To understand the primary importance of automation, it is necessary to consider the evolving “ways of accessing data”. The quantity and quality of data available today, especially through digital tools, is so large that trying to analyze it manually is both time-consuming and problematic in terms of reaching the right conclusion. Automation is an indispensable aid that makes things easier when it comes to processing complex data from different sources. However, the word “help” should be emphasized here. Getting support from automation does not mean ignoring the human dimension. Automation tools offer marketers a great advantage in keeping their campaigns under control, managing them, reacting quickly to current developments, improving them and evaluating the paths that will lead to the target.

On the other hand, many marketers find automation lacking in responding to unique circumstances and meeting the customized needs of the campaign. In other words, marketers may see automation as a uniform performance management tool. In fact, this is a serious misconception. Once you’ve created your campaign, it’s important to take a proactive approach. It is up to the marketer to identify the data sets and feedbacks you need to consider in line with your goals, and to weed out the details that work and don’t work within the framework of the campaign. In other words, leaving everything to automation is an approach that reduces efficiency; for success, it is necessary to go beyond this and develop human-automation cooperation.

Another misconception about automation is that such systems cannot respond to rapid changes. However, this is not the case. The algorithms that form the basis of automation adapt to change at great speed with technologies such as machine learning and artificial intelligence. In fact, this impact-response issue works in such real time that it surpasses manual methods.

As automation becomes more and more important for marketers in campaign management, it is hard to resist this change. But it’s important to remember that this tool is human. While automation helps marketers manage complex data from many different sources and make strategic decisions, the “management” and “decision-making” work still falls to the human.