Marketing automation beyond guesswork

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.

The conversation also traces s360's own history with Klaviyo, from one of the platform's first agency partnerships in Denmark back in 2017 to elite partner status today, and into the new partnership with Hello Retail. For Emil, pairing Product Agents with s360's marketing automation practice matters because product data stops being only a personalization layer and becomes a trigger and timing layer in its own right, deciding not just what a message says but when it should be sent.

They close on where AI fits into marketing automation right now: which parts of agentic AI still make clients nervous, why a tightly scoped AI (picking the right product) earns more trust than an open-ended one, and how both are already using AI-assisted "vibe coding" to build small internal tools, like a custom analytics layer, without waiting on a developer.

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