Would you like to choose a marketing automation platform and have doubts? We want to broaden the horizon of marketing automation by showing you what you could do with the right tools. Marketing automation is not only about workflow, but also about measurement dashboards, artificial intelligence engines and content editors. That’s why we chose to divide the requirements into these 5 major chapters:
Data Management
We have said it on several occasions, marketing automation is a data-driven process. That is why it is essential to collect them from multiple sources, normalize them, update them, and manage them.
Segmentation
Segments are the basis of the experience personalization process: correctly classifying users based on their online and purchasing behavior is the basis of a design to know and recognize your audience.
Content customization and editing
A platform supports and customizes all formats from email, to banner, from post to sms. The editor must allow management of the endless communication opportunities that the Web allows us.
Multichanneling
The user experience must be unique across all channels. That’s why a comprehensive platform is able to use them all in the most appropriate way: from email to social networks, from the website to the physical store
Dashboard
Metrics are important and should measure not only channel KPIs, but the overall impact on the business; for example, the average value of the purchases it has generated.
