Marketing automation is a software-based method to optimize and simplify marketing processes. Most marketing automation software combines functions from CRM-Systems, web analytics, web controlling, email marketing, and/or social media advertising. Marketing automation tools are used to plan, control, and evaluate online marketing campaigns, to automate repetitive tasks and workflows, or to collect and manage data. Moreover, they help create detailed user profiles that offer insights about target groups and user behavior. These systems automate and simplify complex online marketing campaigns and offer measurable results that show the effectiveness of each marketing activity.

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