Marketing activities have long supported firms in increasing profitability through processes of market analysis, communication, and promotional actions aimed at satisfying customer needs. Over time, the evolution of marketing has led to the development of Customer Relationship Management (CRM), which focuses on building and maintaining personalized relationships with individual customers. In this context, multichannel and personalized communication strategies have become a key tool for customer loyalty and engagement. 

This thesis explores the role of marketing automation within CRM processes, with particular attention to the design and execution of personalized multichannel marketing campaigns. The study is based on an internship experience at Value Lab SpA, where the author was involved in the planning, implementation, and management of automated marketing campaigns using SAS Marketing Automation. The software enables the creation of integrated campaigns targeted at specific customer segments, delivered through multiple communication channels such as email and SMS, and executed either manually or on a recurring basis. 

The thesis first provides a theoretical overview of CRM concepts, technologies, and system architectures relevant to marketing automation. It then presents a structured description of the main phases involved in developing a marketing campaign using SAS solutions, including objective definition, target identification, campaign design, integration with third-party providers, execution, and performance analysis. Finally, the study discusses potential future developments in CRM and marketing technologies, with a particular focus on the growing role of social media in customer relationship management.