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:
- Fundamentals of a journey
- Strategies and goals
- Channel capabilities
- Flow Controls
- Reporting
- Testing
Fundamentals of a journey
A journey starts at one of the entry points, called “starters,” and paths based on user behavior and actions, using if/else logic (match/not matching) to evaluate check elements until the flow ends. Using if/else logic, desired actions or interactions can be designed effectively. Users enter the journey if they meet the starter segment/condition/rule, then proceed through the journey flow based on their actions or properties.
Strategies and goals
Architect helps you achieve the following:
- Omnichannel journeys where each channel speaks to each other in a consistent way
- Contextually personalized, relevant communication rather than unsolicited junk
- Tracking users' behavior, actions, and preferences through the user’s lifecycle in real-time on the way
- Targeting the right customers at the right time on the right channel with the right content
- Elegantly designing various use cases
- A concrete measure of success
- Unified users across the platforms
- Ultra-level segmentation
- Real-time interactions
Main features
Channels and their 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
- Send time optimization
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
- A/B autowinner
- Waiting for a specified time or a time slot
- Updating user property on the flow
- Journey entry capping
- User eligibility
- Exit criteria
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.