Marketo & Mochas: Fundamentals of Attribution Dashboards Recording

Transcript

Oh, ello, everybody. Welcome to Marketo. And what that is, That music was fantastic. I hope everybody was enjoying it as much as I was. So thank you for joining us today. I’m going to get us started right. All right. Great cameras are coming online. So welcome, everyone, to Marketo and MOCA’s. We are going to be talking about the fundamentals of Marketo attribution dashboard today. We have a lot to get to, so let’s get started. As everybody can see, we are on a new platform today. It’s called Gilby Connect. So bear with bear with that. If we have a couple of kings or unexpected surprises today, this is our first run, so we appreciate your patience, but hope that you are enjoying the new format and I saw everyone chatting in the chat pod playing rock, paper, scissors, so I hope everyone enjoyed it. So I’m going. To save myself. As always, pick more. In the play. Yeah. So this is an ongoing webinar series and we’ve designed it to be interactive, so we encourage everyone to ask questions in the questions box throughout the presentation. It’s going to kind of float around your screen depending on which you you are in, but you type them in there mood. Set aside the last 10 minutes or so for Q&A. So we’re going to do our best to answer as many of those as we can. I do want to quickly mention a couple of housekeeping items. So as I mentioned, the Q&A pod will be on our next screen. We eat. Everybody is muted, so we can’t hear you and audio is routed through your speakers. So hopefully you can hear me. And as a reminder, this session is going to be recorded and it is being recorded and will be distributed in an email tomorrow to look out for that recording link for you to share out with your team. I would also like to point out that at the top of your screen there is a black bar and there are a couple of icons up there, so there is a hand and in that dropdown you can react to some of the things that we are talking about. So if you see something that you love, feel free to applaud, laugh like it and so on. But we would love to see your engagement throughout the event. So we encourage you to utilize that feature. But I do also want to mention that there is a handout that’s going to pop up on the next screen and it’ll be up throughout most of the presentation. And our presenters today have put together a ton of resources for everybody. So really make sure you download that it’s going to be super helpful information. So lastly, as we’re closing out the webinar, I, we have a couple of survey questions that are going to be up at the bottom of your screen. So if you wouldn’t mind taking an extra minute, if that to fill out those questions, that will really help us make sure that we’re meeting your expectations. So with that, I would like to introduce myself. My name is Elena Cohen and I’m the digital events manager for our Customer Success Strategy team here at Adobe. I’ve been with Adobe for about five years now and spent the last three of those years organizing and hosting these events for our digital experience customers. Prior to my time on this team, I spent about two years working with Adobe’s Advertising Cloud customers and then before coming to Adobe, I spent many years at different advertising and media agencies around New York, so excited to be here now hosting events like this for you guys. And if you have any questions or comments about today’s event or any of our customer exclusive events or even about Adobe Connect, feel free to reach out to me. And now I’d like to hand it to Cynthia to introduce yourself. Thank you. And thank you, Elena. Hey, guys, give me. Your. Perfect. Nice to meet everyone here and really love the new platform. So many more features and functionality I couldn’t get fast enough at playing the Roxy. There. Pepper So. So I said that I am based in New York City and I’m a senior business advisor at Adobe Upping was Adobe Marcato for about seven years in the consulting capacity. I may have worked with you with work with ensemble, some of you in the past and before consulting. I actually spent time about six years as a customer myself, so I’ll be in the same position as many of you managing a market. For instance, heading marketing ops. Happy to share my experience with you and happy to take you through the transition today. And I’ll head on over to Jim’s, my co-presenter. Hey everyone, my name is James. I’ll get to the There’s me, there’s me with my dog. So my experience just quite a few years in marketing ops ended up helping admin Marketo at Marketo. So did everything kind of structural with lead scoring and and lifecycle and then routing and, and attribution stuff like that. So I’ve been to been a few other customer accounts as well, but mostly now as a technical advisor, I work alongside Cynthia kind of on a on a very similar team to help customers out. So if you ever want to hop on a call, head up your head, up your CC, and we’ll schedule some time and I’ll hand it back to Cynthia to kick us off. Awesome. Actually, I am going to jump back in quickly before Cynthia, so I’d like to quickly just walk us through today’s agenda. First, we’re going to start with the Marketo attribution overview, and then we’re going to shift to the MPI demo. We’ll follow that with the configuration best practices, MPI optimization, and we’ll close out with Q&A as mentioned earlier. So please start asking your questions. You should see the questions pod now on the on the right side of your screen and we’ll keep an eye out and try and get to as many of those as we can. So Cynthia, kick us. All right. Thank you. Okay. Feeling today’s marketing or marketing exhibition is almost like a buzzword. We all understand. It’s super important. Everybody’s talking about it. But what is marketing attribution? Mark And attribution is a methodology to evaluate which marketing activity is most effective in generating the desired results. They are different methodology, different models. They offer different ways of calculating attribution and different perspectives. Marketo Engage, for instance, offers first touch and multi-touch attribution marks. Attribution enables marketers to credit the channels and efforts that influences the full conversion of pipeline and revenue. So marketing attribution is really a methodology to help provide marketers insight into how, where and when to invest or marketing dollars. And Jen, would you like to add something, something new in Marketo for Marketo and the marketing? I mean, I agree with what you’re saying. I think like unfortunate, unfortunately for us as people that are in operations. But fortunately for for the rest of the individuals, you know, you can’t really throw a dollar for an ad in the newspaper and just hope it brings business back. Those days are long gone. So every dollar that’s allotted to you as a as a marketing team, you have to show exactly where where it comes back, whether that’s a positive, like, hey, yeah, we should do that again. That worked well or it’s a negative thing that didn’t work. Glad we know it. You know that transparency is exactly what’s going to help you answer those questions of like what works and what doesn’t, which is really all you’re trying to trying to give to to to the powers that be. Right. So if you can just confirm where leagues or drop off occurs within a funnel like that, just really valuable information to have. So having said that, great foundation is is basically how you get there and you’ve got to set it up the correct way in the beginning. Thank you, James. So before we get into how Marketo calculates at Capuchin, it’s important to first understand how Marketo measures your marketing activity in general. My title tracks your marketing activity using the console programs. So our best practice is what marketing activity equals one program for best reporting purposes in any given program, Marketo wants to understand the outreach of your program. That is your program membership. People who participate in your program by having any program statuses. Marketo then wants to know how many members in your program actually reach your program goal by having a successful conversion, depending on your program goal, a conversion could mean attendance for the event, or it could be a download for a content promo, or it could be as simple as clicking through a CTA link in the email program. Michael then divides the number of success membership over the total number of your program membership to calculate the success percentage of that program. That’s how successful your program is. Sigma Kettle Marketo. Also, look at your program, a different perspective, a lead generation perspective. I think how many movements your program is able to acquire into the database will lead to an effort. Every new record in your database you have an acquisition program field populate it to tell market on which program should get credit or is responsible for generating that record. Now that we have a better understanding of how Marketo evaluates your program, let’s see what MPI Dashboard offers. So the MPI Dashboard Market All Performance Insights is a visualization of your marketing program performance. In one place, the dashboard offers three views to provide insight into which marketing channel and program is more. It is most effective in influencing engagement or pipeline, and the dashboard is preconfigured, so you don’t need to build anything from scratch that that’s what offers intuitive and visual interface that is built to provide key insights for marketers. The dashboard data refreshes every 24 hours, so keep in mind if you have a chance, if you make a change to a program, it will be reflected in the dashboard the next day. And again, Marketo Engage supports two exhibition models. First, touch and multitouch. If you are interested in exploring other attribution models. Marketo Major is a add on product that offers additional models as well as custom models. And now to make sure you’re paying attention to what I just said, we have a quiz coming up in the Paul question. Please square thing. Everyone should see the poll up on their screen, so let us know Which attribution model does Marketo engage offer First, touch and multitouch first touch and last touch Custom models. Or maybe you’re not sure that’s been mentioned. This is a little bit more of a quiz, Venable, but let us know. All right. He lost the Panthers coming in kind of closes out. I’m pretty impressed. That people are passing. All right. I’m going to pop back over to the slides. Okay. Super important. Remember, Marketo Engage offers up support, first touch and multitouch. And again, if you’re interesting other models, you might want to explore Marketo metrics as an add on quarter back gives you access to additional models to look at your data as well as custom models. Next year is going to walk us through how first touch a multitouch attribution works in Marketo. Yeah, thanks, Cynthia. So as you can tell by my very simple, minimalistic, yet hopefully informative, I icons that we have here first touch is going to be along that and along that engagement path at the beginning and multitouch is going to take everything else kind of into consideration. So so really get Marketo engaged in Marketo Performance Insights offers those two ways to view the attribution. First, touch multitouch. They’re basically exactly like they sound. So one’s going to give credit to the first known relation and one gives credit to all the program successes between we create opportunity creation. So clarifying points on first touch are that it’s based off acquisition program, which is an operational field near Marketo instance. So every Marketo instance has it. But essentially we’ll talk more about how to set that later in the webinar. But for now, it’s just important to note the acquisition program isn’t always considered a success. So if we take a trade show event as an example, you get a list before the trade show, you load it into the program, you send your emails, and then let’s say, you know, someone, Jeff, at at Microsoft doesn’t engage with you at the trade show, but they so were acquired by that program. So essentially that would be the acquisition program, but it wouldn’t be a success, whereas multitouch is much more of a holistic view of all the engagements that happen from core to off create. So no engagements that happen after the opportunities created will be considered multitouch only once before. And it’s really valuable if you if you have like a longer sales cycle. However, if lead acquisition is really vital to your business and you have a short sales cycle, first touch may be your friend here. So it kind of it all depends on your business here. So essentially, yeah, that’s, that’s kind of the breakdown for me. First, such a multitouch I’ll, I’ll throw it back to Cynthia. She got some examples on kind of an attribution model and how it relates to, to a buyer’s journey, specifically. Thank you, James. So again, first touch attribution equals acquisition attribution. That is your generation. You’ll get credit for generating a record into the database regardless of any process Engagement. MultiTouch attribution, on the other hand, is an equal split of credit for the programs that have successful engagement with the record. Now let’s look at the timeline of the customer journey and see how each of the marketing activity can get credit for the web. A trifle where we acquire a new name not into our database. Besides getting her name from the trade show, we didn’t really have any interaction with her at a toy show, but it’s okay. We then send her a white paper promo as she downloads it. She likes our whitepaper and sign up for our newsletter to get weekly updates. Great. She also hears about a webinar and attends the webinar. After a webinar, our salesperson follows up with her and opens an opportunity of $60,000. Yay! She is added to a nurture program and engage with our your email. Now, what marketing activity is going to get credit for the $60,000 opportunity creation based on first touch and multi-touch attribution model? An important thing to now only programs that have acquisition or success before or on the same day of the opportunity creation will get credit for opportunity creation. So the Chase goal is the reason we were able to get learners name in the database to begin with. So despite no other interaction or success engagement, the trade will progress. You’ll get 100% credit for contributing to the opportunity creation based on first touch attribution. So the trade show gets credit for contributing to the for $60,000 opportunity based on first touch attribution, the three marketing activity that have successful engagement with learner before or on the same date of opportunity creation gets equal split of credit for this opportunity creation based on the multi-touch attribution model. So each program gets credit for influencing $20,000 of the 60,000 thought or opportunity creation. On the other hand, then their actual engagement happens after the opportunity creation. Hence it gets no credit for influencing this opportunity creation. Now that we understand how attribution working micro that’s hopping to MPI dashboard to see how it looks like. So L.N., if you can help me, thank you very much. Yep. All right. That’s a tricky part of new technology. Let me see if I can share my screen today. One second. Okay. Please let me know if you can see my screen. You can see it. You’re all good. Excellent. So you should see my demo Marketo instance. Is that correct? Yeah. Perfect. So? So navigate to import-export. I first go to Analytics Tap in my Marketo instance, I should see the performance things like Icon. I can click on this icon that will launch the MPI dashboard app in a separate tap. Actually, Cynthia, I’m not okay with that In a different screen, We’re looking at MPI right now. Correct? Do you see the dashboard was the start growth and the the pretty charts, everything. I wasn’t sure if you were showing something else perfectly yet. Sorry. Go right. Thank you for confirming. I mean, first time using Adobe Connect, right? We’re all trying here. Exactly. All right. So now that the API app is loading our my separate tap here on the left hand side, I see the toggles for three different dashboard engagement pipeline and revenue. So looking at engagement dashboard this first for show me my program performance based on the number of tests my program generates or based on the number of minutes my program generates. So that’s the lead generation. I can also select time frame based on program activity. Just skipping my that this time frame is really by default based on the program cost periods associate your program. So if your program don’t have cost period, you’re probably going to see nothing on this dashboard. A You or not, you can always go to the setting. You can see this three bar here that was the but you can change the setting to use activity period instead of cost periods. If you guys are not using cost period for your program, but you really should. Now I have the time when set up what am I looking at. So on the channels view on the left hand side, this is showing my my program performance, the channel performance based on the highest number of new name generation to the lowest. So it’s ranking my channels on the right hand side. It’s showing me a list of programs again, based on the number of new names the program generates. And this is all the programs across all channels ranking for the highest new name generation to the lowest point on the bottom table. I have the ability to actually run in, click into each channel that zone in the channel to show me the detail. So now the program updates to show me just the programs within that channel across the selected channel to show me again the highest see all programs to the lowest at the programs in terms of new generation. So as I click through different channel, it’s going, the chart is going to update to learning to the details of that channel and the program, seeing that channel. I can also expand this channel list to show me a little programs, and this contribution to new names presents with new names. And if you’re using course, period, Marketo will help you calculate the our information in terms of cost per new name. I can also click on the program itself that’s going to open up the program in my kettle for me to, to, to go to. So coming back here, I can also see the same view, but in a trend line. So now what I’m seeing is let’s flip this to new generation. So now what I’m looking at is again, the list of channels and programs based on the new name generation amongst over months for the selected time period that I have here. So I’m going to go back to my contribution dashboards and I can also add a filter for the dashboard. So the filter by default, you can filter by workspace. If you have workspace access in your instance or you can filter by the program tracking you apply to a program. So assuming you are consistently tagging your program so I can look at the programs based on my product line, for example, maybe I want to look at performance based on upgrades. So now I’m seeing the new name, the program performance based on its new name generation that’s related to program through data upgrades. If I like this view, I can click the share, I come, I can download this chart that’s pretty short as a PowerPoint and I can palpating to my monthly or quarterly review business review slip. So super coming in for any marketers now, you don’t have to spend all the time pulling data. You just need to filter the view, download it, pop it into your PowerPoint slides, and off you go. I can also download an Excel file that give me all the role data that supports this dashboard. I can also just save this view of the quick chart. So because this has all the filters that I’m looking at, the time when I want, I can save it all. Your previously save chart. You can access it in this bar. I come here. This are previously saved dashboard of view that I have. I’m going to close this out so let me read more the filter f one out. So that’s the engagement dashboard. And again, you can look at it based on new name generation or you can look at your program performance based on the success, the number of success the program produce. So again, this is the list of channels based on ranking, based on the number of success that channel is able to produce little program based on the number of success it’s able to do to produce. And then on the table, on the bottom table here, you will be able to see the number of a success, percentage success. And again, if you have the cost information in your program with your cost period, I cannot calculate cost process that process for your program and channel the pipeline dashboard works pretty similarly. But now I’m viewing my program performance based on its contribution to my open opportunity pipeline. And again, I have the option to look at it either using first Touch model, which is looking at your lead generation performance or multitouch model, which is based on the successful engagement with the program members. And the conference selection here is based on opportunity creation date and on the bottom here again, I have the option to zone into each individual channel to see the program performance based on individual channel. The chart is going to update based on my selection. I can also drill down to individual program to see the individual program and contribution to opportunity pipeline created and the roll up number. What’s really cool, again, if you have the cost information in your program microseconds will help you calculate cost per opportunity created pipeline create it to cost ratio. So having that cost per information, the cost data in your program is really going to go a long way. The revenue, that’s what works very similarly, except the assumptions, it’s the revenue we’re looking at, the contribution to close opportunities because it’s revenue. And again, I can look at it based on first touch model or multitouch model. And the time frame here will be based on opportunity close because we’re looking at close one opportunities only. So now that we have a better idea of what that data, the the end result of the dashboard should look like, let’s go back to the presentations. Jeff is going to kind of walk us through some best practices for for setup to make sure you get the most out of the MPI dashboard. Awesome. Awesome. Let me get to go one more slide here. Thanks for the demo, Cynthia. I feel like one thing I always love about MPI is it’s got some really cool colors to it, but I’m probably just easily entertained. But that’s just me. But yeah, I feel like when I, when I pull a report on something, it’s all one color on my. Yeah. How do I know something is doing better. It is my greens and reds, you know. So the thing is though, getting to those beautiful colors can take a bit of foundation work. So the first of which is going to be your attribution settings. So at some point we’ve all hounded sales to add people to opportunities in CRM, which is really useful and helpful for reporting, especially if you’re if you do a lot of lifecycle nurturing. So when someone gets added to an opportunity, then you don’t send the marketing emails because they’re already and engaging with sales and things like that. So that’s always really helpful to have the main buyer on the opportunity itself as a contact role. You know, I’ve been in organizations where we sell one product per opportunity to one account. It mostly with like B2B obviously, and other orgs where we sell seats to specific people and those people have to be on opportunity and then they’re able to log into our product. So it really is organization based. So it’s really important to work with Rev Officer or sales ops on that. So there’s going to be depending on your business model, but and how opportunities move throughout the funnel. The main question you want to ask is do we only want one contact role or sorry, do we only want contact roles and their engagements to count towards attribution for the opportunity that they’re on? Or do we want all contact engagements associated on the account so the latter can give off false positives of engagements and example being, you know, your prospects data intern showed engagement on your website, but they’re not part of the buying process at all. Right. So did it was it really influencing the opportunity, kind of a much higher level question. So to break it down here, if attribution is explicit, ensure that the opportunity contact role has been populated. You can do it via the opportunity role endpoint or CRM integration. If the app or if the attribution is implicit, ensure that the correct account is tied to the correct opportunity. So that one’s like much higher kind of a it’s a, it’s a larger blanket that’s pulling that that information in. And if you’re unsure, then you can use hybrid. So essentially hybrids used. Then if there’s no contact role on an opportunity, it’ll default to the implicit. There. So the opportunity fields we see here are necessary to make MPI work with the opportunity object. One great thing is with Marketo is obviously its ability to adapt to the structure that your CRM has kind of snaps to that structure. But that’s also a downside sometimes because it’s so reliant on that structure. So it’s really important to make sure you’re in lockstep with rev ops or sales ops, so you kind of intimately understand how opportunities are created and advanced to the funnel like we were talking about in the last slide. So knowing which opportunity types are used and when, which state fields are used for pipeline and revenue, sometimes in opportunities open, but it’s not until the next opportunity date stage to date is is your pipeline or something like that. So really good information to have to make sure you know all of that and then it kind of helps answer those questions without having to go back to rev ops or sales ops. You can also report on these fields in MPI to make sure sure you’re looking at the right information. As we saw in Cynthia’s demo. So you can also get a good smart list query and Marketo sit with the has opportunity filter that will tell you how many contacts have roles on opportunities and then you can use the constraints as well. There analytics behavior. So this is really a common culprit when we see the customers don’t have program successes showing up in their MPI. Oftentimes you want to have inclusive checked so that all program successes will show up in MPI regardless of their period cost. If your team doesn’t use period costs, then you can set all marketing programs to inclusive. If you do utilize period costs, it can be a good failsafe to make sure that your marketers are adding period cost to the programs. So you only get program successes where there are period costs associated. Other programs like data management and such you can set to operational if or maybe you have like a legacy bringing leads in over from another acquisition or you acquire a company, you bring them over from your from their other instance. So you want to make sure that they have an acquisition program there. You want to exclude that from from reporting as well. And then tags are great for a few things. Obviously, one of those being the the granular reporting that you can do an MPI. When I was helping admin Mark Meadows, Marketo called our Kellow appropriately, we had probably about 100 marketers. And then as we were acquired by Adobe and we brought in other teams, we had about 200, 250 marketers and one Marketo instance. And so it was really important for us to do some reporting that was really just dependent on teams and individuals and how their programs were running. So we had two to to tags in there and that was like the program team and then the program owner itself themselves. So they can’t be dependent where you pick the program team. And then the the program owner changes based on that. But we were able to put in teams like customer marketing and demand gen and, you know, upsell, critical communications, product marketing, things like that. We were able to just report on those programs and the engagements associated with them, which is really helpful. And as we see here, if we want to know how Anna is doing with her programs, then that’s going to be it’s going to be really valuable to be able to just pull that through. Um, okay. Couple more slides. You don’t have to hear from me for too long. So period cost is going to be your main driver here. So anything costs related in your reporting, it’s going to be driven off of period cost. You know, this is going to drive that cost period type of reporting and MPI that we saw, it pulls directly from the month that the cost is attributed to. So let’s say you ran a paid search campaign for Q1 of this year and it cost $15,000. You would add the period cost of $5,000 for the month of January one for 5000 in February and then one for five and March as well. And then you can either keep adding to that for April, May, June. I think that’s how those months go, or you can create a new queue to program so that you have different programs and you kind of start a little bit more fresh. It all depends on how your like folder tree is set up In Marketo. If you go quarterly, that’s great. If you go yearly, that’s great. It’s just it’s better. I think it’s better to have more frequent quarterly programs like that. So essentially, if you don’t utilize Cost of Marketo, that’s fine as well. Activity period. And MPI can used instead to report on when the records become members or successes of programs. So two things to consider there. Okay. And then my favorite acquisition program, I remember Marketo Summit in 2016 hearing Jess Cow talk acquisition program and it’s obviously super important to have anyway, but this is it’s really important for first touch attribution in MPI. So it’s often overlooked in Marketo instances, unfortunately. So in an ideal world, every person record should have an acquisition program assigned to them. If that’s not the case right now, that’s okay. I don’t think it’s a it’s always the best use of time to go back and try to assign that person by person, especially if you have like, you know, 100,000 people in your database or something like that. This field is operational. It comes with every Marketo instance, like I was saying earlier, But oftentimes it needs to be set up with a flow step. So what we see here is a great example of how to accurately and reliably set acquisition program. If you, it can be said, without doing this in a flow step, that’s basically if you have a local asset like a form landing page or list or you just load people in as members to program, that will automatically set the acquisition program. So if you have a form that’s local to a program, say it’s a you know, if you don’t utilize global forms, you use local forms, someone fills that out and they don’t have an acquisition program and they will be assigned to that program. A good thing to know is that this field is a lookup field. So it’s not a string field. It’s not you know, it’s not something that you can just like tokenize something in there, like, like the program name or something like that. So your program has to live in Marketo for you to assign that in, in the acquisition program field. However, if you let’s say we take this event program that’s happening April 15th of this year called my sample event, and you clone that program because it is a look at field the new program you clone it to will have the new program’s name in this my sample event so you can bake this into your program templates and then you know for the for the initial trigger that adds people to the program. If that’s how they got acquired, then you can you can turn that on as well. Okay. Let’s take a break from listening to me and we’ll have it. I think we have a poll from Alana. We do. James So you should all see pull up on your screen and tell us D do most of your programs have a clear conversion goal that are achievable and tractable? That’s pretty much a yes or a no. Or maybe it is. And I don’t know. I’m b I’m not sure, is it? It’s a tough question to because you know, what’s what’s your conversion goal for like a an advocacy nurture or something like that. It’s that you like grow advocacy or certain people need to click on it. It’s a good question. It is a good question. And you know what? We’ve got a pretty a pretty even split. I’m going to end the poll and share some of those results. And we it was that was a pretty even split there. So. Okay. Yeah. I was really interested looking at this poll results. I’m glad that more than half of you have a clear conversion goal for your program. The purpose of a program is to create meaningful interaction with its member. So and the program’s success conversion is how Marketo calculates your multi-touch attribution. So it is extremely important to make sure you have a clear conversion goal for your program, and that is achievable and trackable in Marketo. And more importantly, you want to make sure you have a small campaign within that, within each program to track the successful engagement and move members to a success status of the program, because this is really what drives the multi-touch attribution reporting in Marketo to all of your programs. I recommend you run a program performance report to see if multiple programs have success membership and the percentage of success. If your program has cost pure information. You can also see that. All right, data for cost per member, cost per new name and cost process, etc… In fact, this is the same report and data that MPI uses to power the dashboard. So if you have not yet run a program performance report in Marketo, it’s under your analytics portion. Yes, a program performance by default issue include or a programs in your instance and you’ll see the you can see kind of the categories by channel. It shows you the total program membership that is, again, that’s the average of the program. The new name, that program brought in the new name generation per percentage, new name and the success, the number of that conversion and success percentage. But success is really something you have to set up to track. So Back knows what’s going inside your program so you can report accordingly. Next slide. So the best way to ensure you incorporate best practices in your program is to adopt what we call a program template approach. A program template is a Claimable Marketo program that is fully tokenized, ideally that incorporates all necessary component of the marketing activity. So I’m sending all your email assets, all your smart campaign workflow and reports, including success and acquisition tracking smart campaign for that program. You may already have heard that we recently launched the Marketo Program Library where you can input best practice example programs that includes the acquisition tracking. We highly recommend you’ll ever just start a program template if you don’t already have one set up. And I believe in our that we have a link to the Marketo Paragon Library to kind of show you how to access, how to use the program library. So you could, you could download all the startup programs to, to leverage that as your program template for your use case. All right. Now, finally, that summarizes some key points to help you optimize MPI dashboard. Remember We cannot share this more more enough success. This conversion tracking and acquisition tracking is really the key to support an MPI dashboard data. It’s every is the foundation of Marketo attribution reporting. So it is super important that you track this. This is a key data that drives the MPI dashboard. If your program have very little success, you will see very little data in dashboard. And remember, you can run a program performance report to audit all your programs and the number of new names and the staff membership for each program. And this is really the same that program performance report is the same data that a school uses to power engagement dashboard. You also want to convert your Marketo Sync user has access to uploaded data in CRM and make sure the content rolls are populated on the opportunity for more accurate execution and reporting remember, you could use we do recommend you use explicit setting if you have all the content roll, populate it. If not, you could use implicit, which will well basically use all available contact within that account for reporting purposes. You also have the option to use hybrid, which is going to use to use the contact or use the contact role where available and use all the contacts within the cow. If you don’t have the control, populate it for the programs and channel that you really want to reporting. MPI want to see MPI. So we suggest setting the end of the behavior to inclusive at a channel level. So they will always be included in the dashboard. And on the other hand, the for anything you don’t want to be reported in MPI dashboard, you can set the another behavior to operational, so it will be exclusive. You’ll be excluded from the dashboard. Finally, adopting a program template approach would really help you ensure you incorporate all the best practices to your program approach. You can leverage the Marketo Program Import Library to download the Best Practice Starter program for your use case. And now I’m going to hand it over to Learner for a Q&A portion. Thanks, Cynthia. All righty. Great presentation. Very lots of questions coming in. So with that, let’s turn our cameras background and dive into them. So first question, how to set up attribution If we have multiple products and solutions and obviously feel free to jump in whoever wants to answer, go for it. Yeah, I mean, it really, if you’re using an API, you can you can set up tags for your programs based on product and solution. I think that if you’re if you’re going a bit broader on that, you have to consider how weeds are passed off for different products where they’re passed off to like there’s a whole different section of that that, that the, that MPI kind of gets baked into with attribution opportunity types would go into that as well that you can sync that field over into MPI too. But yeah I would say tags do agree with that deal. Yep, I would vote for tax. A lot of people don’t realize how tagging broken tagging is your best friend, especially for reporting purposes. Tag them and you can get creative with your attacks because Mark cannot allow us to set up any text that you like. You can tag your program with multiple tagging so you will be able to use those the same tagging as filters along with dashboard. So earlier when I watch them and you can see we have tax for products and John’s mentioned that he used to have text for specific marketers names this group teams so you and you can also attack by region by product line by by business unit so tagging is really your best friend for you to be able to categorize the filter the different programs what from you know, purposes tagging your best friend. It’s great. Thank you, guys. All right. We’ll move right along. What’s the best way to measure attribution for returning customers in Marketo? I would say because it’s returning customer you are not tracking lead generation. So I would suggest I would go was using multitouch. So this is where you this I hate the way I look at multi-touch model or do I look at first touch model. So returning customer to something, I mean if you want to assess what programs are best at reengaging existing customer non-users, multitouch is the model. I would go, I would go for. And on the other hand, if you are trying to assess which program, which channel was best at the generation, that would be first touch model. Yeah, I agree with that. I think that the the challenge I found in the past because we did some kind of the upsell, cross-sell, renewal reporting, we ended up having to do that out of Marketo measure, which you plug for measure. It’s a great tool. I think that the the problem we found was that when someone signed on as a Marketo customer, we immediately opened up a renewal opportunity for them for two years in the future, however long they signed on for. So because that opportunity was already created, we couldn’t use MPI to do multi-touch attribution because it’s all pre-op create. So what we had to do is use Marketo measure that. I think another good way is to look at those program successes. So we kind of baked in like an adoption score for customers. You know, how often were people using forms and landing pages and then trigger campaigns and segmentations and things like that? So we were able to like come up with an adoption number, adoption score, essentially. And so we would send people nurture, nurture emails through an engagement program based on their adoption score. And then if it went above as a specific score, we were like, okay, that’s great, that’s a success. And if they renewed, then we were able to like confidently say that that helps. Oh, thanks, guys. All right. I’m going to ask another question from this one from Michael. Can we confirm why Last Touch isn’t available in Marketo? Isn’t that just a series of triggered smart campaigns that update touch points as prospects interact with various Marketo programs? Yep. So yes, you can deftly track last touch, but when I said Marketo supports first touch and multitouch model, that means the product Excel is will to show you on the dashboard ishow it allows you to tap to view performance based on first touch model or multitouch model. You can see in my demo there is now an option to show the last touch because that’s not that’s not by default an actual model in Marketo. But definitely a lot of Marketo customer have set up custom tracking tools to track Last Touch. You could definitely do that, but it’s not really a feature that is baking in the dashboard itself. Yeah, yeah. So just adding on to what Cynthia said, like it’s I saw, I saw that question. I feel like I have a lot of I have a lot of opinions on it just because it’s last touch is really helpful. Like what, what drove these people to become NQ Right. What drove these people to like get an opportunity created? But if you’re, if it’s like a webinar attendance but they they basically came in through like a paid social ad what gets credit right if it’s like that is also kind of easily manipulated bul is that a word you can easily manipulate that to, to basically show that oh, if we just change the you know what this, what this, what this field says and you can’t really pull in and summarize by a field there within MPI. And so I think the I think we had a couple of questions in there about the difference between MPI and RC. And it’s Cynthia, I would love to hear your your like breakdown of that. But one of those things is being able to have like a last touch channel and break down how many leads that we have through this last search channel and how many have advanced throughout the funnel. So in my opinion, more funnel metrics within RC and MPI. I more more like program metrics for for attribution reporting. But I would love to hear you have the same as I. Yeah. Yeah. Actually that is one of our other questions but worth and yeah. I’m glad you want to read off the question first. The one that’s that was that was the question what is the difference between MPI and RC. Yeah. So MPI is the preconfigured dashboard. Everything. Like I did a demo, everything is already preconfigured there. You don’t really need to do anything there. Besides, maybe you can apply a few filters to get different views, but as long as you are running your program, are tracking acquisition and tracking success in your program, your program data will just automatically populate MPI. RC is a much more powerful reporting engine of Marketo. It is. It is a it’s a reporting platform on its own. It does include attribution reporting, but it includes a lot more. It allows you to report and slice and dice your the that data in your Marketo database in very different ways. Attribution is only one part of it. So there are different product all see definitely give you a lot more granular attribution reporting and you can also slice and dice the different attribution wheels. You could maybe look at specific account. You in. RC That’s not something that’s, that’s configure for MPI dashboard and additional is really to provide you a quick insight based on your program performance. And there’s not really a lot of customization you can do. Is that in the ad besides leveraging the tax that you have to update the reports on the on the dashboard, I hope that helps. Definitely. All right. We’ve got a couple more. This one from Nicole. Can you cover the best practices to be followed while reporting the multi-touch attribution model? And also what fields need to be considered about reporting the multi-touch attribution model, either first touch or last touch for middle touch. So again, if we’re talking about MPI and within Marketo engage, we only we only report based on first touch attribution model or multitouch education model. And again, first touch attribution model is based out of acquisition. Newnham Acquisition of your program. So that’s kind of whenever you want to look at lead generation efforts, you want to look at the lens of first touch attribution, multitouch attribution is based on successful engagement of the program membership. So super important making sure you are tracking your program conversion and making sure you are actually changing a program membership to the success that is. So Marketo ESRI knows that that is a success interaction. If you don’t tell Marketo you’re not tracking it, if it doesn’t show up on your program performance reports in Marketo, then it’s not going to show up in MPI. So really success tracking and making sure you have a defined success definition for each program, not usually is based on based on channel. So if you have an event program, what is what is your event? The success definition for an event is attendance something actually back in the day? Marketo Our The purpose of the event was actually used for lead generation because we want to use the event to get new sign up means. So back in Marketo days, that event the the success definition for event program. So actually just sign up if you sign up we don’t care if you attended that is already consider a program success for us because that’s rich that’s already accomplished our goal of lead generation. So again, depending on your purpose your your of the program, you could decide the different specific metric and you want to make sure you are moving the program members to that appropriate program progression status. So market on those hey by attending the event or by signing up for the event, this is the success for that program. Great. Thank you. And you might have covered this, but there was another follow up of how MPI is reporting the attribution based on the percent or multi-touch. So I can said I cannot say this enough. First touch is lead generation is new name acquisition. Right. So making sure you are tracking how that slide of making sure your programs are always tracking how many new names it acquires into the program, MultiTouch is based on success engagement. So making sure your program is tracking success conversion, moving membership to the success program status. That’s going to drive your multi-touch attribution. That’s what. Perfect. That sounds like a great place to pause because we almost are out of time here. So I’m going to switch us over to our close out screen here. As you can see, there are a couple of Web links up at the top for you to add to click on. We have the Marketo and Maupin’s recordings on Experience lead. Those are all of our past recordings of our events. We also have our upcoming events that our team will be hosting, so you can find all of those at that link right there. I’m also going to include the program library link because somebody reported that that oops, that that one was sorry that chat you off to the program library please come back to that link you can click Sorry guys, click that link and you’re probably now on that page as well. But make sure that you download the white paper over on the right side of the screen. And we want to thank everybody for joining us today, our first Adobe Connect and our first Mark heroine, Lopez of the Year. Again, if you have a moment to fill out those survey questions at the bottom of the screen, that would be fantastic. And if we did not have a chance to answer your question today and it’s or you had a question specific to your account, please reach out to your success account manager. And as a reminder, you will be receiving a recording of today’s event in an email in 24 hours. So I want to thank everybody again for attending and we hope that everybody has a great day. We look forward to seeing you at one of our next events. Yeah, Thanks for attending. Appreciate it. Thanks everyone. Have a good one.