Yesterday’s customer data platform challenge was the data silos created by the modern martech stack. Today’s challenge is resolving the dispersed workflows that bog down marketing departments.
Over the past few years, customer data platforms (CDPs) have gained a lot a of traction with savvy digital marketers. It’s not hard to understand why; with many marketers juggling anywhere from five to 20-plus tools within their martech stack, customer data platforms — as a centralized and neutral data hub — arrived at a good time.
But if yesterday’s challenge involved the data silos created by the modern martech stack, today’s challenge is resolving the dispersed work flows that bog down marketing departments.
With customer data flowing in from various sources, customer data platforms such as Lytics are well-positioned to move into the role of control center for the digital marketer.
Our new Orchestrate Product is the first step in providing marketers with a centralized, visual canvas to actually understand, first, what’s going on with their customer data and, second, use that knowledge to orchestrate seamless, omnichannel marketing campaigns.
You may be wondering how orchestration differs from the more familiar concept of marketing automation. These tools do exactly what they sound like: They let marketers automate marketing actions (like sending various emails as part of a drip campaign) based on pre-set rules (in the case of email automation, these rules are often based on whether the recipient opens or clicks on a particular email within the series). Marketing automation is essentially a series of if/then rules with one catch: they typically only work within the tool that you are using to author the journey.
With Lytics’ new orchestration tool, on the other hand, marketers can now choreograph various marketing tactics across different execution tools. For example, Facebook Ads, SendGrid emails or Lytics web personalization modals may be used as various experiences within a larger objective of converting anonymous users to purchasers. If a user converts on one of the tactics/experiences, they automatically flow into the next stage of the campaign.
One of the biggest challenges marketers face is keeping all of their marketing tactics organized into cohesive customer journeys and high-level campaigns — especially considering how many tools are involved.
Orchestrate aims to make it easier for marketers to understand how their marketing tactics (e.g., “Join our mailing list” web modals) align to larger milestones (Converting Anonymous to Known) and how those milestones relate to a larger campaign goal (e.g., getting an initial or repeat purchase).
Here’s another example from the world of HBO’s Game of Thrones of how Daenerys Targaryen might orchestrate a campaign to claim the Iron Throne:
With Orchestrate we want to give marketers a fresh approach to understanding and activating customer data — while simultaneously streamlining their workflow. In the words of Lytics CTO Aaron Raddon:
So much of marketing technology has introduced better marketing results through increased functionality, however, it has been at the expense of the marketer in terms of workflow complexity. Lytics Orchestrate is the first product to reduce this complexity while also introducing intelligence to help make marketing more powerful.
If you’d like to learn more about Lytics Customer Data Platform, don’t hesitate to reach out for a demo!