tips for simplified marketing activation

A direct result of the big data phenomenon, data flow management refers to the process of retrieving important and useful information for companies at T moment rather than tons of useless data.

Most brands are able to collect customer journey data on their websites and in their stores. However, few are able to reconcile all these sources and have an omnichannel vision, which prevents them from addressing their customers in a holistic manner. Indeed, each company has teams organized by business with their own tools, which makes it difficult to build a common vision complex and thus multi-channel strategies.

Organizing data flow can solve this problem.

An approach that should be part of the company’s overall strategy

Referring to the automated configuration, management and coordination of IT systems, applications and services, the organization of data flows involves having a very detailed customer knowledge and defining clear objectives.

Indeed, before using an orchestration platform, it is important to define the goals and behaviors of your customers in order to know which audience segment to target, with which message and for which purposes.

Organizing the flow of information requires different and specialized skills (Data and measurement, Customer Marketing, Media, IT) which can create a brake on its implementation in companies where trade is suspended. Organizations use automation tools (such as a Customer Data Platform) to streamline the process and at the same time avoid many costly onboarding failures, but they ignore a strategic approach, often dooming the project.

On the other hand, well-executed orchestration from the start of the project guarantees the company the appropriate use of data flows in a logical sequence and provides information with high added value for the benefit of the business service.

Thus, data living in a single tool feeds all marketing levers: CRM, personalization of the user experience on the website or in the store, strategic reports, etc.

The organization of information flows: a concrete and distinctive contribution

The organization of the flow of information from audience segments determined by shopping and customer behavior operates purposefully. For example, it offers an opportunity to increase the average cart size or purchase volume on a website. All this is in accordance with the rules and policies of the institution.

For companies, the real opportunity for digital transformation is allowing them to align CRM logic with CXM (or customer experience management), which improves customer knowledge, to offer an increasingly relevant and satisfying experience. After self-centering, companies are shifting to become customer-centric with end-to-end personalization of the customer experience on any channel and in real-time.

And that’s the power of orchestration, if it’s done well: encompassing all aspects of the same activity, digital or physical, to have a detailed and complete understanding of your customers or prospects. . Thus, in stores, a salesperson equipped with a tablet has very simple access to information and can easily (re)direct the customer or respond to his hidden needs.

The cement of any omnichannel marketing project and the embodiment of tomorrow’s commerce, the organization of today’s data flows is an important foundation for implementing personalized communications to customers.

Therefore, it deserves to be integrated into the strategy development process to encourage the development of new marketing scenarios. More than 60% of companies place data analytics at the top of their technology investment priorities.


A graduate of Central Paris, Denis Ravera started his career as a Data Analyst. He is currently Head of Data at Arcane, a 40-employee company founded in 2016, designing acquisition strategies using data and optimizing paid acquisition levers (SEA, Display & Social).

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