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Which Tools Do You Use?


A subtext to the marketing automation explosion is analytics. Having a CRM system might make you wonder why marketing automation is needed at all, but the reasons boil down to analysis and improved data collection. Let me share some information from a new marketing study. First, the data: We asked marketers if they used CRM, marketing automation and business intelligence to process marketing data. The big dog was CRM, with a 54 percent share. Next came marketing automation with a full third, and last was BI with 22 percent. So far, so good.

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