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Evaluation von Marketing-Automation-Systemen

In: Marketing und Sales Automation

Author

Listed:
  • Tony Vormelcher

    (ByteConsult)

  • Ulrich Hoffmann

    (Koenig & Bauer AG)

Abstract

Zusammenfassung Damit die Einführung von Marketing Automation erhöhte operative Effizienz schafft, muss eine ganzheitliche Perspektive eingenommen werden. Dies ist umso wichtiger, wenn es um die technologische Umsetzung im Unternehmen geht. Denn die Anzahl der Anbieter ist groß und der Markt unübersichtlich. Im folgenden Beitrag wird auf Basis jahrelanger Erfahrungen bei der Evaluierung von Softwarelösungen in den Bereichen Marketing und CRM das Vorgehen bei der Auswahl einer Marketing-Automation-Lösung praxisnah skizziert. Es wird Schritt für Schritt aufgezeigt, wie ein Evaluierungsprojekt für ein Marketing-Automation-Tool idealerweise ablaufen sollte Zudem wird eingeordnet, welchen Beitrag für die Digitalisierung im Unternehmen Marketing Automation liefern kann.

Suggested Citation

  • Tony Vormelcher & Ulrich Hoffmann, 2021. "Evaluation von Marketing-Automation-Systemen," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 6, pages 79-90, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_6
    DOI: 10.1007/978-3-658-21688-7_6
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