Publicação
A trustworthy strategy to incorporate RPA in Marketing Campaigns
| Resumo: | Robotic Process Automation (RPA) has become a hot topic within companies. Its capabilities benefit them in staying highly competitive in an ever-changing market. Its adoption has rose and companies use it as a solution to reduce time spent with monotonous tasks, allowing employees for a deeper involvement in valuable activities. RPA’s recency reflects a lack of trustworthy strategies for its implementation. With the rapid growth of technology, the process of conducting a marketing campaign has changed and marketing teams need to ensure maximum efficiency and productivity to thrive in a complex market. A clear strategy for RPA incorporation in campaign activities can help the company to succeed in that. To achieve this goal, after a detailed literature review is made, a comprehensive model and analysis of a campaign flow will be developed using Business Process Management (BPM) practices. The tasks that are the most suitable for RPA enhancement will be identified, and a final strategy of incorporation will be presented. It is intended to contribute positively to keeping marketing departments updated and competitive. |
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| Autores principais: | Mendes, Tomás Lopes |
| Assunto: | Robotic Process Automation Marketing Campaigns Business Process Management Automation SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 17 - Partnerships for the goals |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Robotic Process Automation (RPA) has become a hot topic within companies. Its capabilities benefit them in staying highly competitive in an ever-changing market. Its adoption has rose and companies use it as a solution to reduce time spent with monotonous tasks, allowing employees for a deeper involvement in valuable activities. RPA’s recency reflects a lack of trustworthy strategies for its implementation. With the rapid growth of technology, the process of conducting a marketing campaign has changed and marketing teams need to ensure maximum efficiency and productivity to thrive in a complex market. A clear strategy for RPA incorporation in campaign activities can help the company to succeed in that. To achieve this goal, after a detailed literature review is made, a comprehensive model and analysis of a campaign flow will be developed using Business Process Management (BPM) practices. The tasks that are the most suitable for RPA enhancement will be identified, and a final strategy of incorporation will be presented. It is intended to contribute positively to keeping marketing departments updated and competitive. |
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