Enterprise Marketing Automation
Introduction
Enterprise marketing automation is part of customer relationship management module. Enterprise marketing automation can also be an independent software installed by the company. The main function of the enterprise marketing automation module is to run different marketing programs in the organization. The enterprise marketing automation module also helps the given organization develop a business plan.
An enterprise feeds from the customer data which is maintained by the company. Therefore, the module helps the company to maintain, manage and filter customer-related information.
When a company decides to start a marketing campaign for a particular product than the enterprise marketing automation tool provides the company a short list of customer who could be interested in the product. This filtration of customer is done based on customer segmentation.
Customer Segmentation
Customer segmentation is an important parameter to consider when designing marketing campaigns. Customer segmentation technique splits the customer on various parameters. If the marketing campaign satisfies those customer parameters, then, enterprise marketing automation tool will provide their list.
Parameters considered for customer segmentation are as follows:
Segmentation Strategy
An organization looks to target a particular segment for following reason:
However, to devise a successful segmentation strategy is difficult. Organizations typically run into challenges around selection of variables to define segment. There is also a difficulty in identifying correct algorithms for segmentation.
Components of Enterprise Marketing Automation
There are about five components of enterprise marketing automation. They are as follows:
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