Contents Introduction
11 Marketing automation philosophy
1.
Marketer’s new challenges
15 18 21 24 26 29 30
Mobile first An even newer consumer Hyper-personalization GDPR and user tracking The end of the cookie era Transparency in data collection
2.
Processes and codification of knowledge Big Data, machine learning and artificial intelligence
Two revolutions in marketing
31 32 34
3.
Who are we and why was this book written?
37
4.
Artist’s shit – excuse my language, but it actually happened
39
Part I
Revolution 1.0 A few words about the codification of processes in marketing 5.
From sales funnel automation to AI – the story of automation platforms Automation in B2B and B2C When everyone follows #marketingautomation Focus on customer data Marketing Automation versus Customer Data Platform
6. The most important functions of the Marketing Automation system, namely the foundations of Revolution 1.0
56 56 60 64 66 68 69 72
Anonymous identification and 360-degree profiles Automatic contact segmentation Events, conditions, actions Single channel, multi-channel, omnichannel 1-1 personalization and dynamic content A smarter outbound Cross-channel analytics
Spis treści
marketing automation.indd 5
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2022-05-24 10:06:13