Glossary: Marketing Engineering

Marketing engineering stands for the use of information technology in data and system-supported marketing. Marketing engineering includes the IT aspects (data modelling, data streams, technical integration and processing), the process organisation of system-based runs (marketing process optimisation) as well as the marketing conception of the use of data and system-supported marketing (marketing automation, campaign mechanics, real-time interaction) and their optimisation (system-supported testing, controlling and optimisation).


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