Marketing Automation (MA) represents the sea of change of accountability and measurement that marketing departments have needed for decades. 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. More importantly, this research provides a framework and conceptual model to enhance organizational marketing automation risk assessment. To capture the various risks associated with automating marketing tasks, eight discrete categories have been identified measuring the maturity and infrastructure within marketing departments.
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