Gartner defines business process automation (BPA) tools as software that enables the design, execution and monitoring of business processes involving diverse sets of systems and humans. BPA tools provide an environment for developing, running and monitoring business processes that incorporate process models (and other business, decision and data models) enabling automation of business operations. BPA tools play a crucial role in streamlining business processes, thereby increasing efficiency, reducing human error and enabling better decision making across various functions and industries.
Marketing refers to the products and services that enable organizations to plan, execute, measure, and optimize strategies for attracting, engaging, and retaining customers across digital and physical channels. This category includes markets that support content creation, campaign management, data-driven personalization, performance analytics and brand strategy—empowering businesses to deliver targeted, measurable, and customer-centric marketing experiences.
Gartner defines robotic process automation (RPA) as software that automates tasks within business and IT processes using software scripts that emulate human interaction with the application UI. RPA enables a manual task to be recorded or programmed into a software script, which users can develop through programming or by using the RPA platform’s low-code and no-code GUIs. This script can then be deployed and executed into different runtimes. The runtime executable of the deployed script is referred to as a bot or robot.