Journey orchestration is coordinating a customer's interactions across channels and lifecycle stages into one connected experience.
Category
Marketing Automation
Also known as
journey management
It is a core CDXP capability: it connects customer data to the experience so channels react to the same customer state. A customer who buys, for example, should leave the abandoned-cart path, enter post-purchase, and stop seeing acquisition ads.
In practice
Orchestration only works on a shared, current profile. If each channel runs its own logic on its own data, you have separate campaigns, not a journey.
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