Key Reports within Marketo Engage

Transcript

Hi, I’m Cynthia Chien, Senior Business Officer at Adobe. I’ve been using Marketo Engage for the past 10 years. I’m also a Marketo-certified solutions architect. I’ve been working with our market automation customers for more than six years. In this video, I will walk through an overview of working with Marketo Analytics, from reviewing most commonly used report types, demonstrating how to configure and customize your reports, and sharing some tips and tricks along the way. Your Marketo instance comes with various out-of-the-box reports to help you measure the success of different types of marketing operations. Understanding the use case for each report type will help you identify the best reports to leverage. Inside the Marketo instance, under Analytics tab, you will find different types of reports available to your instance. We will walk through some of the most common reports that will help you measure the success of your marketing operations. For email engagement, there are three types of reports that focus on email activities. Email performance report, email link performance report, and email insight. The email performance report provides you the common metrics for email activities, such as delivery and bounce rate, as well as open and click-through rate. The email link performance report groups links by email and shows you which links in your email generate the most clicks. Email insight is a dashboard view of email performance for all emails sent from your instance. You can also review and compare email metrics by timeframe. When it comes to web activity tracking, there are three reports to help us understand activities from web visitors. Web activity report, company web activity report, and landing page performance report. The web page activity report shows the number of page views on your site by each visitor and the referral and entry page to your site. The company web activity is a similar report by grouping the activity by company names instead of individuals. If you are using marketer landing pages, the landing page performance report measures your page view and conversion rate, so you know which landing pages are the high performers. Programs in Marketo represent your marketing activities, and the program performance report measures your program by its membership outreach, the new name acquisition, and success membership. So it is important to make sure you are tracking who becomes the member of your program and who reached the success goal of your program, so you can get accurate program reporting. If you enter your cost information in each program, Marketo will also calculate cost analysis based on the program membership, so you can better understand the ROI of each program. Performance Insights offer a dashboard view of the same program performance report and includes attribution data based on membership success and new name acquisition. The pipeline and revenue dashboard calculates first touch attribution based on new name acquisition and multi-touch attribution based on a program success membership. It is very important to set up your program channel, statuses, and success definition and sync opportunity data from CRM using the native connector to ensure the dashboard can populate data correctly. Your Marketo database is a people database. The people performance reports allow you to sort your Marketo database by various criteria that can measure the performance of the database and lead generation. And it’s a great tool to answer business questions such as what sources generate the most new leads and what are my peak months for lead generation. Now you learn the different analytic reports you can leverage to measure the success of your marketing operations. Let’s get to some tips and tricks to help you customize the reports further. In most reports, you will find a setup tab, which allow you to configure reporting time frame or apply additional settings based on the report type. In the people performance report example, I can select a time frame and group people by month of creation to help me understand database growth trends by month. I can also update the report to show the same people but group them by their original source type so I know which source generate the most leads. In certain reports, you will have the option to add a smart list to narrow your reporting results to a specific group of people based on your smart list criteria. For example, I may want to see how many people generated from last month have specific job title, or I may want to see email performance for people from my target accounts. In every report, under report actions, save as, you can choose where to save your report. If you save your report as a private report, only you can see it. If you save it under the group report folder, other users in the instance will be able to see the report as well. You can also subscribe to most analytic reports on a daily, weekly or monthly basis. You can choose to attach Excel reports and subscribe team members to receive the report, even if they are not marketable users. And that’s it. I hope this gives you a good overview of the different types of reports you can leverage to measure the success of your marketing operations. Thanks so much for tuning in.