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). …
WI – WIRTSCHAFTSINFORMATIK – ist das Kommunikations-, Präsentations- und Diskussionsforum für alle Wirtschaftsinformatiker im deutschsprachigen Raum. Über 30 Herausgeber garantieren das hohe redaktionelle Niveau und den praktischen Nutzen für den Leser.
BISE (Business & Information Systems Engineering) is an international scholarly and double-blind peer-reviewed journal that publishes scientific research on the effective and efficient design and utilization of information systems by individuals, groups, enterprises, and society for the improvement of social welfare.
Texte auf dem Stand der wissenschaftlichen Forschung, für Praktiker verständlich aufbereitet. Diese Idee ist die Basis von „Wirtschaftsinformatik & Management“ kurz WuM. So soll der Wissenstransfer von Universität zu Unternehmen gefördert werden.
