Attribute Descriptions

When you create a B2B Customer Attribute Connection, Marketo Measure automatically creates a standard set of B2B Customer Attributes for you. These attributes are described in the table below.

In addition to those listed below, you can also upload any attributes attached to the account object in your CRM. If more than one account is tied to the given user, Marketo Measure populates all matching account attribute values in a semicolon-delimited list.

Attribute NameDescription
Account.NameThe account names associated with the given web visitor. If more than one account is tied to the given user, Marketo Measure populates all matching account names in a semicolon-delimited list.
Note: account.name is the Salesforce-API-level name for the name attribute on the account object. You can choose a better display name (for example, "Company") for this attribute during the Schema Validation step of the integration configuration (step 4).
Attributed Revenue - ‹MODEL›The revenue attributed to this customer by virtue of their association with closed-won opportunities in your CRM, as calculated by the Marketo Measure attribution engine.
There are one of these attributes for each attribution model that your Marketo Measure subscriptions allows for (for example, "Attributed Revenue – Full Path").
Deepest Funnel StageThe deepest funnel stage of any open opportunity associated with the given user.
Open OpportunitiesA semicolon-delimited list of the opportunity IDs that the given user is tied to according to your CRM data.

A note about attribute limits

The attributes surfaced via this integration count against your contractual attribute limits in Adobe Analytics and Adobe Target. Only attributes that are surfaced via an Attribute Subscription (step 5 in Configuring the Integration) count against your limit for the subscribed application.

FAQs

How do I change the set of attributes that I want to share via this integration?

For an attribute shared by Marketo Measure to your Adobe IMS Org via this integration to be visible and used in Adobe Analytics, it must be surfaced via an Attribute Subscription configured in the Core Services Console. Therefore, if you want to remove an attribute so that it no longer appears in Adobe Analytics, you can achieve this simply by deleting the attribute subscription.

You can also delete the B2B Customer Attribute connection in Marketo Measure and re-create it with the attribute you no longer wish to share excluded from the connection configuration. Similarly, to add attributes to the integration, you must delete the existing connection and create a new one with the desired attributes added to the configuration.

Given the above, it’s highly recommended that when configuring the attribute connection for the first time, be as inclusive as possible when selecting attributes.

What are some example use cases for this integration?

  1. Account-Based Traffic Metrics: Using the account name attribute, you can create segments of one or more target accounts in Adobe Analytics and analyze site traffic metrics for just the subset of traffic originating from target accounts.
  2. Content Analytics: Use the revenue metric to analyze which site content is most engaging to customers who ultimately purchase your product or service, or those who reach a specific funnel stage of interest.
  3. Live-deal support: Arm your sales team with actionable insight by analyzing site behavior for users associated with a specific open opportunity in your CRM.
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