The Customer Experience of the Future – Luce, Tealium and Dynamic Yield by Mastercard
The recent gathering at Bodegas Arzuaga Navarro was an excellent excuse to reflect—with wine and good company—on how technology and data are transforming the customer experience. During the event, organized by Luce IT in collaboration with Tealium and Dynamic Yield by Mastercard, we combined presentations, practical cases, and a highly participatory workshop that left clear and actionable ideas.
How will we interact with the customer of the future?
Real-time personalization is no longer optional: customers expect relevant experiences from their very first visit.
AI and personalization projects fail more often than desirable if data quality and governance are not resolved. In the slides, we showed figures that speak for themselves: many companies invest (≈70%), but only 15% manage to scale with real impact.
The human ingredient and the process are just as important as the tool. It’s not enough to deploy technology; without defined roles, clear methodologies, and constant support, platforms don’t perform. We saw this in the workshop with practical examples: teams that combine Research and CRO with technical support manage to turn experiments into sustainable results, while teams without that alignment get stuck. Knowledge transfer, data governance, and repeatable processes are crucial for what is built today to be maintained and scaled tomorrow.
What can Tealium and Dynamic Yield by Mastercard offer?
Tealium functions as a real-time Customer Data Hub: it collects, unifies, and enriches consented data so that AI models and activations are fed with reliable and updated information. It is the layer that allows maintaining a clean identity and orchestrating actions in real time.
Dynamic Yield (by Mastercard) is a personalization engine that decides what to show each user (products, banners, creatives) and facilitates 1:1 testing and orchestration. When fed with quality data, its recommendation and experimentation algorithms improve key metrics like CTR and ARPU.
How does Luce IT help this work?
The figures from the presentation make it clear: around 70% of companies are investing in platforms and personalization, but only 15% manage to scale with real impact; furthermore, although 64% of consumers value personalization, 53% fear for their privacy, and only 48% of many AI initiatives reach production. This gap between investment and results is precisely why having a partner is so valuable: it’s not just about activating a tool, but about aligning data, governance, team, and processes to turn technology into business.
- Diagnosis and Strategy (Assessment & Strategy) We start by measuring what data exists, what is missing, and what the quick wins are, aligned with business objectives. Identifying priorities and defining a roadmap avoids scattered efforts and accelerates impact.
- Integration and Deployment (Data + Tech) We orchestrate the data layer (for example, Tealium) and connect personalization engines (like Dynamic Yield) to activate use cases in real time: propensity models, recommendations, next-best-action… all with identity and consent control.
- Continuous Optimization and Knowledge Transfer It’s not “set it and forget it”: we implement a Research → Test → Learn → Scale cycle (CRO + qualitative research + analytics) and we train the client’s team to maintain and scale the results. This mix of methodology and execution is what turns experiments into sustainable improvements.
The customer of the future is waiting for you
Prioritize first-party data: without a CDP or first-party data pipeline, there is no scalable personalization. Start with quick wins—cart recovery, checkout optimization, and smart recommendations—to demonstrate value quickly, but design a continuous optimization process from the beginning to ensure scaling. Take care of governance and consent: user trust is part of the product. And if you want to turn investment into sustainable results, count on a partner that brings technical experience, methodology, and knowledge transfer; that is precisely what we do at Luce IT.
To close with the idea that summarized the spirit of the day:
“Technology and the human team must synchronize so that Reality exceeds Expectation.” — Javier Durán.
If you are interested in us reviewing how to apply this to your project (data map, quick wins, and deployment plan), we are happy to help you.
Luce IT, your trusted technology innovation company
The Luce story is one of challenge and non-conformity, always solving value challenges using technology and data to accelerate digital transformation in society through our clients.
We have a unique way of doing consulting and projects within a collegial environment creating “Flow” between learning, innovation and proactive project execution.
At Luce we will be the best by offering multidisciplinary technological knowledge, through our chapters , generating value in each iteration with our clients, delivering quality and offering capacity and scalability so they can grow with us.
>> The voice of our customers – Rated 9 in 2024
>> Master Plan 2025: Winning the game
