Best Practice
Whether you are setting up your Custom Model for the first time, or reviewing what has been previously established, it’s important to keep the following best practices in mind.
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Start simple
- Identify the key stages that you want to add to your Custom Model which are crucial to your Marketo Measure reporting. Typically these are stages which you are commonly measured against or which you are aiming to gain insight on
- You can always add to your Custom Model over time
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Utilize the Marketo Measure Machine Learning Model
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If you are struggling to decide the percentage attribution breakout, the Marketo Measure Machine Learning Model can help you to make informed decisions when setting you Custom Attribution Model.
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When viewing the Machine Learning Model, the attribution percentages of each stage reflect the potential impact of your marketing efforts
- A higher percentage means that marketing can directly influence the movement of the funnel at that point
- A lower attribution percentage means that stages are less important for your team to monitor
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You must define your top of funnel stages based on either Lead or Contact stages, not across both
- This means that you have to ensure that all persons will pass through that stage on the relative object
- For example: If you define the MQL stage from the Lead object, all persons must go into your system as a Lead and be marked as an MQL on their Lead record in order for Marketo Measure to accurately reflect which touch was related to the Lead’s transition to MQL. If this is not the case, and some people progress to Contact before becoming MQL as a Lead, Marketo Measure will not be able to accurately account for this in your Touchpoint data and we will have to assume that person has already MQL’d. Marketo Measure cannot account for stage hopping so we will infer that stages have been passed through even if they have not.
- This means that you have to ensure that all persons will pass through that stage on the relative object
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Ensure field history tracking is enabled for all fields used to define custom stages that you incorporate
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Do not use a formula fields to define a custom stage
- A Boolean field is best practice recommendation
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Do not incorporate Custom Stages into your Custom Model which coincide with a Marketo Measure Milestone Touchpoint Position (FT, LC, OC, Closed Won/Lost)
- If you do, these positions always occur simultaneously and can cause inflated attribution credit to parts of your funnel.
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Work with your Sales Opp team
- Bringing in the team who works closest with stages and their meaning ensures that you are using the correct stages and that they are defined properly
Marketo Measure
- Overview
- Introduction to Marketo Measure
- Marketo Measure Tracking
- Configuration and Setup
- Channel Tracking and Setup
- API Connections
- Marketing Spend
- Advanced Marketo Measure Features
- Marketo Measure Discover UI
- Marketo Measure and Adobe
- Marketo Measure and Dynamics
- Marketo Measure and Marketo
- Marketo Measure Salesforce Reporting
- Marketo Measure Data Warehouse
- BI Report Templates
- Security and Compliance
- Marketo Measure Ultimate
- Miscellaneous
- Release Notes
Marketo Migration to the Adobe Admin Console - (Pre-Migration)
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