The business purposes of digital data collection are not so obvious to all, and things will get even more complicated in an internet dominated by AI agents. We will today revisit the history of Digital Analytics and its evolution from Marketing-centric Analytics to Product Analytics and, eventually, Customer Experience Management (CXM). From there we will address the origins and current state of the composable MarTech stack and the activation, personalization, or demand generation possibilities it unlocks, with a new generation of Customer Data Platforms and Data Warehouses at its core.

We do this with the best possible guest. Adam Greco is one of the leaders of the data industry. As one of Omniture’s earliest customers and employees and a data consultant, he has helped thousands of organizations improve their digital properties through data. Adam has blogged extensively about data and authored the preeminent book on Adobe Analytics. He has held strategic roles at Salesforce, Amplitude, and several other leading organizations, having also served as a board member of several data technology providers and winning several awards from the Digital Analytics Association. Adam is a product evangelist at Hightouch, where he helps leading organizations strategize around using data to accelerate growth.

References:

* Adam Greco at Hightouch

* Adam Greco on LinkedIn

* Tejas Manohar: Data activation and composable CDPs in a privacy-first world (Masters of Privacy, January 2024)

* What is Customer Experience Management? (Harvard Business Review, April 2025)

* A deeper look at AI crawlers: breaking down traffic by purpose and industry (Cloudflare, August 2025)

* Learning more about Digital Analytics: Marketing Analytics Summit (Santa Barbara, April 2026).

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