Who owns your customer data: Open source, digital sovereignty and your marketing stack TYPO3Camp London 7th October, 2025 @RCheesley
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Ruth Cheesley (she/her) Mautic Project Lead & Co-Founder, Women of Open Source community ruth.cheesley@mau c.org speaking.ruthcheesley.co.uk for slides, recording, links and resources ti @RCheesley
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You’re building scalable, secure and sovereign digital fortresses for your clients.
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Are you leaving the back gate open, undermining your hard work?
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Are your clients’ marketing tools compromising their sovereignty?
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Entry through convenience, the slippery slope for marketers.
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Data accumulation and dependency keeps organisations locked into their vendors.
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Extraction and control by the vendor is soon to follow.
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Why should you care about who owns the marketing data? https://datacentrenews.uk/story/smes-in-uk-ireland-face-rising-data-hosting-sovereignty-fear - 1 Oct 2025
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What is digital sovereignty? Digital Sovereignty is the idea that people and nations should have the right and ability to control their own digital des nies without being dictated to by technology providers. It encompasses both digital governance and data sovereignty. ti https://digitalisationworld.com/news/69308/half-of-organisations-now-see-data-sovereignty-as-crucial - February 2025
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What about data sovereignty? Control over the data that an organisation generates, including where it’s stored, who can access it, and how it can be used. fl https://diginomica.com/data-sovereignty-emerges-universal-business-risk-just-billions- ow-us-clouds - September 2025
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Why should you care: The regulatory perspective https://www.sdxcentral.com/news/cloud-provider-lock-in-gets-harder-as-eu-data-act-takes-effect/ - Sept 2025
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Why should you care: The human perspective
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Why should you care: The business perspective
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ff There’s a solution we can o er to this problem.
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Introducing the Open DXP model. • Fully integrated via API / integrations between tools • Fully extendable • Avoid vendor lock-in - fully control every part of your marketing stack • DIY or work with a sovereign cloud SaaS provider who respect digital sovereignty Inspired by Dropsolid’s DXP structure
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TYPO3: front-end interface and content repository.
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Mautic: central engine for personalisation and automation.
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How does it all work together? Observe: Capture ac vity and engagement throughout the contact’s journey across your digital channels via tracking script, emails, form submissions. Create segments based on behaviour, engagement, demographics and more. Learn: Use points, stages and campaigns to identify valuable contacts based on your organisation’s goals. Use engagement and conversion metrics to understand and optimise for stages in the buying cycle. Engage: automate your marke ng tasks using lead nurturing work ows, personalised emails, and tailoring the web experience with dynamic content. fl ti ti Improve business intelligence by alerting the sales team about hot leads, or informing support about at-risk accounts.
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fi ff Bene ts to agencies of o ering more than ‘just’ a website:
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ff Extended, fully integrated service o ering.
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Long-term client relations with recurring revenue.
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Di erentiation amongst the crowd; forward thinking. ff https://usercentrics.com/guides/data-privacy/data-privacy-statistics/ - April 2025
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Aligned with your core values of open source and sovereignty.
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fi Bene ts to organisations of developing a sovereign marketing stack:
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True ownership and control over your customer data.
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Unlock innovation and customisation to meet the needs of your organisation.
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Future-proof your technology and skills across the organisation.
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Improve cost control and predictability of expenditure.
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Where to start?
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Assess, plan, partner, provide. https://mau.tc/ss - Sovereignty Spectrum assessment tool
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With your help we can empower marketers with: Full transparency, Full access, Across the full stack.
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Want to learn about Mautic? Get a 40% discount with this code: Join us next month at the Mautic World Conference, here in London! TYPO3-London Quick link: https://mau.tc/mwc-typo3london
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Ruth Cheesley (she/her) What questions can I answer? ruth.cheesley@mau c.org speaking.ruthcheesley.co.uk for slides, recording, links and resources ti @RCheesley
