Stop running campaigns.
Start being relevant.
You plan campaigns for segments. Your customers decide individually, anew at every interaction. The engagement layer closes that gap — it learns in real time what is relevant to each person and delivers exactly that.
yawave customer data platform · Ambit Group, Microsoft partner
30 minutes, free, directly with Christian Schipp.
Sound familiar?
Six sentences from real first conversations. They do not describe bad marketing, but an operating model at its limit.
The newsletter goes to everyone.
Costs you: reach you built up once.
The data sits in five systems.
Costs you: every decision made on half the picture.
Personalisation means: first name in the salutation.
Costs you: credibility. 53% experience this as negative.
Days pass between signal and reaction.
Costs you: the moment when she would have bought.
The team is trapped in campaign operations.
Costs you: the capabilities you will need in 2027.
Nobody knows what really worked.
Costs you: the budget conversation with the board.
Stop deciding what a target group should see.
Start learning what is relevant to each individual.
A layer that decides anew at every interaction
CRM and data platform know who Laura is. What is missing is the layer that knows what is relevant to her right now.
What is an agentic CDP?
An agentic CDP is a customer data platform that does not merely consolidate customer data but acts on it autonomously: at every interaction it evaluates in real time which content and which action is most relevant for one individual, delivers that decision and learns from the reaction.
The difference from a classic CDP: that one produces segments a human then uses in a campaign. An agentic CDP makes the decision itself — per person, per moment, without a campaign plan.
Understand
Behaviour, preferences and signals from all touchpoints become one customer context — and the content is understood at the same time.
Decide
Customer context × content context yields next best content and next best action — anew at every interaction, not once a quarter.
Activate
The decision is delivered where Laura is right now: web, app, portal, email, push, display, QR code.
Learn
Every reaction flows back and improves the next decision. A true closed loop, not A/B tests after the fact.
Illustrative animation: four steps understand, decide, activate, learn for a customer called Laura. Use the pause button to stop it.
What this means for your role
An engagement layer is not a marketing purchase. Every role at the table gains something different.
Prove what marketing contributes to revenue
- Proof of impact per customer instead of six channel dashboards
- The team moves from production into steering
- Budget conversations with numbers you can defend
One customer experience instead of six channel experiences
- All touchpoints draw on the same customer context
- Real-time segments instead of lists that are stale on export
- Loyalty and community are part of the loop, not a side project
No rip-and-replace — your CRM stays in the lead
- Dynamics 365, Dataverse and Fabric stay the system of record
- Consent and governance built in, not wired on afterwards
- Swiss-made, ISO 27001 audited, data in Switzerland or the EU
An investment you can prove out in 90 days
- A decision basis with a business case after six weeks
- Independent advice — Ambit does not sell you a licence
- Risk limited to the pilot, not to the programme
What relevance is worth to you
Four sliders, three effects. Model values from published studies — a starting point for the conversation, not a promise.
Annual potential (range)
A calculation model, not a forecast. The study values are cross-industry averages. In the call we calibrate the model to your numbers.
The market has already decided
It is not us saying this. The analysts say it — and they also say where most organisations fail.
of brands will use agentic AI for one-to-one engagement by 2028. Gartner calls it the end of channel-based marketing.
Gartner, January 2026
of email revenue comes from triggered flows — from just 5.3% of sends.
Klaviyo, 183,000 brands, 2026
of customers experience personalised marketing as negative. Segments without real context feel intrusive rather than relevant.
Gartner
of media spend still goes to retention — down 29%. The existing customer base stays unaddressed.
Gartner CMO Spend Survey 2026
The technology behind it: yawave
Your CRM, Dataverse or Fabric are excellent systems of record. What they lack is the runtime to the touchpoints. That is exactly what yawave provides.
“Not just consolidating data, but translating it in real time into relevant experiences — FADP and GDPR compliant and perfectly embedded in the Microsoft ecosystem.”
Christian Schipp, Partner, Ambit Group AGAmbit is yawave’s official consulting and implementation partner — for standalone rollouts as well as integration into the Microsoft Business Application Platform.
To the first learning loop in 90 days
No large-scale project. You see early whether it holds up.
Discovery
Where are you losing relevance today? Map touchpoints, data sources and signals, rate use cases.
Result: use-case shortlist with business case · weeks 1–3
Customer context target picture
Which data, scores and content does the loop need? The interplay of system of record and system of engagement.
Result: target architecture and decision basis for the board · weeks 4–6
Pilot in live operation
The first loop runs with real customers on real touchpoints, measured against the campaign baseline.
Result: proven impact and a roadmap for scaling · weeks 7–12
Christian Schipp
CX Transformation Advisor / Partner, Ambit Group
25 years at the intersection of executive management, marketing and IT. More than 200 CRM and CX rollouts. I advise independently — my job is to make your initiative hold up, not to sell you a platform.
One day that settles the direction
CX initiatives rarely fail because of technology, but because of a lack of clarity about goals, data and value.
Customer data & engagement
From segment to customer context: which signals do you already have, and what would the first measurable loop be?
AI in CRM
From copilot to autonomous agent: use cases, data foundation and governance. What holds up, and what does not.
CRM & CX in general
Customer relationships rethought — end to end and AI-first. A defensible basis for decisions instead of gut feel.
What decision-makers ask first
Twelve questions from real first conversations — answered honestly, including where the answer argues against a quick start.
What is an agentic CDP – and how is it different from a classic CDP?
A classic customer data platform consolidates customer data and produces segments. A human then decides which segment gets which campaign. An agentic CDP goes one step further: it evaluates customer context and content context at every interaction and decides per person which content and which action is most relevant right now – and delivers it directly. Humans define goals, guardrails and governance; execution runs continuously.
Does an engagement layer replace our CRM?
No. Your CRM remains the system of record – it holds master data, processes, governance and reporting. The engagement layer is the system of engagement and closes the gap between that data and the frontend touchpoints. With Dynamics 365, Dataverse and Microsoft Fabric the integration is part of our standard approach; yawave can also run standalone.
We already have marketing automation. What is the difference?
Marketing automation executes rules you defined in advance: if A happens, send B. That works well for recurring flows but does not scale to individual relevance – nobody maintains thousands of rules. The engagement layer computes the decision instead of looking it up: it weighs scores and signals and derives next best content and next best action. Marketing automation stays in use – it moves from being the decision-maker to being an execution channel.
What does it cost?
It depends on three variables: number of contacts, number of touchpoints and depth of integration. A serious figure is only possible after discovery. What we can say beforehand: a 90-day pilot is a clearly bounded initiative with a fixed scope – not the entry point into a two-year platform programme. The calculator on this page gives you the other side of the equation: the upside the investment has to earn against.
How long does the rollout take?
The first learning loop is usually live after 90 days: three weeks of discovery, three weeks for the customer context target picture, six weeks of piloting with real customers on real touchpoints. You decide about scaling to further use cases afterwards – based on measured impact, not on an assumption.
What data do we need for this to work?
Less than most people think. The loop starts with behavioural data from your own touchpoints – what visitors do on your website, app or portal. Master data from the CRM, transactions and consent come on top. What matters is not volume but that signals are available promptly: a record replicated once a night is no basis for real-time relevance.
Is this FADP and GDPR compliant? Where is the data stored?
yawave is Swiss-made, ISO 27001 audited and compliant with both the Swiss FADP and the GDPR. Data resides in Switzerland or the EU. Consent management is part of the platform rather than a bolt-on – consents govern which signals may be used and which channels may be addressed. In the customer context target picture we settle governance and consent explicitly before the pilot starts.
Does this work in B2B as well?
Yes, with one caveat. The engagement layer pays off where many individuals have many digital interactions – typically B2C and hybrid B2C/B2B. In pure enterprise B2B with twenty key accounts and long buying-centre cycles the leverage is smaller; account-based approaches usually fit better there. For associations, membership organisations, retail, industrial companies with an end-customer business, sports and tourism it fits very well.
What if we do not have enough data?
Then that is precisely the outcome discovery is meant to produce – and it is a useful one. We will tell you honestly if an engagement layer would not yet make a difference in your situation, and what would have to happen first. A pilot on too thin a data basis does more harm than good: it produces poor recommendations and burns internal trust in the idea.
How do we measure whether it works?
Before the pilot we set a campaign baseline: how the use case performs today under the existing approach. The pilot then runs against that baseline. Measurement happens at customer level – reaction, conversion, return – not only at channel level. At the end of the pilot you have a number you can use in an investment decision.
Why yawave and not Salesforce, Adobe or Bloomreach?
Because the question is not which platform has the longest feature list, but which one fits your situation. yawave is strong where Swiss or EU data residency is required, where CDP, content activation, loyalty and community should come from one source, and where the Microsoft landscape stays in the lead. Where another platform fits better we say so – Ambit advises independently and also runs evaluations and vendor selections.
What does Ambit do – and what does yawave do?
yawave provides the technology: the customer data platform with an integrated martech and engagement engine. Ambit Group is the official consulting and implementation partner and owns what decides whether the technology has any effect: strategic fit, use cases, target architecture, governance, project organisation and embedding into the Microsoft Business Application Platform. In the first call you talk to Christian Schipp, not to a sales team.
30 minutes, directly with me
Bring your biggest pain point. I will tell you honestly whether and where an engagement layer would make a difference for you.