Owing to technical advancements, marketing team activities are now considered the pillar of customer relations with the brand. Gone are the days when sales would solely own the credit of consistent exchange and interactions between the buyers and the brand. With the right metrics and reporting tools in place, marketers’ contributions are measured and acknowledged in revenue generation. Marketers can now measure the impact of their activities and report their program performance leveraging monitoring and reporting tools in marketing automation systems. Marketo, being one of the frontrunners in marketing automation platforms, equips marketers and organizations with a comprehensive range of reporting tools to measure all types of marketing activities. With Marketo, marketers have their pick of reporting tools.
Types of Marketo reporting tools
Marketo reporting tools are broadly divided into two: the basic and advanced program reporting tools. Each is designed to help marketers track and measure impacts of their marketing efforts from demand to revenue generation. The following are the most commonly used basic reporting tools –
To measure email performance:
Email Performance: Tracks and assesses immediate performance of emails using metrics such as, ‘delivered’, ‘soft bounced’, ‘hard bounced’, ‘unsubscribed’, ‘opened’, ‘clicked’, and many others.
Email Link Performance Stats: Gives statistics on each link clicked in emails.
Sales Insight Email Performance: Tracks activities with emails that are sent using ‘Marketo Sales Insight’ tool in platforms synced with Marketo including Salesforce, Outlook, Microsoft Dynamics, Microsoft Dynamics, Gmail plug-in, etc.
To measure campaigns and programs:
Campaign Activity: This Marketo reporting tool gives stats on all of your smart campaigns.
Campaign Email Performance: This tool is specifically used to measure ‘email performance’ which is grouped by smart campaigns.
Engagement Stream Performance Report: This report clearly shows how engagement programs are performing.
Program Performance: This report includes basic metrics like, ‘success’ and ‘members.’However, marketers can choose to run a ‘Revenue Cycle Analytics’ report for a more thorough assessment of programs.
To measure people or contacts:
People Performance Report: This report categorizes people or contacts by different attributes and includes information on opportunities.
People by Status Report: This automatic reporting tool tracks and gives stats based on the ‘person status’ field.
People by Revenue Stage Report: This basic reporting tool gives stats on ‘revenue model.’ However, marketers can check out ‘revenue cycle analytics’ to get in-depth reports on revenue model.
To measure web activities:
Web Page Activity Report: This report shows all the web activities on websites and landing pages.
Landing Page Performance: This specific reporting tool is used to hone in on landing page activities. Marketers may refer this report alongside Google Analytics for additional information.
Social Influence Review: Tracks all the social media activities that targeted people are sharing with their social contacts.
Marketo’s advance program reporting can be accessed from the ‘revenue explorer’ option main area. Revenue cycle explorer consists of different areas of analysis with various new metrics. Powered by these tools, marketers can measure program performance and effectiveness accurately. All analysis areas in Revenue Explorer have different metrics and data sets related to the specific reporting subject that users want to access. These analysis areas include –
Program Membership Analysis – View program results by participation, channel, and different success criteria.
Program Revenue Stage Analysis – Track new entries of names or people who have touched specific stages of the buying journey within a revenue cycle model.
Program Opportunity Analysis – Track opportunities that are created in in areas such as, revenue, distribution, ROI etc.
Program Cost Analysis – Access ROI for the programs they are running.
In addition to these analysis areas, there are ‘Program Analyzers’ tools that are –
Program Analyzer – This program analyzer tool enables quickly categorize programs whether effective or not. Thus, this analyzer is a great tool to determine which programs are effective and where to invest marketing resources.
Opportunity Influence Analyzer – this analyzer is marketers’ favorite by enabling them to weigh and measure their contribution in revenue generation. This analyzer tool perfectly measures effectiveness of marketing programs and engagements attained through those programs in creating opportunities.
Marketers can customize the display of advance reporting tool by selecting blank cells, grand total for rows, columns, total of filtered values. Marketers can also control display of drill-through links on Measure cells by selecting columns and choose freezing panes, whether column headers or row labels.
Records in this Revenue Cycle Explorer get updated automatically and regularly right from Marketo instances. That’s why all modifications made to accounts or people with Marketo will be visible from in Revenue Cycle Explorer, the next business day.
Though marketers have the option set the option to display rows and columns in the first checkbox, where ‘Measure cell’ is kept blank, we do not recommend that as this may slow down the processing of reporting tool. This may also lead to time out the reporting process and cause issue with the data.
Do you find these Marketo reporting tips useful? Here is how you can extend your expertise and leverage these tools like a Marketo veteran. Simply ask for their best practices to start implanting from today – by talking to Marketo specialists at (408) 502 6765 or drop your queries and challenges at services@ShowMeLeads.com. You can as well chat with us on Twitter, Facebook, and LinkedIn.