The document discusses campaign automation and its benefits over marketing automation. Campaign automation uses data insights to automate personalized, omnichannel campaigns at scale. It improves efficiency by simplifying tasks and workflows, freeing up time for higher-value work. Effectiveness is also improved through personalization and predictive analytics, ensuring the right messages reach the right customers through the right channels. Examples provided include automated birthday campaigns and churn prevention campaigns using predictive scoring.

1. Use intelligent
campaign automation
to maximise results
with minimal effort
A brief overview explaining what
campaign automation can do for your
company, and why it’s more advanced
than marketing automation.
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2. A challenge for
marketers
The average person sees up to 11,000 marketing
messages and adverts every day.
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3. People crave
seeing personal
and relevant
things.
But can marketers
deliver?
WIth campaign
automation, the
answer is yes.
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4. What is campaign
automation?
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5. Campaign automation is
the use of an omnichannel
platform to create,
consolidate, and fully
automate a variety of related
marketing activities.
It draws on sophisticated
analytical insights to help
you launch personalised
end-to-end campaigns at
scale.
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Use intelligent campaign automation to maximise results with minimal effort
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6. What are
the benefits?
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7. Your marketing campaigns
become more efficient +
more effective.
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8. Greater efficiency
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9. Campaign automation
simplifies your tasks
and workflows, saving
you valuable time.
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10. It removes the need
for manual admin
tasks and constant
support from IT.
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11. Instead, it lets you focus on high-value tasks.
Finding and
testing creative
ways to delight
your customers
Making data-
driven strategic
decisions
Improving
the customer
experience
Reducing
customer churn
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Use intelligent campaign automation to maximise results with minimal effort

12. Greater
effectiveness
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13. Campaign automation
makes your marketing
activities more effective...
by helping you achieve
personalisation
at scale.
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14. This improves the
customer experience
at every touchpoint.
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15. It uses past transactional data and predictive
analytics, so the right customer receives:
the right
message
at the right
time
through the
right channels
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Use intelligent campaign automation to maximise results with minimal effort

16. How does campaign
automation differ
from marketing
automation?
Many people confuse campaign automation with
marketing automation.
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17. Marketing automation Campaign automation
Very often standard repeatable
campaigns for one person, e.g.
whitepaper downloads
Typically includes multiple people
or overlapping segments in a
campaign. May include complex
segment building.
Typically uses a few key data sources
such as CRM and website
Makes use of many different data
sources including transactional data,
interests, third party data
Largely driven by website user
behaviour
Allows for segment building and
execution that supports event-
triggered campaigns with one
person or small groups
Typically PULL focus Typically a combination of PUSH
and PULL
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18. Typically does not factor in
transactional data
Takes all available transactional data
as well as contact and response
history into account
Often associated with B2B lead
nurturing and/or sales funnel
Typically higher volume B2C (and
B2B) with customer centricity in focus
Lead scoring with rudimentary rules
(e.g. 1 point for website visit, 3 points
for whitepaper download)
Involves predictive analytics based
scoring
Basic personalisation rules based e.g.
on salutation or areas of interest
Typically includes more complex
personalisation rules, e.g. next
best offer
Marketing automation Campaign automation
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19. Campaign automation
in action
Intelligent campaign automation comes in all forms
– any company can make use of it to suit their needs.
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20. It can be as simple
as birthday
campaigns.
Instead of sending fixed
offers to customers on
their birthdays, you can
personalise it based on
their data.
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21. Step 1:
Create a target group that
includes people who have a
birthday on a specific day.
Step 2:
Decide on the most appropriate
content to send.
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22. You can also use campaign
automation in its most
advanced form, drawing on the
power of predictive analytics...
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23. Example:
Churn prevention campaigns
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24. Detect which of your
customers are likely
to lapse based on
past behaviour.
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25. Step 1:
Create a profile of people
who already lapsed
to identify common
characteristics.
Step 2:
Allocate a score to current
customers based on this profile
– the higher the score, the more
likely they are to lapse.
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26. Step 3:
Send out campaigns
with measures to retain
customers (special offers,
discounts, etc.)
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27. DOWNLOAD NOW
Want to learn more about intelligent campaign
automation? Download the free eGuide to
discover more use cases, and expert advice
on how to get started.