Reporting within Marketo Engage

Transcript

Hi everyone, welcome to Experience Makers, the skill exchange. Today we’re covering Marketo Engage Reporting 101. I’m Hillary Sachs, I’m a business consultant on Adobe’s professional services. Let’s get started. Let’s go over and review our agenda for today. We’re going to start with standard reporting inside of Marketo Engage. I’m going to tie some of that together with some reporting use cases that we’ve been talking about in other sessions, and then I’ll follow up that with some tips and tricks to make you successful inside of Marketo Engage. The first thing that let’s talk about is Marketo Engage standard reports, where to find them, and where to access them. Where you find reporting, it can be accessed from a variety of different places inside of your Marketo Engage instance. You can get to this from the homepage, which you’ll see the tiles or the top navigation bar at the top of your instance. We’re going to be covering different places where you can access these reports. Marketing activities, the database, and analytics are going to be the main places where you can get into different reporting areas of Marketo Engage. Let’s talk about some of the differences between access of reports. When we talk about reports overall, I’m going to refer to something that’s going to be global reports and local reports. Local reports are always going to be accessed in analytics or the database, and they’re exactly what they sound like. They’re global. They take a look at your entire Marketo Engage instance. Local reports are going to be a little bit different. Local reports are going to be specifically accessed as part of one of your Marketo Engage programs. The big difference between these is that a local report is going to have information specific to that program you are running. If you think about running a global report, you might get all email send criteria, but perhaps you don’t want that or it doesn’t make sense for your use case. You just want to see how one email did. That would be a really good use case for a local report. Additionally, whenever you create reports in the analytics area, you have the option to make them private so only you can access those reports or you can have them available to anyone with analytics access in your Marketo Engage instance. Let’s go over a few of the standard reports. This is not every single report inside of your Marketo Engage instance, but what you’re going to see is some of the most popular reports that our customers utilize day to day. I’m going to show you examples of all of these reports and we’ll deep dive into some of the use cases for each one. As a reminder, we’re having a live Q&A after this session, so go ahead and put any questions that you have during this time into the chat and we’ll hopefully address those when we get to the chance. Let’s start with our most popular reports and most common reports inside of Marketo Engage, which is going to be email reports. We have two different kinds of email reports. The first kind is an email performance report and the second kind is an email link performance report. The email performance report is pretty much what it sounds like. It’s going to give you information about the email sends that you’re executing out of Marketo Engage. This is typical email deliverability metrics that you would expect to find with any email service provider. That’s going to be who and how many people you sent the email to, the amount of emails that were delivered versus ones that hard or soft bounced. Then you’ll see a lot of other deliverability metrics inside of the report. The amount of people that clicked or opened the report, these will be unique numbers, as well as anyone who unsubscribed from the email that you sent. One really good thing about this report is it lets you troubleshoot and diagnose if you’re having any deliverability issues. If you come into a report and you see that you only have 50% deliverability on an email send, you might want to investigate your list or the targeted list that you are working with and see, do we have clean data there? Does it make sense what we’re sending? And check and review your data inside of Marketo Engage. It can be a good indicator if things aren’t going well. However, it can also be an indicator that things are going well when you see those really high deliverability numbers. A good thing about this report is that it is going to allow you to review your entire Marketo deliverability. If you want to see very granularly, you can. One email asset. Or if you want to see every email sent forever in your Marketo Engage instance, then you can get this report and see the deliverability details over time. This can be very handy for marketers and people who are reporting on how well your emails are performing. It can also just be a really good comparison over how emails perform against each other if you want to look at it from that way. One important fact about this report and something that I’ll keep talking about throughout the session today is the timeframe. Most reports in Marketo are set on a timeframe, so you have to look and see, okay, let me see what the sent date timeframe was. Oftentimes we’ll hurriedly go into a report, open it up, and there’s no information. But you always have to check that timeframe to make sure that you’re actually looking at the time when the email was sent. So it’s a really good trick and tip to make sure you remember. Another report is the email performance link report. So let’s talk about that. And what you’ll see here is the one with the little orange columns and rows. And what this is going to display is the amount of people and links that are being clicked inside of your email. So if you look at this example, it’s going to break down all of the links that are clicked, the number of times that the link was clicked, and the percentage of people that clicked it. And you’ll notice that the numbers, they may not exactly match every time because we are counting in the email link performance report, the total number of clicks that any link has received. So you can see that perhaps there were more clicks than actual people. It just means that a person may have clicked that link more than one time. So take that into consideration whenever you look at it. This can be a really good indicator of the performance of your CTAs, your call to actions inside of your email assets, and give you an idea of where people are gravitating into that link, into that email. So you can have an understanding of what people are doing when they open and click your email and then use this information to replicate that type of email content again in the future. The next report we’re going to talk about is the program performance report. So the program performance report is going to detail information about your specific programs inside of Marketo Engage. So this can look like a variety of different things depending on the programs you’re looking at. But let’s talk about some of the columns in this report and what it means. So the main purpose of the program performance report is for you to be able to compare the effectiveness of your programs to other ones. There’s a webinar program in this example, and let’s talk about what the different things mean. So whenever you run one of these reports, the first thing that you’re going to see is the amount of people who are members of the program. Now as you probably learned about in another session, we’ve talked about making people members of a program and what that implies and how you achieve that. It’s really, really important for reporting that you set people as a program membership. So if we’re thinking about a webinar, we would invite a certain group of people to our webinar. Those would be our initial members, and you can see that in this report. It’s going to show you the total amount of people who are members, in this case invited to our webinar. But then we may also want to see different things. So you’re going to see your status columns in this report as well, which can give you information about what’s actually happening with that program. So are people being invited versus registering? Did they attend? Did they no show? You will get account of all of those different statuses in the report itself. A couple of other things you’re going to see in here, which can be really, really useful, especially when you’re promoting something like a webinar, perhaps on your social channels or other places outside of email, you can see how many new names that that program brought into your MarketoEngage instance, which is really cool because then you can start proving that your lead generation efforts are actually working and start saying, okay, we ran a webinar in February and we acquired a hundred new names from this webinar. It’s easy to prove the success of your efforts, which is really nice when you’ve done all the work to get there. There’s some other really cool things about this report that it will show you depending on how you set up your program. If you add period cost into your program when you set it up, so let’s say for an event or webinar, sometimes that can be easy to determine. Then you’ll be able to see the total cost of that. So perhaps the amount of money that you paid to run the event. Then it will show you the cost per member and the cost per new name. And this can be very useful when determining if this was a successful event from a revenue standpoint and it makes sense for you to do it again. When you’re comparing these types of reports together, especially like a webinar or event, it’s really nice to be able to look and see, well, we invited the same amount of people to these two separate events. One had a really high attendance and perhaps one didn’t. Then you can kind of evaluate your marketing efforts, initiatives, and be like, well, what did we do for this one event that was so much more effective than the other one? And you can use that to make some really good decisions going forward. And so there’s a lot of other things that you can filter on in this report. And one of the things that’s really important is that you can use tags. So if you’ve set up tags with your Marketo engage instance and have applied those to This can kind of help you expand the amount of programs that show up in the report. Perhaps you don’t want to see just webinar programs and you want to see anyone who is a program owner, or perhaps you want to see a program that was targeted to a certain product of interest. Then you can compare a variety of programs and channels to each other and see the different success metrics of this report. So as a reminder, those tags will help you broaden and even dive down a little bit deeper if you like into the different content of the report itself. And this is really going to help when you want to compare the effectiveness of your programs. Let’s talk about web activity reports. So web activity reports are going to be driven by the Marketo Munchkin code that you placed on your website. As a reminder, that Munchkin code is a JavaScript cookie that tracks users’ web activity. So we can see what they’re doing on your public website and your Marketo landing pages. Now these reports are definitely not a replacement for Adobe Analytics or another web analytics software, but they’re a really good indication of is that Munchkin code firing and are people coming to my website in a way that I want to see them. You can also look at this report from a company perspective. So if you run a company web performance report and web activity report, then you will be able to see the activity of different companies based on their ISP address that the cookie captures inside of that report. So if you are perhaps running a targeted ABM campaign and you’re trying to figure out who your top visitors to your site are based on company, that could be a really good use case for this report. Now let’s talk about people by person source. This is definitely one of my favorite reports and one that’s really common with Marketo Engage customers. So one of the top reasons you want to use this report if you’re using what’s called a lead source or a person source is to understand where net new people are coming into your Marketo Engage database. This is typically very, very important for those top of funnel activities when you’re trying to understand how people are funneling in. What are your most successful channels? Now the grouping that you’ll see here could be very different from some of the lead sources that you have, but you have to think about the different options. It’s a really good way to see, all right, I want to look in January, what was my top driver and top lead source? And that can be very powerful to know that where you’re spending your money or perhaps not spending your money is giving you a lot of net new people into the database, filling up the top of the funnel. And so there’s a lot of ways that this report can be utilized, especially if you want to share it out to different people in your team. But I want to talk about the overall people performance report next, which is extremely similar to this report. And this is probably my all time favorite report inside of Marketo Engage because it’s just really powerful. It can allow you to group by any attribute inside of your Marketo Engage instance. So let’s say for example, the sample I have here is a leads created report. So what it’s going to show me is the amount of people created in my database grouped by quarter. Whenever you’re running a report based on this type of timeframe, Marketo Engage will allow you to group it into different time groups. So year or week or quarter, if you have a very large database and you’ve been using Marketo Engage for a really long time, you might not want to do it by week, but you might want to look over by year. And so you will be able to see the growth of your database over time by using something like the created tape. But that is not the only thing that you can group people by. You can use any field or attribute in your Marketo Engage instance, which is really cool because sometimes you might not know how many people have product interests A or what the distribution is for all your product interests. So if you have a lot of different product interests and you want to group that and see where people fall, this is a really good use case. Perhaps you also have a lifecycle field and you want to see how many people are in each stage of that lifecycle. Just a quick view over time. This is an excellent report to do that. Another really cool thing that you can do with this report is group people by their lead score. If you have a lead scoring model inside of your Marketo Engage instance, it can be really nice to see the distribution of scores and see if you have anyone that’s scoring really high or perhaps scoring really low. Do you have outliers there or do people follow a general curve? It’s good to evaluate where people fall over time into different groups and categories. So you could sort this by country or state just to kind of give an overall view of your database. It’s really powerful when we combine it with other filters and smart lists and I’ll talk about that in a little bit. So let’s review the landing page performance report. A landing page performance report is going to give you details about landing pages that are specifically built inside of your Marketo Engage instance. So this report will give you the page name, the views, and then the conversions are going to be specific to if you have a form on that landing page. So this is really where this report is most powerful. Not saying you can’t use it if you don’t have a form, but the conversion metrics on your landing pages can be more interesting and it’s better to review if you have a form on the page because it will show you how many people viewed it, how many conversions you had, which are the form fillouts and the percentage of those conversions as well as any net new names acquired. So you can see we really want to know what is acquiring net new people inside of the Marketo database. And then finally, smart lists can be used as reports. So they are not what we would call a standard report, but they are available to you to do almost anything inside of Marketo. This is probably one of the most common ways that I help my customers report on different things because they’re just so flexible. So let’s think about that first email performance report that we looked at and reviewed before. We saw a lot of deliverability metrics like sent versus delivered, hard bounce versus soft bounce, or perhaps the people who clicked. Well sometimes while those aggregate information, it’s great. We want to see exactly who did it. Perhaps you need to send a list of engagers to someone else on your team and you need to see who actually opened and clicked that email. That can be achieved with a smart list. So if you think about it, the reports are going to aggregate everything for you and a smart list is going to give you a list of each individual person who qualified. And so as we’ve talked about in previous sessions, and as a reminder, a smart list is a dynamic query on the Marketo engaged database that allows you to take any fields you have and put them in as filters to find the specific people or actions that you’re looking for. Okay, we’re going to wrap up this section with email insights. Email insights is a data visualization of some of your email performance reporting. So if you’re not super satisfied with just an Excel kind of view of email deliverability and you want something prettier, email insights is going to give you that ability to review in a graphical form how your email performance is doing compared to other time periods. You’ll notice some tiles at the top with some different colors. If the colors are red, it means you’re doing not as well compared to a previous period. If they’re green, it means you’re doing better. We always want to see those green numbers where we can. And it’s just a good way to review the information in a graphical form and manipulate the data here. You can filter by one send or you can filter globally inside of email insights. Now that we’ve talked about some of the different reports and the ways that you can use them inside of Marketo engage, I want to go into some specific use cases about different reports. So let’s take an email send program. For example, let’s say you used our typical email send program, that little mailbox icon to send out a targeted communication. After that, you’ll get some reporting in the dashboard of that, but perhaps you want to see some more aggregate numbers. Here are three reports that I would recommend creating as a part of that program. And again, you’ll need to work with the people who are defining your campaign requirements to see if there’s more, but this is a really good starting spot. So I always recommend that you have an email performance report pretty much in any program where you’re sending an email. It’s just going to be a given. You want that deliverability metrics. Even if you’re the only one reviewing it, it’s always a good practice to have it there because you can get a view of what occurred when you sent the email. Then you’re going to want that email link performance report depending on the type of email you sent, especially if it’s an email with a call to action. You want to see the results of those link clicks. And then you’re probably going to want another list or some other view of the people who engaged with that email. You might want to take an action later on with those people, or perhaps you just need to see who’s been engaging that way you can target them for another campaign in the future. So these are three good reports that I recommend for any emails then they’re going to execute. So the next one is going to be a webinar and we’ve talked about webinars before, but there’s a lot of things that we need to think about when we’re running a webinar and the things that we want to see. So like I said before, any email you send, you want that email performance report, but there’s some other things that we’re going to want to see here, which is going to be the program performance report. How many people did we invite versus what did they do down the line? That program performance report is going to give you just a quick view into everyone’s status and what they’re doing at this time. Depending on the way you’re running the registration for a webinar or an event, you might have your own dedicated landing page in Marketo Engage form for that. And so if you do a landing page conversion report is really nice to be able to see who’s coming and actually converting. And if people are going away and not filling out the form, it can give you an indication of whether that page was successful or not and what new people were required by that. And then finally, I would recommend to people by source report. You can get pretty granular in the smart list of this, which we’ll talk about later, just to see people who are a part of the program and if they were acquired by the program, where did they come from? You can get that granular view of a source detail to see, okay, well, we acquired this many people direct from our website, or perhaps these people came because they were referred by social, we were promoting it there. So it can give you an idea of what were the drivers to getting people into that at least registration status for the event overall. Okay, we’re going to wrap up with some reporting tips and tricks. And just another reminder, we do have a live Q&A after this, so keep putting those questions in the chat. So let’s talk about timeframe and filtering. I did mention this earlier, but it is definitely worth iterating. So almost all reports inside of Marketo engage are going to be based off of a timeframe. So whether it’s sent date or person created date, you’re going to want to evaluate the timeframe of the report to make sure it makes sense for what you’re reporting. You’re not going to get any data back on an email performance report if you set the timeframe to a place where the email was not sent. So you want to make sure to always check that just to make sure your reports are displaying data correctly. And then almost every report also has a smart list capability. So let’s use that email performance report example. Let’s say you want to see the email performance of all people in your database based in the United States, or all people in your database who live in a certain place or have a certain job title. You’re able to filter down that report with a smart list. So this smart list is going to function in the same way that other smart lists do as local assets and as in smart campaigns, you’ve got the ability to filter by almost any field in your Marketo engage database. So you can start really deep diving into what individual populations are doing with your different reports. So that could be landing pages that could be just grouping people by a certain attribute if you want to see everyone’s score, who is a CEO and kind of get an idea of how a job title distribution breaks out in a certain location. And really, it’s up to you to kind of be creative with this. And there’s a lot of options and ways that you can manipulate the data inside of Marketo engage to the best of your ability. Another one of my favorite things, and it’s something that’s just so handy and convenient are reporting subscriptions. And all that means is that you can choose a time and date to have that report automatically sent to you. You can do this with smart lists too. So this is really nice because you don’t have to be a Marketo engage user to receive the report subscription. It’s nice if you just don’t want to hop in there and have to remember to run a report every single Friday. You can just automate this, have it sent to you, review the information, move on with your day. All right. You can also report outside of Marketo engage. If you want to use Marketo engage data for an external system, perhaps you have one. It does require custom information, but you can take data outside of Marketo, especially if you want to keep it past Marketo’s data retention policy. You can also export this information to Excel. If you’re one of those people who just really likes pivot tables and wants to mess around in Excel with data, I totally get that. There’s a lot of ways that you can export the data out of reports. And so all reports that you see in smart lists come in a way for you to export them and review the data yourself or send it over to another system, which can be really powerful if you’re tying it with other initiatives that you’re doing. This wraps up our reporting session today. So just as a reminder, we went over some of the standard report types that you’ll find, the common ways to use them and filter them, some use cases, and then those tips and tricks to make your day a little bit easier. Now we’re going to jump into that live Q&A. See you guys there. Thanks, Hilary. That was such a great overview of Marketo engage reporting. I’m sure everyone got a lot out of that. We’re going to turn it over to the Q&A now. Thanks everyone for joining me on this journey today. And I’ll turn it over to Hilary for Q&A. And as a reminder, if you haven’t put your questions into the chat, please go ahead and do so now. Thank you, Molly. All right. We’ve got a few questions in the chat. So I’m going to go through these right now. The first question, is there any plan to bring back heat maps into Marketo reporting? It’s something I miss from Adobe campaign. So currently that is not on the roadmap right now, but I would encourage you to go to the community and you could submit this as a product idea or enhancement and people can upvote it. There’s also launch point partners that we have that may or may not do this. And so I encourage you to check out launch point for that. Okay. So how, next question is, how would I look at the reporting for all of our, all of my newsletters? This is a really good question. And there’s a couple of ways that we could do this and break this down. And so the first way that we could do this, if you’re thinking about this from a program perspective, then you could run a program performance report and filter by the channel of newsletter. So this would give you the ability to see how many members and the statuses of that program itself and how it’s performing. But let’s say you want to actually look at the email performance of that newsletter, then kind of depending on where you’re running your report and how it’s configured, what you would do is edit an email performance report. And from the setup tab, you’re able to select different programs in your marketing activities area. And so if you have all of your newsletters in a certain folder or a folder structure where you know that you’ve got different things, that’s where it can be really helpful to have a good folder structure, but not only give you the option to select those reports. So you’ll be able to go into the setup, choose the email assets that you want to review and select the ones that will then display in the report. You just have to remember to edit that date timeframe. Okay. So the next question is how can we extract a contact that filled out the form on a landing page? This is a good question because a landing page performance report isn’t really going to give you that exact details. It’s just going to give you counts. So what you’re going to want to do is use a smart list for this. And a smart list is just going to query your database. So what you would do is search for and use the filter in the smart list of fills out form or filled out form. And then to specify, you can choose the page that that form is on and that would give you a list of individuals who did that. Okay. Can we, the next question is, can we link a report with Power BI? So you may be able to integrate with Power BI, but that would be a custom integration with Marketo. So you might need some developers in house to do that or perhaps some other Marketo or Adobe services to help you do that. But it is possible to do external integrations just kind of depending on the availability of resources that you have to do that. Okay. A few more questions. Can we extract the contact details from the report? So this is a really good question. Let’s say you ran an email performance report and it just gives you like all that aggregate data. What you’re going to want to do is a smart list. So what I talked, like I talked about before, you’d create a smart list of people. And then what it’s going to show you on that smart list people tab is the list of individuals. So perhaps what you want to do there is edit the view. This is something we didn’t get to cover, but all smart lists have an option to change the view, which is essentially the columns that display in that smart list. And so you can pick and choose which fields that you want to bring in to that smart list view. You can create your own views. That way you can just have them and save them for whatever you want. But that can be really handy to like pick and choose the data that you want. Because sometimes like, you may not want create a date or the marketo ID, it just might not be relevant to that. So you can edit your smart list view to get those specific contact data pieces inside of there. Okay. Another question. Do you reporting subscriptions need to be activated by an admin user? So no, they don’t have to be activated by an admin user. You’ll just be able to go to the analytics area and set subscriptions, but you do have to have the appropriate access to be able to do that. So if you don’t have access into analytics, you might run into some issues with getting those, being able to set those subscriptions up. So either contact your admin to get more access, or you can always reach out to marketo engaged support. Or if you’re a professional services consultant, they can help you with that as well. Okay. Here is a another question and I’ll get to a few more. Can the data exporting outside of marketo be automatically scheduled as well? So while I wouldn’t say we can automatically schedule it, the best thing that we can do is run a subscription because that will give you the option to have an actual Excel view of that data from your report, from whatever report that you ran. And so you can’t necessarily do it in an automated way, but if you’ve gotten a custom integration with another reporting software or some other thing, then that could be set up depending on how that custom integration is created. Okay. A few more. This is kind of a program question. I’m going to go ahead and answer it anyway. So for an event program, we want to run an AB test email send. Should we just add an email send program within the larger event program or create an email send standalone? So this is a really good question. So there’s a couple options to do AB test. So you can do the AB tests inside of an email send program itself. It’s probably easier to nest it inside of that program just for ease of use. But we also have functionality called champion challenger that you can use and build into an email asset yourself. And it’s really similar to the standard AB test functionality with just like a few tweaks. There’s a few less things that you can do, but very, very similar. If you don’t want to create like an entirely new program to do that, you can use champion challenger as part of that functionality. All right. I’ve got a few more questions on here that I want to make sure we cover. So the last few are just kind of about how we use tags in reports. So where can tags be used inside of reports? So tags like Molly talked about earlier in her session are ways to group and categorize your Marketo programs. Those tags specifically can be used in the program performance report. So if you want to filter by a certain initiative or whatever, that’s exactly where you would be able to do that. OK, so it looks like that is all of the questions that we have today. Thank you guys so much.