why you should care: Data alone won’t get you there. It’s empathy, context and restraint that will make personalisation a competitive advantage.

The Demand Stack is Here

Consumers don’t care if your tech stack is called AdTech or MarTech. They expect a unified journey from discovery to retention. As business interactions become more low-touch - digital, automated, self-serve - the convergence of these stacks will define how seamless your customer experience feels.

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Why you should care: The silos we create internally are invisible to the customer but painfully visible in their experience.

MarTech Glossary: Business Intelligence

Business Intelligence (BI) has come a long way. Once just a way of gathering competitive knowledge, it has evolved into a tech-driven discipline. The term itself was first popularised in the 1950s by IBM researcher Hans Peter Luhn. Today, BI powers dashboards, analytics and insights at the core of marketing.

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Why you should care: Behind every “smart” campaign is intelligence - BI is the connective tissue between data and decisions.

Stories you might have missed

YouTube ramps up AI tools for videomakers

India powers Meta’s $1 billion paid messaging business

The rise of Agentic AI and its disruptive impact on marketing agencies

The great Indic data hunt

14C, Amazon join hands to combat online frauds ahead of festive shopping season

Over to You

If consumers want hyper-personalisation, unified journeys, and AI-driven interactions, where does that leave the marketer’s edge? Is it creativity, brand stewardship, or something else? Share your thoughts with us on LinkedIn @ETBrandEquity.

Stay tuned for the next edition of MarTech+ newsletter rolling out every week on Wednesday.

— Team ETBrandEquity

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