Evaluating the Potential of a Marketing Automation System
Kapali, Nikolas (2018)
Kapali, Nikolas
Laurea-ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018061413825
https://urn.fi/URN:NBN:fi:amk-2018061413825
Tiivistelmä
The present thesis investigates how optimizing digital marketing through marketing automation can be performed via Kehätieto’s website and the consequences that might have for the company’s activities.
The purpose of the thesis project was to implement a pilot project based on the Mautic marketing automation system for a Drupal website. The results generated by the pilot were then evaluated by the company to find out about the service potential offered by marketing automation. The project was commissioned by Kehätieto Oy, a Finnish company that provides specialized IT services for non-profit organizations. The objective of this thesis project consisted of finding information related to marketing automation and Mautic to implement the pilot system on Kehätieto's Drupal-based main website.
The development tasks mainly consisted of research on topics such as digital marketing, marketing automation, the Mautic system and its core features. From these studies, the pilot implementation was carried out to apply Mautic and its core features such as tracking a Drupal site and executing marketing activities for its users.
The theoretical background defines marketing automation and its features and examines complementary marketing strategies and tactics such as inbound, email and social marketing. Further research was carried out to understand, create and execute automated features with Mautic. Additionally, interviews were conducted to gain information the company specifications for implementation of the pilot project.
The pilot project was published on March 15th, 2018, and the collected data has been presented as results.
The project successfully tracked the users on the site and applied the created marketing activities. In an approximate time period of two weeks, it was able to create four hundred and sixty-two leads and execute marketing campaigns for them. Furthermore, the research shows that MAS is a viable service prospect for Kehätieto Oy. But the company should invest more in acquiring skills and expertise before a productive service can be launched.
The purpose of the thesis project was to implement a pilot project based on the Mautic marketing automation system for a Drupal website. The results generated by the pilot were then evaluated by the company to find out about the service potential offered by marketing automation. The project was commissioned by Kehätieto Oy, a Finnish company that provides specialized IT services for non-profit organizations. The objective of this thesis project consisted of finding information related to marketing automation and Mautic to implement the pilot system on Kehätieto's Drupal-based main website.
The development tasks mainly consisted of research on topics such as digital marketing, marketing automation, the Mautic system and its core features. From these studies, the pilot implementation was carried out to apply Mautic and its core features such as tracking a Drupal site and executing marketing activities for its users.
The theoretical background defines marketing automation and its features and examines complementary marketing strategies and tactics such as inbound, email and social marketing. Further research was carried out to understand, create and execute automated features with Mautic. Additionally, interviews were conducted to gain information the company specifications for implementation of the pilot project.
The pilot project was published on March 15th, 2018, and the collected data has been presented as results.
The project successfully tracked the users on the site and applied the created marketing activities. In an approximate time period of two weeks, it was able to create four hundred and sixty-two leads and execute marketing campaigns for them. Furthermore, the research shows that MAS is a viable service prospect for Kehätieto Oy. But the company should invest more in acquiring skills and expertise before a productive service can be launched.