The Marketing Automation Mantra – Remember the ALAMO!

Before we discuss it in the context of marketing automation, let us define ALAMO – it is the All-important Leading-edge Analytics-based MIPS mOdel. The acronym MIPS refers to the four-step process in marketing automation: Measurement – Inference – Prediction – Steering. In a previous article "The K.I.S.S. Principle in Marketing Analytics – Keep It Simple and Smart", we listed some of the major benefits of marketing automation to businesses who use it. It has its ups and its downs (which are all good): the ups include increased revenues, leads, conversions, sales, and accuracy of multi-channel attributions; and downs include reduced marketing overhead. Those are outcomes that any CMO would love.