With marketing automation customers can be lead to certain products or companies even before they have identified themselves. A good example is to certain groups retargeted advertisements, that can be used to influence a potential customer right from the start. Taking marketing automation further requires indentifying the customer.
Identifying the customer is one of the most critical phases in marketing automation. After filling out their contact information, a website visitor will turn from a faceless internet user into a potential customer with a name. They will be built a profile, which will start to fill up with information about for example newsletters, social media, the webstore or CMR system.