Understanding Journey Orchestration

Journey Orchestration allows you to build real-time orchestration use cases using contextual data stored in events or data sources.

Introduction to Journey Orchestration

Journey Orchestration is an application service integrated with the Adobe Experience Platform. It provides an intelligent and open ecosystem to activate all relevant live data through scalable, event-based engagement across any channel your business requires from marketing to operations to service. Journey Orchestration can use any data from the Adobe Experience Platform and any external delivery system to create and deliver compelling experiences.

The video below introduces

  • The concept of Journey Orchestration
  • The types of use cases it enables
  • The key elements of how Journey Orchestration works
In this video, we will introduce the Journey Orchestration service. So that you can understand what Journey Orchestration is. The types of use cases it enables and the basic elements of how Journey Orchestration works.
Journey Orchestration, is an open orchestration service, That allows you to activate real-time customer profiles on the Adobe Experience Platform, to deliver real-time, one to one personalized experiences, that leverage Adobe Experience Cloud solutions and services in co-ordination with other third party services and data sources that you use in your businesses. Common use cases include, Orchestrating the onboarding experience to convert new users into active uses that are realizing the value from your products. Responding intelligently to abandoned carts or other abandoned actions, and delivering real-time location based experiences at your physical locations or around live events. For example, consider the following customer journey. That begins when Shara Rose arrive at her local Luma studio. When her arrival is detected by the Luma mobile app on Shara’s phone, Journey Orchestration checks Shara’s behavioral history in her real-time history, in her real-time customer profile and finds that she had recently shopped for a pair of yoga pants in Luma’s online store but did not complete the purchase. Journey Orchestration, checks Luma’s online inventory system and finds that the pants Shara had shop for online are in stock at her studio location. Journey Orchestration, then sends Shara a push notification with an offer to purchase the pants in store today for 10 percent off.
With Journey Orchestration, you can use events, Orchestration controls and action to design personalized real time engagements with your customers. Each journey starts with an individual specific event. For example, a mobile app user enters the the Geo-fence around one your stores or a web user adds an item to there online shopping cart but does not complete the purchase. Events such as these can be the starting point of a customer journey or serve as way points within an on going journey. You can configure you mobile app, web site or other backend systems that you use to send any customer events of interest to the experience platform, for Journey Orchestration to respond to.
Orchestration controls, allow you to control the flow of the experience that follows from that initial event. These controls include conditions, which allow you to tailor the experience to each individual based on their real-time customer profile on the experience platform. Context data from the event it’s self or data from other external sources that you can accessed in real-time. There is also a variety of timers that you can use to control the timing and sequencing of you engagement with that individual.
Finally, actions allow you to deliver messages or engage in other ways with the individual, these can include, push notifications, email or text messages to Adobe Camping or messaging channels through any other third party services that you use in your business. The open nature of Journey Orchestration, allows you to configure any service that you can call with an API as an action that can be used in a customer journey. In summary Journey Orchestration, is an open Orchestration service that activated real-time customer profiles on the platform and leverages experience Cloud solutions in coordination with any other services or channels you use in your business to deliver real-time personalized one to one experiences for your customers. Harman use cases include Orchestrating the on boarding experience for new users, responding to abandoned actions and delivering real-time location based experiences. Journey Orchestration works by listening for individual customer events, accessing customer data in real-time from the platform and other external data sources, using Orchestration controls to determine best actions for each customer and control the timing and flow of their experience and triggering actions to engage with your customers trough any of you channels. -

How to configure a journey

The main steps in preparation for building journeys are:

  1. Configure Streaming Events - This configuration is mandatory, as Journey Orchestration is designed to listen to events.
  2. Configure Data Sources - This configuration is not required if your journeys only use local data coming from an event payload.
  3. Configure Custom Actions: Required if you want to use a service from any third-party provider that can be called through a REST API with a JSON formatted payload
These configuration steps require technical knowledge. You must be familiar with the Experience Data Model (XDM) and how to compose XDM experience event schemas.

How to create, publish, and analyze a journey

Additional resources