How to use robotic process automation to improve marketing efficiency

Automation technology is constantly improving, but it's already making a huge impact on the way marketing teams work with data. In this article, we look at several ways we use robotic process automation to improve marketing efficiency and achieve bigger things for our clients. According to Uipath, "robotic process automation (RPA) is a software technology that makes it easy to build, deploy and manage software robots that emulate human actions interacting with digital systems and software." In other words, RPA performs digital tasks normally carried out by humans, pulling in data from one or more applications and using this input data to complete pre-programmed actions. For example, we have our own intelligent automation platform, called Apollo Insights, which pulls in data from hundreds of sources, collates this data into reports and uses machine learning to spot trends and make marketing recommendations – all without human input.