What’s New in Marketo Measure Ultimate

Import B2B Data Through AEP

Marketers are expected to bring their B2B data (for example, Account, Opportunity, Contact, Lead, Campaign, Campaign Member, Activity) through AEP. The direct CRM and Marketo Engage connections are no longer available for Ultimate. Marketers continue bringing Ad Platform data through direct connections and tracking web activities through Marketo Measure javascript.

Default Currency Setting

Marketo Measure Ultimate sets the default currency to USD until the user changes it. Setting a new default currency updates the data without reprocessing. As long as the selected currency is present as a target ISO code, there is no need to submit conversion rates.

Marketo Measure Ultimate Sandbox

Marketo Measure Ultimate instance must be mapped to an AEP sandbox before creating the Marketo Measure destination data flows in AEP.

NOTE
A Marketo Measure Ultimate production instance must be mapped to an AEP production sandbox, a Marketo Measure Ultimate developer instance must be mapped to an AEP developer sandbox.

Once the sandbox-mapping selection is saved, you cannot change it in the application. To change it, reach out to Marketo Support.

Data for a given entity (for example, Account) from a given data source can only go into one dataset. Each dataset can only be included in one data flow. Violations stop the data flow at run time.

Stage Mapping

All Marketo Measure Ultimate rules are dataset-specific. Stage Mapping rules must be created for all datasets and all selected stages.

There are six built-in stages:

  • Lead Lost
  • Lead Open
  • Lead Converted
  • Opportunity Lost
  • Opportunity Open
  • Opportunity Won

The Lost, Won, and Converted sections do not allow custom stages. Source data can, however, be mapped to the built-in Lost/Won/Converted stages by updating the mapping rule.

Custom stages can only be defined for Open sections.
We no longer automatically include CRM stages on stage mapping.

Four built-in stages must be mapped with rules (mapping rules for the other two, Lead Lost and Lead Converted, are optional):

  • Lead Open
  • Opportunity Lost
  • Opportunity Open
  • Opportunity Won

Rule conditions are dataset-specific. Stage Mapping rules must be created for all datasets and all stages except for Lead Lost and Lead Converted.

No selection for funnel vs boomerang vs custom model. All stages are selected for funnel, boomerang, and custom model. There’s a limit of how many stages we support: 15 custom plus 6 built-in stages.

Campaign Member touchpoint rules and Activity touchpoint rules are dataset-specific.

Attribution Touchpoints are not written to CRM because Ultimate does not have a direct CRM connection.

Marketo Measure ABM ML services (Lead-to-Account Matching and Predictive Engagement Score) are not available for Marketo Measure Ultimate. You can find such services included free in the RT-CDP B2B edition.

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