Automation is now ever present in marketing yet it is posing some hurdles and frustrating business leaders. There is a major information gap and marketers are often missing out on crucial data. With this data missing, business analysis becomes a problem and that impacts the decision making process. The software might be world class but the execution relies on number of other parameters and automation requires extensive corporate training on technologies. Marketers do not instantly realize when they make mistakes, rather the errors reflect much later and by then it’s often too late to rectify. Identification of right content also becomes a challenge.