In this session, Neocom’s Nicolas Buchalik speaks with Ulisse “Uli” Sarmiento (VP Solution Consulting EMEA, Tealium) about how today’s e-commerce and retail teams can build a future-proof data stack, break down silos, and combine customer-centric thinking with AI-driven personalization. The core message: without a solid data foundation and clear goals, personalization remains a buzzword — with the right setup, it becomes a tangible driver of conversion, engagement, and revenue.
From Tag Management to Data Orchestration & Unified Customer Profiles
Tealium has evolved from a classic Tag Manager into a central Data Orchestration Platform. It unifies data across web, app, CRM, call center and data warehouses to build real-time customer profiles and segments. These profiles feed into activation channels such as email, ads, onsite personalization, AI models and more — forming the backbone of modern customer experience.
Personalization = Individual Experience in Real Time
Whether you call it personalization, hyper-personalization or individualization — the goal is identical: make every customer feel understood. Not based on what they did last year, but based on what they did in the last 5 seconds. Real-time click behavior, scrolls, past purchases and contextual signals create a “digital corner store experience” — even for millions of visitors simultaneously.
AI & Agents as Accelerators — but only if the foundations are right
AI supports predictive scoring (e.g., likelihood to buy, churn risk), automates decision-making and enables scalable personalization. But AI only works when the underlying data structure, privacy setup and business goals are clear. Without this foundation, even the best model becomes unreliable.
Clear KPIs Instead of Buzzwords
“We want to understand our customers better” is not a KPI — it’s wishful thinking. Real progress comes from measurable targets like Conversion Rate uplift, RoAS, CPL reduction, churn prevention, or increases in Customer Lifetime Value. These metrics make AI and personalization tangible and comparable.
Breaking Down Silos Through Ownership & Cross-Functional Teams
Many companies get stuck with fragmented data, overlapping tools and unclear responsibilities. Success requires aligned data processes, shared ownership, and cross-functional collaboration. Several leading brands now rely on a dedicated “Center of Excellence” to unite marketing, CRM, IT, e-commerce and product teams behind one data strategy.
Proven Impact from Real-World Use Cases
Retailers using unified profiles + data orchestration + personalization have seen:
+50% RoAS in Google Ads
+80% conversion uplift in Meta
–45% lower cost per lead
Even before adding AI. These results show that establishing a proper foundation is often the biggest performance lever.
A Practical Roadmap for Teams Starting Out
Start with your customer, not the technology.
Define goals & KPIs.
Build a clean, shared Data Layer.
Establish ownership & clear responsibilities.
Run small, focused MVPs, measure results, iterate.
E-commerce, CRM, Growth & Marketing leaders seeking scalable personalization
Product & Digital teams evaluating when and how to use AI in their stack
Companies dealing with data fragmentation, tool complexity or unclear workflows
Decision-makers who want to understand what Data Orchestration & unified profiles change in practice
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