An operational data store (ODS) is a type of database that collects data from multiple sources for processing, after which it sends the data to operational systems and data warehouses. It provides a central interface or platform for all operational data used by enterprise systems and applications.
Marketing automation is the use of software and Web-based services to execute, manage and automate marketing tasks and processes. It replaces manual and repetitive marketing processes with purpose-built software and applications geared toward performance.
Key marketing automation software functions include:
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