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The challenges of Marketing Automation are the synchronization and consistency of customer data
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The challenges of Marketing Automation are the synchronization and consistency of customer data

Eolas – part of the Business & Decision group – is very active in the world of Retail e-Commerce and Real Estate. Marc Gruaz, Project Manager at Eolas, reminds us that the first challenge is above all to synchronize websites with CRM customer databases. This takes months, sometimes years. The issue is not so much having APIs or software connectors, but having a genuine sales transformation and marketing communication strategy.

A fan of simple things, done properly, which are then modified or developed in agile mode, Marketing Automation follows the same project management rules:

  1. brand and communication strategy
  2. organization and consistency of actions
  3. choice of tools

There is also the issue of data legislation in Europe (see GDPR – General Data Protection Regulation).

Eolas manages 3 e-commerce sites that each represent more than €10M in revenue, and the gradual implementation of these strategies has enabled growth of more than 35% per year.

On real estate websites, growth is very strong for agencies that invest, because all marketing for real estate agencies is now done online.

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