TY - JOUR
AU - Hinz, Oliver
AB - Bus Inf Syst Eng 57(2):129–133 (2015) DOI 10.1007/s12599-015-0370-8 CA TCHW ORD • • Irina Heimbach Daniel S. Kostyra Oliver Hinz Received: 23 December 2014 / Accepted: 9 January 2015 / Published online: 3 March 2015 Springer Fachmedien Wiesbaden 2015 Keywords Marketing automation  Customer models while facing huge amounts of data auto- relationship management  Personalization matically collected by online companies. The core idea was to adaptively react to customer choices on the web. Little (2001) suggests five levels of system operation: 1 Marketing Automation – What it is and what it is not (1) Data inputs, (2) Real time decision rules, (3) Up- dates of the decision rules, (4) Feedback to site man- 1.1 History and Definition agement, and (5) Strategy choice. This framework suggests deploying real-time decision rules which are The term ‘‘Marketing automation’’ was first introduced by calibrated using historical data and updated by con- John D.C. Little in his presentation at the 5th Invitational ducting adaptive experimentation (Little 2001;Bucklin Choice Symposium UC Berkeley 2001 (Little 2001) and et al. 2002). The developed systems are expected to refers to the automated marketing decision support on the give feedback to site management and to provide di- Internet 
TI - Marketing Automation
JF - Business & Information Systems Engineering
DO - 10.1007/s12599-015-0370-8
DA - 2015-03-03
UR - https://www.deepdyve.com/lp/springer-journals/marketing-automation-oUz11dTPLB
SP - 129
EP - 133
VL - 57
IS - 2
DP - DeepDyve
ER -