Marketo Measure Data

Hey, guys, this is Hillary from Bizible. In this lesson, I’m going to talk about some of the different places Bizible gets its data from. Bizible keeps your attribution data in our database, where it can be pushed into Salesforce, the Bizible dashboards, or a BI tool via the Bizible data warehouse. When viewing your data, not all attribution data is available in every format. In most cases, you’ll view touchpoints themselves via the CRM, and you’ll look at ROI and cost data through the Bizible dashboards. All data collected by Bizible is available through the data warehouse. Click on the link on the right for a full list of the different datasets available in each format.

There are five main data sources that Bizible draws on to populate touchpoints and attribution revenue. These are the Bizible JavaScript, ad network API integrations, UTM parameters, and data imported through the CRM, and finally, manually inputted data. Let’s look at each of these individually. The Bizible JavaScript tracks both the activity of visitors to your website, as well as things like the landing page, refer page, and geolocation. The JavaScript works by placing a cookie onto the web browser of somebody who visits your website or clicks on one of your ads. This cookie records when the visit to the website happened, how they found you, and so on.

Ad network API integrations, such as Bing Ads or Google AdWords, automatically provide Bizible with a part of your ad performance data, including the cost data, for the purpose of calculating ROI, click data, including CPC and CPM data, and impressions. The Bizible JavaScript tracks the rest of the ad data. And UTM parameters are configured for your ad campaigns. Bizible will pull the UTM values into our touchpoint fields with medium, source, ad campaign name, ad content, keyword text, and so on. Bizible handles data from your CRM a few different ways. We’ll track both campaigns and activities. Bizible imports campaign data from your CRM once you enable Bizible Touchpoints for offline channels, such as conferences, mailers, webinars, and so on. Most organizations use activity’s attribution data to track sales activities, such as outbound calling, chat, or email campaigns, and can come from CRM add-ons, such as sales enablement tools, Marketo, Optimizely, and chat apps. Finally, you can manually input data to Bizible. Most commonly, you’ll manually upload cost data for offline channels or campaigns. So those are the five ways that Bizible gets data about your marketing and sales activities. In the next lesson, we’re going to jump into understanding the Bizible Touchpoint. Thanks for joining.