Event-driven architecture, marketing workflow orchestration, personalization, content management systems, real-time customer activation
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Event-Driven Marketing Workflow Orchestration: A Technical Approach to Unified Customer Experiences
Abstract: Many modern marketing organizations struggle to overcome the market fragmentation of disconnected customer data platforms, campaign engines, content management solutions, and delivery systems. Existing point-to-point integrations and batch-based pipelines are brittle and become an increasing burden as businesses change‚ resulting in delayed campaign delivery‚ inconsistent personalized offers‚ lack of a consistent personalization strategy‚ or divergent eligibility logic across touchpoints. In contrast to system-centric approaches, event-driven architecture enables near real-time response …
Published in NOLEGEIN Journal of Information Technology & Management · Vol. 9, Issue 2, 2026 · pp. 50–56 Read article