Relevant bibliographies by topics / Marketing automation

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Marketing automation'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Marketing automation"

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Golik, Vadim. "Marketing automation." Science and Innovations 6 (June 2021): 45–48. http://dx.doi.org/10.29235/1818-9857-2021-6-45-48.

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Рассматриваются сущность автоматизации маркетинговой деятельности, а также преимущества цифровизации, которые заключаются в возможности сокращения затрат на содержание маркетинговой службы, повышения контроля за работой ее сотрудников, улучшения взаимоотношений с клиентами, экономии времени на проведение мероприятий и т. д.
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Kreutzer, Ralf T. "Marketing-Automation." WiSt - Wirtschaftswissenschaftliches Studium 50, no. 7-8 (2021): 47–50. http://dx.doi.org/10.15358/0340-1650-2021-7-8-47.

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Der Automatisierung von Marketing-Prozessen kommt im Kontext des Customer-Relationship-Managements (CRM) heute eine zunehmende Bedeutung zu. Die Treiber dahinter sind zum einen die gestiegenen Anforderungen der Interessenten und Kunden an eine personalisierte und individualisierte Ansprache. Zum anderen trägt auch die Vielzahl der Kommunikationswege sowie die möglichen Inhalte der jeweiligen Ansprache zu einer großen Vielfalt möglicher Kombinationen bei. Ohne eine Unterstützung durch die Marketing-Automation-Tools kann diese nicht bewältigt werden.
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Heimbach, Irina, Daniel S. Kostyra, and Oliver Hinz. "Marketing Automation." Business & Information Systems Engineering 57, no. 2 (2015): 129–33. http://dx.doi.org/10.1007/s12599-015-0370-8.

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Kanmani J, Kanmani J., M. Kavitha M. Kavitha, and T. Prabaharan T. Prabaharan. "Influence Of Marketing Automation on Customer Retention." Journal of Neonatal Surgery 14, no. 12S (2025): 997–1001. https://doi.org/10.52783/jns.v14.3456.

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Automating email campaigns, including sending personalized emails, newsletters, and promotional offers. It create email workflows that cater to customers based on real-time triggers, specific behaviors, and timelines. Automating tasks like sending welcome emails, follow-up emails, and cart abandonment reminders frees up time for other marketing efforts. Automation tools help present timely upsell and cross-sell offers by analyzing past behavior and predicting future needs. The important factors that influence customers on marketing automation are Social Media Management, Lead Generation, Lead
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IANKOVETS, Tetiana. "Digital marketing automation." Scientia fructuosa 154, no. 2 (2024): 100–117. http://dx.doi.org/10.31617/1.2024(154)06.

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Increased competition in an uncertain digital environment requires new approaches to improving marketing and business efficiency. Automation of business processes and marketing ensures management decisions aimed at improving customer experience by collecting, processing, and analyzing a huge amount of objective customer data from various sources and software services. For the company, it saves time and resources by automating routine processes, and, given the improved customer experience and corresponding loyalty of the target audience, it helps to increase the efficiency of marketing investme
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Wertenbroch, Klaus. "Marketing Automation: Marketing Utopia or Marketing Dystopia?" NIM Marketing Intelligence Review 13, no. 1 (2021): 18–23. http://dx.doi.org/10.2478/nimmir-2021-0003.

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Abstract Automated and personalized interactions may increase the relevance of marketing offers, but they also have less positive economic and psychological consequences for consumers. Machine learning-based prediction algorithms can approximate individuals’ preferences and their willingness to pay at ever greater levels of precision, and companies can use this knowledge to charge higher individual prices. Typically, consumers freely hand over all the information necessary to reveal their preferences and it seems that they underestimate the value of their personal data. And there is another di
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Budi, Johanes, and Parlindungan Saragih Siallagan Manahan. "Driving Business Growth through Data Decision Making: The Role of Marketing Automation." International Journal of Current Science Research and Review 07, no. 08 (2024): 6000–6010. https://doi.org/10.5281/zenodo.13224726.

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Abstract : The business landscape has transformed significantly with the abundance of information and rapid technological advances, creating numerous opportunities for data-driven decision-making to foster company growth. This research evaluates the impact of marketing automation systems on marketing communication channels using a quantitative analysis approach with data from organizations that have implemented these systems. Marketing automation has become essential for businesses, automating repetitive tasks such as email marketing and customer segmentation. This software personalizes messag
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Haller, Thomas. "Marketing Automation im Vertrieb." BWK ENERGIE. 71, no. 10 (2019): 42–43. http://dx.doi.org/10.37544/1618-193x-2019-10-42.

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Lieferantenwechsel übers Internet, datenbasierte Automatisierung zahlreicher Geschäftsprozesse, intelligente Messsysteme: Die Digitalisierung hat längst auch in der Energiebranche Einzug gehalten. Und ist durch den Bedarf an technischen oder personellen Ressourcen eine große Herausforderung. Wie können Energieunternehmen digitale Lösungen nutzen, um diesen Problemen zu begegnen? Wie können sie damit im Idealfall auch noch neue Erträge generieren? Antworten auf diese Fragen weiß Dr. Thomas Haller, Global Head der Energy Practice und Managing Partner in Österreich bei der globalen Strategie- und
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Bagshaw, Anthony. "What is marketing automation?" Journal of Direct, Data and Digital Marketing Practice 17, no. 2 (2015): 84–85. http://dx.doi.org/10.1057/dddmp.2015.46.

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Järvinen, Joel, and Heini Taiminen. "Harnessing marketing automation for B2B content marketing." Industrial Marketing Management 54 (April 2016): 164–75. http://dx.doi.org/10.1016/j.indmarman.2015.07.002.

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Dissertations / Theses on the topic "Marketing automation"

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Filip, Andreea Daniela <1993&gt. "La digitalizzazione del marketing B2B: Inbound e Marketing Automation." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15657.

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Internet e le tecnologie digitali hanno cambiato drasticamente il modo di comunicare tra le persone e di questi cambiamenti ne hanno risentito anche le aziende: in questo scenario è nata la disciplina dell’Inbound Marketing che grazie ad un approccio di tipo customer centric ha come obiettivo quello di attirare i consumatori verso l’azienda, abbandonando completamente l’approccio di marketing tradizionale di tipo outbound. L’obiettivo di questo elaborato è quello analizzare questi cambiamenti dal punto di vista del settore B2B e di illustrare le fasi che compongono la creazione di una strategi
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Topo, Cristina. "Marketing Automation e Multichannel Marketing Hubs. Il caso Arlanis Reply: l’implementazione Marketing Cloud in ambito Finance." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2020.

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Viviamo in un mondo in cui il cambiamento costante è l’unica certezza; un cambiamento che si ripercuote in ogni aspetto della vita dell’uomo. In questo contesto, caratterizzato anche dalle mutevoli complessità del business, per stare al passo con questi cambiamenti e per svolgere in futuro un ruolo chiave nel panorama internazionale, anche le aziende dovranno adattarsi e, in particolare, il volto della funzione di marketing dovrà cambiare di conseguenza. Lo scopo di questa tesi è proprio andare a investigare questo adattamento al cambiamento da parte delle aziende: in che modo è cambiato il
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Mattila, J. (Juho). "Customer experience management in digital channels with marketing automation." Master's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201601291092.

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Superior customer experience and successful customer experience management can create a competitive advantage that is difficult to match by the competitors. However managing customer experience successfully the customer experience needs to be considered in the context of multiple marketing channels and multiple customer segments which requires a lot of resources. With the difficult financial conditions today the use of technology and marketing automation offer companies a chance to work efficiently across the marketing channels and segments. Managing customer relationships and customer experi
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Buys, Stefan. "Market needs analysis for Turnkey automation project based organisation in the Eastern Cape." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021170.

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Customer value is essentially the perceived value that the customer gains when purchasing a product. The perceived value is the trade-off between the cost of the product and the benefits it provides. If the customer perceives the benefits exceed the costs, then the customer perceives value in the product. A need is defined as a perceived lack of something. Customers across industries consider fulfilment of their unique needs as a key metric in evaluating the effectiveness of a solution. In order for an organisation to successfully provide solutions based on customer needs it is crucial for the
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Hendén, Stefan, and Andreas Dahlgren. "Marketing Automation – en studie om ett modernt marknadsföringsverktyg i en svensk kontext." Thesis, Högskolan Dalarna, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:du-23507.

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I takt med att digitala medier har utvecklats under de senaste åren har köpresan för-ändrats till att kunder idag i ett mycket senare skede släpper in leverantörer i dialogen. Marketing Automation adresserar den problembilden och har växt fram som en brygga mellan sälj- och marknadsprocessen. Systemet ger möjlighet att effektivt och automatiserat utveckla leads (potentiell kund). Syftet med denna studie är att undersöka hur Marketing Automation påverkar sälj- och marknadsprocesserna. Vilka förutsättningar krävs för en implementation? Ökar lönsamheten? Vi har därför valt att i det teoretiska ra
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Alomran, Abdullah. "Electronic banking business practices and marketing." CSUSB ScholarWorks, 2002. https://scholarworks.lib.csusb.edu/etd-project/2068.

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The purpose of this study is to determine how banks and consumers are adapting to the Internet age; to understand the privacy, security and other issues involved with money transfers; to determine steps being taken to make e-banking adaptable to meeting the needs of the bank, customers, business and industry; to forecast e-banking potential; and to understand the role of marketing in the process.
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Ekdahl, Simon. "Making use of automation: Designing a performance driven marketing tool for Smart video." Thesis, Umeå universitet, Institutionen för datavetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-144554.

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Online advertising is a multi billion dollar industry used by marketers all over the world. Online advertising methods enable merchants a way to deliver information that is targeted to those consumers who potentially would value the information the most and are most likely to act on it. This can be done by using data collected from people through search history, social media profiles and other services when distributing personalized ads that fit peoples corresponding profiles. With a greater amount of options available for ad targeting and more detailed statistics about online ad performance t
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Paralykidis, Georgios. "IT Product Realization Process towards Marketing Consultancy Automation – Case Study: Customer Value Sweden AB." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-186277.

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Management consulting is a growing field [1] that is of great importance for organisations to optimise their performance and develop plans for future improvements. In the recent years, many companies use experienced consultants in order to create a strong competitive advantage to withstand the competition and to easily find solutions suitable to different problems. Customer Value Sweden AB is a - start-up - consultancy firm that have been operating the last years in the Swedish market and offers customer database analyses to the e-commerce market. They become valuable tools for the retailers,
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Lindahl, Elin. "A qualitative examination of lead scoring in B2B marketing automation, with a recommendation for its practice." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-213432.

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Digital marketing has become an important part for companies in the process of attracting new customers. The digitalisation has led to substantial changes in the ways consumers and businesses search for information and do their research before making a purchase. A major shift has been observed regarding how digital communication influences the purchasing decision within the B2B sector. The purpose of this research project was to examine lead scoring in the perspective of B2B marketing automation, and to investigate how lead scoring can contribute to a more efficient and effective marketing pro
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FUSCO, DARIO. "Breaking down the barriers of the energy efficiency market through Digital Marketing, BIM and Building Automation." Doctoral thesis, Università degli studi di Pavia, 2020. http://hdl.handle.net/11571/1344334.

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Books on the topic "Marketing automation"

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Hannig, Uwe, ed. Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-21688-7.

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Hannig, Uwe, ed. Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15260-4.

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Hannig, Uwe, and Uwe Seebacher, eds. Marketing and Sales Automation. Springer International Publishing, 2023. http://dx.doi.org/10.1007/978-3-031-20040-3.

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Moriarty, Rowland T. Managing hybrid marketing channels with automation. Marketing Science Institute, 1988.

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Moriarty, Rowland T. Managing hybrid marketing channels with automation. Marketing Science Institute, 1988.

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LeSueur, Jeff. Pragmatic marketing automation: Practical steps to more effective direct marketing. John Wiley & Sons, 2007.

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Practices, LLC Best. Best practices in sales force automation. Best Practices, 2001.

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Gasser, Marc, and Laura Mäder. Automation von Marketing und Sales für B2B-Unternehmer. Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-36859-3.

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Pazer, Lisa. U.S. factory automation expenditures: Survey and marketing analysis. McGraw-Hill Economics, 1985.

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(Firm), Quaero. Comparative analysis: Marketing automation and campaign management software. Quaero, 2000.

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Book chapters on the topic "Marketing automation"

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Vecchia, Martina Dalla, and Marc K. Peter. "Marketing Automation." In Business Information Systems and Technology 4.0. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-74322-6_8.

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Buttle, Francis, and Stan Maklan. "Marketing automation." In Customer Relationship Management. Routledge, 2019. http://dx.doi.org/10.4324/9781351016551-11.

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Lammenett, Erwin. "Marketing-Automation." In Praxiswissen Online-Marketing. Springer Fachmedien Wiesbaden, 2025. https://doi.org/10.1007/978-3-658-48516-0_22.

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Hannig, Uwe. "Marketing Automation aus der Marketing Cloud." In Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-21688-7_30.

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Kappe, Klemens. "Marketing Humanization." In Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15260-4_29.

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Prior, Daniel D., Francis Buttle, and Stan Maklan. "Marketing Automation (MA)." In Customer Relationship Management, 5th ed. Routledge, 2023. http://dx.doi.org/10.4324/9781003295150-10.

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Gipp, Melanie. "Wachstumstreiber Marketing Automation." In Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-21688-7_3.

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Baketarić, Bruno. "Account-based Marketing mit Marketing-Automation-Systemen." In Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15260-4_28.

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Herrmann, Torsten. "Internationalisierung mit Inbound Marketing und Marketing Automation stärken." In Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15260-4_21.

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Herrmann, Torsten. "Internationalisierung mit Inbound Marketing und Marketing Automation stärken." In Marketing und Sales Automation. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-21688-7_19.

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Conference papers on the topic "Marketing automation"

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Murin, M., M. Vaˇlovska, M. Michalko, O. Kainz, and D. Cymbalak. "E-Mail Marketing Management and Automation System." In 2024 International Conference on Emerging eLearning Technologies and Applications (ICETA). IEEE, 2024. https://doi.org/10.1109/iceta63795.2024.10850810.

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Gujar, Praveen, Gunjan Paliwal, and Sriram Panyam. "Revolutionizing In-House Digital Marketing with End-to-End Marketing Automation Powered by AI and SaaS." In 2024 IEEE Colombian Conference on Communications and Computing (COLCOM). IEEE, 2024. http://dx.doi.org/10.1109/colcom62950.2024.10720305.

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Naredla, Suman, Madhulika Singh, Nidhi Chaturvedi, Devleena Banerjee, V. M. Gobinath, and Dr Anil Tiwari. "AI and IoT in Digital Marketing: Enhancing Automation, Personalization, and Consumer Interaction." In 2025 International Conference on Pervasive Computational Technologies (ICPCT). IEEE, 2025. https://doi.org/10.1109/icpct64145.2025.10941275.

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Singh, Sakshi, and Darshan Kaur. "AI-Driven Automation in Social Media Marketing: Leveraging GANs for Content Creation." In 2024 Third International Conference on Artificial Intelligence, Computational Electronics and Communication System (AICECS). IEEE, 2024. https://doi.org/10.1109/aicecs63354.2024.10957230.

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Asuncion, Juan A. "Revolutionizing Marketing: Harnessing Artificial Intelligence for Enhanced Customer Engagement and Insights." In 2024 International Conference on IoT, Communication and Automation Technology (ICICAT). IEEE, 2024. https://doi.org/10.1109/icicat62666.2024.10922912.

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Lu, Zhao, and Qiu Yuming. "Social Media Data Analysis in Film Marketing Strategy Optimization System Research." In 2024 IEEE 2nd International Conference on Electrical, Automation and Computer Engineering (ICEACE). IEEE, 2024. https://doi.org/10.1109/iceace63551.2024.10898443.

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Polepaka, Sanjeeva, Saloni Bansal, Ramy Riad Al-Fatlawy, S. Subburam, Prince Premjit Lakra, and Saibabu Neyyila. "Cloud-Based Marketing Analytics Using Apache Flink for Real-Time Data Insights." In 2024 International Conference on IoT, Communication and Automation Technology (ICICAT). IEEE, 2024. https://doi.org/10.1109/icicat62666.2024.10923360.

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V, Manimegalai, Senthilkumar N, Vijayachander V. S, K. Malarkodi, Mohanraj G, and K. Grace Mani. "Consumer Behavior Trends - The Influence of Social Media Marketing on Brand Loyalty Among Millennials." In 2025 International Conference on Automation and Computation (AUTOCOM). IEEE, 2025. https://doi.org/10.1109/autocom64127.2025.10957615.

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Winster Praveenraj, D. David, Rahul R. Kurup, Muntather Almusawi, Manoj Varma Lakhamraju, B. Arunkumar, and Prakhar Mittal. "Optimizing Retail Operations with Big Data-Driven Insights: From Inventory Management to Personalized Marketing." In 2025 International Conference on Automation and Computation (AUTOCOM). IEEE, 2025. https://doi.org/10.1109/autocom64127.2025.10957411.

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A, Latha, Sangeetha S, and Elankumaran R. "Evaluating Channel and Appeal Effectiveness to Optimize Digital Campaigns in Fashion Marketing." In 2025 3rd International Conference on Advancements in Electrical, Electronics, Communication, Computing and Automation (ICAECA). IEEE, 2025. https://doi.org/10.1109/icaeca63854.2025.11012306.

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Reports on the topic "Marketing automation"

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Kramer, Mitch. SAS Marketing Automation 3.1. Patricia Seybold Group, 2003. http://dx.doi.org/10.1571/pr5-2-03cc.

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McKittrick, Susan. Marketing Automation Implementation Evaluation Framework. Patricia Seybold Group, 2011. http://dx.doi.org/10.1571/fw01-27-11cc.

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McKittrick, Susan. What Marketing Automation Suppliers Have Learned About Implementation Success, Version 1. Patricia Seybold Group, 2011. http://dx.doi.org/10.1571/ii04-21-11cc.

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Volkova, Nataliia P., Nina O. Rizun, and Maryna V. Nehrey. Data science: opportunities to transform education. [б. в.], 2019. http://dx.doi.org/10.31812/123456789/3241.

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The article concerns the issue of data science tools implementation, including the text mining and natural language processing algorithms for increasing the value of high education for development modern and technologically flexible society. Data science is the field of study that involves tools, algorithms, and knowledge of math and statistics to discover knowledge from the raw data. Data science is developing fast and penetrating all spheres of life. More people understand the importance of the science of data and the need for implementation in everyday life. Data science is used in business
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