In a fragmented digital environment, traditional identifiers are losing reliability, meaning that mere presence across multiple channels is no longer sufficient. The key challenge in marketing has become the coordination of all user touchpoints, as siloed channel activities lead to audience overlap, inefficient budget allocation, and communication that appears effective but fails to deliver real impact. The answer to this challenge lies in multichannel orchestration, which is grounded in an understanding of user journeys and the role of each touchpoint in achieving business objectives.

Connected data as the foundation for effective planning

The programmatic advertising ecosystem enables the buying of inventory across different screens and channels, but this does not mean those channels are truly aligned. In practice, many campaigns are still composed of separate tactics with different objectives, different data sources, and disconnected measurement systems.

Often, the result is duplicated reach, limited frequency control, and above all an inability to influence the actual user journey. Advertising reaches people, but not at the moments that truly matter for decision-making.

Successful orchestration requires a deep understanding of real-world target audience behaviour. True value is created by first-party data that reveals intent, context, and decision-making patterns. This includes app usage, purchase history, responses to communication, and even movement in physical space. Such data enables more precise audience definition and coordinated activation across different environments.

Advanced data platforms play a crucial role by connecting diverse data streams into a unified user view. One such solution is iPROM Private DMP, which enables advertisers to manage digital advertising data in a comprehensive manner. From first-party data integration to advanced audience selection, automated optimisation, and real-time performance measurement, the platform connects behavioural and contextual signals and lays the foundation for intelligent orchestration of the entire campaign.

What true orchestration looks like

A multichannel approach is not a list of channels, but a sequence of experiences that tracks the user’s real life.

Imagine a parent preparing for the start of the school year. During working hours, they see an ad with a relevant offer on their desktop computer. The next day, during a break, they notice a continuation of the same story on their mobile phone. Over the weekend, just before entering a store, a digital out-of-home screen addresses them with the same message. Each touchpoint is part of a single communication and appears in a context that makes sense to the user.

Such alignment is not based on frequency, but on understanding. When behavioural signals are connected and enriched with context, the system can anticipate the next logical step in an individual journey. At this point, the multichannel approach becomes a mechanism for increasing effectiveness rather than just a way of extending reach.

How the SPAR Tailormade project demonstrates the power of omnichannel orchestration in practice

The SPAR Tailormade project is a concrete example of multichannel orchestration in practice. The objective was to unify existing first-party data sources – such as SPAR Plus loyalty card data, the online store, and the mobile app – and to establish a system that understands purchasing patterns, identifies micro-segments, and enables dynamic activation across different environments.

With the help of the iPROM Private DMP platform, SPAR built an architecture that connects purchase data, behavioural signals, and digital interactions. In the first phase, the system identified key micro-segments and developed tailored communication scenarios for each.

The solution enabled the integration of purchase history for a more accurate understanding of individual needs; behavioural modelling to predict purchase intent; automatic real-time adaptation of advertising messages: activation across different screens and formats; and measurement of impact on user behaviour rather than clicks alone.

The results of the first phase confirm the power of an orchestrated approach. More precise segmentation improved budget efficiency and increased response rates, while personalised communication boosted user engagement. The vision through 2026 includes the full implementation of behaviour-driven recommendations across all communication channels. In addition to CRM, online store, and advertising data, mobile app data will also be integrated into the system, enabling SPAR to achieve even greater coherence and effectiveness in a multichannel environment.

SPAR Tailormade clearly demonstrates how connected data, intelligent models, and coordinated distribution can become a strategic advantage that goes beyond traditional campaign optimization.

Why orchestration is critical today

Due to the erosion of identifiers, cookie restrictions, and stronger privacy protections, brands can no longer build strategies on disconnected data fragments. They need a data infrastructure that consolidates signals, interprets them, and enables planning based on actual impact on user behaviour.

Orchestration addresses the challenge of fragmentation. It brings coherence to a fragmented media landscape and enables scale without sacrificing relevance or precision in communication.

The way forward

A multichannel approach is not the goal, but the starting point. The goal is for every channel to become part of a unified strategy based on real patterns of user behaviour.

When advertisers have the right data, connected signals, and intelligent tools, campaigns can move beyond traditional optimisation and become powerful engines of effectiveness.

In a digital environment where presence alone is no longer enough, the key question is simple. Does the brand appear with a purpose?