tips for streamlined marketing activation

tips for streamlined marketing activation

A direct consequence of the big data phenomenon, data flow orchestration refers to the process of recovering not tons of useless data, but essential and useful data at the moment T for companies.

Most brands are able to collect information related to the customer journey, on their website and in store. However, very few manage to reconcile all these sources and have an omnichannel vision, which prevents them from addressing their customers in a unified way. Indeed, each company has teams organized by business with its own tools, making the common vision complex and thus the construction of omnichannel strategies difficult.

Data flow orchestration can solve this problem.

An approach that must be part of the company’s overall strategy

Referring to the automated configuration, management and coordination of IT systems, applications and services, the orchestration of data flows presupposes having very detailed customer knowledge and defining clear objectives.

Indeed, before considering the orchestration platform to use, it is essential to have identified the objectives of its customers and their behavior, in order to know which audience segment to target, with which message and for what purposes. .

The orchestration of data flows requires varied and specialized skills (Data & measurement, Customer Marketing, Media, IT) which can represent a brake in its implementation within companies where the trades are siled. To streamline the process and at the same time avoid the setbacks of multiple costly recruitments, organizations capitalize on automation tools (such as the Customer Data Platform), but they neglect the strategic approach, often having the effect of driving a project to ruin.

On the other hand, well conducted from the start of the project, orchestration guarantees the company relevant use of data flows in a logical sequence and provides information with high added value in favor of the business service.

Thus living in a single tool, the data feeds all the marketing levers: CRM, personalization of the user experience on a website or in store, strategic reporting, etc.

The orchestration of data flows: a concrete and differentiating contribution

From the audience segments determined according to purchases and customer behavior, the data flow orchestration acts in a targeted manner. It offers for example on a website the possibility of increasing the amount of the average baskets or the purchase volume. All this in compliance with the regulations and policies of the establishment.

A real opportunity for digital transformation for companies, it makes it possible to reconcile the logics of CRM with those of CXM (or customer experience management) which improve customer knowledge in order to offer them an increasingly relevant and satisfying experience. Once self-centered, companies are changing to become customer-centric, with end-to-end personalization of the customer experience, on any channel and in real time.

And this is the strength of orchestration, if it is done well: covering all aspects of the same activity, digital or physical, to have a detailed and complete perception of its customers or prospects. . Thus, in stores, the salesperson equipped with a tablet has very simple access to data and can easily (re)direct a customer or respond to his latent needs.

The cement of any omnichannel marketing project and prefiguring the commerce of tomorrow, the orchestration of data flows today represents an essential foundation for the implementation of personalized communications to its customers.

This is why it deserves to be integrated from the process of developing a strategy to promote the development of new marketing scenarios. More than 60% of companies place data analysis at the top of their technology investment priorities.

The author

A graduate of Central Paris, Denis Ravera began his career as a Data Analyst. He is now Head of Data at Arcane, a company of 40 employees created in 2016 which designs acquisition strategies by exploiting data and optimizing paid acquisition levers (SEA, Display & Social).



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