Case Study - Omnichannel Campaign Orchestration

Case Study: Omnichannel Campaign Orchestration

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Seamless Coordination Across Email, SMS, Push, Social, Web, and In-Store Displays

Executive Summary

Enterprises across industries are facing heightened customer expectations. Today’s consumer expects brands to recognize them and deliver personalized experiences across every channel—whether opening an email powered by Salesforce Marketing Cloud, receiving an SMS through Twilio, engaging with a push notification via Braze, seeing a personalized product ad on Meta Ads Manager or Google DV360, or walking into a store where digital displays update in real time using Adobe Experience Manager Screens connected to loyalty data.

The challenge lies in unifying these channels into a coherent journey. Many organizations operate with siloed technologies: legacy email service providers, disconnected push tools, separate analytics systems like Google Analytics 4 (GA4) or Adobe Analytics, and fragmented customer data stored in CRM or loyalty databases. The result is inconsistent messaging, customer fatigue, and missed revenue opportunities.

This case study describes how a global enterprise with both physical and digital channels partnered with a consulting firm to implement an omnichannel orchestration program. The initiative deployed a modern stack of Customer Data Platform (CDP) technologies (e.g., Adobe Experience Platform, Twilio Segment, Salesforce CDP, Oracle Unity), integrated them with campaign execution platforms, and layered AI/ML decisioning models.

Outcomes included a 20% increase in digital engagement rates, a 15% uplift in repeat purchases, and a 30% reduction in campaign deployment times. Beyond metrics, the transformation created a unified data foundation, consistent privacy management, and a culture of journey-based marketing.

Background & Client Context

The client, a large global enterprise with retail and eCommerce presence, operated in multiple geographies with millions of customers. Over time, its marketing technology stack had grown organically:

  • Email campaigns managed through a legacy ESP, supplemented by regional deployments of Salesforce Marketing Cloud and Oracle Responsys.
  • SMS campaigns executed with Twilio and local telco integrations.
  • Push notifications run on separate app platforms like Braze or Firebase Cloud Messaging (FCM).
  • Social media campaigns executed through Meta Business Manager, LinkedIn Campaign Manager, and Google Ads.
  • In-store promotions managed locally, with limited connection to central data systems, relying on POS data feeds.
  • Analytics fragmented across Google Analytics 4, Adobe Analytics, and ad network dashboards.

The company recognized that orchestrating these touchpoints in isolation was unsustainable. Customers frequently received overlapping offers, while marketing lacked visibility into attribution across channels. Senior executives mandated a transformation initiative to implement unified omnichannel orchestration.

Key Challenges

Data Fragmentation
Customer data existed across CRM (Salesforce Sales Cloud), eCommerce (Magento/Adobe Commerce), loyalty systems, call center platforms, and POS. No single source of truth existed. Campaigns were often launched without visibility into customer history.

Siloed Campaign Execution
The email team used Salesforce Marketing Cloud, SMS ran through Twilio, push campaigns were delivered through Braze, and social ads were managed separately in Google DV360 and Meta Ads Manager. These systems did not synchronize journeys.

Limited Personalization
Segmentation was limited to basic demographic data from CRM. Product recommendations were not powered by AI recommendation engines such as Adobe Sensei or Salesforce Einstein, and send-time optimization capabilities were underutilized.

Privacy & Consent Management
Customer opt-outs were managed differently across systems—unsubscribing from email (via SFMC) did not sync with SMS or push preferences. A centralized Consent Management Platform (OneTrust, TrustArc, or custom solution) was missing.

Technology Gaps
The enterprise lacked:

  • A CDP like Adobe Experience Platform, Oracle Unity, or Twilio Segment.
  • A real-time decisioning engine capable of next best action.
  • Integrated testing/analytics platforms like Tableau, Power BI, or Looker for cross-channel ROI reporting.

Consulting Approach

Discovery & Strategy
The consulting team conducted workshops with CMO, CIO, regional marketing heads, and data governance leads. Using frameworks like customer journey mapping and experience blueprinting, they designed end-to-end journeys: awareness, engagement, purchase, and loyalty.

Technology Assessment
A martech audit benchmarked existing systems against leaders such as:

  • Orchestration: Adobe Journey Optimizer, Salesforce Interaction Studio, Oracle Responsys, Braze.
  • CDPs: Twilio Segment, Adobe Experience Platform, Salesforce CDP, Oracle Unity.
  • Consent Management: OneTrust, TrustArc.
  • Analytics: Google Analytics 4, Adobe Analytics, Power BI, Tableau.

Roadmap Design

  • Phase 1: Deploy CDP (Adobe, Salesforce, or Segment) with integrations to CRM, POS, GA4, and loyalty. Use Snowflake as the enterprise data warehouse for scalable storage and identity resolution.
  • Phase 2: Implement orchestration platform (Adobe Journey Optimizer or Braze) integrated with Salesforce Marketing Cloud, Oracle Responsys, Twilio SMS APIs, and Braze push.
  • Phase 3: Layer AI/ML models for churn prediction, next best action, and personalization using Salesforce Einstein, Adobe Sensei, and custom ML pipelines on Databricks.
  • Phase 4: Build unified reporting on Power BI and Tableau, and introduce A/B/n testing with Adobe Target or Optimizely.

Solution Architecture

Data Layer

  • Adobe Experience Platform CDP unified all first-party data.
  • Snowflake used as the centralized data lake.
  • OneTrust CMP integrated for consent and preference management.

Decisioning Layer

  • Adobe Journey AI and Salesforce Einstein used for segmentation, product recommendations, and churn prediction.
  • Rules engines embedded within orchestration tools for compliance and governance.

Orchestration Layer

  • Salesforce Marketing Cloud for email journeys.
  • Twilio SMS APIs for time-sensitive messages.
  • Braze for push notifications and in-app campaigns.
  • Meta Ads Manager, Google DV360, and LinkedIn Ads for social retargeting.
  • Adobe Experience Manager Screens for in-store signage linked to loyalty data.

Analytics Layer

  • Power BI and Tableau dashboards with live feeds from Snowflake.
  • GA4 and Adobe Analytics for attribution modeling.
  • Real-time performance dashboards for CMO, CIO, and campaign managers.

Implementation & Change Management

The implementation was carried out using an agile delivery model with cross-functional squads. Pilots such as cart abandonment journeys (Adobe Journey Optimizer + Twilio + Braze) were tested before scaling.

A governance framework was created with a centralized orchestration hub managing core journeys, while regional pods localized campaigns. Training programs included journey design playbooks and adoption workshops for Tableau and Power BI.

Weekly “performance war rooms” allowed teams to review cross-channel KPIs and identify opportunities for rapid optimization.

Outcomes

Quantitative

  • 20% uplift in email click-to-open rates using Einstein Send-Time Optimization.
  • 15% increase in repeat purchases enabled by orchestrated journeys across Salesforce, Twilio, and Braze.
  • 12% uplift in in-store conversions from Adobe Experience Manager Screens personalized by loyalty data.
  • 25% reduction in opt-outs with unified consent via OneTrust.
  • 30% faster campaign deployment with Adobe Journey Optimizer.

Qualitative

  • Seamless and consistent brand voice across digital and in-store channels.
  • Stronger trust through centralized preference management.
  • Improved IT–marketing alignment via shared Power BI/Tableau dashboards.
  • A cultural shift from campaign-centric to journey-centric marketing.

Lessons Learned

  • A robust CDP is foundational to orchestration.
  • AI tools like Adobe Sensei and Salesforce Einstein multiply value only if fed with clean, unified data.
  • Consent management platforms such as OneTrust ensure compliance and avoid reputational risks.
  • Access to data visualization in tools like Power BI democratizes insights and boosts marketer confidence.

Next Steps

The client plans to extend orchestration by:

  • Adding call centers (Genesys, NICE CXone) and print campaigns into orchestration.
  • Scaling use of generative AI tools like Adobe Firefly for content creation.
  • Deploying predictive analytics in GA4 and Adobe Analytics.
  • Expanding orchestration capabilities to new global regions.

Consulting Firm Value Delivered

The consulting firm provided:

  • Vendor-neutral assessments of orchestration, CDP, and analytics tools.
  • Solution architecture combining Snowflake, Adobe AEP, Salesforce Marketing Cloud, Twilio, and Braze.
  • Governance and operating models for global-local orchestration.
  • AI advisory to deploy predictive models for personalization and churn.

Conclusion

Omnichannel campaign orchestration requires the unification of data, decisioning, orchestration, and analytics layers, supported by strong governance and cultural adoption. By deploying platforms like Adobe Experience Platform, Salesforce Marketing Cloud, Twilio, Braze, OneTrust, Snowflake, Tableau, and GA4, the client achieved measurable improvements in engagement, conversions, and efficiency.

The transformation not only delivered business results but also positioned the organization for future evolution with AI-driven personalization and predictive analytics. The case demonstrates how consulting firms can bridge strategy, technology, and execution to enable enterprises to truly deliver on the promise of “One Customer, One Experience, Any Channel.”