Automation, MarTech & AI
Automating the work that should be automated, after establishing which parts of the process are worth keeping at all.
Überblick
Automating a bad process produces a faster bad process, permanently, including the steps that exist because of a decision made years ago by someone who has left. The mapping stage routinely removes more work than the automation does.
The same applies to software. Most marketing stacks have accumulated overlapping tools, several partial customer records and an integration map nobody can draw. The recommendation is usually to own fewer things and connect them properly.
Für wen das gedacht ist
- Companies with workflows nobody can safely turn off
- Teams whose staff move data between systems by hand
- Businesses with a growing software bill and no map of what it buys
Die Bereiche von Automation, MarTech & AI
Jeder Eintrag führt zu Umfang, typischen Ergebnissen und Ablauf.
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How do we know automation is adding anything?
Hold back a random share of the audience from each programme and compare. Without a holdout you are measuring what people who were going to convert did next, which is not the same thing.
Should we buy another tool to fix our integration problem?
Almost certainly not. Adding a system to a fragmented stack reliably makes the fragmentation worse. An audit usually finds you already own the capability twice.
Which AI tools should our marketing team use?
It depends entirely on where your hours go, which is why the task analysis comes first. We would rather test three against your own material than recommend from a category.
Umsetzung über Märkte hinweg
Teams, die in verschiedenen Regionen, Sprachen und Regulierungsrahmen geliefert haben.
Von Anfang an prüffähig
Sicherheit, Barrierefreiheit und Datenschutz entstehen beim Bauen, nicht kurz vor dem Audit.
Gemessen statt vermutet
In jedem Projekt steht die Erfolgskennzahl vor dem Start fest.