Hive9 Marketing Performance Management Includes Customer Journey Optimization

Hive9 Marketing Performance Management Includes Customer Journey Optimization

As I mentioned in last week’s post on the MarTech Conference , there appears to be an emerging class of vendors doing what might be called “journey management” – although I think I’ll rename that “journey orchestration” since (a) orchestration is a trendier term right now and (b) orchestration more accurately reflects the key notion of a system that coordinates other systems.* This coordination includes both gathering data from multiple sources and sending messages through other systems. Sending messages distinguishes journey orchestration engines from “pure” Customer Data Platforms, which assemble data but don’t make decisions about customer treatments. Some not-so-pure CDPs do combine the data assembly and decisioning, but they don’t use a system-assembled customer journey as the framework for message selection. Whoa. What the heck does that last sentence mean? Let me unpack it a bit: – By “system-assembled customer journey” I mean the systems automatically derive a […]