Doing this allows for the monitoring of interactions

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Campaign automation takes into account diverse customer behaviours across different channels, and supports a broad range of campaign types like ad hoc, recurring, event-triggered and lifecycle campaigns. This means that campaign automation can, for example, reflect whether someone’s lifecycle stage has changed, e.g. from being email list uk an active customer to being an inactive customer.

Non-transactional vs. transactional data
Transactional data provides information on what products were purchased, the average order value, plus how often and when someone buys. Using this information offers great potential for personalisation. However, marketing automation typically doesn’t factor in deep or diverse transactional data.

Campaign automation, however, makes use of this data and supports tactics such as next best offer or next best time calculations on an individual basis. Additionally, campaign automation also reflects the previous channel, contact and response history.

In practice, this means that future communications can be optimised based on which communications someone has already received and their past response.



For example, individuals can be excluded from certain future communications to avoid over-communication (i.e. frequency capping). across several channels in a temporal context, such as whether someone has opened an email newsletter, clicked on a social ad, and then used a voucher code delivered via direct mail. This facilitates customer journey analyses.