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Marketing Automation – What it is and what it is not
History and Definition
The term “Marketing automation” was first introduced by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001 (Little 2001) and refers to the automated marketing decision support on the Internet (Little 2001; Bucklin et al. 1998, 2002). Little (2001) formulated its key essence in the phrase “What do we tell retailer X to do when customer Y arrives on Monday morning?”. He suggested analyzing the digital footprints of customer Y and using appropriate models to come up with meaningful managerial implications for the whole purchase funnel. Such an automated marketing decision support promises enhanced productivity, better decision-making, higher returns on marketing investments, and increased customer satisfaction and loyalty through customization of marketing activities (Bucklin et al. 1998).
The motivation for marketing automation in 2001 was just the same as today: the...
KeywordsMarketing automation Customer relationship management Personalization
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