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Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes

Author

Listed:
  • Copulsky, Jonathan

    (Senior Lecturer of Marketing and Academic Director, Business Marketing Strategy, Northwestern University, USA)

  • Richardson, Shawn
  • Simone, Michael

Abstract

Marketers face tough challenges as they struggle with driving profitable growth for their organisations. There is an increasingly rich set of choices of marketing technology solutions that enable a combination of more responsive customer journeys and more efficient marketing processes and workflow, while providing insights about impact and effectiveness. The nature of analytics supported by marketing technology has shifted from access to tools to automation of activities to real-time predictive analytics. In the future there will be an even greater focus on marketing technology solutions that support embedded analytics related to marketing attribution and next-best-action marketing. However, the success of such efforts will ultimately be enabled or constrained by organisations’ success in integrating and harmonising customer data in real time.

Suggested Citation

  • Copulsky, Jonathan & Richardson, Shawn & Simone, Michael, 2017. "Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(2), pages 102-111, May.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:2:p:102-111
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    More about this item

    Keywords

    marketing technology; B2B marketing; real-time interaction management (RTIM); marketing automation; marketing analytics; content intelligence;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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