Your data-driven orchestrations should have these 7 elements
5 Minute Read
Data-driven strategies for campaign production and orchestration are critical. The shift from traditional marketing clouds to a unified, data-centric platform is a significant evolution in marketing—and addresses the urgent need for personalized messaging across various channels, ensuring consistent and effective communication with audiences.
Key elements of successful data-driven orchestrations
Orchestrations provide an easy way to create and visualize all customer touch-points for an automated message campaign using a combination of triggers, delays, filters, and actions. When creating orchestrations, many elements play a crucial role in the success of both the production and execution. These elements represent a starting place that should guide effective and efficient campaign and orchestration management.
1. Personalized content and messages
The ability to produce content that resonates with each segment of your audience is crucial. Leveraging data for personalization means each campaign piece is crafted to meet the unique preferences and behaviors of different customer groups, enhancing the relevance and impact of your messaging.
Further reading: 7 customer personalization components to implement now
2. Efficient campaign setup and execution
A true marketing platform will help streamline the setup and execution of campaigns and orchestrations. This efficiency allows for rapid deployment of marketing initiatives, reducing the time from conception to market. It means marketers can quickly respond to market changes or customer feedback, ensuring campaigns are always timely and relevant.
3. Coordinated cross-channel delivery
Effective campaign orchestration involves synchronizing messages across multiple channels. Data-driven approaches ensure that whether a customer interacts with an email, social media post, or SMS message, they receive a consistent and cohesive brand experience. This coordination is key to building a unified brand narrative.
4. Insights-driven strategy development
Analytics and reporting generated from orchestrations feed directly into strategy development. By understanding what works and what doesn’t, marketers can continuously refine their approach, ensuring each new campaign is more targeted and effective than the last.
5. Thoroughly mapped customer journey
Detailed mapping of the customer journey is crucial for orchestrating campaigns that engage customers at the right time, with the right message. This mapping ensures that every touchpoint along the customer journey is optimized for maximum impact.
Further reading: How Virgin Voyages simplifies complex customer journeys
6. Collaborative workflow management
The ability to manage workflows collaboratively across teams is vital in campaign production. Data-driven platforms like Cordial provide the tools for seamless collaboration, ensuring that all stakeholders are aligned and that campaigns are executed smoothly and efficiently.
7. Scalable campaign efforts
As brands grow, their campaigns must scale too. Your marketing platform should provide the scalability needed to expand campaign efforts while maintaining focus and effectiveness. This scalability ensures that as the audience grows, the campaign strategies grow alongside, maintaining their effectiveness.
Further reading: Build custom models by unifying and transforming your data
Level up with Cordial’s Orchestration Builder
The shift towards integrated, data-driven marketing strategies is shaping a future where marketing becomes more connected. Cordial is a true marketing platform, showing how data-driven tools and strategies can revolutionize campaign production and orchestration. With Cordial’s Orchestration Builder, brands can easily connect personalized content, channels, customer and business data, and insights to design relevant customer journeys.
What marketers are saying about Cordial’s Orchestration Builder:
“Oh, there are so many [benefits], I can’t pick just one. I think the unified journey orchestration and our ability to think more holistically about how we communicate with the customer based on where they are in either the pre- or postpurchase cycle.” — Senior VP of Digital Transformation at a household goods retailer
“The biggest benefit is the ease and flexibility of creating campaigns.” — Director of Retention Marketing, clothing retailer
“Cordial has functionality our prior solution did not have. A big thing we noticed was just how easy it is to put an orchestration together; one example is that you can move or disconnect something in your Cordial orchestration and the system prompts you asking where you want to map these users to.” — Director of Marketing, wine retailer
Data is the foundation for intelligent, powerful marketing, but without the right tech partner, that data is useless. With a powerful data platform at Cordial’s core, you can instantly access incredible amounts of data to engage customers in highly personalized ways across channels. Our clients are revolutionizing their campaign production, achieving unprecedented engagement, efficiency, and overall marketing success.
The big picture: Total economic impact of Cordial
Cordial commissioned Forrester Consulting to conduct a Total Economic Impact™ study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of managing multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns for high levels of customer engagement.
The TEI study’s quantitative findings include:
- Reduced time producing campaigns valued at $365,800.
- Increased revenue from email, SMS and mobile app marketing valued at $5 million.
- Reduced costs from retiring prior solutions valued at $1.7 million.
- Improved efficiencies from automating customer service valued at $980,400.
- Cost savings preparing data for decision-making valued at $626,400.
- Cost savings creating customer segments valued at $101,600.
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