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Transcript

Hello, everyone. Thank you so much for joining us today. We are going to give everyone a few more seconds to log on and we’ll get started in just a minute. All right, still a bunch of people signing on. We will give it another minute or two and then we’ll get started. All right. All right. Hello, everybody and welcome to Marquette, Omejor and MOCAs. Today, we’re going to be diving into all things online and offline channels. So we’re going to go ahead and get started. We’ve got a long 90-minute session today, so that means we’ve got a lot to get to. So let’s jump right in. So first, I want to quickly go over a few housekeeping items. This is an ongoing webinar series and it’s designed to be interactive. So we encourage you to ask questions in the questions box in the GoToWebinar control panel. Throughout the presentation, you type them in there and we’ve set aside a good amount of time at the end for Q&A. So we’re going to do our best to get to as many of those as we can. So this webinar is being recorded and it can be viewed on demand and shared with other members of your team that might not be able to attend today. So you will be receiving a recording of it tomorrow. Again, we’re going to leave some time at the end for questions. So do start asking those throughout the presentation. And if your question is not answered, please do follow up with your Success Account Manager for additional information. And at the end of the webinar, please complete a short survey that’s going to pop up on your screen and should take you just like two minutes. And that information is going to help us to ensure that we’re meeting the expectations of you, our customers at these events. So with that, let’s walk through today’s agenda. So first, we’re going to introduce ourselves. And then our speakers, Kate and Liz are going to take us through today’s event alternating between presentation and demo of all things online and offline channels. So after the presentation and demo, we’ll conclude with Q&A. So again, feel free to start asking those questions throughout the presentation. And then I also want to quickly mention that in the control panel of GoToWebinar on the side of your screen, there is a handouts drop down and in there, you’ll find a downloadable handout that we’ve created for you. In the handout, you’ll find some links to resources and a couple of our upcoming events. It’s an awesome resource, definitely download it, check it out, some really helpful information. If you have any trouble downloading it, just send a question in the Q&A pod and we’ll follow up with you on that. So with that, I’d like to introduce myself. My name is Alana Cohen, and I’m the digital events manager for our customer success strategy team here at ÃÛ¶¹ÊÓƵ. I’ve been with ÃÛ¶¹ÊÓƵ for about five years and spent the last three years organizing and hosting these events for our digital experience customers. So prior to my time this team, I spent two years working with ÃÛ¶¹ÊÓƵ’s advertising cloud customers. And before coming to ÃÛ¶¹ÊÓƵ, I worked at a few different advertising agencies here in New York, but I’m excited to be here now hosting events like this for you guys, our customers. So if you have any questions or comments about today’s event, or any of our customer exclusive events, please do reach out to me. And now I’d like to pass things over to our special guests for today, Liz and Kate. So Liz, please go ahead and introduce yourself. Hi, everyone. I’m Elizabeth Lundberg, also go by Liz. I have brown hair now, not blonde. I know that throws people off sometimes. I’m a senior business advisor on our business advisor team. I came to ÃÛ¶¹ÊÓƵ about five years ago through the Marketo acquisition and I was at the original Marketo measure which was visible. So I’ve had about six years of experience with Marketo measure and attribution. During that time, I’ve been able to provide strategic guidance to about 600 plus of our Marketo measure customers. Maybe I’ve worked with some of you guys on the call today. But yeah, both as a business advisor and as a CSM.

All right, and my name is Kate Colbert. I am also on the business advisory team. I also came to ÃÛ¶¹ÊÓƵ by way of the at that time, it was called visible acquisition. So I’ve got about six and a half years of experience using Marketo measure. I was on the consulting team here at ÃÛ¶¹ÊÓƵ previous to joining this team about six months ago, maybe. So a lot of experience working with implementation. I was looking at the attendee list and I saw some familiar names. So thank you for joining. We know 90 minutes is a long time. So we’re grateful for you being here to join us.

Great. All right. I think we’re just going to kick it off with a poll so that we can get an idea of who is joining us today. So I’m going to quickly launch that. So let us know which product is your team currently utilize? Are you a marketo measure or formerly visible user? Are you marketo engage user looking to learn more about marketo measure? Do you have both marketo engage and marketo measure? Maybe you don’t have either yet? Or are you coming from another ÃÛ¶¹ÊÓƵ product? We’ve got plenty of other products, digital experience products, commerce, ÃÛ¶¹ÊÓƵ Analytics. We’ve got lots of other things. So let us know.

Right, it looks like a majority of the customers have both marketo engage and marketo measure, which is great. Some people online are just marketo engage users. So I’m going to close the poll. It’s a good mix here. A good mix of people. So some people have neither yet. So hoping to share a lot more information today for you guys. So let’s kick it off. Take it away, Liz. All right. Oops, there we go. All right. So like Kate mentioned, you guys are with us here for 90 minutes. And we have a lot we want to cover today during this webinar, we are going to be going over channel strategy, and channel management specifically around online and offline. So we are going to start off with just a little overview of marketo measure as a product as a product and talking about attribution. Throughout the webinar today, we are going to talk a lot about details and the intricacies of online and offline and how much these tie in to having an effective channel strategy to ensure that your attribution data is as accurate and as reliable as possible. With that, we’re going to help you kind of work through some common mistakes to avoid to ensure that we’re getting that accurate attribution data, like making sure that you don’t have any duplication of your attribution. And really, by the end of this, we hope you feel really confident in understanding online versus offline in a channel strategy that you can take back to your own organization. All right, so I know we have kind of varying levels of people on the call say maybe you have marketo measure, maybe you just have marketo, that’s totally fine. I just want to level set on what is marketo measure. So basically, at the core of it, marketo measure aims to understand all these interactions that your customers have with your marketing channels. So all of these meaningful interactions that they are having with your marketing channels, and this enables you as the marketer to then credit those channels and understand what’s driving people and influencing people down to that ultimate close one opportunity because at the end of the day, you’re spending money on these channels and you want to understand what is actually working in driving people to convert and to get to that close one opportunity. These insights then provide you, you know, the knowledge to understand, like I said, what’s working and what’s not and what’s driving people. And that way, you know how to spend those marketing dollars in a more effective way. Oops, don’t think that changed here. Give me one second. All right, so for those who are a little less familiar with just attribution as a concept, really, this is just the process of assigning revenue credit to a marketing interaction. We call those marketing interactions touch points. So here, Kate and I talk a lot about that today. And these touch points are driven by a specific marketing channel. So that’s done by tracking your prospects entire customer journey, starting with that very first interaction that they might have with your brand all the way to that deal close. The revenue that’s generated from that deal is then attributed back to the marketing touch points that drove the deal. And the amount of revenue given to that credit or given to that touch point really depends on that model. Now for our 90 minute session today, we aren’t going to be talking a lot about attribution models. We’re taking a step back and we’re going to be talking about the foundational pieces that make up your attribution data, which is the online and offline pieces. If you are curious in learning more about our attribution models, when to use them, how they work, Kate and I actually did a webinar in January and I know we would be happy to share that with you. This, I’m just going to jump in. There we go. The slide hadn’t changed yet. So now it just changed. Okay, great. We want to be on this one. You should see a slide that says align channels to revenue. Hopefully that’s what we see now. Thanks. Okay, great. So one key aspect of Marketo measure the platform is that instead of aligning each of your channels to different success metrics that you might do in other platforms, Marketo measure aligns each channel to revenue to help you understand the impact of that channel on really kind of like an even playing field. But kind of like I was mentioning, however, before you can get to measuring and the planning portion, and those actionable, you know, reports, you have to establish your channels correctly for success. And that’s why we’re going to talk for 90 minutes today on online and offline, so that you guys can really walk away from today’s session feeling confident and understanding how to divide up your channels into online and offline to ensure we’ve got that really accurate channel setup. Okay, so before we dive into what is online versus what is offline, we’re going to talk a little bit about just channels in general. So I want to talk about understanding the role that channels play in Marketo measure, talk about the definition of what is a channel and what is a sub channel. And then I’m also going to take you guys into the product to show you where these channels live. What is your channel bank, how to edit them, how to customize them, and some, you know, key pro tips to look out for to make sure that you’re managing those in a great way. So I know when I first started learning Marketo measure and talking about attribution, I think the question that I kept asking was like, okay, so why do we have such emphasis on channels? Like, why do channels matter so much? And really, in order to have accurate and actionable marketo measure reporting, your marketing channels have to be configured correctly. And I’m going to mention this probably five more times. It is that foundational piece of any instance, and that allows you to be successful. So on the business advisor team, oftentimes, we work with customers who are struggling to trust their attribution data or trust marketo measure data. And really, we take that back to the fundamentals, and we look at setup perspective when the setup for our data is online and offline. If even a small aspect of those two things are often a little like in a in a small rule way or anything, that means your attribution data could be completely off. And that could have large impacts on that revenue data that you’re looking at. So it’s really important that we have that foundational piece configured correctly. The marketing channel is the highest level grouping that a marketing activity can be attributed to or that touch point can be attributed to these are going to be your paid search or direct or social paid social. We’ll talk about those specifically here in a second. But really, this information tells you what drove someone to engage with your brand and each touch point is going to be attributed to a channel and therefore ultimately associated to revenue, which you are then going to use to make those important decisions on what’s working, where do we spend our marketing dollars? Where should we spend less money? Where should we spend more money? And that’s ultimately why we’re focusing so much on these channels.

Okay, so what exactly is a channel? I think probably everyone on this call has their own idea or a pretty good idea of what channels are. This can differ from organization to organization. So I think it’s good that we kind of just level set on what we refer to as channels. I like to think of channels as the vehicle that brought someone to interact with your brand. Like what brought someone that day to that form to download that white paper or what was the vehicle, the marketing channel that brought someone to attend your webinar or your conference? Like these are your channels. These are the things you’re spending money on and therefore we want to know how they’re performing. So channels just really help to categorize or bucket those marketing activities at a really high level for your reporting. Now there’s going to be lots of granular data below that channel level. However, that channel is that largest and highest level bucket. There could be lots of other attributes associated to a touch point, but ultimately that revenue and that touch point is getting credited to one channel. So some examples of channels are common examples that you guys probably are familiar with and that we see a lot are going to be things like paid search, paid social, organic social, webinars, events, email, direct. These are all channels. Now remember when we’re talking about channels here, we have not done anything to divide these into this is online, this is offline. We’re purely just talking about this high level concept of channels.

Now if we go one level below that from a reporting standpoint, it’s also important to mention subchannels. This is also the vehicle that brought someone to interact, but it’s just a little bit more specific into the exact thing that brought them there. So you will most likely have multiple subchannels under your each of your channels. Like for example, you probably have a paid social channel and that’s going to have subchannels such as Facebook, LinkedIn and Twitter, you know, maybe TikTok, who knows. These are all examples of subchannels and the key reason that we put so much emphasis on channel versus subchannel is you’re probably going to want to understand how a channel is performing, but you probably also want to go one level deeper and understand for those subchannels under that channel, how are those performing? Because you’re going to have different budgets and different metrics for your, let’s say for example, paid social channel versus paid social LinkedIn and paid social Facebook. You want to understand which of those is working better and so that’s why it’s so important that we have that granularity down to the subchannel level. All right, so we’re going to pause here and do a little demonstration in the Marketo measure product. So for those of you who have Marketo measure, this is going to look really familiar for those of you who maybe have never been in the tool. Maybe this is your first demo into it. I’m going to show you where your channels live. So if you log into your account or if maybe you’re just getting started with Marketo measure, you’re going to come here under my account, you’re going to click settings and you’re going to see all these options over on the right. We’re just starting with the create channels section. In this section, all of your potential channel and subchannel values live. I like to refer to this as the channel bank because before you can do anything more specific and get into any specific setup regarding online or offline, we need to have a complete list of the channels and subchannels that you are going to be using in your instance. And that is what we’re looking at here. Now, this section is going to come out of the box a little bit. So if you ever started, when you first started with your Marketo measure instance, there’s a number of out of the box values that will be pre-built in here. And you want to come in and customize it and rename it to fit your organization’s needs. You do have access up to 40 channels and I believe 200 subchannels. So lots of room for expansion here. I’ve only ran into over the years, like a handful of customers who have ever run into maxing out their channels and subchannels. And usually when we do see that they are kind of doing something much, a much more granular approach to their channel management than what we typically see.

So this is very simple here. Again, like I said, these are your channels and your subchannels. You can see each little white box represents a channel with its subsequent subchannels to the right. As you go in and you add more channels and subchannels up here at the top, it will actually tell you how many you have. And that way you can understand how many channels and subchannels are at play here. There is no difference in this section. We have not, again, divided anything into online or offline. We just want to have all of our potential values for channels and all of our potential values for subchannels outlined here within your channels bank. I’m going to show you how we would add a new one in a little bit. Kate’s going to talk about offline. So I’m actually going to add some channels that she will need for her offline section. We don’t have an events channel in here right now, so I need to be creating an events channel. So I hit add row there and I typed in my channel exactly as I’m going to want it to read. And I hit tab there and that creates my event channel. Now, as you can see here, we have null automatically pop up. That’s just simply because we haven’t added any subchannels.

So we’re going to hit this little plus sign to the right here, which says add subchannel. And I am going to outline two subchannels. We’re going to do conference, hit tab, and that adds it. I’m on a Mac too, so when I say I’m hitting tab, that could be slightly different on a PC.

Then you hit, I want to add another subchannel here. And as you noticed, when I hit and added conference subchannel, that null went away because now we have a subchannel for our events channel. I’m going to add one more here for trade show. And now I have successfully added an event channel with two subchannels of conference and trade show. And they are spelled exactly how I want them to be spelled. That’s important, making sure I didn’t add any extra spaces after the fact. Now, if I were to navigate away from this page right now without hitting save at the bottom, my work would not be saved and those values would not be in my instance. So it’s really important you hit that save button here at the bottom, allow those settings to save. And it’s always good to double check and go back and make sure that that actually went through. I can’t tell you how many times I’ve swiped away too early. And then my work was not saved there. So now we have our events and conferences and trade shows. So that’s just a little bit on your channels banker creating channels. Again, this is all of the values you want to use in your channels and your subchannels, both online and offline. All right, go back to the right here. So a little pro tip. If you ever want to rename an existing channel or subchannel, so for example, let’s say your paid social channel or your paid search channel, you no longer want to call that paid search and you’re reporting you guys as an organization have decided to call that advertisement. You can rename it, but you must make sure that that value of paid search, which you are replacing with advertisement is not in any use in Marketo measure. If you go to try to rename your paid search channel to advertisement without any regard for your online or offline rules, what’s going to happen is you’re going to get flagged an error message and that error message is not going to let you move forward with any name changing until you make sure that that old value that you’re getting rid of a paid search is no longer utilized, which for this example, if you’re going to be updating something like paid search, you’re most likely going to have to go make sure it’s not in your online channel rules anymore. Once it’s removed, you can then update in that create channels bank paid search and rename it to advertisement. And the cool part about that is once you rename that all of your touch points that used to be associated to paid search will then be associated to advertisement. Once you make sure you rename that channel and rename and add any corresponding rules.

Alrighty, let’s talk about online versus offline. So far we just talked about channels as a concept, talking about why they matter. But when it really comes down to it, the accuracy of your attribution data is to ensure that you’re tracking all these interactions that are your touch points, and you’re tracking them in a way that they are not duplicating or over counting your data. And this is where the concept of online versus offline, only tracking an interaction once in the right way. So in this section, we’re going to talk about what is online channels. I’m going to talk about how we track online channels. I’m going to help you guys to understand kind of the differences and how you might take your channel mix and understand online versus offline in a really clear way.

Alright, okay. I love this visual because I think it just is a great overview of all of the data that Marketo measure uses to create these inner these touch points. So you’ll see up here on this screen, we’ve got an online section, we got an offline section on the far right, we got this sales activity section, I just want to do a little plug here, we’re not going to be talking about sales activity, although many of you might have access to what we call our sales activity attribution or activity attribution in your instance. This is a tier two feature and above. It is a third way of creating touch points. We’re not going to talk about it today, we don’t have time. However, if you’re interested in talking more about it, please reach out to your account manager, CSM, or your SAM. And I’m sure they’d be happy to connect you with resources or demos on more information around what that keep what those capabilities are and activities attribution.

So like I said, we’re focusing on online offline if we haven’t hit that home yet. So online touch points are what we call our digital touch points are touch points that are coming from your website. So if you’ve implemented with Marketo measure, you probably recall that there was a lot of time spent making sure that our Marketo measure JavaScript was deployed comprehensively across your site. And the reason for that is that we want to make sure we can track a person from the second they enter your site, wherever they enter. And when they have that interaction, such as a form fill, that we are able to create that touch point, and then we can credit that to a channel. So online touch points, the easiest way to think about it is going to be if someone is taking an action on your web properties, that is an online touch point that is an online channel. So when we think about this from a channel perspective, ask yourself, which of my channels and sub channels are driving people to take action on my web properties. And that is kind of the key way to understand if a channel or sub channel is online. Just ask yourself, where is this interaction taking place? Where am I driving people to have this interaction? Now, as much as we wish everything could be online, not everything that is meaningful interaction or engagement with your brand is going to be happening on your website. There are lots of interactions that occur not on your website, that still deserve touch points. And those are going to be your things like in person events, trade shows, conferences, webinars that are held on third party platforms where the JavaScript is obviously not capturing that attendance. You might have dinners, you might have happy hours, you’re going to have people come visit you at a booth, you’re gonna have direct mailers, all these things are interactions where your customers or prospects are coming to engage with your brand. But it’s not happening on your website. And so you have to create a touch point for that engagement in another way. And that is what is offline. Now, Kate is going to walk you guys through all the fun intricacies of offline channels after we talk about online here. Okay, so what we’re looking at here is just an example of a channel mix.

Now, obviously, your channels might not look like this in an Excel little table like this. But I want to just give you guys an example of how we recommend to really kind of look at your channel mix and divide it up and really work through to understand, okay, which of my channels and sub channels are online, which of my sub channels and sub channels are offline. I always like to tell customers to kind of collect all of their channels and sub channels in some type of list. And honestly work through them row by row and ask yourself that same question we just talked about on this last slide. Where is this channel driving my customer to take the action? Because at the end of the day, that’s really what determines if something if a channel is online versus offline.

So, you know, if I was this organization, and I had this channel mix, I would be going through and asking myself, okay, is my event channel where what is the what is the driving factor there? Where is this engagement taking place? It’s in person, it’s most likely going to be offline, you know, kind of working your way through each of these understanding. Now, I can’t tell you that every single channel and sub channel is always going to be online and offline. If I’ve learned anything over the six years of working in Marquetta measure is there’s no absolutes, there’s always a caveat to everything. And that’s why it’s really important that you and your team if you’re using Marquetta measure, sit down, and you work through your channel mix to understand for your organization, exactly how your channels work and what they’re driving your customers to do and where they’re where they’re going to engage.

Here, again, I just kind of gave you kind of the answers of if this was your channel mix.

What is a typical breakdown of online versus offline here? You know, when we’re talking about channels like organic search, social paid search, paid social, these are all channels where you’re driving someone the CTA that you’re giving them is driving them to take an action on your site. So those are online, right? If you’re posting an ad to social, and you’re promoting it, someone’s clicking that link and going to your website, and you’re there taking an action, they’re having that engagement that’s online. We talked about events, conferences and trade shows clearly offline interactions, they’re coming to engage with your brand at a booth, or at your sponsored event. And there’s no JavaScript to pick that up. One channel I like to call out here, though, that I think is the one I end up talking to customers most about is the email channel. I think email can be very confusing from the standpoint of it’s kind of a gray channel. However, we do have a best practice recommendation when it comes to email. We recommend that email should always be an online channel. Because we only ever want to see a touch point created and attributed to the email channel. If someone is receiving your newsletter, or your marketing email, or that nurture campaign, if they’re receiving that email, we don’t want to create a touch point if they received it, that doesn’t mean anything. And we also don’t want to create a touch point. If you know, they click a link in that email, you have other platforms to report on those kind of metrics. When we’re coming and we talk about attribution, we are not talking about analytics, we want to understand what really drove somebody to take that action. And so the touch point that would be created and credited to email, so when someone gets your email, clicks a link, goes to your website, and let’s say they fill out a form or download a white paper, boom, that is your touch point, that touch point deserves to be credited to the email channel. And I know this can sometimes be hard. You know, everyone wants to kind of get that credit for a channel that there’s, you know, high productivity there. But, you know, use those other platforms where you can get those metrics to understand how click rates and open rates are working. We don’t need to muddy the waters of our attribution. With that data, we want to make sure we’re really getting those meaningful touch points, those touch points that were conversions.

All right, we’ve got a little test here. And I believe it should just pop up in a moment. Yeah, you should see it on your screen. Perfect. So just a little bit of a test here based on what we’ve talked about. So use your guys, everything we talked about to understand for this scenario, what the answer would be. We’ll give it a second. So the question is, individuals can access your webinar recordings via a form fill on your website. Is this interaction online, offline, or both? Give it another second to let everyone answer. Looks like most people.

I’ve got it right, Liz. I’m gonna close the quiz and see. I’ll share the responses.

Awesome. Well, bravo, everyone. Everyone pretty much got the right answer here. I wrote this as a trick question a little bit because I did mention, webinars are an offline channel. However, when we’re talking about this scenario, we’re talking about someone who is going to be maybe receiving a follow up email like you might with this webinar and saying, you know, hey, if you missed this, check out our webinar on demand. Now, the scenario that we described here is you’re driving someone to your site, and the action they’re taking is they’re filling out a form. And so boom, right there, that’s your answer. This should have been online. And the key part when it comes back to channels about this is that we want to understand for that conversion, all the channels that drove someone to access that webinar on demand. You know, maybe you promoted that across email and social and maybe a few other channels. And you want to credit the channel that actually brought someone to access that webinar on demand. And so by tracking that with online, that’s tracking that with online, that would be the information you would be able to get to.

Okay. So now we’re going to talk specifically about online channel mapping. I know I’ve talked about what online is, how we determine our online versus offline channels. But when you then have that set of channels and sub channels that you know are online, how do you create rules to ensure that Marketo measure is going to be crediting the right channel for each of those interactions? And that is where our online channel mapping comes in. So we’re going to talk about how it works. We’re going to talk about the rule sheet and things to look out for. We’re going to talk about some expert pro tips and some best practices and scenarios to pay attention to. Just a refresher, I know we just looked at this. We’re talking about online channels, those touch points coming from that interactions on your website tracked via the JavaScript.

All right. Like I mentioned, during your implementation, if you guys have already implemented or if you’re interested in Marketo measure during your implementation, you’re going to spend a lot of time making sure that our Marketo measure JavaScript is deployed comprehensively across your site. Meaning that every single page a person may have in their session is going to be tracked. And the goal of that is that we are able to track when someone comes in and when they have that conversion of that important engagement, that meaningful engagement, a touch point is created from the JavaScript. When that touch point is created, we record a ton of really granular information. We are grabbing the landing page they started that session on, the form URL they converted on, the referring page they came from, all the UTM parameters in the URL that they had at that moment of when they converted. And this is all great granular information that you can use in your reporting. And it’s wonderful, robust, but what, what Marketo measure needs is it needs some simple rules to ensure that when it looks at that touch point, it’s crediting the right channel. And that is where our channel mapping comes in. When you customize your online channel mapping and make sure it aligns with your channel strategy, you are going to have accurate online channel attribution that you’re never going to have to question. And you’re going to be able to pull some really actionable reports from.

A little pro tip here. If you are concerned about your online tracking, if you’re already implemented with visible Marketo measure, make sure that your JavaScript is deployed comprehensively on all pages. I can’t emphasize that enough. Even if we’re, our JavaScript has dropped from one page, what happens is someone has this great session. They hit five pages and on the sixth page, they hit a page with no tracking, boom, that session’s over. We now have lost all of the referring information. They came in with UTM parameters, all that source information that’s gone. So when they go to the next page that is tracked, what does that look like? That doesn’t have any information. All there is is a referring URL of your own domain. And so that is going to look like a direct touch point, which if we have breaks in the JavaScript across your site, that can really start to drive up your direct traffic. And also then you lose out on actually attributing the correct channel. So if you have concerns around your tracking metrics, work with our support team to test some of your key pages, double check to make sure that JavaScript is deployed comprehensively. And we do prefer hard coding. Hard coding is going to yield the best tracking results. You can use GTM, but we do recommend hard coding. Okay. We’re going to get into this here in the actual product in a moment. But this is just a screenshot. Hopefully this looks vaguely familiar for those of you who use Marketo measure. This is your online channel rule sheet. So everyone starts Marketo measure with a basic original template. This template has some standard rules outlined that have some logic built out behind them that are looking for kind of those common channels and sub channels and scenarios that are going to capture and attribute touch points. We always say that original template is going to get you 80% of the way there. It’s the 20% of customization that you’re going to do to their online channel rules that is going to get you from 80% accuracy to 100% accuracy. So we always want to be customizing our rules to reflect your UTM strategy. Now the way in which this online channel rule sheet works is that it’s based on priorities. So think of a touch point as starting at the top and working its way down to the bottom. Each row represents a rule that Marketo measure is looking to match on. So we want to be strategic about the order of these rules because it really does matter as far as a touch point working its way through these rules.

We’ll see here in a second when we actually look at the online channel rules, but typically a good rule of thumb I like to share with people is we like paid at the top because paid is going to be more specific. You’re going to have specific medium and sources associated to paid efforts that are going to be more specific that your touch points should hit first. All right, and we’re going to do a quick poll before we go into our next demo, which is going to be looking at those online channel rules.

All right, you should see it on your screen now. So the whole question is for those who are Marketo measure users, when was the last time you reviewed your online channel rules? Was it this month? Within the last six months? Within the last year? Never? We haven’t touched on since we implemented or no idea? We’ll give everyone a minute to answer this question. We’ll see how it’s looking. So far, it seems like the majority of the people have said this month. So that’s good. But then the next majority have said they have no idea. So I’m glad that those people are here with us today. I’m going to give it another second. Then we’ll close out the poll.

All right. All right. You saw the the response here.

So it’s a real mixed bag here. Perfect. Well, I am happy to see that at least one of the leading answers was this month. I know this wasn’t a quiz question as a poll. But there is not necessarily a wrong answer. But we definitely love to see people reviewing their online channel rules because these online channel rules should reflect what’s going on your organization. And you’re going to make updates to your UTM parameters potentially throughout the year. So we don’t need to be doing this every week or every day or even every month. However, it is good to have a pulse on those online channel rules because these are the set of rules that attribute your digital online touch points to a channel. And so if these online channel rules that we’re going to look at here in a second are not correct or comprehensive enough, that means you’re giving credit to the wrong channel before your online channel touch points, which can then throw off your attribution and it’s unreliable. All right. I’m going to pop over here back into our instance. Your online channel rules live here right below your create channels bank. If you click this, you should see in your instance your active set of online channel rules. As I mentioned, everyone starts with an original template. You can always access that original template even after you’ve customized by clicking your download original template. You can download and edit your current rules by hitting download and current rules. Now you don’t edit here within this screen. You edit within a CSV and then re-upload. That’s an important piece. But I want to just talk you guys through some key things here as we’re looking at these rules. Like I said, we’ve got some out of the box rules with built-in logic over here to the right. Also some just basic rules where we’re looking for common parameters. But the best way to customize your online channel rules is to add in new rules and new rows that call out a medium and source. So a medium and source is the best way to kind of structure a rule because medium is going to give us that channel level information where source is going to give us maybe that sub-channel information. You can add as many channel rules as you want for a channel and sub-channel combination. I think the more the better as long as they’re not conflicting with each other. If you have five different medium and source combinations that you’ve used over two years and you need to ensure that those are in your rules so that our touch points are attributed to the right channel, that’s totally fine. There is no harm in that as long as those rules aren’t conflicting with one another. So I’m going to show you guys how to actually add a channel rule here. So I’m going to say download current rules. This opens up a nice CSV. Hopefully you’re doing this in an excel.

And today I’m going to actually add in a rule for organic social. So as you can see here, we’ve got some pre-built rules in here. But for this example, I’m actually going to add in a rule for organic Twitter. As you can see in here, our organic social channel is just called social. I have customers that call this organic social. It’s again, whatever you want that channel to be named and what’s going to make the most sense from a reporting perspective. So in this scenario that we’re going to talk about here, I want to make sure that my parameters that I deploy with my organic Twitter posts are being captured appropriately because I have some concerns that the rules are in place are not working. So I am going to add a rule where we’re looking for a UTM medium of organic and a source of Twitter. Oops, really, really simple here. And again, this is all we’re doing. We just add in a rule and this rule is basically telling Marketo measure that if you want a touch point to roll up to marketing channel social, sub-channel Twitter, look for a UTM medium of organic and a UTM source of Twitter. The way these rules work is it’s and logic moving across. So just like I read that it needs to be a UTM medium of organic and a UTM source of Twitter. And then it’s or logic moving down. So if it’s not this rule, maybe it fits this rule. So realistically, your touch points are working their way through this set of rules row by row looking for a home and a rule that it matches. And that is why that priority piece is so important. Because if a touch point finds a match higher than it should, it will bucket itself there and never make it to a rule that you might intend lower down. So I’m not going to do this right now on the webinar, but I’ll just show you guys that you would save this now that you made changes to it. And then you would upload this CSV here. Once you do that, it’s going to repopulate this page with that new draft and you would go down to the very bottom and hit yes, save rules. And that is going to change, save your changes and kick off a reprocess of your online data. Alrighty. Okay, and all of this is to basically make sure that we are crediting that correct channel. And so in that scenario I just talked about, we were adding that organic Twitter rules so that we can make sure that touch points with a UTM source of Twitter and a UTM medium organic are getting credited to your social dot Twitter channel and sub channel. So this is just an example of a touch point. If you’ve gotten into any granularity with reporting, you might have looked at some of our online touch points and the touch point detail. This is all information that you have access to on a touch point. However, when we’re looking at those online channel rules, we just need a little bit of information, medium and source to ensure we’re crediting that right channel. All right. You may potentially run into an error message when you upload your new channel rules. If you’ve made changes, this can be for a number of reasons. And so we recommend that when that error message pops up, you just take a screenshot of those error messages and then work through the issues. Oftentimes it’s there’s an extra space or the spelling is off, or maybe you forgot to add a new sub channel and you’re trying to add a rule for it. And obviously if it’s not in that channel bank that we looked at, it’s not going to allow you to upload that new CSV. So you got to go and then add that to the channels bank and re upload. So take a screenshot, work through those issues row by row. Another little reporting thing I want to call out here, like I mentioned, we focused a lot on having those rules structured around UTM, medium and source. However, Marketo measure pulls all UTM parameters down to perspective fields. So just because you don’t have a UTM called out in your online channel rules does not mean you can’t report on that UTM parameter. For example, if you have a UTM campaign specified in a URL, that is going to map to a field called UTM campaign, which is a very powerful field when it comes to reporting. So making sure you’ve got those UTM campaigns outlined is going to make your reporting even more robust. You don’t need to have them in your online channel rules. That would be a lot of definitions and you’d probably spend too many hours updating your online channel rules. And here’s just a few other examples. A quick screenshot of what that would look like. So here’s the URL that we would have pulled for this touch point. You can see the UTM campaign is engagement and we map that value straight to that ad campaigning field, which is reportable in your reports. If you pull an ad campaign name.

All right. And with that, I’m going to pass it off to Kate to talk about offline channels.

Coming at you, Kate, you should get presenter mode.

Give me one second. I’m not the smoothest with these transitions.

All right. Perfect. Okay. So thank you to Liz for walking us through the online channel strategy. We’re now going to switch gears into offline channels because we want to make sure that all of your data is being tracked by Marketo measure and offline channels are of course crucial for making sure you have that full coverage of all of your marketing efforts. So we’ll talk about the methods that are available for tracking this offline data. We will then walk through how the mapping and building the sync rules works. And we’ll then go into the product for some demonstrations. And along the way, there will be kind of pro tips sprinkled throughout. But we’re going to kick this section off with a quick poll. So that should be onto your screen. Awesome. So for those of you who are using Marketo measure, go ahead and share how you are currently tracking your offline channels.

All right. See the answers coming in.

So for if you’re tracking your offline channels, are you using CRM campaigns, Marketo activities, Marketo programs, combination of both, or no idea, which again, we are happy to have you here if you have no idea. All right.

Looks like a lot of people are saying a combination. And a lot of people are saying CRM campaigns. Maybe one more second if anybody has an answer they want to pop in. Otherwise, I will close the poll and we can share the results. All right. Let’s see. Here we go.

So again, a little bit of here. Yeah, this is great. Looks like CRM campaigns or a combination, and a little bit of programs exclusively. So this is a good split. We are going to talk about all of this now. OK. So first, let’s start with the definition. When we’re talking about our offline channels, we simply mean channels that cannot be tracked by the JavaScript. It also does refer to efforts that are not best tracked by the CRM activity integration if you have access to that, which is usually used for sales touchpoints. So just said differently or more simply, this is just anything that is not already being tracked by the JavaScript would be appropriate to be tracked with offline channels. So some common examples here are event attendance. Events, it’s really not possible to track the attendance with the JavaScript. And the event could be anything really like trade show, conference, dinners. But the important thing here is that we want to be focusing on attendance of these events from an offline channels perspective. Registration for events is usually done by a form on your website. So the JavaScript would be responsible for tracking that, right? Another good example is direct mail, assuming, of course, that you’re not using QR codes or a special landing page like a vanity URL, because then the JavaScript would be tracking it. Content syndication is also usually tracked as offline as it’s not on your website where the JavaScript would be able to track it. And then these next examples are where a lot of people tend to get tripped up. So if you’re going to take anything away from this topic, this would probably be it. Offline channels can refer to efforts that are actually online, but that the JavaScript just isn’t capable of tracking. Liz already touched on this a little bit, but I’ll just reiterate, it’s very important. Webinar attendance is a fantastic example. Those webinars are obviously online, but the JavaScript just isn’t designed to capture somebody pressing play. Therefore, we would need to be tracking it with our offline channels. Another slightly tricky example is if you have a form on a partner’s website, maybe, your Marketo measure JavaScript isn’t going to be on the partner’s website. So instead, you would hopefully get a list of people from that partner that you would then be able to leverage for your offline channel tracking. So now that we’ve kind of set the stage with what should and should not be tracked with offline channels, let’s go ahead and talk about how you actually configure it. So there are two different methods available to you for configuring your offline channels. First, we have CRM campaign sync, and then we also have Marketo Programs and or Activities. With the CRM campaign sync, we do support Salesforce and Microsoft Dynamics in terms of the CRM. We’ll discuss each of these, or we’ll discuss this feature in more detail. But basically, what it is is you are creating touchpoints for leads or contacts based on their CRM campaign membership. With the second option, Marketo, you would be creating touchpoints for either program membership or for certain activity types being recorded for the person record, like added to list, for example. You can use both CRM and Marketo as a source for your offline data if you absolutely must, but it’s really strongly recommended to pick one or the other. Reason being is using both can just get confusing, and it’s likely that you’ll end up duplicating touchpoints if you use both, because there’s just no way for Marketo Measure to dedupe for you. It would simply create the touchpoints as instructed. So maybe said differently, if you have a Marketo program that’s connected to a Salesforce campaign and you have sync rules for each, Marketo would do what it’s told, and it would create two touchpoints, but that would be duplicative, right? So it would be two touchpoints representing the same effort, and we don’t want that. If you do have a valid reason to use both, I’ve seen a few cases of this, we would just strongly encourage you to document this logic, especially for future users so that there isn’t confusion. Okay, moving into how the offline channel setup works, I first like to call out that it’s two-pronged in that we must set up the channel mapping logic, and then we also need to set up sync rules to generate the touchpoints. It’s just a little bit more involved than what we did with online channels, because with online, you didn’t really need to worry about the logic or generating the touchpoint, because the job, the script handles that for you. Here, we do need to tell Marketo measure when to create the touchpoint and which channel to associate it to. I just, I like to stress this because sometimes I see customers only do one piece and then be confused when it’s not working. So just remember that there are two steps for this. We will cover the process for both CRM and Marketo. And just a note, so you’re aware of kind of the agenda, we’re going to talk about the mapping and rule creation for each of the methods, one by one, and then we’re going to go into the product for some hands-on example.

So that said, let’s start with CRM campaigns. So the channel mapping is just how we tell Marketo measure what channel and sub-channel the touchpoint should be bucketed under. Every touchpoint does have to roll up to a channel, but sub-channels are optional. So you don’t have to have one if there isn’t a need. With the CRM campaign sync, the channel mapping is going to be solely based on the CRM campaign type. Measure is going to read the campaign type to then understand which measure channel and or sub-channel the touchpoints should be mapped to. So the screenshot here looks what the UI, shows what the UI looks like. It’s from the offline channel section, as you can see in the left-hand menu. Marketo measure is going to automatically populate all of the campaign types that it sees active in your CRM. Active is the important keyword there. So in the first column here, these campaign types are being automatically pulled from the connected Salesforce instance in this particular example. If you do create a new campaign type, don’t worry, it’ll get pulled in automatically in about 24 hours, so there’s nothing that you need to go and do. That said, for each CRM campaign type that you’ll be syncing campaigns for, you’ll need to use the dropdowns. Those are the final two columns to select the desired channel and optional sub-channel. If you skip this step and still get your sync rules, you would end up with touchpoint data, but it would be bucketed into the incorrect channels. It would likely fall into the other channels, and that’s just not going to be helpful for your reporting.

One thing that I like to make sure people realize, and we have this visual because it can be kind of confusing just saying it out loud, is you can take multiple campaign types. So in this first example, you’ve got event trade show and event conference, and you can map it to one channel and then to separate sub-channels because it’s a one-to-one relationship between campaign type and sub-channel. So this would work, but you can’t take the same campaign type and map it into individual sub-channels because it’s that one-to-one relationship. There’s just no way for a measure to know which sub-channel is intended. So this bottom example would not work. You would have to have the separate campaign types, like in the first example, to support this granular sub-channel strategy if that’s something that you need. Sometimes teams have to kind of update their campaign type structure if they need to get more granular, so just keep that in mind.

Okay, so that was the mapping, but now we need to craft the sync rules. Otherwise, there wouldn’t be any touch points for the mapping to apply to. So to generate the touch points, you are going to create what we call sync rules. These sync rules are based on campaign and campaign member fields from the CRM, and we’re just doing this to tell measure which campaigns to create the touch points for because it’s not going to happen automatically. We have to tell measure. So on the campaigns page in the app, the interface is going to look like this. You can see that defining a rule name is optional, or is the first step. It’s optional, but it’s highly encouraged because it just keeps your instance easy to read, nice and clean. Then what you’re going to do is design the sync logic. The field dropdown will display fields from the CRM campaign object and campaign member object that you can use to craft the sync rule. We want these sync rules to be scalable, so it’s important that you use fields that are standardized and used consistently in Salesforce. I’ll show this in the product in a little bit, so stay tuned for that.

Okay, before we jump ahead to talking about mapping and sync rules for Marketo, I just want to highlight that the Marketo integration is a relatively newer feature in the last few years at least compared to the CRM integration. This functionality was introduced to give you another option to feed offline data into Marketo measure. That would be by way of programs and or activities in Marketo engage. Quick little housekeeping type item here is that if you would like to use it, you first need to connect your Marketo instance of course on the connections page. Then you would see this Marketo section that you can see in the screenshot here.

You would then be able to, you have to enable the people sync feature first, and then you can enable programs or activity sync as needed to create the touch points.

We’ll explore more of the specifics of program versus activity sync, but I thought it might be good to provide a brief high-level overview of each at the beginning to help you contextualize as we start to dig a little bit deeper. Generally speaking, the program sync is going to be more basic in its functionality. The logic is essentially whether or not a person is a member of a given program. Activities on the other hand are a little more specific. The activity sync can be thought of as the option to use really when you need to be more granular in your logic. It’s usually used to track something that happens via a flow step that isn’t necessarily reflected at the program level, and definitely when you want to be able to capture that activity date.

Next, I believe, yes, we have a fun little pop quiz for you all. Alana will get that up on the screen. No pressure, but go ahead and decide which sync method is the best way to track the date a webinar program member reaches success. Is it going to be activities or is it going to be programs? This looks like a tough one, Kate. It is. It’s a hard one.

Good. Pretty split right now. It’s a 50-50. We’ll give everyone another second or two to answer. No pressure. Wow, it is so 50-50.

All right, I’m going to close the poll. I’m going to share those results.

Okay, wow, almost exactly 50-50. Okay, so this is a trick question. It’s a little bit unfair that I put it so early in the webinar, but it’s good that we’re going to be talking about this because the answer is activities. Activities is the way to capture the date of the activity taking place, reaching success in this example. The program sync isn’t going to give you the granularity at the date level for the touch point. So trick question, but we will talk about it more now.

Oops. All right, so our channel mapping for both programs and activities, it’s pretty similar to CRM campaigns in that it’s still mostly done on the offline channels page in the Marketo Measure app. Between programs and activities though, there are slight differences. This table summarizes them. I know it’s a lot of words. This is maybe a nice cheat sheet for you to have on hand somewhere, but we’ll talk through them together now. So for programs, you’re going to go to the offline channels page just like you would with CRM campaigns. And then if you scroll to the bottom, you’re going to see your Marketo channels ready to go for you. They’re going to be pulled in from the integration, and then you will be able to map those to channels and sub-channels in Marketo Measure. So it’s pretty much exactly the same as CRM campaigns. Also in the fact that if you want to have unique sub-channels, you’re going to need unique Marketo channels to support that mapping.

Examples, sometimes examples make things a little bit more tangible. Let’s say maybe you want a channel of email and you want channels, sub-channels of let’s say blast and newsletter. You would need two separate channels in Marketo to be able to support those sub-channels. With activities, it’s a little trickier because it depends. There’s two options. If the activity type has a program ID, it’s going to be the same as what we just talked about. The program channel is going to dictate the Marketo Measure channel. However, where it gets different is if the activity type does not have a program ID, you will actually get to define your own campaign name in Marketo Measure. It’ll be done on the programs page, where you’ll get where you build the sync rule. We’ll talk about that in a second. We’ll look at that together in the product. Now, you might be wondering, how do I know if the activity type has a program ID or not? That’s a very valid question. First, it is of course documented in the article on Experience League. But it’s also pretty obvious to you in the UI when you’re building because when you go to craft a rule, if it doesn’t have a program ID, you would see an empty text box that would prompt you to define a campaign name. Whereas if it does have a program ID, you’re not going to see that. You’re going to see a placeholder, kind of like a token that says, it says activity.program name. So it doesn’t give you an option to put in your own name. All right. So now let’s go ahead and talk about the sync rules. How do we do this? So programs first. Luckily, the UI and build process is very similar to the CRM campaign sync rules that we covered previously. To construct the rule, you’re going to be using values from the program mainly, although there are a few from program membership that you can use too. But you’re going to be using a combination of these fields or values to create a sync rule that’s going to tell Marketo Measure which programs to generate touch points for. In the first screenshot here, you can see some of the values that are available to you, such as channel and name. And then in the next screenshot, you can see what the interface is going to look like to build that rule. Again, we’ve got kind of a dropdown pick list where you would select the values that you want to make your rule. You’ve got operators. And then you would, of course, input your values.

Touchpoint date, the date of the touchpoint. You are a little bit limited here to program create date or updated date or program membership date. So this goes back to the poll question. You could track webinar attendance via a program rule. You could do that. But if you care about the date they reach success, that is not an option to you in terms of the touchpoint date. It’s an option with activities, which we’ll cover next. So that’s why we would prefer to use activities if you care about the real time date, which most people do.

The Marketo activity sync is the final way that you can create offline touchpoints. And it’s more granular. Like I said, there are a lot of different activity types that you can choose from to create your rule logic. You can see that or a sample of this. This is not everything in the left hand image here. There’s things like added to list, reach success, lots and lots.

Looking at this, your mind might be running wild with different ideas of things that you could track. There’s certainly a lot of possibilities. And that’s great. But keep in mind, like Liz was talking about earlier with emails, we want to be really intentional here. We don’t want to track things that don’t make sense in the context of attribution.

And we certainly don’t want to track things that are already being tracked by the JavaScript because you would end up with the duplicate touchpoints, overinflated reporting, which is not great. An example of something to be cautious about, like Liz mentioned, I think, is email clicks. Yes, we could track email clicks with Marketo activities. But we really don’t recommend that because we want to save tracking for things that are more akin to a form fill. The reason being is because all touchpoints are equal in their eligibility for attribution credit. So it just makes sense to have a similar, fairly similar level of engagement. We want that to be consistent so that things are balanced. So you might be wondering, OK, well, what is a good use case for this? One is maybe you have a trade show and you want to track when people have their statuses changed to attended. That would be a great place to use this functionality. Or maybe you want to track something that’s pretty granular and specific, like when a prospect views an ungated video to 75%, let’s say. That’s actually the example here and a rule that’s been built out here. Those are great examples of when you could use this functionality.

Now that we’ve discussed both of these, I’ll call out that you can use both programs and activities if you need to. But typically, customers will stick to one or the other. And most of the time, it’s going to be activities since, again, they’re more specific, more granular. If you do end up using both, that’s fine. But we would recommend that you have it strongly or pretty robustly documented so that you’re not overlapping things that you’re tracking and so that you have it just documented for the team, especially if there’s new members so that everybody is on the same page. Okay, so that is our slides going over this. And reminder that you will be getting a copy of those. But you’re going to go into the product here.

If it will let me. Okay, one second.

Take your time. Switch my screen over. Yep. Okay, great. So back in the same Marketo measure account, Liz created some channels for us on create channels. But if we want to kind of start at the top, where we talked about offline channel mapping, it’s on the offline channel page, you’ve got at the top CRM campaigns. So these are the campaign types that scrape in directly from the connected CRM account. And then if you switch if you scroll down, it’s at the bottom, we also would have the Marketo channels if you do have Marketo connected, all those Marketo channels would flow in here to automatically you don’t have to do anything for you to then map them to the desired Marketo measure channel and sub channel optional sub channel. So just to show you, we’ll use our campaign type of trade show. And let’s say that we want that to be mapped to event, the event channel that Liz created, we find it in the drop down. And we in this scenario, we want to have a sub channel, we want to have that granularity. So the drop down is going to show the sub channels that are relevant to the channel. So trade show is what we’re going to select. Now, let’s say that our event campaign type is what we use for our conferences, we want it to also map, sorry, yeah, map to the channel so that everything rolls up to the channel of event. So we’re going to select that in our drop down. But we want the sub channel to be conference, right so that we can report at the channel level, see how events are doing. And then we can kind of drill down and see, okay, how are trade shows versus conferences doing. So that’s how this mapping works.

Now, keep in mind, there is not autosave functionality here. So we definitely have to click the Save button at the bottom of the page for that logic to be preserved. And there it is. Okay, so that’s our mapping. Again, this is great. It tells Marketo where to place the touch points. But it doesn’t actually generate the touch points, the sync rules that we went over are what do that. So if we talk about CRM, we would come to campaigns here.

This is the rule builder. It’s blank right now. Nothing’s been built out, but you click Add rule.

Here is that optional rule name. I always like to do it. We’ll do trade trade, I like to make it pretty straightforward trade show attendance.

Attendance. Sync role. And then field, this is going to show you the fields that you have defined on the campaign and the campaign object. And you want to pick fields that of course, make sense in the context of your organization. But usually people will start the rule with campaign type because that narrows it down pretty well. So I’m going to say campaign type is equal to trade show, because that’s what we saw for the actual campaign type. And now I want to be a little bit more specific. I don’t want all campaigns where the type is trade show. I want only ones where, I’m going to scroll down to fields on the campaign member. And I want only ones where the campaign member’s first responded date is after the start of this year. I don’t want anything older. So I’m going to put in January 1, 2023. And then I’m going to say, you know, because we only want attendance, we don’t want any other statuses. I’m going to go back down to campaign member. And I am going to look for, sometimes they’re a little bit hard to find here.

There’s campaign member has responded. That works well. Where is member status? Oh, right here. Hiding from me. I want to say I only want people where their campaign member status is attended. Right? Because I only want the people that showed up to this trade show. I don’t want the people that filled out the form, because the JavaScript is handling that.

And then what I’m going to do is I’m going to do the touch point date.

And I am going to type in campaign member, because I want it to be the date that they were first marked as responded. So it’s going to be unique to each person. This is kind of a dynamic field. Then I’m going to select the checkbox. And you can, it’s a little bit easier to read the rule now, but you can see it. So I’m going to save it as draft. And then, you know, if this were the real world, I would build out all of my rules. I could test them if I wanted to, to see if they’re going to capture campaigns. And then I would save and publish. And I will call out that, you know, don’t worry if you do this. And then you look at the data, and you realize it’s not quite what you expected. You can come back, and you can make some changes. And then when you save and publish again, Marketo measure is going to reprocess the data. And that’s going to be retroactive. It’s not going to be only moving forward. So you can do a little bit of fine tuning. Don’t be discouraged if that happens. It happens for a lot of people, just getting that logic just right to make sure that we’re pulling in the data that we want. Okay. I’m not going to, because we’re getting close on time, and I want to make sure we have enough for questions. I’m not going to show demonstrations of programs and activities. But just know that those would be down here on the Marketo section, Programs and Activities, where you would build those rules in a similar fashion. But I am going to go back to the deck. Sorry, bear with me. And we are going to move along to a quick recap. And Liz, I believe you were going to do this.

Yeah. Awesome. So thank you, Kate. So hopefully everyone is going through this, and we’re talking about online and offline. You’re able to apply this to your own channel set. We hope that, as we talked through crucial use cases for online and offline and using those appropriately, you’re able to take that knowledge back to your own set, talk through your online channels and your digital activities. What is your online from a form fill and pages perspective? And then also, as Kate talked about, the various methods. From the looks of that initial poll, it sounded like we had a mix of lots of different methods on there, which is great. But making sure that that method is your source of truth is so important. And hopefully, all the little tips and tricks Kate was sharing are going to help you clean up your offline data as well. Or maybe even think there might be a better way for you to track your offline data, particularly with that quiz question that Kate brought up. Maybe it’s time to switch your method and use a different source of truth. So we hope that this was really helpful and that you guys understanding channels and the importance to attribution and making sure that that foundational piece of your market measure instance is set up correctly. I believe we have maybe time for just a quick little, that next slide, Kate. Yes.

Oh, actually, Alana, I’m going to pass it over to you.

No problem. You sure you guys, you’re good? Yes. Yep. We just have questions after you go over this. Yes, we are going to quickly cover some upcoming events. But I want to first thank you guys for that presentation and the demos. As a reminder, this is being recorded so you can watch all that back on demand at your own pace at a later time. Before we quickly jump into upcoming events, I want to quickly pop this poll on the screen. If you don’t have a Marketo measure or formerly known as Visible License, would you like more information on it? I know we started this poll with who’s on the line today. So there were a couple of people that were just Marketo engaged users or some other ÃÛ¶¹ÊÓƵ license owners. So I want to see if anyone would like more information, we can follow up with that after the event. Otherwise, if you’re all set, then you’re good to go.

Just want to get a quick pulse check. All right, I will close this poll, and then we will get into these events. But before I do, I just want to draw attention that you may have seen in some of our invitations, that as an attendee of today’s session, we want to thank you for the support. So keep an eye out in your inbox for an email from us in the next few days. And we will be including a link to treat yourself to a Marketo, to a Marketo, to a Mocha, or whatever your caffeine beverage of choice is. So keep an eye out for that. And again, thank you for joining us today. So let’s talk about some of our upcoming events. As ÃÛ¶¹ÊÓƵ customers, you get access to all of our customer exclusive events. So we are excited to invite you to a new series that we’re going to be launching on August 3. It’s called Data Drip, Insights and Innovations with ÃÛ¶¹ÊÓƵ Analytics. Taylor Walker, who’s one of our business advisors, will be discussing many VAI features and capabilities that come with ÃÛ¶¹ÊÓƵ Analytics and what makes it a superior solution for any business. So definitely check that out next week if that’s of interest to you. And then on August 10, we’re back for another session of Marketo and Mocha’s where we’re going to be talking about MSI best practices and optimization. So ÃÛ¶¹ÊÓƵ experts Cynthia Chang and James Latham will be diving into the features of MSI and how to fully utilize the tooling. So definitely check that out. It’s in two weeks from today. And then on August 17, we have our next session of our series, The Perfect Blend, where we’ll be talking about how ÃÛ¶¹ÊÓƵ Analytics and ÃÛ¶¹ÊÓƵ Commerce are the perfect blend of ÃÛ¶¹ÊÓƵ products. So we’ll have solution consultants Matt Erstad and Cleo Manns joining us and they’ll share how to bring the data from your commerce instance to the next level utilizing ÃÛ¶¹ÊÓƵ Analytics. So I’m excited for that event, especially that series in general because we highlight how many how our products work better together, which brings me to our next session of Perfect Blend on August 31 that will be featuring Marketo and Workfront and how those products seamlessly work better together. So we’ll have Adrienne Whitten from the Marketo team who’s going to be presenting that story. Stay tuned for more information on that. And you can find links to register for most of those events in the handout in the GoToWebinar control panel. So don’t forget to download that and then let’s get into some Q&A. So I’m going to kick it off with the first question that we had come in. How do we track clicks on a Marketo landing page that are being generated through PPC activities by non-known contacts? Yeah, I can take this one. So this is a great question and a very common kind of question related to online efforts. So when we’re talking about interaction on a landing page, your landing page should be tracked with the JavaScript, meaning it’s an online interaction, something that ultimately will be tracked by the JavaScript. However, this question pertains to clicks. Now, an important thing to keep in mind is that Marketo measure doesn’t create a touchpoint for every session or every click or just like not every open. We only create a touchpoint when there is a meaningful interaction, something such as a form bill. So a form fill is always going to be guaranteed a touchpoint. However, a click on a landing page is not going to be guaranteed a touchpoint and that is intentional. So like I mentioned kind of earlier in the presentation, we are talking about attribution, not analytics. As I know, it’s very tempting to want to combine the two. We do not want to be tracking and creating touchpoints for clicks or page views, stuff like that, because that is going to dilute that meaningful data you’ve worked so hard to create touchpoints for. If we were to create a touchpoint for every single click, there would be thousands and thousands of touchpoints that aren’t telling you much of anything. And so we really want to leave touchpoints for the form fill that occurs on that market on the landing page, not the click. Hopefully that answers your question.

Yes, that was great. Thank you. All right, next question. How to figure out if you are missing key online slash offline channels or if you are tracking unnecessary online or offline channels? You can take that. That’s a really good question. I think there’s kind of two parts to this. First, we talked a lot about documenting your channels. Liz talked about, okay, literally write them all out and write if it’s going to be online, if it’s going to be offline, maybe even have a column for notes so it’s very clear what it is. So when you see that in one place, hopefully you are able to compare it to your channel mix. We’ll call it channel mix to see if everything is in place.

And then you would want to run a diagnostic report, especially if you’ve been using Marketa Measure for a while. You’d want to run a diagnostic report where you can see where everything is falling in terms of the channel that’s being bucketed into. So that you can be like, oh, you know, why is organic in my paid social? Or why is, you know, why is something wrong, essentially? And then you can make the changes. So kind of twofold in that sense. There’s probably, Liz, is there anything that you would add on to that? I was just going to add in that what you just mentioned regarding the diagnostic report ties into another question we got in the chat for someone who’s seen incorrectly distributed opportunities for online channels and they’re asking what the best place to start. This also, what Kate mentioned from a diagnostic perspective, that’s where you want to start. We’d be happy to share, I think, steps on how to pull a diagnostic report. This is something I didn’t mention in the online section, but it’s a great thing to run every quarter, every six months to just double check that your online channels are working the way you think they’re working. I can’t tell you how many times I’ve had customers pull that report and come to find out a UTM parameter spelled incorrectly, or there’s these old UTM parameters at play that they thought had been long gone. So if you have questions or concerns around anything regarding online, an online diagnostic report, which we can share those steps on how to pull that, is your best and first starting place. Great. All right. I’m going to ask another question that came in from Skylar. How is the organic social touchpoint connected? I’m assuming this is regarding the organic social that I used in that example. I don’t know if you’re able to add extra context there on that one, what exactly you were asking, but I think I understand what you’re asking, so I’m just going to go with my gut on this question. I think you’re asking how we got that organic touchpoint. Basically, it’s like any other online digital touchpoint, how it’s created. Someone saw your organic social post, clicked that post, went to your website and took an action, whether that’s filled out a form, signed up for a demo, whatever it is, that action that created that touchpoint, that at that point when that touchpoint is created, we, like I mentioned, are capturing all that information, the referring URL they came from, the landing page, the UTMs. In that scenario, all that information that we gathered at that point when that touchpoint is created is what is credited to the channel, which would be organic social, whatever the sub-channel would be in that scenario. Hopefully, I answered your question on what you were trying to get out there. If not, please post in the chat. Perfect. Thank you. I’m going to ask another one from the chat from Annabelle. How should we be tracking outreach sequences? I think I saw outreach as an online channel in the template.

Yes. Go ahead. Oh, add on if you want to add anything. Outreach, I’m assuming we’re referring to outreach as a sales enablement platform. Yes, that is tracked on the online channel rule sheet. I know that’s a little counterintuitive, but that’s the way that we get that data into the system. Yeah, it’s through our serum activities, which would be the task or event record. Most people use it to track sales efforts. There, you’d want to make sure that you’re looking for a good level of engagement, like emails where there’s a response, calls where there’s an actual conversation instead of just a voicemail, let’s say, again, because we want that consistent level of interaction. Okay, great. All right, I think we have time for one more. Again, from Annabelle, when you see null in Market Omeasure, does that mean that you don’t have a subchannel typically? If you are seeing null show up as a channel in your reporting, meaning we’re not talking about the back end setup like we were looking at in that channels bank, if you’re actually seeing a touch point that’s getting credited to a null channel, that means that there is most likely offline, it’s offline, there’s a rule that’s been set up to sync touch points where touch points should not be synced. Typically, we recommend that for all of your serum campaign types or your program types, program channels, you map the ones that you know are not offline to a channel called like do not sync, or null, totally up to you, whatever it is that flag that can flag. So if it shows up in reporting, that means that something has been synced, where it shouldn’t be. For example, like you probably are going to have serum campaign types that are associated to your online efforts like paid search, and paid social, that’s fine, they’re going to pull into that list, we just want you to map them to do not sync or null, and not set up campaign sync rules associated to those because the JavaScripts already tracked that. So if you are seeing Annabelle in your reporting null, then I would say go and investigate your sync rules and see what’s been synced where it shouldn’t be. All right, great, thank you, Liz and Kate. Unfortunately, we are at time, so we’re going to have to pause Q&A here. If we didn’t get to your question, please follow up with your Success Account Manager for more information. As a reminder, this is being recorded, so you will get a recording of today’s event from GoToWebinar 24 hours from now. And as you’re leaving the session today, a quick survey is going to pop up on your screen. If you could take that for us to take you less than two minutes, we would really appreciate that. And I want to thank Kate and Liz for all the great information that they shared with us today and for the presentation and demo and answering our questions. And thank everybody for joining us today. So hope everybody has a great rest of your day. Bye guys. Thank you so much.