编排的营销活动快速入门 orchestrated-camp

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• TL;DR: This page introduces Orchestrated campaigns in Adobe Journey Optimizer, explaining their core capabilities, how they differ from journeys, and what an Orchestrated campaign contains.

Intents:

• Understand what Campaign Orchestration enables: brand-initiated marketing and transactional campaigns across channels.
• Learn the four core capabilities of Campaign Orchestration.
• Distinguish Orchestrated campaigns from journeys.
• Identify the components of an Orchestrated campaign canvas: activities, transitions, and worktables.
• Recognize a typical entry-level Orchestrated campaign pattern using the Fork activity.
• Find the licensing requirement needed to access Campaign Orchestration.

Glossary:

• Campaign Orchestration: the capability in Adobe Journey Optimizer that powers sophisticated, brand-initiated campaigns across channels, both marketing and transactional (product-specific)
• Marketing campaigns: campaigns that help drive engagement, revenue, and customer loyalty at scale (product-specific)
• Transactional messages: messages that do not require opt-in and are suited for time-sensitive communications such as disruptions, emergencies, or cancellations (product-specific)
• On-Demand Audiences: instant querying across datasets to create audience segments using any combination of data types and dimensions (product-specific)
• Multi-entity segmentation & sending: targeting using entities like product catalogs, store locations, or service data beyond person-based campaigns, including multi-level sending where one message is sent per Profile and per associated secondary entity (such as contact addresses, bookings, subscriptions, or contracts) (product-specific)
• Pre-send visibility & precision: exact segmentation counts and full campaign scope available before launch (product-specific)
• Multi-step campaign workflows: design of multi-step campaigns, from daily messages to complex campaigns like seasonal promotions or major product launches (product-specific)
• Activity: a task to be performed, represented on the canvas by icons; a given activity can produce multiple tasks, in particular when there is a loop or recurrent actions (product-specific)
• Transition: links a source activity to a destination activity and defines their sequence (product-specific)
• Worktable: contains all the information carried by the transition; each Orchestrated campaign uses several worktables, and the data conveyed can be used throughout the campaign’s life cycle (product-specific)

Guardrails:

• Available channels vary based on licensing model and add-ons.

Prerequisites and permissions:

• To access Campaign Orchestration, the license must include either the Journey Optimizer – Campaigns & Journeys package or the Journey Optimizer - Campaigns package.

Terminology:

• Canonical name: Campaign Orchestration — variants: Orchestrated campaigns
• Do not confuse: “Marketing campaigns” (drive engagement, revenue, and customer loyalty at scale) ≠ “Transactional messages” (do not require opt-in, suited for time-sensitive communications such as disruptions, emergencies, or cancellations)
• Do not confuse: “Journeys” (1 to 1 canvas, real-time, profiles travel through steps at their own pace, state maintained within its context to trigger real-time actions) ≠ “Orchestrated campaigns” (batch canvas that calculates segments, all profiles processed together at the same time)
• Do not confuse: “Activity” (a task performed on the canvas) ≠ “Transition” (links a source activity to a destination activity) ≠ “Worktable” (contains the information carried by a transition)

FAQ:

• Q: What is required to access Campaign Orchestration? — The license must include either the Journey Optimizer – Campaigns & Journeys or the Journey Optimizer - Campaigns package.
• Q: How do Orchestrated campaigns differ from journeys? — Journeys use a 1 to 1 canvas where each profile travels through steps at its own pace with its state maintained in context; Orchestrated campaigns use a batch canvas that calculates segments, with all profiles processed together at the same time.
• Q: What does a typical entry-level Orchestrated campaign look like? — Build audience → Fork → Channel A + Channel B, letting two parallel branches target the same audience in a single campaign run, each with independent channel configuration, message content, or category.
• Q: What are the four core capabilities of Campaign Orchestration? — On-Demand Audiences, Multi-entity segmentation & sending, Pre-send visibility & precision, and Multi-step campaign workflows.
• Q: What does an Orchestrated campaign contain? — Activities, transitions, and worktables.
• Q: Do transactional messages require opt-in? — No, transactional messages do not require opt-in and are suited for time-sensitive communications such as disruptions, emergencies, or cancellations.

Examples:

• A typical entry-level Orchestrated campaign follows the pattern Build audience → Fork → Channel A + Channel B, for example one branch using a Marketing email and another using a Transactional email.

Related pages:

• For the list of supported channels: Channels in journeys & campaigns (channels/gs-channels.md)
• For details on activities shown on the canvas: various activities (orchestrated/activities/about-activities.md)
• For using the Fork activity in a campaign pattern: Learn how to use the Fork activity (orchestrated/activities/fork.md)
• For distinguishing Marketing vs Transactional messages in more depth: Understand Marketing vs Transactional messages (orchestrated/activities/channels.md)
• For building audience queries with relational data: Build your first rule (orchestrated/build-query.md)
• For setting up relational schemas for multi-entity data: Create relational schemas (orchestrated/gs-schemas.md)
• For tracking campaign performance: Reporting for Orchestrated campaigns (orchestrated/reporting-campaigns.md)
• For launching and monitoring campaign execution: Start and monitor campaigns (orchestrated/start-monitor-campaigns.md)
• For reviewing limits and best practices: Guardrails and limitations (orchestrated/guardrails.md)
• For common questions about features and use cases: Frequently Asked Questions (orchestrated/orchestrated-campaigns-faq.md)
• For an example of re-engaging profiles who browsed but did not purchase: Engage customers by browsing activity (orchestrated/engage-customers-uc.md)
• For an example of alerting customers about restocked products: Notify users about product availability (orchestrated/product-availability-uc.md)
• For an example of triggering wishlist-related messages: Send wishlist item updates (orchestrated/wishlist-uc.md)

Personas:

• marketer: Can use On-Demand Audiences, Multi-entity segmentation and sending, Pre-send visibility and precision, and Multi-step campaign workflows to build and launch Orchestrated campaigns. Can query across datasets to create audience segments and design multi-step campaigns such as seasonal promotions or major product launches in the drag-and-drop interface. The page states that available channels vary based on licensing model and add-ons. Where: “Core capabilities”.

Onboarding:

• Level: Beginner
• First minimal step: Build audience, then fork into two channel branches, for example one branch using a Marketing email and another using a Transactional email.
• Success check: Exact segmentation counts and full campaign scope display before launch.
• Next: Work with the various activities shown on the Orchestrated campaign canvas: Work with Orchestrated campaign activities (orchestrated/activities/about-activities.md); Master the rule builder to create targeted queries and segment your audiences with precision using relational data: Build your first rule (orchestrated/build-query.md)