Marketing Automation provides those who utilize it with key benefits including:

A 360-degree view of the customer. Businesses can now see each contact's touch point with the organization regardless of channel or point of contact.

Extremely targeted marketing. Using advanced data mining tools companies can understand and analyze consumer behavior patterns allowing them to send the right message to the right people at the right time.

Complete data integration. Most businesses operate in an environment where customer data exists in many different systems - e-mail marketing databases, call center history logs, order entry systems and sales databases. Users can access all customer information from a central system populated with clean and correct information ensuring that marketing departments, front-line support people, call centers and other businesses are all working with the same data.

Customer value scoring. Marketing Automation provides a facility for scoring each customer in the database enabling users to decide where to invest their critical sales and marketing resources.

Measurement of marketing efforts. Most businesses realize the importance of marketing activities, but struggle with quantifying campaign effectiveness and identifying the most effective marketing programs.