You’ve been using this personal finance app for four years. But even though you only ever engage with this company on mobile, they just keep sending you the same email, asking you to download their app. You bought a new fondue pot last month and already gave it a five-star rating, but still the retailer you purchased from keeps sending you abandoned cart messages—like you’re somehow going to buy it again. You’re one of their best customers, and they don’t even know it. You saw the flight delay notification in your app, received the email about it as you got to the airport, and then received another reminder about it via SMS, after you already landed. It’s like the airline just doesn’t know where you are in your journey. These aren’t imaginary scenarios. They’re real, confusing experiences that happen to consumers each and every day when effective campaign orchestration isn’t in place. The fact is, many brands are currently struggling to understand who their customers are, where they are in their user journeys, and what they want and need. To ensure their long-term success, every marketer needs to be able to understand their audience and meet customers where they are with… ...

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