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Practice paper

The future of marketing automation

Thomas H. Davenport and Judah Phillips
Applied Marketing Analytics: The Peer-Reviewed Journal, 2 (3), 213-224 (2016)
https://doi.org/10.69554/TMBJ3607

Abstract

Many marketing activities will be largely automated by 2025. While people will still be responsible for marketing management and outcomes, substantially fewer people in the marketing team will oversee a larger number of automated systems. While there have been some attempts to identify what marketing organisations and practitioners need to do to take advantage of the disruption of marketing automation, their views of automation have been limited. This research addresses a variety of marketing automation activities and their implications for marketing functions, practices, and practitioners.

Keywords: marketing; automation; analytics; cognitive computing; artificial intelligence; machine learning; programmatic; optimisation; SEM; customers; channels; data

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Author's Biography

Thomas H. Davenport is the President’s distinguished professor of information technology and management at Babson College, co-founder of the International Institute for Analytics, Fellow at the MIT Initiative on the Digital Economy, and Senior Advisor to Deloitte Analytics. His most recent book (with Julia Kirby) is Only Humans Need Apply: Winners and Losers in the Age of Smart Machines.

Judah Phillips helps people create value with analytics and data science. He is an award-winning consultant who consults on these topics with the world’s leading brands and their executives. Phillips has written three books on analytics: Ecommerce Analytics, Building a Digital Analytics Organization, and Digital Analytics Primer, and contributed to several other books. Judah holds multiple degrees from Northeastern and the University of Massachusetts. He is an adjunct lecturer at Babson College and the founder of SmartCurrent.

Citation

Davenport, Thomas H. and Phillips, Judah (2016, September 6). The future of marketing automation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 3. https://doi.org/10.69554/TMBJ3607.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 2 / Issue 3
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