Via a change in our tool stack, we’ve enabled dynamic data to be integrated into the paid search campaign operation. Passing dynamic fields into our campaign strategy has enabled us to setup business rules and automated scripts that optimize both the targeting and the text of our ads. That change has also been a step closer to an automated operation and has therefore allowed us to save operational workload. The angle of the presentation will be on how the addition of key technology partners can help businesses move incrementally towards marketing automation.