Here we examine two other necessary precursors to the implementation of a successful automation strategy:
Understanding the difference between a task and a process, and creating a decision framework for campaign management workflows.
Mapping Your Workflow: Task, Process & Data Integration
Each circle in the workflow is a task (i.e. targeting criteria/creative assets and campaign setup), while each line between each circle is a process (i.e. the transition from targeting criteria and creative assets to setting up your campaign).
The tasks in this workflow are discreet, repetitive, and rule-based, and therefore lend themselves well to robotic process automation (RPA). They also tend to occur independently from each other in different platforms.
The processes, on the other hand, are entire sequences that work most effectively when they live within the same platform. If you apply this workflow to an email marketing campaign, for example, the process from campaign setup to analysis and finding would occur within a single platform such as Sailthru or Salesforce.
It’s much easier to automate marketing tasks and processes that exist within the same channel, whether it be email, social media, programmatic, or display. When you have cross-channel campaigns that touch two or more platforms, the automation process becomes much more challenging and may not be worthwhile from a cost-benefit perspective.
One Technology Will Not Fit All
Remember: When it comes to automation, one of the biggest mistakes an organization can make is to put its tech needs first.
Creating a Decision Framework For Marketing Automation
Try automating routine campaign tasks and processes that don’t require complex integration and don’t change frequently.
But you can use the human effort saved by the short-term automation to free up resources for long-term strategic integration process design and more high-end campaign management and recommendation tasks.
Stay tuned for our next post in this series, in which we’ll examine one such challenge—finding the balance between the human and machine elements of marketing automation.