Page 8 - AeM_Sept_2018

RESEARCH, ANALYSIS & TRENDS

Marketing Automation is much more

than just software, useful for any

business sectors

Whoever wants to be successful today, needs to provide find out which content is particularly well received. This
potential customers with relevant messages in the right increases the relevance of the individual content for the
place at the right time, especially since digitalization has respective recipients, and the success of the marketing
transformed consumer behavior. measures, which can be measured and evaluated with
the help of the Key Performance Indicator (KPI) CLV.
Increase Customer Lifetime Value (CLV) This metric measures the value a customer brings to a
business across its entire customer life cycle. The CLV
Today’s customers are self-determined and use many covers the past sales of a customer, as well as those
different communication and information channels, that can be expected in the future due to its purchasing
always in the expectation to be supplied with relevant behavior. Tailored content and offerings can be
information - and that beyond the purchase. Proper provided and cross-linked or up-sold to maximize
support creates customer loyalty in the long term, revenue. By increasing the CLV, companies promote
guarantees additional sales potential and increases the their own economic growth.
so-called Customer Lifetime Value (CLV). Furthermore,
Marketing Automation Systems (MAS) automatically Marketing Automation affects all business
support customer acquisition and maintenance, enabling sectors
companies to quickly respond to changing buying
behavior - at the right time, at the right touchpoint. Marketing Automation is much more than just software.
The introduction of such a system is a strategic
But Marketing Automation can do even more: decision that affects all divisions. However, this also
Companies can use automated marketing processes to means that marketing and sales must rethink and align
personalize campaigns. This is made possible by a tried and tested processes completely, which is a good
legally compliant tracking of reading and clicking thing as both then work together to achieve defined
behavior integrated into the MAS, allowing companies to
revenue targets.
8 September 2018 - Marketing Analytics, Automation & Attribution