Orchestrating Customer Data: What It Is and 4 Reasons Why It's Needed


Modern salespeople and marketers are drowning in a deep pool of data. Data is generated at every point of contact customers have with a business – social media pages, websites, emails. Now the real challenge comes in processing and organizing this data from multiple sources. Manual attempts to process data generated through different channels can lead to data silos, duplicate data, and other forms of dirty data. The quality of the analysis and the insights generated will therefore be unreliable. However, with the emergence of CDP systems capable of orchestrating customer data, such problems are gradually disappearing.


Orchestrating customer data is the automated process of creating a seamless connection between data collected through different channels. It includes the combination, planning and monitoring of data pipelines to generate actionable insights. Like a music orchestra, the goal of data orchestration is harmony and real-time synchronicity.

For any company that wants to be customer-centric, a lot of attention must be paid to customer data management. The handling and processing of data must be done quickly, accurately and efficiently. Moreover, this should be done for potential, new and old customers. This undoubtedly places high demands on marketers and sales staff. However, the story becomes very different with advanced CDP that is capable of orchestrating customer data.


As mentioned, the process of orchestrating customer data removes data silos and improves data movement. The problem of working with multiple data sources is thus greatly reduced. But what does this mean for marketing strategies and customer relationships? Here are four compelling reasons why orchestrating customer data can be a game-changer for your business.


Processing the gigabytes of customer data collected from many touchpoints is a challenge. The challenge becomes even greater when you try to use manual or non-optimized processes. Time is wasted, productivity is reduced and the potential to generate income is limited. However, the opposite becomes a reality once a company starts orchestrating customer data. You can then better deal with the dynamic dates who are at your disposal and take quick action.


Today's customers interact with businesses in a variety of ways. Individuals can start their customer journey by discovering a brand on Twitter and then visit the brand's website to learn more. While on the website, they can sign up for weekly newsletters or visit an affiliate of the brand's store. At every step, crucial and useful data is generated. That's why orchestrating customer data is an integral part of the omnichannel marketing strategy. It provides insights that improve each customer's knowledge and needs. This makes it easier to enrich the customer experience. No one is as loyal as a customer who feels understood and heard.


Personalization has become a non-negotiable aspect of customer relationships. The insights generated by analytics after orchestrating customer data can be very helpful in personalizing services and messaging. For example, every purchase a customer makes presents unique opportunities for cross-sell and upsell. By understanding customers, your business can instantly email targeted ads with relevant product suggestions.


Data Privacy Regulations will always be a problem when it comes to customer data. With GDPR and CCPA laws tightening, customer data orchestration provides a way for businesses to protect themselves. For example, data privacy laws require companies to disclose sources from which data has been collected. However, that would be difficult if the data is disorganized. By applying data orchestration, a company can better handle the data in the repository. Therefore, data compliance becomes much easier.


Organizing customer data can be done in three easy steps. These include:

DATA COLLECTION: Identify all data channels involved in your business processes and connect all these data streams to your CDP. Your CDP system can then understand the data and organize it appropriately.

STANDARDIZATION: This step of orchestrating customer data starts with data cleansing. Then the clean data is then converted into a single format that facilitates profiling and data enrichment.

ACTIVATION: The final step of data orchestration is the analysis of data for actionable insights.

In summary, orchestration of customer data has gone from luxury to necessity, especially for businesses with multiple touchpoints. Therefore, this cloud-based solution is one that more companies should initiate to get more value from their CDP Systems to get. Eliminate data silos and improve data workflow with this solution today.

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