Marketing automation systems integration: The art and engineering to make it all work seamlessly — David Keens and David Barker, Journal of Direct, Data and Digital Marketing Practice Vol. 10 No. 3

The successful implementation of any complex information technology (IT) solution is challenging, but integrating a marketing automation solution into an organisation brings additional and unique considerations. The key decision points range from how to perform appropriate business process modelling and requirements analysis, through to the selection of customer data integration technology, software applications and implementation partners. There are aspects of both art and engineering required to make this integration appear seamless. The current economic downturn places additional pressures on marketing and IT budgets, but a successful implementation of marketing automation systems can simultaneously cut costs and drive additional revenue. This paper identifies success criteria for marketing automation systems integration, and presents the four key factors influencing the outcome of such integration projects. (10 pages)

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