Data-driven orchestration enables marketing to move personalization from one-to-many to one-to-one. Personalization is delivered via a hybrid of orchestration techniques. Merkle has categorized these techniques into an orchestration maturity model, with five levels of increasing effectiveness in people-based marketing decision making.
Personalization has evolved beyond simple customer recognition and into the delivery and management of “personal” customer experiences: Experiences that are always-on and flow from channel to channel, and that deliver and manage one-to-one relationships. Personalization is never defined by marketing technology; instead, personalization should be a strategy focused on delivering seamless customer experiences across all channels and throughout the entire journey. To that end, every company should look at several criteria to define a customer’s interaction with its brand.
Despite all the promotions and deals Office Depot, an $11 billion retailer, had been providing to its large customer base through its award-winning e-commerce site, there was a disconnect between these online promotions and in-store sales. When considering this lag, Office Depot noted from a study that “80 percent of consumers worldwide say they will only engage with a brand’s marketing offers if those offers are based on how they previously interacted with the brand.”