Orchestrate Phase

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 4 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 101-119 from Springer

Abstract: Abstract This chapter demonstrates how companies strategically orchestrate marketing activities to maximize efficiency, personalization, and scalability. The focus is on data-driven omni-channel orchestration, which enables consistent customer engagement across various channels. Real-time interactions and automation play a central role in reaching customers with relevant messages at the right time. Topics such as real-time interaction management (RTIM) for personalized communication and marketing resource management (MRM) for efficient control of budgets and assets are explained with practical relevance. Using concrete recommendations for action, case studies, and tool evaluations, the chapter illustrates how companies can successfully implement their orchestration strategy.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_4

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DOI: 10.1007/978-3-658-51166-1_4

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