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Barnette Academy Group

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Roman Cruz
Roman Cruz

Beyond The Martech Stack: It Takes An Orchestra To Solve The Customer Experience

To successfully orchestrate customer journeys, your personalization efforts can be divided into four parts, much like the four instrument sections of an orchestra. With these four instruments working together, you can compose a harmonious customer journey and deliver the digital experiences your customers deserve.

Beyond the martech stack: It takes an orchestra to solve the customer experience


With modern omnichannel orchestration and execution, you can tie every customer interaction together and react to real-time customer insights and signals. Journey orchestration should incorporate AI and ML to surface predictive insights and automate decisions throughout the customer experience.

Delivering personalized experiences to thousands or even millions of customers across multiple channels requires a capable tech stack that can analyze and activate the right data, deliver relevant content at meaningful moments, and orchestrate a seamless customer journey from the first note.

Learn more about orchestrating digital experience masterpieces by reading Orchestrating the customer journey for retail success: Four personalization instruments to tune up digital engagement.

Forrester defines marketing orchestration as a powerful tool in ABM and marketing. This tool focuses not on standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience.

Marketing orchestration will make your customer experience strategies effective, efficient, and measurable. It will help break down your marketing from this gigantic mountain of complexity to a straightforward process even an intern can understand.

In Part 2 of The Complete Guide to Customer Data, you defined your customer journey map. Not only does this define your high-level event tracking plan and attribution model, but this defines the set of customer experiences you need to orchestrate.

In Part 2, you outlined your customer journey map. This divides up lifecycle stages (e.g. lead, opportunity, customer) and customer journey paths (e.g. free trial vs. demo request) to produce a set of unique customer experiences. The goal is to define how you orchestrate the whole system.

Create a simple "catch-all" orchestration framework for deciding what data you need, tools you use, and how your teams interact. We advocate an ideal customer profile (clear, common, objective definition to tie your data to) and customer journey map (to define your customer experiences from lifecycle stages and customer journey paths).

Data warehouses, which house structured, schematised data, are becoming increasingly outdated as the amount of customer data being generated continues to grow and customers expect more of a personalised experience based on years of loyalty. Although they have their place in a data architecture, data warehouses are not flexible enough to fuel AI-based analytics or martech tools with the data they need.

Lytics helps companies orchestrate more relevant marketing through the only enterprise-grade Customer Data Platform (CDP). Nestle, General Mills, Atlassian, The Economist, Heineken and other leading companies use Lytics to choreograph one-to-one interactions across marketing channels that their customers welcome. The Lytics Customer Data Platform (CDP), the company's flagship product, was launched in October 2014. The Lytics CDP connects a company's marketing data about customers and users from multiple sources (e.g., structured and unstructured data from tools, anonymous and known profiles, and other interactions and events from the marketing stack, sales, and support databases) and creates behavior-rich user profiles and segments (e.g., likely to churn, most active on mobile, coupon lover). These customer profiles and segments then sync with a company's marketing tools (from website personalization and ad retargeting, to email marketing and content optimization) to improve marketing campaign results and reduce inefficiencies. Many marketing technology vendors claim to offer a "customer data platform." Lytics has the only customer data platform that is easy enough for a beginner marketer to use, but technically sophisticated enough to impress software developers and data scientists. Lytics builds a profile based on unifying any fragment of customer information using sophisticated data science and conducts probabilistic matching to merge identities. The result: a rich profile of a consumer that can power one-to-one marketing in third-party martech tools, APIs, and Lytics own native execution platform. Lytics is led by marketing-technology veterans who've held leadership positions at Webtrends, Urban Airship, Jive, and Hewlett Packard Enterprise. We are headquartered in Portland, Oregon.


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