Modern marketing aims to understand individual customer needs and serve them optimally. But the human brain consistently sorts out irrelevant messages. How do you overcome this hurdle?

Digitization opens up enormous potential: While analog marketing measures were difficult to measure in terms of efficiency, online marketing can analyze very specific KPIs - without major investments or long-term commitment.

What do marketing automation and business intelligence have to do with each other? Quite a lot. Or: How do you generate the data basis that is suitable as a reliable basis for decision-making? Here are the facts.

Customer communication without data - it's like a car without wheels. It goes without saying that not only the amount of data but also the quality of the available information must be of the highest standard if the customer approach via marketing automation is to lead to the desired results. Both, however - data volume and data quality - require professional management systems in order to keep the information available under control at all times and use it in the best possible way.

The use of marketing automation is essential for contemporary sales promotion, but at the same time it creates a dilemma of its own. This dilemma can only be solved by using additional methods. The method of choice: Artificial Intelligence. How the two power tools are connected and why one cannot be used effectively without the other, you can find out here.

In a time when we generate more information in one day than in a whole century, companies that are able to handle customer data have a huge market advantage. However, for most companies, customer data is wasting away in isolated data silos. The secret weapon for breaking down data silos and redefining customer relationships is called the customer data hub or customer data platform (CDP).