Mapping Automation Technology to Digital Marketing Processes

At this point in our walkthrough of the marketing automation journey, we’ve covered the key components necessary for success, including establishing a well-defined future state for your business, breaking down the tasks and processes in your campaign management workflow, and planning for the impact automation will have on the humans in your organization. We also discussed how to calculate ROI and build a case for marketing automation.

In order to do this successfully, you need to break down your processes into three distinct categories: routine, standardized rule-based, and dynamic adaptive.

Routine, Rule-Based & Dynamic Adaptive Processes

A routine process, as its name implies, is simple and easy to execute. It’s a straightforward and linear marketing task often correlated with trafficking, such as the handling of an insertion order (IO).

Standardized rule-based processes are tactical and campaign-specific. They exist across different channels and have different standards and rules based on the corresponding channel, whether it be email/marketing cloud, social, programmatic, or display.
The final category—dynamic adaptive—refers to big-picture processes that are not channel- or technology-specific. Rather, they are needs-based processes that analyze data mid-flight to determine how a process is performing. For example, strategic media planning is a dynamic adaptive process. It’s focused on long-term objectives and involves analyzing data holistically from different channels to determine how an organization can get the best reach. 

Structured vs. Unstructured Data

How we categorize tasks and processes depends largely on what type of data they rely on—structured or unstructured.

Structured data is highly-organized, easily searchable, and simple to interpret. Most data coming from Google, for instance, is structured. It has a pre-designed format and is easy to collect and understand. Humans are very good at working with this type of data, which is why it lends itself well to straightforward, routine processes such as campaign setup and QA.

Unstructured data is much more difficult to work with. It cannot be collected using conventional methods and requires complex tools to be analyzed. Most of the data gathered for cross-channel marketing campaigns is unstructured, for example, because it spans multiple platforms.

Humans are much less adept at handling this type of information; we need the assistance of machines to help us organize and analyze it in an intelligent way. As such, unstructured data lends itself well to rule-based and dynamic adaptive automation processes.

Identifying Human & Machine Processes for Automation

With the above information in mind, we can identify the tasks and processes in a campaign management workflow that use structured data and are therefore ideal for humans. These include campaign setup, pre-launch QA, and routine optimization, as well as the articulation of brand strategy and audience targeting.

Marketing processes that rely on unstructured data are complicated by factors like scale, differing channels and formats, and—as is the case with social media—varying refresh times. These processes are best-suited for automation because they require assistance from technology to properly collect and interpret data, as well as provide real-time analysis and feedback. 

Marketing Automation Is the Way of the Future

Any marketing organization that chooses to embark on an automation journey faces resistance and pushback from within the company. Workforce insecurity will almost always rear its ugly head, as some employees fear losing their jobs while others see no value in disrupting processes that work.

But shying away from automation is no longer a smart move for most digital marketers. As channels continue to grow both in number and complexity, adopting automation to achieve scale has become a strategic imperative.

The main challenge for c-suite executives and other business leaders, therefore, is learning how to balance the immediate needs of their workforce with the long-term needs of the organization as a whole to achieve the proper human-machine balance.

This is, without question, a formidable task that involves a great deal of planning and foresight. In addition to depending on a set of clearly defined and achievable business objectives, it requires the creation of structured internal teams to spearhead an actionable decision framework. It also involves an examination of campaign management workflows to differentiate between processes and tasks, as well as careful consideration of how to go about training and reskilling your teams.


We hope this series provides you with a helpful blueprint for embarking on an automation journey. But we’re not done yet! Stay tuned for more in-depth content as we take a deeper dive into automation approach, planning and execution, assembling your internal teams, and more step-by-step guidance to set you up for success.

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.



    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.


              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at

              Contract Type



              Job Title

              Contract Type



              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.