Introduction to Marketo Measure Discover

Transcript

Welcome to Bizible Discover, the new way to explore and understand all your marketing data.

With Bizible Discover, you can visualize marketing’s effect on the growth of your company through ROI data, ABM data, sales funnel data, spend data, and even web traffic data.

Under the hood of Discover is a powerful business intelligence tool that synthesizes Bizible’s detailed attribution data with every other aspect of your marketing efforts using clear and intuitive visualizations. Discover draws on data from all aspects of marketing and sales, presenting it in a format designed to help you achieve the insights you need to make better decisions, grow your business, and make the greatest impact possible.

In this video, we’re going to dive into the Discover layout and familiarize ourselves with the different kinds of reports that you can generate.

Discover organizes your marketing and sales data according to central themes or boards along the left-hand side of the page. These boards focus on different kinds of Bizible data. To the right, you can see that on the top is a filter dropdown menu. The filter menu is located in the same place for every board, but the filter options will change depending on the board that you have selected. Let’s take a quick look at each of the filter options from top to bottom for the Overview board. First, date type changes the kind of data being used for the report. You can focus on the close date, the touchpoint date, or the created date, depending on how you want to orient the report. Below that, you can change the date range you wish to look at. Next, you can select the attribution model that you want to use in the report. And when it’s available, the full path or custom models provide the most complete picture of your attribution data. Finally, you can filter the report by one or multiple channels, sub-channel, campaigns, business type, or segment filters. You can also easily filter to view ROI data according to the naming conventions of your channels and campaigns. For instance, if I type CMO into the campaign filter, I can easily see the figures for all of the campaigns that I’ve named with CMO. So, let’s close the filters menu and dive deeper into the boards themselves. Each board is populated with tiles containing different figures and data visualizations. We’re going to kick things off here in the upper left with the Overview board. The Overview board shows you the big picture of your marketing and revenue. It contains the figures for revenue, spend, and ROI among others. With a bar chart in the center showing revenue broken down by channel for the date range selected. Scrolling down, you can see the top channels, sub-channel, and campaigns by revenue. The Overview board frees you from endless report generation and page layouts so that you can get straight to the figures you need most. The graphs and figures in Discover are interactive. Here, I’m clicking into the month of December and generating a report showing that month broken down by week. If I click on the table view, I can see the same figures in numerical format.

Next, the growth board gives you a quick overview of your growth over time. Here, you can see revenue, deals, pipeline, leads, contacts, opportunities, page views over time, visits over time, and form fills over time. This board is the easiest way to see the current state of sales and marketing according to the different stages in your sales cycle. This data also works well as a presentation screenshot for leadership. The Account Based Marketing board shows you all of your ABM efforts at a glance, including how many accounts and ops have been touched.

The Spend board is the place to track the spend associated with your marketing efforts. The graph in the middle shows you spend by the date range you’ve selected broken down by channel. Below that, you can see more detailed spend data by channel, sub-channel, and campaign.

You can go to the Web Traffic Board to see reports on page views, cost per page view, page views over time, and many other figures related to your web traffic right in the Bizible app. Here, you can see at a glance how much money you spend to bring people to your website.

As we move down the list on the left-hand side, you can see views for specific different personas in your marketing team. Let’s look briefly at a few of these. Since the CMO board is similar to the Overview board, we’ll skip it for now. The Paid Media persona dashboard shows figures such as revenue and spend with a large graph in the center showing impressions over time. On the right, Bizible displays things like total impressions, CPM, CPC, and CPL data. When you scroll down, you can see the top campaigns by impressions, the top ads by impressions, and the top keywords by impressions.

Moving on, the Content Marketing dashboard shows the top landing pages by revenue, pipeline revenue, opportunities, the top form fill URLs by form submissions, a bar chart showing form URLs by channel, and lastly, top page URLs by page views, top landing pages by visits, and top landing pages by lead count.

This is all really great data for content marketers to tie revenue performance and other key marketing metrics to each page or blog post.

The Journey section of Bizible Discover contains dashboards that are particularly relevant to sales teams and for when you want to get clarity into the funnel progression of your prospects.

Starting from the top, the Velocity dashboard shows you at a glance how many days on average your prospects spend in the funnel from the first anonymous touch to final close one. Here, you can see the average number of days for all stages and all funnels, the total amount of currently active opportunities, the average deal size, and the win rate percentage. Below these tiles, you can see the average number of days spent in each stage broken down by channel for both opportunities and leads.

The tiles below these show the average number of days for each of the main stage transitions.

Snapshot shows you a cross-sectional view of the number of prospects that exist in each stage of your pipeline. This view is unique to Bizible, you can’t even find it in your CRM.

Finally, Bizible has two slightly different versions of funnel metrics. The Cohort Funnel shows you the progression of prospects from one stage to the next in both percentage and whole numbers. With cohort, you can see how many prospects belonging to a previous stage have progressed to a subsequent stage. The Passport Funnel, on the other hand, shows you the total number of prospects per stage within a specific timeframe. If you’ve used Bizible before, this is the same kind of funnel that you’ve seen in our previous dashboard.

So, those are the basics of Bizible Discover. In later lessons, we’ll get into more detail of the different tiles and boards featured here. Thanks a lot for watching, and have fun playing with Bizible Discover.