Software that helps organizations automate and personalize their marketing efforts. Early MAPs were simply online mail merge solutions – upload a list of customers, create an email and blast send it to all customers. In this scenario, every customer sees exactly the same messaging. MAPs eventually matured into platforms that could intelligently segment customers based on user-defined attributes (e.g. VIP customers, new customers, etc.) so marketers could target those segments with personalized messaging. Additionally, modern MAPs provide access to performance data so users can gauge the effectiveness of their marketing campaigns.
