The Marketo Engage database

The Marketo Engage Database houses all the information about your target audience.

Each individual record is called a person. People in the Database can be prospects, customers, partners, distributors, or employees, as defined by fields in the Database.

A person’s record includes demographic data, such as job title, company size, or location, as well as their past behavioral data, such as which webpages they visited, which emails they opened, and which forms they filled out.

Known people and anonymous web activity

Learn more about how Marketo Engage helps you understand the effects of your marketing efforts on your current and potential customers in this video.

Marketo Engage munchkin code

Marketo Engage’s custom tracking code, called Munchkin, tracks the people who visit your webpages. This allows you to react to their visits with automated marketing programs.

Munchkin code is JavaScript code that is tied to your organization’s Marketo Engage instance. It is included on all Marketo Engage landing pages by default. Your company’s Marketo Engage administrator will work with your IT team to place it on your corporate website to track pages that are relevant to marketing.

The code tracks web activity for people already in your database, called known people, along with those who are not in your database – anonymous people. If an anonymous person becomes known when they fill out a form, then their anonymous information is appended to their new known record.

How does Marketo Engage's Munchkin Code work?

1. Visit page: A person visits any webpage with Munchkin code on it.

2. Cookie and track: Marketo Engage immediately applies a cookie to the person and tracks their web activity as they interact with your website.

3. Inferred information:

   Along with behavioral tracking, Marketo Engage tracks a person’s IP address and can infer information about a person, including:

   • Geographic location (postal code, city, metropolitan area, state, and country)

   • Company (if they are visiting your page from a company IP address)

   This allows you to learn more about a person without them explicitly providing geographic or organizational information.

In summary, Marketo Engage Munchkin code allows your company to learn more about your website visitors and allows you to make educated guesses to customize communications with them in the future.

Munchkin code tracks how people behave

Munchkin code allows you to learn a lot about people’s behavior on your webpages, whether you know who they are or not. You can determine information like when people:

• Arrive via a search engine using specific search terms.

• Visit multiple pages in a certain timeframe.

• Repetitively visit the same page.

With inferred information, you’ll be able to determine people’s location and even their company if they visit from a company IP address. It’s also great for tracking your online advertising, such as if people are being driven to your website from per-per-click ads or paid search.

With Munchkin code, you’ll gain insights that help you more precisely market to your audience, while also providing useful information about a person to your sales team.

Person detail page overview

In this video, you'll walk through the details of a person record in the Marketo Engage Database.

In the next step, review the key takeaways for this module.