One programme, several systems
Ecosystem orchestration
When a record needs to move through more than one system, the LeadScale Engine™ can use what comes back from one destination to determine its next step.
The LeadScale Engine can act as a hub for a demand programme involving several systems. A record goes to one system first; the response determines whether it goes to another and what happens next. The sources, checks and routing are configured with the client before the programme runs.
What decides the next destination
Most clients use the Engine to deliver into a single channel. A programme that needs several connected steps can use it as a hub instead. The distinction is what happens after a delivery: the response can become an input to the next routing decision.
- Agree the flow. You and LeadScale's technical team establish the sources, receiving systems and what the responses should determine. The programme's checks and their order are agreed as part of that setup.
- Receive and check the records. Records arrive from the configured sources and pass through the processing chosen for the programme.
- Route from the response. The Engine sends a record to a system. What comes back determines whether it should move to another. That system's response can in turn determine a further step. The sequence follows the configured flow.
- Bring outcomes back. On programmes set up for it, connected systems return outcome information for further processing and subsequent programme inputs.
Our Engine configuration section explains the technical service behind setting up the connections and flow.
Coordination between sources and destinations
Routing that responds.
A system's response can determine where a record goes next, according to the programme's configured flow.
Delivery to several systems.
The same record can be delivered to more than one destination.
Record history.
For records created through a LeadScale programme, source, timestamp, lineage and consent audit information travel with them.
Outcome feedback.
Where configured, information from connected systems can return to the Engine and inform subsequent programme inputs.
On one enterprise programme, the Engine sat between several agencies, their suppliers and the client's marketing systems. When the client changed its marketing automation platform, delivery switched to the new destination while suppliers continued submitting as before. A return connection was added for suppression and reporting.
That historical example shows how a change at the destination was handled without requiring the suppliers to change their submission process.
Vodafone: a hub for consumer acquisition
Needs approval
In Vodafone's consumer acquisition programme, the Engine brought incoming order data into a shared flow for checks and onward routing. Outcome information returned from downstream systems for reconciliation and further processing.
The Vodafone case study follows the sources, programme controls and delivery routes involved.
End
Keep the programme's objective explicit
The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the Engine and connected systems can be configured around those outcomes.
Returned signals can concern qualification, opportunities, conversions, sales or revenue, depending on the programme. The outcome is selected for that programme, and each connected platform's accepted signals and formats determine what can be returned. Using one signal does not imply that every signal is used.
Orchestration here concerns the records a demand programme handles. It is not a journey builder, campaign calendar, analytics product or attribution model. Wider business processes and results analysis remain in the tools used for those jobs.
Questions about multi-system programmes
How is orchestration different from delivery?
Delivery gets a record to a destination. Orchestration adds decisions between destinations: what comes back from one system can determine whether the record needs to go to another. The Engine supports both patterns, according to the programme.
Can several agencies or suppliers contribute records?
The Engine has handled that arrangement on an enterprise programme, with agencies and suppliers submitting into a consistent processing layer. The sources and receiving systems for a new programme are established during setup. That example describes data flow, not the access rights of participating organisations.
Who sets up the routing?
The flow is designed with LeadScale's technical team and agreed with the client before processing starts. Your starting point is the organisations and systems involved, the checks needed and what each response should determine.
What happens to rejected or exception records?
Their handling follows the programme's agreed rules. In a historical consumer acquisition programme, approved records were routed to downstream destinations while rejected and exception records were handled under those rules. Outcome information returned to the Engine for reconciliation and further processing.
Bring the programme's connections together
Bring the organisations involved in your programme and the systems each of them works in.