Due to the overlapping nature of segments

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Campaign automation is different. Instead of including just one person per campaign broadcast, the audience for a campaign is defined by an individual’s affiliation to a certain segment. Hence, a campaign broadcast can include multiple people who are part of a specific segment. Segment building can range from reflecting email list uk simple measures, such as geographic or sociodemographic aspects, to complex segmentation building rules based on consumer behaviour, such as buying frequency or customer lifetime value (one person can be in multiple segments), complex audience and deduplication rules may apply.

Few vs. many data sources

Few vs. many data sources
The third difference is the kind of data sources that marketing and campaign automation use. Marketing automation typically uses a few key data sources, such as CRM and website analysis data. In contrast, campaign automation uses many different data sources from many diverse channels. This includes CRM and website data, and it also includes transactional data (e.g. when someone has bought something and for what amount), individual interests and preferences, and third-party data. It is not untypical to have five or more data sources feeding into campaign automation.



Website vs. other behavioural data
Closely linked to the data sources being used, marketing automation is largely driven by website user behaviour and specific events and journeys that happen on a website. Things like: where someone clicked, what pages they visited, which items they put in their online basket, whether they signed up for something, and so on.