Current technological revolution, immense Internet penetration, and mobile technologies resulted in a brand new type of consumer. This new consumer changed the manner of making purchasing decisions, but also leaves thousands of footprints on WWW pages, in mobile apps, maps, or transaction systems. All this has resulted in redefining the role of marketing, and placed remarkable challenges before marketers, the solving of which requires not only appropriate technologies, but also a new kind of knowledge.

The book leads the reader through the innovative technology of online marketing in the following areas:

• collecting and processing large amounts of user data;
• delivering personalized messages across all channels in real time;
• process automation;
• improving communication between marketing and sales departments.

This publication was illustrated with examples of various implementations, and as such, it should be a valuable source of information for marketers looking for a guidance regarding marketing automation technologies.

What makes the book stand out?

• Case studies: publication enriched with examples of implementing various solutions into the businesses thriving on the market.
• Attractive and up-to-date subjects: Marketing Automation market evolves rapidly both in Poland and around the world. 142 700 companies are already applying these solutions while the value of the market reaches 1,6 billion dollars.
• Practical character: enhanced with cases of usage and system’s activity patterns will become a valuable summary for marketers who are on a hunt for a guide to Marketing Automation technologies.
• Suitable for both beginners and advanced: gradually develops a knowledge of Marketing Automation: from basics to high-level and innovative solutions.