Traditionally, when enterprises set out to improve efficiency, they embarked on a process of re-engineering. Today, that ship has sailed. Instead, when companies want to optimize their back-office operations or IT performance, they head for "Automation World." Though there may be more unknowns than knowns, it's an exciting journey with more and more travelers every day. For most, the journey begins with robotic process automation (RPA) – software robots that automate repeatable and rules-based tasks previously performed by humans.
For some senior-level financial executives, the term Robotic Process Automation (RPA) produces visions of a utopian finance function. For others though, the mere thought of RPA brings on a major case of agita. According to a recent study by HfS Research and KPMG LLP, 55 percent of North American enterprises are looking at new opportunities available with RPA systems. Gartner predicts that by 2020, smart machines will be a top five investment priority for more than 30 percent of CIOs. So, regardless of which camp you find yourself in, the reality is that RPA is here now and will play a significant role in the finance function of the future.
In the beginning, marketing automation platforms grew other channels and tools around their core of email marketing. The basic mode involved if/then rules: if a customer takes this action, show this response. But overlapping campaigns with if/then rules become very complicated very quickly, especially when you're talking about millions of customers, each one in a different frame of mind, and each expecting his/her own personalized experience. As a result, marketing platforms are evolving from their traditional if/then campaigns to the newer approach of customer journeys that are often guided by machine learning. It's the difference between setting up all the rules for the encounter on the one hand, B2B marketing startup YesPath CEO Jason Garoutte told me, and employing something like Netflix's recommendation engine, on the other.
Marketing automation technology was a blessing for marketers who could now automate the monotonous and repetitive tasks of marketing and marketing communications to their machine counterparts. At the same time, programmatic ad buying – another example of marketing automation, tends to save marketers a lot of time and efforts of purchasing online ad space. It enables them to focus on more essential tasks around optimizing business revenues. Pick Or Upgrade To The Right Marketing Automation Solution To Power Your Growth Story. Automation tools and platforms allow marketers scale their marketing efforts and run relatively measurable marketing campaigns, through different channels and touchpoints.