> Understanding Marketing Automation
- Overview
- The benefits
- The 3 families: service, customer, life cycle
> Building your Marketing Automation strategy
- Defining objectives and performance indicators
- Structuring data, identifying actionable data
- Modeling customer journeys and identify "triggers"
- Identifying actionable channels
- Defining the different scenarios
- Examples
> Marketing Automation Program
- Studying
- Content
- Targeting
- Configuration
> Optimizing performance
- The marketing automation tool
- Data recency
- Deliverability
- Commercial pressure
- A/B testing
- Monitoring KPIs
