Marketing Automation isn't just about automating the sending of email. The many benefits of this new discipline include capturing activity online to identify potential customers, detecting and storing customer behavior information throughout the complete life of a customer, compiling information to define buyer segments and personas, analyzing data to find patterns and groupings that help marketers make better decisions, and measuring specific KPIs to monitor the progress of a brand.
There’s more. A Marketing Automation system can do a million amazing marketing tricks—both through technology and human beings. Thus, there is a lot that can go wrong. As with any new technology, there also are ways to work out the bugs.
