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Onur Alp Soner talks about why data ownership is a strategic growth advantage, how marketing and product roles are converging, and why real-time analytics and AI-powered personalisation will shape adaptive digital experiences.
As privacy regulations tighten and tech stacks grow more fragmented, data has become both a constraint and an opportunity for modern businesses.
While compliance often dominates conversations around data ownership, the real differentiator lies in how freely organisations can act on their data to drive product innovation, marketing impact, and long-term customer value.
For today’s marketing leaders, the challenge has intensified. Short-term attribution models are losing relevance, customer journeys are becoming more complex, and marketing can no longer operate in isolation from product.
Growth now depends on connecting behavioural, transactional, and experiential signals into a single, actionable view of the customer.
“I think we are in a stage where the marketer is closer to the product. So marketers cannot exist without products, and I think these roles will be converging in the future. So, we will be talking about singular people… I would say marketers should worry about or consider more data points these days. So not just conversion, not just attribution, but any business signal,” says Onur Alp Soner, CEO, Countly.
His perspective reflects a broader shift toward privacy-first, product-aligned growth, where real-time insights, adaptive experiences, and AI act as amplifiers of core business value rather than standalone solutions.
Top Insights from Onur Alp Soner:
- Data ownership is a strategic growth lever
Owning data goes far beyond regulatory compliance. It gives businesses freedom to customise how data is used, act without dependency on vendor roadmaps, track sensitive signals responsibly, and build durable products, insights, and competitive advantage on first-party intelligence.
- Marketing and product are converging into one function
Modern growth requires marketers to think beyond campaigns and attribution. Understanding product usage, transactional behaviour, and customer value end-to-end enables teams to optimise not just acquisition, but adoption, retention, and lifetime impact.
- Real-time data and AI enable adaptive experiences
Real-time analytics matter because they enable real-time action. Combined with AI, they amplify core business capabilities, powering hyper-personalised journeys, adaptive applications, and faster reactions that align experiences with user context as it happens.
Watch the full interview here.
