Asteroad

Apreski bar. Music. People on their day off, surrounded by friends and family. Relaxed, happy, not thinking about work or their inbox. And everyone around me was holding that signature orange drink 🍹. I'd never tried it before. Asked my friend what it was, got curious, and ended up joining in - even though I don't usually drink on the slopes (just one drink 😇 ). The merch was gone within hours. The whole thing just worked. It was a simple promo action organized by a drinks company on the ski slopes. And I haven't stopped thinking about it since. Here's why: they didn't find their customer. The context did it for them. Right people, right mood, right moment - no algorithm needed. And then I thought about what we do online. Endless data, segmentation, automation, measurement... and we still struggle to reach people at the right point in their journey. We spend huge resources targeting, and often still manage to annoy the exact customers we're trying to win. We optimize, we improve — but that feeling of effortless fit between message and moment? That's rare. The ski slope nailed it. Completely offline, completely simple. So here's my challenge to fellow marketers: what if that context doing the targeting is actually the thing we should be chasing online too? Not just better audiences or smarter bidding - but genuinely being in the right place, in the right atmosphere, when someone is actually receptive. It means finding better triggers, not audiences and messages and visuals. And the bigger opportunity? Merging the two. Imagine what happens when companies stop treating online and offline as separate channels and start building that seamless, contextually perfect moment - anywhere.

Neverending story I keep repeating (with joy) – data in marketing (automation). Surprisingly, it’s one of the most useful and most used pieces of know-how I have. It helps me answer questions like: “Can we do that?” “Our licence costs are high – can we be more efficient somehow?” Have a look at the article (I tried to be simple and not too technical 😅) – maybe it will give you a few ideas for your own setup. 👇

I’m often told I’m “too technical” and go too deep into details. So I took it as a challenge and tried to explain the technical side of my work in simple and (relatively 😅) short terms. I wrote an article: CDP integration in human language – 5(+2) decisions you can’t skip. It’s based on my experience at Asteroad and from my Bloomreach days. It’s not a full implementation guide, more like a practical map: use cases, data model, identity, availability, alignment... If you’re dealing with CDPs or thinking about them, this might help you keep a business mindset while still asking the right technical questions – both pre- and post-implementation. 👇

"How many active customers do we have?" Four departments. Four different answers. That one question is how most companies discover they have a customer data problem. Not because the data doesn't exist. Because it doesn't agree. I've wanted to write this article for five years. After nine years of implementing Customer Data Platforms across European banking, telecom, and retail, I kept having the same conversation with managers who were confused by the jargon, overwhelmed by the vendor pitches, and unsure whether a CDP was even the right investment. So I wrote the piece I wish existed when I started. What a CDP actually does. When you need one. How to measure whether it's working. And the honest caveats that marketing materials won't tell you. No vendor pitch. No feature comparison. Just a practical starter pack for managers who need to understand this before their next budget conversation.

As a customer-oriented marketer, I love building journeys. As a human, I don’t love receiving 12 emails just because I clicked “subscribe”. We talk a lot about testing, but most of the time it ends with “let’s add 5 more emails to the journey – but the best ones!”. In this article I look at testing from a different angle: use simple A/B tests to prove where a simple version is enough. Welcome flows, complex journeys, “smart” ideas – all of that can be tested against reality. Sometimes the winner is a 15-step flow. Sometimes it’s one good email. If numbers and testing are not your favourite part of the job, this might help as a small framework. 👇 #customerjourney

We have a CDP… or is it a CRM? Maybe both? Heard this last week. Again. Here is the simplest way I have found to explain it. CDP is where you get truth about your customer across channels. CRM is where you get truth about your work with that customer. One is a data layer. The other is a workflow layer. In 2026, the lines are blurring. Composable CDPs. Warehouse native architectures. AI agents embedded everywhere. But the core job to be done has not changed. I wrote a detailed breakdown of what CDP and CRM really are in 2026 and why teams still confuse them.

Automation saves time and makes you more productive – don’t look only at revenue. As an example: we helped a client streamline one of their retention campaigns. Instead of two people spending hours every month to put it together, automation now does it in seconds. It’s a great job by their B2B sales operations team (with a little help from us) – no flashy “new revenue” report, just solid work freeing up hands to create possible new revenue streams. 😏 So the message? Automate wisely (across teams) and don’t let revenue metrics tie you up. And Asteroad can help you with that. Picture is generated by Gemini's Nano Banana Pro (this time it was a bit of fight 😅) #marketingautomation #improvingefficiency #teamcollaboration