It is many a marketer’s dream to free up their people from boring, repetitive and low skill tasks. Because despite vendors’ promises of seamless integrations and data flows, manual data handling is an inescapable outcome when implementing new digital tools and processes.
These outcomes aren’t restricted to marketing, however, with similar tales told in finance, IT, HR and other prominent business functions.
It was the pain felt by professionals in those functions that first led to the emergence of a set of tools that have come to be referred to as robotic process automation, or RPA (not to be confused with the reality TV series related to the Royal Prince Alfred Hospital).
