Marketing automation

What is Marketing Automation?

At E-ONE, we believe that marketing automation is not a piece of software, but a set of processes and a form of strategic thinking, with what it takes to bolster and increase the effectiveness of omnichannel communication with the consumer.

Situated within a CRM strategy, Marketing Automation allows you to automate the sending out of communications based on the occurrence of specific events (triggers).

In CRM projects, customer data are analyzed with a view to constructing campaigns that are more highly targeted and, therefore, more effective.

The data that are collected and which may be utilized within the project are as follows:

CLIENT DETAILS

CONTACT DETAILS

GDPR CONSENT

PROFILING DATA

DATA ON PURCHASES

BROWSING DATA

ACTIONS

Customer Journey

Why journeys matter

CUSTOMER JOURNEY is a term that is being used with increasing frequency in the marketing field.

The journey is constituted by the continuous, fluid moments – before, during and after the purchase – on which the relationship with the customer is constructed.

What is the Marketing Automation Maturity Matrix

The Marketing Automation Maturity Matrix is a method of analysis geared towards measuring the level of Marketing Automation of an organization (a company, an agency, or even a division within a company).

The assessment aims to:

Describe objectively the status of the project
Identify the areas that require priority intervention, setting appropriate objectives and a feasible timeline for the operations to be carried out
Identify the KPIs that require priority intervention, setting appropriate objectives and a feasible timeline for the operations to be carried out
Lay the foundations for a periodic review, in order to monitor the progress of the project

WHO IS IT GEARED TOWARDS?

For all companies that have a Marketing Automation or Loyalty project under way, or which intend to implement one.

For all companies and brands that have a customer database and want to understand how to turn it into an asset.

HOW DOES IT WORK?

The Marketing Automation Maturity Matrix analyzes 6 main areas of the project:

Database
Actions / Campaigns
Automation
Teams & Flows
Marketing Automation platform & Data model structure
Technology Architecture (infrastructure, touchpoint, channels)