AI-Driven Marketing Automation
Automated journeys across email, SMS and WhatsApp, with a person approving each send.
- Lifecycle journey design & build
- Platform set-up & migration
- Event & trigger infrastructure
What we do · 06 · Marketing Technology
Marketing technology that works between campaigns.
CRM, marketing automation, customer data, lead scoring and measurement that keep marketing working between campaigns.
An illustrative week for one customer: an account is created on Monday and a welcome email is sent; on Wednesday at 22:06 the cart is abandoned and the WhatsApp reminder is held for quiet hours until 09:00 on Thursday; the customer buys on Thursday evening and leaves the journey; a Saturday SMS is not sent because there is no SMS consent.
Why now
Email, ad, AI and privacy rules are now enforced at send time.
Four changes in two years made this true. Each row gives the rule and what it means for your marketing set-up.
-
01Feb 2024
Mailbox providers
Gmail and Yahoo require bulk senders to authenticate with SPF, DKIM and DMARC, offer one-click unsubscribe (RFC 8058) and keep reported spam below 0.3%.
What it means
Reaching the inbox now depends on sender authentication and complaint rates.
Content & Communication Infrastructure -
02Mar 2024
Ad measurement
Google’s Consent Mode v2 became the condition for using measurement and personalisation features on traffic from the European Economic Area.
What it means
Tags, consent banners and conversion APIs must agree, or ad platforms optimise on missing data.
AI Campaign Optimization -
03Aug 2024 → Aug 2026
AI regulation
The EU AI Act entered into force in August 2024; its transparency duties for AI-generated and manipulated content apply from August 2026.
What it means
AI-made creative needs a source record, a label where required and a named approver.
AI Creative Solutions -
04Nov 2025
Indian data protection
The Digital Personal Data Protection Rules 2025 were notified, bringing the DPDP Act 2023 into operation in phases: notice, specific consent, easy withdrawal and consent managers.
What it means
Consent must be stored per purpose and checked at the moment of sending.
AI-Driven Marketing Automation
Dates and rules last reviewed September 2026. Regulations change; we re-check them at the start of every engagement.
How it works
The checks behind every send, shown step by step.
Six illustrative customers enter a journey. Each is checked for consent, holdout, contact limits and approval, and every step is logged. Switch the journey, withdraw consent, approve or reject a send.
- 01 Trigger no purchase in 90 days 6 through
- 02 Consent Marketing consent per channel, checked at the moment of sending 5 through · 1 out
- 03 Decide Offer and channel per person · 10% holdout 4 through · 1 out
- 04 Guardrails Max 3 messages in 7 days · quiet hours 21:00–09:00 local 3 through · 1 held · 1 out
- 05 Approval Offers to high-value customers need approval 2 through · 1 waiting
- 06 Send Approved templates only · delivery logged 2 through
Profiles consent per channel
| Profile | SMS | Status | ||
|---|---|---|---|---|
| A-1042New · high intent | Sent | |||
| B-2210Returning | Exited | |||
| C-3307Lapsed · high value | Approval | |||
| D-4415Browsing | Exited | |||
| E-5120Returning | Exited | |||
| F-6093Price-sensitive | Sent |
Approvals 1 waiting
-
C-3307 · Offers to high-value customers need approval
Next best action: 15% return offer by Email · confidence 0.77
Nothing waiting. Sensitive sends appear here and stop until someone decides.
Audit log newest first
- 10:00:55F-6093Send · Sent by WhatsApp · winback_offer_v3
- 10:00:48F-6093Approval · Nothing sensitive · template approved once, monitored
- 10:00:41F-6093Guardrails · Within limits · 1 of 3 this week, outside quiet hours
- 10:00:34F-6093Decide · Confidence 0.54 below 0.60 · rule-based fallback: what’s-new digest by WhatsApp
- 10:00:27F-6093Consent · Consent valid for marketing · Email, WhatsApp, SMS
- 10:00:20F-6093Trigger · Entered on no purchase in 90 days
- 10:00:13E-5120Decide · In the 10% holdout · no message, counted for lift
- 10:00:06E-5120Consent · Consent valid for marketing · Email
- 09:59:59E-5120Trigger · Entered on no purchase in 90 days
- 09:59:52D-4415Consent · No marketing consent on any channel · suppressed, nothing sent
- 09:59:45D-4415Trigger · Entered on no purchase in 90 days
- 09:59:38C-3307Approval · Waiting for a person · Offers to high-value customers need approval
- 09:59:31C-3307Guardrails · Within limits · 0 of 3 this week, outside quiet hours
- 09:59:24C-3307Decide · Next best action: 15% return offer by Email · confidence 0.77
- 09:59:17C-3307Consent · Consent valid for marketing · Email
- 09:59:10C-3307Trigger · Entered on no purchase in 90 days
- 09:59:03B-2210Guardrails · Frequency cap reached · 3 in 7 days · deferred
- 09:58:56B-2210Decide · Next best action: what’s-new digest by SMS · confidence 0.71
- 09:58:49B-2210Consent · Consent valid for marketing · Email, SMS
- 09:58:42B-2210Trigger · Entered on no purchase in 90 days
- 09:58:35A-1042Send · Sent by WhatsApp · winback_offer_v3
- 09:58:28A-1042Approval · Nothing sensitive · template approved once, monitored
- 09:58:21A-1042Guardrails · Quiet hours at 22:00 local · queued until 09:00
- 09:58:14A-1042Decide · Next best action: what’s-new digest by WhatsApp · confidence 0.82
- 09:58:07A-1042Consent · Consent valid for marketing · Email, WhatsApp
- 09:58:00A-1042Trigger · Entered on no purchase in 90 days
Illustrative profiles and rules. Consent withdrawal is honoured at the next send, as easily as consent was given (DPDP Act 2023 s. 6(4); GDPR Art. 7(3)).
- 01
Withdrawals apply at once. A consent withdrawn a minute ago stops the next message.
- 02
Every journey has a holdout. One in ten people receives nothing, so each journey’s lift is measured against them.
- 03
Sensitive sends wait for a person. Discounts, high-value offers and new AI-drafted copy need a named approver.
7 capabilities
Seven capabilities, sold alone or together.
Each is scoped and delivered on its own, and all share one set of customer data, consent records and measurement, so the second capability costs less than the first.
Content & Communication Infrastructure
Content and messaging tools that route each message to the right channel automatically.
- Content model & headless CMS
- Digital asset management
- Localisation & translation pipeline
AI Campaign Optimization
AI proposes targeting, spend and creative changes while a campaign runs, within agreed limits.
- Measurement foundations
- Incrementality & geo experiments
- Marketing mix modelling
AI Creative Solutions
AI drafts creative variants from an approved master; a named editor approves each.
- Creative variant production
- Dynamic creative optimisation
- Product feed creative
AI Lead Generation
Lead scoring and routing that send sales teams the leads worth their time.
- Ideal customer profile & tiers
- Intent data capture
- Data enrichment & hygiene
Automated & Dynamic Sales
Sales follow-ups that adjust to where each prospect is in the buying journey.
- CRM automation & data hygiene
- Guided selling & next best action
- Dynamic pricing & quoting
Customer Relationship Strategy
Journey mapping, segmentation, loyalty and lifecycle marketing to raise retention and lifetime value.
Five parts, sold and measured as one programme.
- 01Customer journey mappingJourneys · key moments
- 02Segmentation & customer insightSegments · propensity · churn
- 03Engagement programmesAlways-on · per segment
- 04Loyalty strategy & programmesMechanics · tiers · economics
- 05Lifecycle marketingStages · triggers · holdouts
Reference architecture
Five layers of marketing technology, built from the data up.
Most martech problems start in a weak layer: a model with no clean data beneath it, or content that cannot reach its channel.
-
L05Strategy
Who the customer is, which moments matter, what each stage is worth.
-
L04Channels
Where a decision becomes a message, an ad or a sales action.
-
L03Content & creative
What is said, assembled from approved facts and components.
Content & Communication Infrastructure AI Creative Solutions Headless CMSAsset libraryVariant generator -
L02Decisioning
Journeys, next best action, scoring and budget, each with a fallback.
AI-Driven Marketing Automation AI Lead Generation Journey automationPropensity modelsLead scoringApproval queue -
L01Data, identity & consent
The customer data and consent records every other layer reads.
Server-side eventsIdentity resolutionWarehouseConsent records
Events and outcomes flow up from L01. Decisions flow down to L04, checked against consent on the way.
The stack
Your current platforms, used well and replaced only when they fall short.
We work with 45 technologies and choose on fit, total cost and what your team can run. No partner tier is implied.
01
Engagement & CRM
8Where customers are known and reached.
- HubSpot
- Salesforce
- Zoho
- Intercom
- Twilio
- Slack
- Microsoft Teams
02
Data & measurement
12Events, the warehouse and the models that read it.
- Google Tag Manager
- Google Analytics
- Google BigQuery
- Snowflake
- dbt
- Airbyte
- PostHog
- Mixpanel
- Looker
- Power BI
- PostgreSQL
03
Content, commerce & design
13What is said, sold and shown, from one source.
- Contentful
- Sanity
- Strapi
- WordPress
- Webflow
- Algolia
- Shopify
- Stripe
- Razorpay
- Cloudflare
- Vercel
- Figma
- Miro
04
AI & automation
12AI models, data pipelines and the workflows that use them.
- OpenAI
- Anthropic
- Google Gemini
- Replicate
- Hugging Face
- Modal
- Python
- scikit-learn
- n8n
- Make
- Zapier
- Temporal
How we use AI
Agents do the repeatable work. People approve what goes live.
Each marketing agent works within written permissions, as you would scope a new hire’s access. The table shows our default; we agree yours with you in the first weeks.
| Agent | Read profiles | Draft content | Build audiences | Send or publish | Move budget |
|---|---|---|---|---|---|
| Brief assemblerPulls goals, segment facts and past results into a campaign brief. | AllowedAggregates | AllowedBrief | Not its job | Never | Never |
| Variant drafterWrites copy and layout variants from approved claims and components. | Not its job | AllowedDraft state | Not its job | Needs approvalFirst send | Never |
| Audience builderTurns a plain-language brief into a segment definition with its size. | AllowedScoped | Not its job | AllowedDraft state | Needs approvalActivate | Never |
| Pre-flight QAChecks links, legal lines, consent scope, rendering and brand rules. | AllowedScoped | NeverFlags only | NeverFlags only | AllowedCan block | Not its job |
| Budget proposerProposes budget moves with the expected effect and confidence. | AllowedAggregates | Not its job | Not its job | Not its job | Needs approvalAbove threshold |
| Lead routerScores and routes inbound leads with the reasons shown. | AllowedScoped | Not its job | Not its job | AllowedApproved templates | Never |
- Allowed
- Needs approval
- Never
- Not its job
Testing before release
Each agent is tested on your briefs and edge cases for brand, claims and consent, and re-tested after any model or prompt change.
Confidence threshold
Below a confidence level set for each task, the agent hands over to a fixed rule or a person.
Prompt injection defence
Replies, form fields and web pages an agent reads are treated as data, never as instructions (OWASP LLM01).
Audit log
Inputs, model and prompt version, output, checks and approver are logged for each step, kept with the campaign and exportable.
Frameworks we build to
Privacy and consent, designed into your customer data.
We design and document the work against these frameworks, so your compliance and audit teams have evidence to work from. They are frameworks we build to, not certifications we hold.
- DPDP Act 2023Digital Personal Data Protection Act, 2023
- GDPRGeneral Data Protection Regulation (EU) 2016/679
- ISO/IEC 27701Privacy information management systems
- ISO/IEC 42001:2023Artificial intelligence management systems
- NIST AI RMF 1.0AI Risk Management Framework
- EU AI ActArtificial Intelligence Act (EU) 2024/1689
- WCAG 2.2 AAWeb Content Accessibility Guidelines
- PCI DSS v4.0.1Payment Card Industry Data Security Standard
PCI DSS applies only where quoting and payment flows touch card data. ISO/IEC 42001, the NIST AI RMF and the EU AI Act shape how we document, test and oversee scoring and generative models.
An illustrative consent record for one profile: purpose, channel, notice version and language, how consent was given, where, when, whether it has been withdrawn, and that it is enforced at every send.
- Specific. One record per purpose and channel, never one blanket yes.
- Provable. The notice version, the action and the time are stored with it.
- Reversible. Withdrawal is as easy as giving consent and takes effect at the next send.
- Checked at send. Read at the moment a message is about to go out.
Sender standards set up in every build
- SPF
- DKIM
- DMARC
- BIMI
- RFC 8058 one-click unsubscribe
- WhatsApp template opt-in
What changes
Marketing results claimed only when measured against a holdout.
We agree five measures before launch and report them in one place. Lift is the difference between people who received a journey and people who did not.
- 01Incremental revenue
Revenue per customer, journey group minus holdout group
A 10% holdout on every journey · monthly
- 02Retention
Active or repeat-purchase rate at 90 days, against holdout
Cohort report · monthly
- 03Contact quality
Unsubscribes and complaints per 1,000 sends; Gmail spam rate kept under 0.3%
Platform and postmaster data · weekly
- 04Budget efficiency
Incremental cost per acquisition, measured outside ad platforms
Geo experiments and mix model · quarterly
- 05Speed
Days from approved brief to a live journey
Delivery log · per release
Onboarding · Customers still active
JourneyHoldout
Illustrative
+12 pts lift at week 12
Win-back · Lapsed customers reactivated
JourneyHoldout
Illustrative
+7.8 pts lift at week 12
How we work with you
Data and consent first, then one journey at a time.
Typically sixteen weeks from audit to an always-on programme. Each phase ends at a gate: a condition that must be met before the next phase starts.
Phase 01Wk 01–03
Audit
We review journeys, data sources, consent records, platforms and spend, and measure the gap between platform reports and your own records.
You keep
- Martech and data audit
- Consent gap review
- Prioritised backlog
Gate
Everyone agrees on one conversion definition and the first journey to build.
Phase 02Wk 03–07
Foundations
Server-side events, identity matching, consent records and sender authentication, built once for every capability that follows.
You keep
- Event tracking plan
- Consent records
- SPF · DKIM · DMARC
Gate
Events arrive in the warehouse and the platform, deduplicated, with consent attached.
Phase 03Wk 06–10
First journey
One journey built in full, with its holdout, automatic checks and approval rules, and tested on your customer profiles before it goes live.
You keep
- Live journey
- Holdout set-up
- Approval rules
Gate
The journey runs for two full cycles with no consent or deliverability defects.
Phase 04Wk 10–16
Scale
The remaining journeys, decision models where there is enough history, agents with written permissions and the measurement set-up.
You keep
- Journey set
- Decision models
- Agent permissions
Gate
Every journey reports lift against its holdout.
Phase 05Monthly
Operate
A monthly review of lift, contact quality and cost. We refit models, plan tests and re-rank the backlog by expected value.
You keep
- Performance review
- Test log
- Runbooks
Gate
Your team can run and change it without us.
What you get
Live journeys and models, documented for your team.
What we make for you is yours once it is paid for. Tools we already had stay ours, and you get a free, permanent licence to use them. The table samples two hand-overs per capability.
| Deliverable | Format | From |
|---|---|---|
| Journey maps & automation plan | Diagrams · board | 01Automation |
| Configured journeys in your platform | Platform build | 01Automation |
| Content model & type documentation | Schema · docs | 02Infrastructure |
| Configured CMS & asset library | Platform build | 02Infrastructure |
| Measurement plan & metric definitions | Doc · sheet | 03Campaign AI |
| Server-side tagging & conversion APIs | Container · code | 03Campaign AI |
| Creative production pipeline | Workflow · code | 04Creative AI |
| Modular template & component system | Figma · templates | 04Creative AI |
| Ideal customer profile & tiered target list | Doc · sheet | 05Lead Gen |
| Intent tracking & enrichment pipeline | Code · config | 05Lead Gen |
| Sales process map & stage definitions | Diagram · doc | 06Sales |
| Configured CRM & automation rules | Platform build | 06Sales |
| Customer journey maps by segment | Figma · PDF | 07Customer Strategy |
| Segmentation model & definitions | Model · sheet | 07Customer Strategy |
Built in your accounts
Journeys, models, dashboards and templates live in your platforms, your warehouse and your repositories. Nothing sits in an account we control.
Operating documents
Runbooks, admin guides, metric definitions and model cards, written for the people who will run the work.
Readable rules and prompts
Every decision rule, prompt and scoring feature is readable, versioned and can be switched off.
Services & packages
Marketing technology services you can start one at a time.
You can start with any of these services, bought as a sprint, a fixed-scope project or ongoing capacity. Choose one and your enquiry reaches the right team with it attached.
- Categories
- 06
- Services
- 24
- Packages
- 06
How to buy
- 01Pick services. Enquire about one, or add several to a brief.
- 02Choose a package. A sprint, a fixed project or an ongoing team.
- 03Send the brief. We reply within one working day.
How we work with you
Ways to engage, from a question to an RFQ.
Ask a quick question, send a project brief or issue a formal RFQ. The lead for the work reads each one in full, and any services already in your brief go with it.
Or book a thirty-minute call-
01
For a first conversation, a press request or anything that does not need a scope yet.
You get A reply from a named lead
-
02Recommended
Goals, audiences, a budget band and timing, so our first reply can outline the work.
You get Options and a first scope after one call
-
03
Your documents, deadlines and the procurement and security rules the work must meet.
You get Receipt confirmed and a named bid lead
How it is priced
Each package shows its pricing model. Work starts once a written scope and quote are agreed.
Opens a project brief with this package chosen.
-
In your brief
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
-
In your brief
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
-
In your brief
- Typical length
- 3–9 months
- Pricing
- Fixed price per milestone
-
In your brief
- Typical length
- Ongoing · 6-month minimum
- Pricing
- Monthly fee
-
In your brief
- Typical length
- 6–18 months
- Pricing
- Programme fee · by statement of work
-
In your brief
- Typical length
- Ongoing · 3-month minimum
- Pricing
- Time & materials
Compare what each package includes
| Package | Every engagement includes | Best for |
|---|---|---|
| SprintA short, fixed-scope engagement that answers one defined question. |
|
Discovery, a diagnostic, a prototype or a decision you need to make soon |
| ProjectA defined scope, delivered for a fixed price. |
|
Work you can describe up front: an identity, a platform or a set of tools |
| MilestoneA larger build in phases you approve and pay for one at a time. |
|
Programmes too large for one contract, where you want control at each step |
| RetainerReserved monthly capacity to run, improve and extend what we built. |
|
Live brands and products that need a steady team without hiring one |
| EnterpriseA multi-workstream programme with a dedicated team, governance and agreed service levels. |
|
Large organisations running change across markets, portfolios or business units |
| SquadA dedicated team that works inside your stack and sprint schedule. |
|
Teams with a clear roadmap that need more senior people quickly |
Questions
What teams ask before a martech build.
For anything else, book a short call. It is usually quicker than a long email.
01Where should we start?
Start with data and consent foundations plus one revenue journey. Cart recovery, onboarding and win-back are common first choices. That journey needs the event and consent work every later capability uses, and it can show measured lift within a quarter.
02Do we need to change our marketing automation platform?
Usually not. Most platforms can do more than teams use, so we assess yours first. We recommend a move only when a hard limit, such as real-time events, channel coverage or cost at your volume, cannot be worked around.
03Where does AI make decisions?
In four places: who enters a journey, the next best action, send time and which variant to use. Each has a rule-based fallback, a confidence threshold and a holdout group, so you can measure its effect and switch it off.
04Who approves what goes out?
A named person approves every campaign send. Agents draft, assemble and check; the send button stays with your team. Triggered transactional and lifecycle messages are approved once as templates, then monitored.
05How do you handle the DPDP Act and GDPR?
We build to both laws and document the design for your legal team. Consent is recorded per purpose and channel, as set out above. We do not give legal advice; your counsel decides the lawful basis for each purpose.
06Do we need attribution, incrementality testing or mix modelling?
All three answer different questions. Attribution shows customer paths and helps day-to-day operations. Experiments measure the lift one channel causes. Mix modelling covers the whole budget, including channels you cannot track. We calibrate the model with experiments and use attribution as a diagnostic.
07Can you work with our existing agency?
Yes. We can build the stack, data and measurement while your agency runs media and creative. Roles, access and approval rights are agreed in writing at the start, so nothing falls between teams.
Tell us what you need built.
You will speak to a lead who would run the work, and get a straight answer on fit.
Three ways to start
Every engagement starts with a written scope and a quote agreed before work begins.
Choose one of the three ways above