Martech Day 2

ARCHITECTURE, INTELLIGENCE & TRANSFORMATION



09:00 - 11:00

Block 4  -  Built to Adapt: Stack Strategy & Integration


09:00 - 09:30

PANEL

Martech stacks look modern on paper, but integration, ownership and architectural discipline still decide what they can really deliver

  • Assessing how today’s Martech stacks appear advanced from the outside, yet still depend on integration quality and architectural choices behind the scenes.
  • Identifying where unclear ownership, inconsistent data flows and legacy dependencies slow down the stack and limit what teams can actually execute.
  • Aligning architecture, governance and business goals in one stack strategy, so Martech evolves as a scalable capability rather than a collection of disconnected tools.

09:30 - 09:50


 Composable Martech sounds simple in theory, but real architecture depends on how data and systems actually work together

  • Unpacking how composable and modular architecture patterns only create value when they connect cleanly through shared data and consistent integration logic.
  • Highlighting where mismatched data models, unclear handoffs and legacy system behaviour undermine even the best-designed stack diagrams.
  • Structuring architecture patterns, integration rules and data flows into one coherent approach, so the stack becomes adaptable in practice - not just on paper.

09:50 - 10:10


True stack scalability starts with identity and data models that work across every channel, not just inside individual tools

  • Structuring how identity resolution, profile stitching and shared data models form the base layer that every Martech capability depends on.
  • Pinpointing where inconsistent schemas, overlapping identifiers and channel-specific data logic break the path to a unified customer view.
  • Aligning identity rules, data standards and cross-channel models into one foundation, so the stack becomes scalable, consistent and ready for future growth.

10:10 - 10:40

PANEL


Composable stacks promise flexibility, but they collapse quickly when ownership, governance and ways of working don’t keep pace

  • Aligning stack ambition with the governance, ownership and cross-team coordination needed to make a modular architecture work in practice.
  • Surfacing where siloed decision-making, mismatched priorities and legacy ways of working limit what even the best-designed stack can deliver.
  • Linking operating models, architectural discipline and shared accountability in one approach, so the stack performs as a coherent system rather than a set of disconnected tools.

10.40 - 11:00

Coffee Break


11:00 - 13:00

Block 5  -  From Data to Insight: Intelligence Engines in Action

11:00 - 11:30

PANEL

Data and dashboards keep multiplying, yet shared truth and decision-quality insight remain stubbornly out of reach

  • Analyzing why more data and more dashboards do not automatically create clearer insight or better decisions for retailers and FMCG.
  • Revealing where fragmented logic, inconsistent metrics and disconnected data sources block teams from building a single version of the truth.
  • Synthesizing data sources, shared definitions and decision logic into one intelligence engine, so teams can act with confidence instead of reconciling competing reports.


11:30 - 11:50

Intelligence engines only add value when they reduce noise and embed decision logic teams can trust

  • Revealing how intelligence engines need to reduce data noise and surface only the signals that matter for real business decisions.
  • Highlighting where unclear decision rules, mixed modelling approaches and tool-specific logic stop insight from becoming actionable.
  • Combining signal filtering, shared decision logic and transparent model behaviour in one intelligence layer, so teams can act with clarity rather than interpreting competing outputs.

11:50 - 12:10

Insight turns unreliable when measurement frameworks and AI models drift apart - calibration keeps them aligned and actionable

  • Calibrating how measurement logic and model behaviour need to stay aligned, so insight remains consistent across campaigns, channels and customer journeys.
  • Revealing where KPI conflicts, model drift and inconsistent scoring make intelligence engines difficult to trust or scale.
  • Integrating measurement standards, model governance and recalibration routines in one reliability layer, so teams can act with confidence instead of questioning every output.

12:10- 12:30

Predictive models create powerful signals, but the real challenge is turning their outputs into decisions teams can use at scale

  • Interpreting how predictive signals should guide decisions across campaigns, journeys and operations without overwhelming teams with model complexity.
  • Revealing where unclear model outputs, inconsistent confidence levels and limited explainability make predictions difficult to trust or operationalise.
  • Synthesizing predictive insights, decision rules and operational context in one practical framework, so teams can apply predictions consistently across the business.

12:30 - 13:00

PANEL

Intelligence engines produce more insight than ever, but turning that insight into real decisions remains the hardest part

  • Synthesizing data, models and business context into decisions teams can understand, trust and act on at the right moment.
  • Highlighting where unclear ownership, competing priorities and fragmented decision routines stop insight from shaping everyday actions.
  • Bringing decision frameworks, shared accountability and repeatable insight-to-action paths together into one operating approach that makes intelligence a real organisational capability.

 13:00  - 14:00

Lunch Break


 14:00 - 16:00

Block 6  -  Talent, Teams & Transformation

14:00 - 14:30

PANEL

Martech capabilities evolve fast, but teams and ways of working often change far more slowly

  • Examining how rapidly expanding Martech capabilities outpace the skills, roles and working patterns inside many retail and FMCG organisations.
  • Surfacing where tight timelines, shifting priorities and talent gaps make it hard for teams to absorb change and deliver results at the speed leaders expect.
  • Connecting skills, operating models and learning routines in one capability approach, helping organisations keep pace with technology instead of reacting to it.

14:30 - 15:00

PANEL

Roles and capabilities change quickly, but ownership and job definitions often remain stuck in older models

  • Redefining how modern Martech, data and product roles should work together, beyond the outdated job descriptions many organisations still rely on.
  • Surfacing where unclear ownership, overlapping responsibilities and legacy expectations slow down how teams coordinate and deliver.
  • Bringing role clarity, shared responsibility and cross-functional collaboration into one capability model that helps teams move with the pace of technology.

15:00 - 15:30

PANEL

Fast, cross-team flow is becoming critical, as old decision habits still slow how Martech work gets done

  • Navigating how Martech, data, product and commercial teams can work together at the pace required by modern customer and business expectations.
  • Highlighting where legacy decision cycles, slow approvals and function-by-function workflows block the flow of ideas, insight and execution.
  • Bringing shared priorities, faster governance and cross-team rhythms into one operating approach that helps teams move with the speed Martech demands.

 15:30-16:00


PANEL

Leadership expectations keep rising, while future-ready Martech teams still require continuous capability building, not one-off transformation bursts

  • Building future-ready Martech teams that can learn continuously, adapt quickly and operate confidently in environments where change never slows down.
  • Highlighting where episodic transformation, inconsistent team development and unclear long-term capability plans leave organisations unprepared for what leaders expect next.
  • Connecting capability roadmaps, modern learning routines and cross-functional team structures into one sustained development approach that supports transformation year after year.















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