Browsing by Author "Fernandes, Mariana Amaral"
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- Accountability in marketing : the impact of marketing automation processes in the measurement of marketing activity performancePublication . Fernandes, Mariana Amaral; Corbo, LeonardoThe past decade has brought about unparalleled changes to the field of Marketing. The advancements in Information Technology, the explosion of data available, and the need to make decisions based on intelligence gathered through the analysis of this data, along with increasing competition and the need for businesses to scale rapidly, have created a complex and dynamic environment that puts an unprecedented pressure on marketers to prove their value to their firms. Whereas in the past marketers were rarely held accountable for their actions, the new business landscape provides more possibilities than ever to measure the performance of Marketing activities, activities which are, simultaneously, prone to consistent improvement due to the advent of Marketing Automation software. Previous literature has described what are the main obstacles to reach this accountability, but research lags in characterizing the impact Marketing Automation has on the performance measurement of Marketing activities. As such, the present study seeks to clearly outline the challenges associated with reaching accountability in Marketing, as well as to describe the role of Marketing Automation inside organizations, in order to provide an overview of the impact the implementation of Marketing Automation software has on the measurement of Marketing activity performance. Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to the better understanding of the issue of Marketing accountability within the current business paradigm.