Marketing Automation Risk Assessment: A Systematic Review

Marketing Automation (MA) represents the sea of change of accountability and measurement that Marketing departments have needed for decades.

For a copy of our Abstract presented at the annual meeting of the Atlantic Marketing Association by Bill Benz and Dr. Thomas Tanner, please Click Here. (PDF)

Marketing executives are deploying new approaches to amplify product and service messages. While no medium is categorically ignored, this study analyzes how MA tools are being put into place without a clear definition of the goals and objectives.