Advertisement

Business & Information Systems Engineering

, Volume 57, Issue 2, pp 129–133 | Cite as

Marketing Automation

  • Irina Heimbach
  • Daniel S. Kostyra
  • Oliver Hinz
Catchword

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...

Keywords

Marketing automation Customer relationship management Personalization 

References

  1. Bucklin R, Lehmann D, Little J (1998) From decision support to decision automation: a 2020 vision. Mark Lett 9(3):235–246CrossRefGoogle Scholar
  2. Bucklin RE, Lattin JM, Ansari A, Gupta S, Bell D, Coupey E, Little JD, Mela C, Montgomery A, Steckel J (2002) Choice and the internet: From clickstream to research stream. Mark Lett 13(3):245–258CrossRefGoogle Scholar
  3. Buhl HU, Röglinger M, Moser D-KF, Heidemann J (2013) Big data – a fashionable topic with(out) sustainable relevance for research and practice? Bus Inf Syst Eng 5(2):65–69CrossRefGoogle Scholar
  4. Dijkstra A (2008) The psychology of tailoring-ingredients in computer – tailored persuasion. Soc Pers Psych Compass 2(2):765–784CrossRefGoogle Scholar
  5. Gottschlich J, Heimbach I, Hinz O (2013) The value of users facebook profile data-generating product recommendations for online social shopping sites. Europ Conf Inf Syst (ECIS), UtrechtGoogle Scholar
  6. Hinz O, Hann I-H, Spann M (2011) Price discrimination in e-commerce? An examination of dynamic pricing in name-your-own price markets. MIS Q 35(1):81–98Google Scholar
  7. Little JD (2001) Marketing automation on the internet. In: UC Berkeley 5th invit choice symp, MontereyGoogle Scholar
  8. Montgomery AL, Smith MD (2009) Prospects for personalization on the internet. J Interact Mark 23(2):130–137CrossRefGoogle Scholar
  9. Ringel D, Skiera B (2014) Understanding competition using big consumer search data. Paper presented at the 47th Hawaii Int Conf Syst Sci (HICSS), HawaiiGoogle Scholar
  10. Sheehan KB, Hoy MG (2000) Dimensions of privacy concern among online consumers. J Public Policy and Mark 19(1):62–73CrossRefGoogle Scholar
  11. Skiera B, Nabout NA (2013) PROSAD: a bidding decision support system for profit optimizing search engine advertising. Mark Sci 32(2):213–220CrossRefGoogle Scholar
  12. Veit D, Clemons E, Benlian A, Buxmann P, Hess T, Kundisch D, Leimeister JM, Loos P, Spann M (2014) Business models. Bus Inf Syst Eng 6(1):45–53CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  • Irina Heimbach
    • 1
  • Daniel S. Kostyra
    • 2
  • Oliver Hinz
    • 1
  1. 1.TU Darmstadt, Information Systems, esp. Electronic MarketsDarmstadtGermany
  2. 2.Cocomore AGFrankfurtGermany

Personalised recommendations