---
title: Journey Orchestration
slug: havas-poc/journey-orchestration
docTags: 
createdAt: 2023-11-28T10:03:23.631Z
---

In this module we will be creating a customer journey starting with an audience of profiles and following up with individual triggers based on their behavior.

# Overview

## Learning objectives

- Learn how to use audiences for marketing
- Learn how to create a custom journey

## Adobe Journey Orchestration

For customer centric brands, Adobe Journey Orchestration is an agile and scalable application built natively on the Adobe Experience Platform for orchestrating and delivering personalized, connected customer journeys.​

Adobe Journey Orchastration provides brands the flexibility to engage with customers across a broad range of use cases:

- With 1:1, real-time messages that are initiated based on the customer’s behavior, engagement, and interactions. For example, a customer enters a store location and receives a push message for a current in-store offer on a recently restocked product based on the customer’s past purchase.
- Optimize journeys and deliver triggered messages based on business-related events. For example,  any offer or message contextually relevant to the customer’s journey, such as a weather-related travel impact or delayed shipping notification.
- Orchestrate, optimize, and deliver audience-based email and mobile push campaigns. For example, email newsletters or daily offers update via mobile app push message.
- Orchestrate and optimize audience-based programs or 1:1 journeys for delivery through external mar-tech and customer experience applications. For example, to deliver notifications, messages and offers through channels like SMS, direct mail, or kiosks.