Marketing automation is so 2012. Today’s hot category is customer experience orchestration. The latest entry is Sydney-based PASCAL51, which has just announced $250,000 in seed capital and plans for a beta program. What’s impressive is that so little capital can fund a system that “ingests data, learns from it, generates an insight and subsequent recommendation and then automates the next best action”. One enabler is using open source technologies including Kafka, Spark and Hadoop.