June 2015 – Marketing Automation

The advertising industry is meeting right now at the Cote d’Azur for the world’s largest creative festival – the Cannes Lions International Festival of Creativity. Everybody of distinction in the global advertising industry is clustering around the “Promenade de la Croisette”, awaiting the highlight, which is of course the presentation of the coveted Lions in […]

Using statistical models to identify what a customer is likely to do next, in short is what marketing automation is all about, allowing you to modify automatically your campaigns cleverly around actions needed. In other words, by making campaigns both smarter and more effective, marketing and sales are becoming less of a guessing game.

The marketing industry entered an automated world and programmatic marketing will push this trend even further, taking the industry to the next level by layering data and using advanced algorithms to focus on a specific target audience.

In the past few years, a lot has changed in the marketing automation industry. If in 2013 only one in four large B2B company opted for automation, just two years later there are 59% doing that and for good reasons. In fact, there are two main reasons that have an impact on the marketing automation

Marketing Automation software is more than just email automation. With features like campaign tracking, lead management, and many other options to streamline and organize workflow, businesses are flocking to this industry for help with their digital marketing efforts.

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Technological progress or not, without the interpretation ability of the marketer there would be little usefulness with a large part of collected data. In short, humans still come on top and not machines, although data is kind of gold and a key success factor in the digital marketing of the future, because companies today have

Quite obviously, the rise and fall of marketing automation was tied to the dot-com boom and bust and according to Marketo it is hardly a new concept. The term was first used in 1980, and then started to gain traction in the late 1990s, peaking around 2004, before declining in usage, reaching a low point

The following seven tips could come in handy to avoid major pitfalls before implementing a marketing automation platform; or maybe you just want to save detours and reach your marketing goal quicker, then check out at some useful suggestions:

To improve media inventory and campaign quality, Havas Media Group recently launched a unique next-generation ‘Meta Quality Barometer’, based on a comprehensive, inclusive approach to data. Developed by Artemis Alliance, a global data-driven capacity of Havas Group, the Meta Quality Barometer delivers continuously updated data across global, plural-media campaigns, to share with all stakeholders (technology