Conversations

Casper Ackermann and Emil Flou Hjorth Jensen both work inside s360's marketing automation practice: Casper as VP for one of the agency's international offices and its subject matter expert on marketing automation, Emil as Senior Director & Head of Marketing Automation, a role he took over from Casper in February 2026. This episode looks at what s360 actually finds when a new client's marketing automation setup gets audited, and why the problem is almost never a shortage of data.

Casper and Emil trace how personalization has moved from broad newsletters, to triggered flows, to today's early attempts at true one-to-one messaging. In the large majority of s360's audits, brands already hold far more usable first-party data than they act on. Casper and Emil put a number on it: most clients are using around 20% of the personalization use cases their own data already supports.