direct consequence of the phenomenon big datadata flow orchestration refers to the process of retrieving not tons of useless data, but data that is essential and useful at time T for businesses.
Most brands are able to collect customer journey information, on their website and in-store. However, very few manage to reconcile all these sources and have one omnichannel vision, which prevents them from addressing their customers in a unified way. In fact, each company has teams organized by business with their own tools, making the common vision complex and therefore difficult to build omnichannel strategies.
Data flow orchestration can solve this problem.
An approach that must be part of the company’s overall strategy
With reference to the automated configuration, management and coordination of IT systems, applications and services, the orchestration of data flows requires a very detailed knowledge of the customer and the definition of clear objectives.
In fact, before asking which orchestration platform to use, it is essential to have identified the objectives of one’s customers and their behaviour, in order to know which segment of the public to address, with which message and for what purposes.
The orchestration of data flows requires various and specialized skills (Data & measurement, Customer Marketing, Media, IT) which can represent a brake in its implementation within companies where traffic is isolated. To streamline the process while avoiding the setbacks of multiple costly hires, organizations are leveraging automation tools (like Customer data platform), but neglect the strategic approach, often with the effect of ruining a project.
On the other hand, well conducted from the beginning of the project, the orchestration guarantees the company a relevant use of data flows in a logical sequence and provides information with high added value in favor of the business service.
Thus coexisting in a single tool, the data feed all the marketing levers: CRM, personalization of the user experience on site or in the store, strategic reporting, etc.
The orchestration of data flows: a concrete and differentiating contribution
From audience segments determined based on purchases and customer behavior, the dataflow orchestration acts in a targeted manner. For example, it offers on a website the possibility of increasing the amount of average baskets or the volume of purchases. All this in compliance with the regulations and policies of the establishment.
A true digital transformation opportunity for companies, it allows reconcile the logics of CRM with those of CXM (or customer experience management) that improve customer knowledge, in order to offer them an increasingly relevant and satisfying journey. Once self-centered, companies are changing to become customer-centric, with end-to-end personalization of the customer experience, across any channel and in real time.
And this is the strength of orchestration, if done well: covering all aspects of the same activity, digital or physical, to have a detailed and complete perception of one’s customers or prospects. . Thus, in stores, the tablet-equipped salesperson has very easy access to data and can easily (re)direct a customer or respond to her latent needs.
Cement of any omnichannel marketing project and prefiguration of tomorrow’s commerce, the orchestration of data flows today represents an essential basis for the implementation of personalized communications to your customers.
This is why it deserves to be integrated into the strategy development process to promote the development of new marketing scenarios. Over 60% of companies place data analytics at the top of their technology investment priorities.
A graduate of the Paris Center, Denis Ravera began his career as a Data Analyst. He is now Head of Data at Arcane, a 40-employee company created in 2016 that designs acquisition strategies by leveraging data and optimizing paid acquisition levers (SEA, Display & Social).