What is data orchestration and why does it matter?

According to Gartner, 87% of companies have low data intelligence, which prevents them from getting the most out of customer data. This leads to IT-intensive direct integrations with data providers and workflow apps, which causes delays and timeout errors.

This is where data orchestration saves the day. It combines siloed data from different sources and makes it available via a data analysis tool.

In this post, we cover what data orchestration is, the benefits of implementing it into your business, and how to orchestrate data pipelines.

What is data orchestration?

You might be asking yourself, “What is the orchestration of data?” Well, it’s simply organizing, transforming, and analyzing data and making it available via a tool that your entire team can access. This allows you to get rid of siloed information and streamline work processes.

It’s challenging to manage these insights separately if you’re gathering customer data by running surveys, monitoring social media, and collecting information via your website.

By implementing data orchestration, you’ll be able to combine all this data under one virtual roof. This will allow you to improve the customer experience and build marketing strategies around this information.

What are the benefits of data orchestration?

Here are some advantages of implementing data orchestration:

• It eliminates siloed information
• It removes data bottlenecks
• It enables you to comply with data privacy laws

It eliminates siloed information

Siloed information negatively affects every aspect of business. For example, 47% of marketers say the information they are trying to access when building marketing campaigns is hard to find.

Not only does this waste time and lower productivity, it adversely impacts marketing campaigns.

Fortunately, by orchestrating data pipelines, everything is easy to find. This way, employees don’t have to spend hours hunting for information.

It removes data bottlenecks

If you’re a data manager, you may spend hours per week collecting and processing data. But when you automate this process using data orchestration, you minimize time spent on these activities—so you can focus on work processes that matter.

It enables you to comply with data privacy laws

Data privacy laws like GDPR and CPPA require you to prove your data was collected ethically.

You’ll need to disclose how, when, and why you collected customer data. If you don’t have this data organized, meeting these privacy regulations becomes a hassle.

GDPR and CPPA regulations also give customers the power to back out of data collection and request that you delete all data you have on them. It’ll be almost impossible to find data on specific customers without orchestrating pipelines.

Now that we’ve covered the data orchestration meaning and benefits, let’s look at how to orchestrate data in four easy steps.

4 Steps to effective data orchestration

Although the process of data orchestration varies across systems, here’s a basic template to work from:

• Collect and organize the relevant data
• Transform the data
• Automate as many processes as possible
• Use the organized data to make better business decisions

1. Collect and organize the relevant data

If you’re collecting customer data with surveys, interviews, and focus groups, you’ll need to organize it so it’s easy to find.

This doesn’t have to be a tedious process. With Lytics, your team can organize and access data within minutes. Lytics uses charts and graphs to make this information easy to understand. That way, marketers, customer support, customer success, and sales teams are on the same page, optimizing productivity.

For example, marketers can choreograph multiple marketing campaigns across different tools. This omnichannel view allows for better customer personalization.

2. Transform the data

Once everything is organized, you’ll want to change the structure and format of your data and delete irrelevant information.

This makes it easier for computers and humans to use. You avoid problems like duplicates, null values, improper indexing, and incorrect formatting.

3. Automate as many processes as possible

Now it’s time to automate as many data processes as you can. This saves your team time because they can focus on making data-driven decisions instead of managing data.

Orchestration systems can complete tasks like organizing, documenting, and cleaning up duplicate data.

4. Make decisions around the data

Now comes the fun part. After you’ve collected, organized, and transformed data and automated the orchestration process, you can start using this new insight to make better decisions.

For instance, marketers will start to understand customers better, allowing for more personalized campaigns. If you have a sales team, they can use this information to hit key pain points.

Data orchestration made easy with Lytics

With data orchestration tools like Lytics, choreographing marketing tactics across platforms such as Google, Facebook, and email is simple.

It’s time for you to start making better data-driven decisions, optimizing omnichannel marketing campaigns. Sign up for a free Lytics trial today and make the most of customer data.