Marketing automation utilizes software to streamline repetitive tasks aimed at nurturing leads and personalizing messaging for improved efficiency. It encompasses key concepts such as user segmentation, personalization, and testing methods like A/B and multivariate testing for enhanced engagement. Additionally, it categorizes marketing goals, user actions, and event attributes essential for effective campaign management.

1. Marketing Automation
Key Concepts

2. Marketing Automation
Marketing automation is the
process of using software to
complete repetitive marketing
tasks designed to nurture sales
leads, personalize marketing
messages and content and in the
process, save marketers’ time and
effort (+).

3. Marketing Goals
1. Lead Nurturing
2. Customer Retention

4. User

5. Active User
Daily Active User (DAU)
Weekly Active User (WAU)
Monthly Active User (MAU)

6. Known User
vs.
Unknown User

7. User Attribute
Gender
Age
Company
Acquisition Source
Technology
And …

9. Event

10. Event
User Actions Custom Event
Search for a product Search
View product details Product - Page Viewed
Add to cart Product - Added to Cart
Initiate checkout Checkout - Started
Add mode of payment Checkout - Payment
Select delivery option Checkout - Delivery
Confirm and place the order Checkout Complete

11. Event Attributes
Event: Product - Added to Cart
Event Attributes:
•Cart ID
•Cart Value
•Primary Category and so on.

14. Conversion Event
&
Conversion Rate

15. Segmentation

16. Segmentation
Market segmentation is the
process of dividing a target
market into smaller, more defined
categories. It segments customers
and audiences into groups that
share similar characteristics such
as demographics, interests,
needs, or location. (+)

17. Segments (Examples)
Segment Description of Customer Profile Engagement Strategy
VIP Customer
A customer who has transacted
recently, does so frequently and
makes purchases of a high
monetary value
Onboard them for a loyalty
program and retain them with
exclusive offers
High Value Churned Customer
A high lifetime value customer who
is on the verge of abandoning you
as they haven’t transacted in a long
time
Send them a highly personalised
reactivation campaign aimed at
reviving the relationship
https://knowledgebase.webengage.com/docs/segments

18. Segments (Examples)

20. Personalization

21. Personalization
Personalization is the act of
tailoring an experience or
communication based on
information a company has
learned about an individual (+)

22. Personalization

24. Multivariate Testing

25. Multivariate Testing
Multivariate testing uses the
same core mechanism as A/B
testing, but compares a higher
number of variables, and reveals
more information about how
these variables interact with one
another.(+)

26. A/B Testing

28. Channels

29. Channels
SMS
Push Notification
Web Push
Ad Platforms
In-App
On-Site
Email
Messengers

30. SMS

31. Push Notification

32. Push Notification

33. Web Push

34. Web Push

35. Email

36. In-App

37. In-App

38. On-Site

39. On-Site

40. Messengers

41. Ad Platforms

42. Ad Platforms

44. Campaigns

45. Campaigns
One-time
time-bound offers, festive deals, product
updates and …

46. Campaigns
Triggered
added to cart, flight search, policy details
viewed and …

47. Campaigns
Recurring
subscription renewals, bill payments,
recurring investments and

48. Campaigns
Transactional
welcome newsletter (after sign up),
password reset, payment confirmation ,
order confirmation and …

49. Journey

50. Journey

51. Journey