Types of Marketo Reporting – How Advanced Reporting Differs from Basic Reporting?

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.

Marketo Attribution 101 – Types, Rules & How to Make the Most of It

How do you attribute a value to the role that any particular marketing effort plays in the conversion of any leads or customers? This is one of the most frequently asked questions by our customers. Setting up this kind of attribution is one of the best practices they can follow to augment their digital marketing and advertising campaigns. However, owing to the intricacies of rules, types, touchpoints, values and other features of Marketo attribution, they fail to make the most of it and get utmost results.

In this complete Marketo attribution guide, our goal is to help you understand what Marketo attribution is, how to play by its rules, and how to make the most of it.

What is Marketo attribution?

Attribution enables users to understand which Marketo programs help to influence opportunities and sales, and even the role the programs play in helping move people through the sales funnel. It helps measuring the effectiveness of programs whether they are being used for generating sales or new names, and for improved decision making before investing resources, efforts and time in future programs.

Major rules of and functionalities of Marketo attribution are –

  • Marketo attribution helps monitor the impact of a range of programs on specific opportunities
  • To meet the criteria of attribution, the date for ‘Success’ or ‘Acquisition’ should be on or before the day a specific opportunity has been created or the date it has been closed.
  • Marketo measures attribution by taking account of the date a program first touches a lead or contact. That’s why the exact time an opportunity is created or won will be unrelated.
  • The contact record must have a ROLE or be the Primary Contact for the opportunity
  • The First-Touch (FT) attribution helps identify programs that qualify for acquiring new names which will boost revenues.
  • On the other hand, the multi-touch (MT) attribution helps identify a more complex program that is proven influential in shifting names in the in the sales funnel.

Acquisition Program

  • Acquisition attribution also enables marketers to add opportunity credit to Marketo programs that are appended with new records
  • All acquisition credits given to any specific opportunity, whether created or won, the records are get added to an acquiring program
  • Records are not required to meet success to be qualified for the acquiring program
  • Acquisition attribution will be a tiny proportion if too many leads are associated to a single opportunity that are acquired by different programs
  • Acquisition must take place either at the same time as, or before, any opportunity gets created, advances through the sales pipeline or if it wins revenue.
  • When an opportunity has been created before the record has been acquired, the program will not get qualified for an acquisition attribution.
  • The acquisition attributions are found as the (FT) in Marketo.

Success Program

  • On the other hand, the success attribution enables marketers adding opportunity credit to programs of which the records have met success
  • In success attribution, credit given to an opportunity is equally divided within all programs which have achieved success. The record doesn’t have to be acquired by any of these programs.
  • Success attribution can be considered small portions when a record reaches success in multiple programs.
  • This success attribution can also be measured as small parts when multiple records are associated to same opportunities which have already attained success in various programs.
  • In order to qualify as success attribution, the success must take place either on the day or before an opportunity has been passed to the pipeline or won revenue credit.
  • Successes attained by programs after the opportunity is created will not be given credit for sales pipeline
  • Success in programs the day after opportunity creation but before they are closed will get credit for revenue won
  • Success attribution is found as multi-touch (MT) attribution in Marketo

Do you often get into the dilemma when to focus on the pipeline and revenue then, use this small assessment chart will guide you through as well as how to use pipeline against revenue and vice versa.

Focus on Pipeline if you are –

  • Analyzing those Marketo programs that are created with sole purposes of demand generation. Those may include online forms, PPC, tradeshows and other events.
  • Scanning first-touch or acquisition attribution for the acquisition of new names.
  • If the buying cycle takes an unusually long time.
  • In B2B environment, if marketing activities do not have much impact or involvement in buying cycle.
  • If you are measuring the performance of your marketing teams based on the number of leads or on MQL values.

Focus on ‘Revenue’ if you are –

  • Analyzing Marketo programs, including emails, product demos and trial campaigns etc., that are created with the primary objective is to generate sales.
  • Evaluating the influence of campaign progress on records, multi-touch, or success attribution.
  • Interacting with a shorter sales cycle.
  • If your marketing activities have a significant influence on the sales cycle in a B2C environment.
  • Measuring the effectiveness of your marketing teams based on their contribution in revenue generation.

Do you need in-depth help and professional assistance in understanding, setting up Marketo attribution for programs and assuming the best practices to make the most of attributions? Then get in touch directly with our Marketo Certified Professionals at (408) 502 6765 or via our social channels at Facebook, Twitter, and LinkedIn.

Watch for this space for more tips, help and updates, as well as winning techniques to set up Marketo attribution. In the meanwhile, we want to hear from you – so, please feel free to leave a question or story below in the comment box.