Real-time engagement is not simply about responding faster; it is about knowing when a customer interaction is relevant enough to act on.
Ahead of the Global Virtual MarTech Summit, we spoke with Carlo Cisale, Consumer Data Activation Product Owner at Pernod Ricard, about turning consumer data into action, overcoming fragmented data ecosystems and balancing real-time technology with meaningful customer experiences.
About Pernod Ricard
Pernod Ricard is a global wine and spirits company with a portfolio of international brands across spirits, wines and champagnes. Headquartered in Paris, the group operates across markets worldwide, bringing together global brands and local market expertise while continuing to develop its digital, data and technology capabilities.
Quick Q&A with Carlo Cisale
Could you please give us a quick introduction of yourself and share a bit about your role at Pernod Ricard?
My name is Carlo, I’m Italian, and in my past life I dreamt of being a mathematician just like Pythagoras. Instead, eight years ago I moved to Paris, France, where I began my career in data management (which I am very happy about). In order to add a business perspective to my work, last year I completed an Executive MBA at IAE Paris-Sorbonne Business School.
Today, I work at Pernod Ricard as a Consumer Data Activation Product Owner, focusing on turning consumer data into meaningful and actionable experiences. My role sits at the intersection of data, technology, and marketing, working with global teams, both technical and business, to build the data foundations that help our brands better understand and engage with their consumers.
Why did you choose to participate in this summit?
I had already attended the MarTech Summit in Paris, and I really enjoyed the conversations and perspectives shared by the speakers and participants. It made me think that it could be a great opportunity to contribute to the discussion myself. I also see these events as an opportunity to learn from others. The most interesting conversations often happen when different industries and perspectives challenge each other.
You describe yourself as a “mathematician by training and data specialist by profession”. Has your mathematical background influenced how you approach customer data problems or challenge assumptions about consumer behaviour?
Absolutely. Mathematics taught me problem-solving and how to navigate complexity. With consumer data it is easy to see a correlation and immediately build a story around it. My background encourages me to ask: what are we actually measuring, what are we missing, and could there be another explanation?
At the same time, consumers are not mathematical models, so psychology and behaviour also play an important role. Data helps us understand patterns, but we should always remember that behind every data point there is a human being.
Collecting customer data is one thing; turning it into an action at the right moment is another. Where do you see the biggest gap between the two today?
Many organisations have access to large amounts of data, but that data is often fragmented across teams, platforms, and markets. Even when an insight exists, activating it requires the right tools, the right teams, and a clear data governance framework. Governance is essential to ensure that data is reliable and accessible. The challenge lies in creating an ecosystem where relevant data can move quickly and securely to the right activation points. Moreover, MarTech solutions are thriving today, and there is a big shift in the paradigm on how architectures are conceived, so it could be difficult to navigate the choice of the appropriate tool to respond to a certain need.
Looking ahead, what do you think will separate brands that genuinely become responsive to customers from those that simply have more real-time technology?
Technology alone does not necessarily make a brand responsive. In my opinion, the difference comes from the ability to combine technology with a clear understanding of the consumer. Responsive brands will know when to act, but also when not to. The need for a real-time architecture really depends on the industry, so in my view, the future is not about reacting to every signal in real time, but about being relevant and intentional. Experiences are also key to building a strong brand and creating a sense of belonging (from cafés and special events to pop-ups) as long as they remain authentic to the brand and reinforce its identity rather than dilute it.
Can you share one personal or professional goal you’d like to achieve in 2026?
Outside of work, I’m a beginner yogi, and one of my personal goals for 2026 is to achieve a stable and balanced Pincha Mayurasana (forearm stand). I like it because it is a good reminder that progress takes patience and consistency.
As brands gain access to more data and increasingly sophisticated MarTech, responsiveness will depend on more than technology alone. Strong data foundations, governance and a clear understanding of the customer will be essential to deciding when, where and how to engage.
Join Carlo Cisale and fellow marketing leaders at the Global Virtual MarTech Summit as we explore how brands can create more relevant and responsive customer experiences.
Global Virtual MarTech Summit APAC & EMEA
Global Virtual MarTech Summit APAC & EMEA, where leading marketing professionals gather to explore this year’s theme: The Real-Time Customer.
As customer expectations continue to rise, brands across APAC and EMEA are under increasing pressure to connect data, AI and customer engagement in more meaningful, timely and measurable ways. This summit will spotlight practical strategies, real-world use cases and regional perspectives on how marketing teams can move closer to real-time customer understanding and action.
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Last updated: September 2026
