From funnel to hyper-personalization: how Marketing Intelligence is evolving
Is the funnel dead, is it composable or traditional CDP, is hyper-personalization real or pure sci-fi marketing? In a dynamic and close format, we follow our Head of Marketing Intelligence, Antonio Rodríguez, by the offices of NATEEVO and we asked five fundamental questions to understand the challenges and opportunities of the Marketing Intelligence What did we achieve? A clear conversation, with grounded examples, that reflects how data is redefining the way brands connect with people.
The data ecosystem is no longer limited to explaining the past. Today, predictive analytics and solutions based on generative artificial intelligence make it possible to anticipate behaviors and trigger responses in real time. This translates into more effective strategies, capable of accompanying each user with messages customcontextualized and actionable. In this scenario, the quality of data, its integration between channels and its ability to generate useful knowledge become key competitive advantages.
The result? Marketing strategies that not only understand the customer, but also accompany him at every relevant moment (moments of truth).
5 questions about Marketing Intelligence with our Head of Marketing Intelligence, Antonio Rodriguez
Highlights of the interview:
1. Is the funnel dead?
"Rather than dying, it has evolved radically. The classic conversion funnel we knew has been transformed to adapt to more dynamic and complex behaviors. Today, we could say that this funnel has gone to the gym, improved its diet and has been equipped with a predictive GPS. It detects what stage the user is in and is able to adapt the message in real time. We are talking about a funnel 360The funnel is not dead, it has simply changed form and function. The funnel is not dead, it has simply changed form and functions."
2. Traditional CDP or Composable CDP?
"The traditional CDP model is useful, but it often comes with functionality you don't need or closed structures that are difficult to integrate with your current technology stack. The Composable CDPInstead, it works as a modular system on top of your data warehouse. You can build it like a LEGO, adding only the necessary pieces according to your business case. This speeds integration, reduces costs and allows for greater technology customization. And because it is aligned with modern architectural principles, it brings both technology and finance into alignment quickly. It's a more flexible, efficient and scalable solution."
3. Is "omnichannel data layer" just another buzzword?
"It isn't. The omnichannel data layer is essential if we really want to deliver connected experiences. Imagine it as a dance floor where all channels - campaigns, website, mobile app and physical stores - follow the same rhythm. Without this common ground, the CDP only receives part of the information, and artificial intelligence makes decisions with incomplete data. This results in erroneous recommendations, out-of-context messages and missed opportunities. With a robust, well-designed data layer, each channel contributes its part and all work harmoniously, like a perfectly tuned orchestra."
Is hyperpersonalization science fiction or a tangible reality?
"It's completely real, and many brands are already applying it. A simple example: you walk into a physical store on a rainy day, the app detects your presence, checks the local weather conditions and automatically launches a coupon for umbrellas... and a free coffee at the checkout. This isn't the future, it's happening now. It's one-to-one personalization, on a large scale, and with real-time context-based decisions. The key is how you combine data, AI and business rules to generate truly relevant automated actions."
5. Why is it so important to feed AI with more context?
"Artificial intelligence is not magic: it makes decisions based on the data it receives. If that data is incomplete or messy, it will fill in gaps with assumptions. But if we give it full context - online interactions, offline, purchase history, physical store visits - the models become much more accurate. They no longer guess, they understand. And that allows them to recommend products or services that really make sense for that customer, at that time and channel. It's the path to real hyper-personalization, not based on stereotypes, but on actual behaviors and needs."
The Marketing Intelligence is no longer an option, but a must-have element of any results-driven strategy. From choosing the right technology (such as a composable CDP) to using integrated and contextual data layers, brands that succeed in connecting their data with decisions have a real advantage.
Want to better understand how all this applies to your business? Contact us at and discover how we use data intelligence to build memorable experiences.
