Suggested readings: Cross-Platform Omnichannel Journeys, How to Create an Architect Journey, Anatomy of a Journey
Architect is a strategic playground of your marketing business where you can automate customer engagement strategies and artfully drive your customers toward your goal through advanced journeys.
As an AI-backed marketing automation tool, Architect enables you to orchestrate high-performing customer journeys that understand the activities of each customer on every platform collected with a unified customer database. You can use Architect and its many channels to create numerous use cases.
This guide provides details about the following concepts:
Strategies and Goals
Architect helps you achieve the following:
- Create omnichannel journeys where each channel consistently speaks to each other.
- Maintain contextually personalized and relevant communication.
- Track users' behavior, actions, and preferences through their lifecycle in real-time on the way.
- Target the right customers on the right channel with the right content at the right time.
- Design various use cases.
- Measure the performance of your journeys for each channel.
- Target unified users across the platforms.
- Use advanced segmentation capabilities.
- Interact with your users in real-time.
- Get a rich, detailed picture of your customers' behavior.
- Maximize marketing Return on Investment (ROI).
Channel Capabilities
You can use the Web push, App push, Email, SMS, WhatsApp, Onsite, InApp, Facebook Custom Audiences, Call an API, and Google Ads channels in your journeys to achieve the following capabilities:
- User attribute & event attribute-based personalization
- Cross-platform, app-to-web, or web-to-app experience, or CRM
- Frequency capping on channels
- Auto-defining the best channel for each user
Flow Controls
You can use the following flow controls in your journeys:
- Real-time starters
- Date-based triggering
- Real-time user processing
- Flows based on user reactions on channels
- Checking whether a user has completed certain events within a certain period and moving users to the related path
- Checking user behavior or property and moving users to the related path
- Checking user reachability on a particular channel
- Pre-built use cases
- Predictive segments
- A/B split
- Waiting for a specified time or a time slot
- Updating user property on the flow
- Journey entry capping
- User eligibility
Reporting
Architect Analytics offers the following analytics:
- Real-time user stats on the flow (live stats)
- Individual channel stats
- Overall journey stats
- Performance dashboard
- A/B split stats
- Exporting stats
- Conversion goal selection and duration
- Last touch attribution model
Testing
You can test your journeys before launching them with the following methods:
To start creating your first journey, refer to How to create an Architect journey.