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Erschienen in: Business & Information Systems Engineering 2/2015

01.04.2015 | Catchword

Marketing Automation

verfasst von: Dipl.-Kffr. Irina Heimbach, Dr. Daniel S. Kostyra, Prof. Dr. Oliver Hinz

Erschienen in: Business & Information Systems Engineering | Ausgabe 2/2015

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The term “Marketing automation” was first introduced by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001 (Little 2001) and refers to the automated marketing decision support on the Internet (Little 2001; Bucklin et al. 1998, 2002). Little ( 2001) formulated its key essence in the phrase “What do we tell retailer X to do when customer Y arrives on Monday morning?”. He suggested analyzing the digital footprints of customer Y and using appropriate models to come up with meaningful managerial implications for the whole purchase funnel. Such an automated marketing decision support promises enhanced productivity, better decision-making, higher returns on marketing investments, and increased customer satisfaction and loyalty through customization of marketing activities (Bucklin et al. 1998). …
Literatur
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Metadaten
Titel
Marketing Automation
verfasst von
Dipl.-Kffr. Irina Heimbach
Dr. Daniel S. Kostyra
Prof. Dr. Oliver Hinz
Publikationsdatum
01.04.2015
Verlag
Springer Fachmedien Wiesbaden
Erschienen in
Business & Information Systems Engineering / Ausgabe 2/2015
Print ISSN: 2363-7005
Elektronische ISSN: 1867-0202
DOI
https://doi.org/10.1007/s12599-015-0370-8

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