The Customer

Stack

Action

Compute

Messaging

Tracking

Profile

Customer data orchestration has four core actions.

Send a message

Messaging

➔ Email➔ Ad➔ Web page➔ Phone call➔ Meeting with a sales rep

Track reactions Tracking

Messaging

➔ Email open➔ Ad clicked➔ Web page viewed➔ Meeting held

Record to a profile

Messaging

Profile

Tracking

➔ via integrations➔ CRM➔ Marketing automation➔ Analytics➔ Backend database

Decide actions

Messaging

TrackingAction

Profile➔ via integrations➔ Trigger drip emails➔ Sync qualified leads➔ Enroll in ad audience➔ Schedule meeting

Send more messages

Messaging

Tracking

Profile

Action

➔ Email➔ Ad➔ Web page➔ Phone call➔ Meeting with a sales rep

This forms the a closed loop.We can react!

Action

Messaging

Tracking

Profile

Not all data is ready-to-use.

Messaging

TrackingAction

Profile➔ “Data puke”➔ Can’t sync data as is➔ Wrong format➔ Missing data➔ Needs processing

So it needs computation.

Messaging

TrackingAction

Compute

➔ Cleanse➔ Enrich➔ Segment➔ Score➔ Transform➔ Qualify

Profile

Sync it back to the profile. Action

Profile

Compute

➔ Cleaned➔ Enriched➔ Segmented➔ Scored➔ Transformed➔ Qualified

Tracking

Messaging

Use clean data everywhere.

Profile➔ Messaging, email, live chat➔ CRM➔ Ads➔ Website➔ In-product➔ Analytics & intelligence

Action

Messaging

Tracking

Compute

Use the customer stack to explain orchestration as closed loops.

Profile

Compute

Tracking

Messaging

Action

Explore orchestrations for your teamshull.io/recipes

Action

Compute

Messaging

Tracking

Profile