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Transcript

All right, everyone, thank you for joining us today. I see people still logging on, but I’m going to get us started because we have a very full agenda for you today.

Welcome everyone to Marketo Measure in MOCAs. Today our amazing group of presenters will be going through everything you need to know about inheriting a new or auditing a current visible instance. We design our webinars to be interactive, so we encourage you to ask questions in the box throughout the presentation. Type them in there because we’ve designated the last 10 minutes or so for Q&A. I also want to mention a couple of housekeeping items before we get started. First of all, we’re presenting in ÃÛ¶¹ÊÓƵ Connect today and we are live, but don’t worry, this session is being recorded. It can be viewed on demand or shared with other members of your team at a later time. You’ll get that recording and an email from us tomorrow afternoon. Also, throughout the presentation on the right side of your screen, you’ll see a form to fill out to register for an upcoming webinar on how you can take your Marketo investment level and improve your Marketo impact with tools that capture buyer engagement across touchpoints and channels. Finally, as we’re closing out the webinar, we do have a few survey questions that will be at the bottom of your screen. If you could please just take a minute or so to answer those, we’d really appreciate it. And with that, I’d love to introduce myself. My name is Jeff Imeguano. I’ve been a digital engagement strategist at ÃÛ¶¹ÊÓƵ for a little over two years now. I lead the production of our webinar series for all of our Experience Cloud products. Prior to my time at ÃÛ¶¹ÊÓƵ, I spent two years working in advertising for several global agencies in New York. If you have any questions or comments about today’s event or about your experience with ÃÛ¶¹ÊÓƵ Connect overall, please feel free to reach out. And with that, I’d like to hand it over to Carly to introduce themselves.

Awesome. Thanks, Jeff. So hi, everyone. My name is Carly Gaver, and I have been here with ÃÛ¶¹ÊÓƵ since 2021, initially as part of our consulting org and now a part of the business advisory team. I work with both MarketoEngage as well as MarketoMeasure customers on a variety of engagements. Very excited to be here with you guys to talk about MarketoMeasure.

Kate? Hello.

Eight years at this point, I used to be on the consulting team, did a lot of implementations. Now I’m on the business advisory team doing kind of more strategic type conversations and getting to do fun stuff like webinars. So I think I’ve seen some of you before on past webinars. It’s great to see you again, and we’re excited to talk to you today.

All right. Thank you, everyone. Let’s go ahead and jump right in.

Okay. So we will kick off with a quick agenda here. What we’re going to be talking about is inheriting an instance and auditing it. Or if you have an existing instance and you just want to do an audit, maybe you haven’t before. Maybe it’s been a while. Maybe you do and you just want to see how somebody else does it. That’s what we’re going to be going over today. We’ll start with the key steps, the instant audit process. We’ll wrap up and then have some Q&A.

So in terms of kind of like setting the stage before we get into the audit stage component, we want to talk about kind of how to approach this when you’re entering a inheriting instance kind of situation.

So enablement is kind of the first thing, especially if you’re new to Marketo Measure. You want to go ahead and make sure you are enabled on what it is. So starting with maybe documentation. Experience League has great documentation. Nation has a lot of blog posts as well, and it’s pretty interactive if you want to ask questions there. And then webinars, kind of like what you’re doing today.

Documentation checklist is huge. We always talk about documentation. If you are coming into a new instance, you definitely want to ask around internally and see if there is documentation on how it’s set up and why. If there’s not, it’s a great opportunity to kind of start that. It’s really helpful to have that type of information.

Internal alignment, of course, making sure that all the kind of stakeholders at your company who are involved with Marketo Measure are able to kind of get together and make sure that you’re in alignment.

Instance auditing is what we’re talking about today. And this is kind of the point when you would really want to get in and take a look at your instance and kind of based on what you’ve learned in the previous three steps, make sure that you are kind of your instances set up in a way that is in alignment with your kind of business requirements.

Okay, so let’s go ahead and start talking about it.

So whether, like I said, whether you’ve inherited this instance and you weren’t involved in the initial implementation or it’s an instance you’ve been using for a while and you just need to perform an instance and you’re looking for recommendations of how to go about it, that’s what we’re going to talk about today. You’re in the right place. I want to preface that you should really audit your entire instance, but in the interest of the hour we have together and to be able to kind of dig into further detail on topics, our focus areas are going to be key elements today regarding instant setup and configuration, channel configuration. And then the most exciting part, in my opinion, on our agenda today is the diagnostic reporting. So be sure to stick around for that. We’re going to talk about tips, how to do that, and then actually show you live in Salesforce how to do that report.

All right. I think we have a poll that I can keep across for us here today. First one of the day. Everyone let us know which of the following best describes your situation.

Okay, cool. It’s pretty, okay. More people are more interested in auditing their current instance. Makes sense.

Awesome.

Yep. Seems like the majority of us are auditing an already existing instance, which is great to know on our end. We have another poll for you guys here today with that being said. When was the last time you audited your Marketo measure visible instance? Okay.

It seems like it’s pretty evenly split. Some folks have never gotten around to auditing it. Some less than six months, a bit more.

Yeah, I know this could really range across a lot of the customers we work with. So regardless, you’re in the right place. And I think we’ll cover all our bases here today. I’m going to take us back to the content to keep going through today’s presentation.

Perfect. So what we’ll talk about first are the two kind of key high level configuration steps that you definitely want to audit whether you’re stepping into a new instance, or if you’ve had this instance for a while, this is kind of something these are things that usually get set up at the beginning and then maybe not looked at super frequently. So you definitely want to make sure that they are configured correctly. And those are going to be domains and ad platforms. So kind of to kind of help us like understand why I feel like the why in the context is is really unhelpful for kind of understanding this process. The questions that we’re trying to answer here are for all of our domains that we own and want to be tracking with Marketo measure JavaScript. Are they properly set up in our instance? When it relates to ad platforms, we then want to kind of consider for all the platforms that market a measure has an integration with, do we have the ones we’re using connected? And for those connected accounts, do we have the auto tagging enabled? So these are the kind of high level things we’re going to talk about how to audit before we get into channels.

So domains. In order for the marketo measure JavaScript to track web sessions, of course, it needs to be applied. But it also those domains also need to be properly claimed in your marketo measure account. Otherwise marketo measure will not be able to push that data to your system. So this is very, very crucial. This has to be done otherwise you’re going to be missing out on a large part of your data. So where you find this in your instance is my account settings and then domains from the left hand menu.

Now, it does depend on if you set up your instance before or after marketo measure moved to the ÃÛ¶¹ÊÓƵ admin console. So if it was before, it would look something like this, you would see legacy in that middle column. And so this is an example of what looks good. This is what we would want to see in this scenario, because we can see that the tracking status for both of these different domains is active. So assuming that these are the only domains I have, this looks good. This means that marketo measure is able to track both.

For a another example, this is for if you are on the admin console already. So for if you implement it after being on the admin console. So in this one, the top row here, Carly is cool.com, you can see that the admin console is validated and tracking status is active. So that’s perfect. That’s what we want to see that is proper configuration. Carly is cool.uk. On the other hand, looks like we forgot about that one. It is unclaimed in admin console, and it’s not activated here in marketo measure. So any data there would not be being tracked, and we would need to address this with our our web team.

So definitely check this, especially if it’s been a while, and it’s good to build into your process documentation, especially if you like acquire companies or you’re expanding globally or something like that. It’s good to make sure that your web developer team knows that this matters for marketo measure and has this built into their process to deploy the JavaScript and then complete this configuration step.

Add connections. So marketo measure has integrations with Google ads, Facebook, LinkedIn, and Microsoft being if you’re using any or all of those, you want to make sure that they’re connected so that we can pull the data from those platforms.

Auto tagging marketo measures, auto tagging is something that you want to make sure is enabled as well. The why behind that really comes down to making sure measure is able to pull the granular ad information correctly. And most importantly, in my opinion, resolve the costs down to the campaign level. So ROI reporting at the campaign level essentially is what this would accomplish for you to show In this top example here, we can see that three accounts are connected, the status column says connected. So that is good. But what is better is the bottom example where it says connected with auto tagging. That means that we’re pulling the data and we’re able to resolve the costs down to the campaign level. So audit this, make sure that everything is connected and enable auto tagging. And just make sure that you check this maybe quarterly to make sure that everything is still connected and any new ones potentially that you have get added.

There’s also now an integration with LinkedIn lead gen forms. This is on the ads page. There’s this little feature here. So if you’re using those, you do also need to make sure that this is turned on. So definitely check this in case you weren’t enabled or if you didn’t know about this, I mean, and make sure you turn this on and then edit potentially your offline rules if you were sinking those rules via let’s say a Salesforce campaign.

All right, I’m going to jump in here. So now we’re going to shift into focus area two, which is channel mapping or channel configuration.

So what is channel mapping? So in Marketo measure, channel mapping is going to refer to the process of defining how all of your marketing touch points. So think event interactions, landing page visits, social media interactions, how all of those touch points are categorized and attributed to specific marketing channels and sub channels. So when we’re looking at the channel mapping or channel configuration in our marketo measure instance, some of the questions that we’re trying to answer are things like are my touch points being properly bucketed into the right channel and sub channel. We also want to understand if any of our rules are conflicting or overlapping with one another.

And then lastly, we also want to understand if we have the proper configuration in place So let’s first talk really briefly about where your channels live. So in your marketo measure instance, if you go to my account settings and then click on the create channels tab on the left side, this is where all of your potential channels and sub channels live. So we sometimes refer to it as a channel bank. Now out of the box, this is going to have a number of prebuilt options, but you’ll want to make sure this aligns to your marketing strategy.

The way to read this page is by looking at each of those white boxes. So the phrase on the left is going to indicate the channel and then the terms on the right are the sub channels.

It’s also important to keep in mind that you can have up to 40 channels and up to 200 sub channels.

What’s actively being used in your instance is also on this page. So as you’re going through this audit process, those are some metrics that you’re definitely All right. So now that we know where our channels live, let’s quickly review the different types of channels in marketo measure. So marketo measure defines channels as being either online channels or offline channels. Your online channels are primarily going to represent your digital interactions. So this is commonly going to include things that drive action to your web properties. So things like display ads, email, organic and paid search, organic and paid social.

Then we have our offline channels. So offline channels are going to represent non digital interactions or essentially anything that would generally happen in person. So think conferences, trade shows, any kind of live event interaction, as well as things like direct mail.

All right. So now that we reviewed the different types of channels, let’s begin to understand how we map touch points to those channels, starting with online.

So to determine which online channel and sub channel our digital touch points should be bucketed into marketo measure uses a rule sheet. You can find this rule sheet by going to my account settings and then clicking on online channels.

So this rule sheet is a CSV file and it’s made up of multiple rows, each of which represent a rule from our Keto measure to match on. There are stock rules that we recommend be retained. And if you’re looking in your own measure instance, additional rules have likely been added to fit your unique marketing strategy.

Now, generally speaking, the rule sheet works from the top down in terms of priority. So a digital touch point comes in and marketo measure is going to go row by row looking for the first match. This quote unquote match is based on digital inputs like UTM parameters, marketo measure parameters or the referring website. So if we’re auditing our new or even our current measure instance, what should we be looking for as it relates to our online channels? So first, we want to confirm our bracketed rules are all in there and that they have not been changed. So as a best practice, we recommend maintaining these bracketed rules. You really don’t want to edit or add to them. So these are out of the box marketo measure rules and they have built in logic, which is why we don’t want to modify them. And that built in logic is tied to those marketo measure integrations. So you want to make sure that you’re giving those rules top priority for the corresponding channel and sub channel section so that marketo measure integrations are able to work as they are designed.

You can see on the screenshots here, so you can see those those bracketed rules. You can also click on the button that says download original template to view the original rule sheet in its entirety.

All right, second, we want to look at the order of your rules. So I mentioned before that in terms of priority, you know, marketo measure works from the top down. So keeping in mind rule, if anybody can identify which row I’m referring to, feel free to put it in the chat.

It is row 14. So you’ll notice this rule is looking for just a UTM medium of paid social. So any touch point that gets to row 14 that has a UTM medium of paid social is going to get bucketed into the paid social channel and the Reddit sub channel, which is likely not the intention. This also means that rules 15 and 16 would not have an opportunity to grab any of those touch points, and therefore any remaining paid social touch points would all be bucketed into row 14.

So in this scenario, we would look to define or redefine rule 14 to make sure we’re grabbing the Reddit sub channel. So perhaps that means identifying a UTM source and the rule sheet such as UTM source Reddit. So if we were to do this and make this correction, then rule 15 will be able to pick up paid social touch points from Twitter. And then rule 16 can be retained as the other rule, which will catch any of those remaining touch points with UTM medium of paid social. Now keep in mind, this is just an example, right? We’re assuming here that this adjustment aligns with your particular UTM strategy. So that’s definitely something you’re going to need to continually be thinking about when you’re assessing your own rule sheet.

All right. Lastly, we want to check the syntax of a rule sheet. So I definitely recommend bookmarking the Marketo measure logic documentation that’s available on experience league. So you don’t have to memorize this, but some of the key call outs to look for here are making sure you’re using asterisks in the right way or the right context. We also want to look for any commas or spaces in our rule sheet. So we only want to use semicolons. We don’t want to use any spaces or commas. We also don’t want to use special characters.

It’s also important to note that if you are using your own referring URLs, you don’t want to include brackets like what you see in the other API related rules. And you also don’t want to include the dot com.

And then lastly on here, beware of blank rows. So in this situation, Marketo measure will stop evaluating the rule sheet and it will bucket the touch point there, which very likely is not your intention.

All right, let’s shift now into offline channels.

So offline channel mapping is going to tell Marketo measure which marketing channel and sub channel your non digital touch points should be bucketed under. So when it comes to generating your offline touch points, there are four ways you can accomplish this. The first is your CRM campaign sync, which is probably the most common. We also have Marketo programs and Marketo activities through the Marketo integration. And then the fourth, which we’re not going to talk about much today, is CRM activities. So this is a much more advanced way to grab touch points. If this is something that you’re interested in learning more about or potentially having a follow up session on, please feel free to let us know in the chat.

So the most common issue we see across customers when it comes to offline channel mapping is double counting or touch point duplication. So that’s going to cause inflated attribution reporting, which obviously we do not want. And so this can happen if we’re using multiple offline rule options. So, for example, you have a rule set up for a Salesforce campaign and a Marketo program at the same time. It can also happen with online and offline touch points if, let’s say, the JavaScript is already tracking a touch point like a form fill. And we also have another offline rule, like a CRM campaign, that’s tracking the same engagement. So touch point duplication is something you’re going to want to keep an eye out for as you audit your channel configuration. From a best practice perspective, when it comes to offline rules, we generally recommend selecting one method for tracking your offline channels and sticking with it. And this is because if you use multiple methods, it’s going to make managing and updating offline channels very challenging. It also makes it really hard to diagnose issues or validate your data because you now have multiple places that are the true source of your offline data.

So we’re going to dig into these three a bit more. But before we do that, I think we have a poll.

Yep, let’s see, guys, let us know, are you using multiple methods to track offline touch points? OK. We’ve got some folks that are not sure, which is great. That’s why we’re here today, right? All right, so we’ve got a lot of folks saying yes.

So just kind of keep that in mind. We’re going to talk through each of those three key ways to track your offline touch points. So keep that in mind. Maybe you want to isolate one. Maybe there is a use case for using more than one. But again, the complexity there can be extremely challenging.

Got it. Let me let’s get back to the content for a few more slides. Awesome. Thank you. All right. So let’s move forward here.

So campaign sync rules first. So campaign sync rules is going to allow you to create a rule based on your campaign or campaign member fields from CRM. So you can find this by going to my account settings and then clicking on the campaigns tab that’s just above the CRM section, if you will.

Now, when we talk about CRM campaign sync rules, there’s generally three components that must be included in a campaign sync rule.

The first is campaign type. So we want to identify what is that type of campaign coming from our CRM. We also want to include campaign member status. So this is really important to ensure we are only granting a touch point for specific valuable engagements. We also want to have some sort of date parameter. So this may not be applicable for all customers. Sort of depends on when you implemented Visible or Marketo measure. But think about how far back you’d want to go or how far back you trust your data.

And then lastly, the touch point date. So when we’re picking what field to reference for the touch point date, you want to make sure that the date that’s being referenced is the most accurate real time data. So in this example on your screen, you can see rule one is aligned to best practice. Right. We’ve got the campaign type. We’ve got the campaign member status. We’ve got a date parameter. And then we have our real time data for our touch point date.

For rule two, this is not aligned to best practice. So in this situation, we’d be giving a touch point to every single person in that campaign, regardless of their campaign status or responded date. So in other words, this would mean that whether someone has been invited to the webinar or attended the webinar or registered for the webinar, all of those statuses would be included. So everyone in that campaign gets the same touch point, which likely is not the intention, and that’s not going to represent that true, valuable action.

All right, next, we have Marketo program rules, so this is going to allow customers to generate touch points from Marketo program membership. So you can find this by going to my account and then settings and then click on the programs tab that’s just below the Marketo section.

Now, similar to the CRM campaign sync rule, there is a recommended rule structure for Marketo programs as well. So the first is going to be program channel. So for folks who are familiar with Marketo engage, the program channel is sort of akin to what the campaign type is for the campaign sync rule. So we want to indicate what is the type of initiative that we’re looking at. We also want to have a progression or program status. So similarly to the campaign member status on the CRM sync side. Again, that date parameter, so not applicable to everyone, but think about potentially how far back you’d want to go or how far back you trust your data.

And then that touch point date, right, again, making sure that that’s the date that’s being referenced is the most accurate real time data. So in this example on your screen, you can see rules one and two are aligned to best practice, right? We’ve got the program channel indicated. We’ve got the program or progression status indicated. We have a date parameter and then we also have a real time date for our touch point date. Rule three, we’d be giving a touch point to every single person in that campaign that opened or clicked an email. So keep in mind and this is really important, but email opens and clicks are generally not a high value action and they usually don’t constitute a touch point. So rules one and two are creating touch points for that webinar attendance for meeting requests. Right. So those are high value actions. So if you’re trying to track things like email opens and clicks, it’s really going to be a ton of data that Marketo measure is trying to sift through.

All right. So lastly, the third way we can create offline touch points is using Marketo activities. So you can find this by going to my account settings and then activities under the Marketo tab. Generally speaking, if you’re going to leverage the Marketo integration, we typically advise customers to use the activity sync versus the Marketo program sync because the activity sync is going to enable you to track things more granularly. So when you’re looking at these rules in the examples on your screen, so the first one there is going to be a strong case for a Marketo activity touch point. Right. We’re looking or sorry, we’re tracking when someone watches a video, which is going to be a high value engagement. The second example there is going to create a touch point when someone in an email program has their status change to clicked. So again, opens and clicks are not an ideal scenario because this activity is not going to warrant a touch point. And again, that volume is going to create noise in your reporting. All right, I’m going to pass it back over to Kate to run through just a couple other focus areas.

Thank you, Carly. So like I was mentioning at the beginning, we’re really kind of focusing on channels like Carly just explained because we wanted to be able to go into more detail. But we do want to make sure you know that that is not everything that you would want to instance. Sorry, audit. You do want to really ideally look at your entire instance. There’s a lot of content and resources, webinars actually online already. So we wanted to focus on those. But here are three additional focus areas that we would recommend auditing next. So your attribution mapping methodology, making sure measures pulling in the right contacts, your touch point settings, making sure you’re able to set up suppression if there’s certain data that you do not want to manifest in touch points and then marketing button, making sure your spend from all your different platforms is being adjusted into the system so that your ROI reporting is comprehensive.

But we will go ahead and move forward.

OK, so we’re going to talk about diagnostic reporting. This is the exciting part. So thanks for for hanging on for this. It is going to be focused on Salesforce. So I just want to call that out up front. If you are using Dynamics, no worries. The concept is really the same. And you can always, you know, message me on nation or something like that if you need some help customizing those reports. But so for diagnostic reporting, this is really important to make sure that you trust your data in terms of trusting the channels that your touch points are being bucketed into, making sure that your channel configuration logic is solid and buttoned up, especially if you’re new. You want to make sure that your private assessor has got it right. But also, you know, your existing instance, sometimes things change or there’s new APMs, want to make sure that our rules are evolving with us. So questions we would be seeking to solve here are, are there any gaps in what we would expect to see for touch points from our channel mix? Are there touch points that are seemingly in the wrong place and we need to get them rehoused? And just overall, are we happy and trusting in our data? And so the diagnostic report structure, basically what I recommend is starting with a stock report. So Marquetta measure comes with a leads by channel touch point report. I would recommend starting with that for the bones and then we will customize it and I’ll show you this. I like to create different reports, one for the JavaScript touch points, one for Salesforce campaign touch points, basically one for each type that you have. You can name it whatever you want, but you can also create a bunch of different types of these are some naming suggestions that I recommend. Now, the general structure of the report is going to be grouping the rows by marketing channel path, medium and touch point source. These are all Marquetta measure custom fields that we’ll talk about. This is the general structure, but you can mix it up a little bit just based on what works best for your style. We’ll look at that live together, hiding details, running the report and auditing. So this slide is kind of for your reference if you’re kind of going back and auditing for the first time.

Also, this one for your reference, we have this in here because channel mapping does vary like Carly was hitting on, depending on the type of touch point it is. So JavaScript touch points have a different rule mapping engine than Salesforce campaign touch points, for example. So this is helpful for you to have when you’re auditing until you’re more familiar with it. Once you’ve done this a couple of times, you’ll probably have it memorized. But once you’re getting started, it’s nice to have this here so that you can easily understand why Marquetta measure put the touch point where it did what logic it was reading essentially so that you know where to go to fix it if need be.

Additionally, another cheat sheet to have on hand, the fields that we’re going to be using the main ones for auditing are medium and touch point source. And the reason why I chose those is because these are kind of dynamic fields that are populated differently depending on what type of touch point it is. So they’re really helpful to kind of easily identify what it is and really where it should be bucketed in the report. And I’m going to show you, don’t worry. But this is helpful for you to remember for what type of touch point it is. So for example, if it is something from the JavaScript where we don’t have an ad integration, it could be the medium. Whereas if it’s a Salesforce campaign touch point, the medium would be the Salesforce campaign type. So this is another thing that you will probably kind of know like the back of your hand after you’ve been in the reporting for a little bit. But up front, having this cheat sheet is really helpful for you to kind of understand why the fields are populated the way that they are.

Okay, so a quick example before we go into Salesforce. This is a JavaScript or an online channels example here. So what we’re looking at is we have 414 touch points that are bucketed under the direct channel.

And what we’re trying to understand is, are we happy with this mapping? So as we can see, web as a medium and Web Direct as a touch point source, that makes what we would expect to see for the direct channel. So all good there. On the other hand, we’re immediately seeing organic social and Reddit. And that doesn’t really make sense, right? There shouldn’t be any UTMs when it’s direct traffic. And this very clearly is telling us that it’s organic social. So the structure of this report, as hopefully I’m conveying, helps you to quickly kind of identify if something is standing out as probably problematic. So this helps us know, okay, we have to fix our online channel rule sheet so that Marketo Measure puts this in organic social correctly, because there’s 70 touch points here that are being affected.

So that’s an example for online. For offline, on the other hand, we still are first grouping by the marketing channel. So content syndication is my example. The medium, because it’s a Salesforce campaign touch point, this represents the Salesforce campaign type. So we see content syndication, there’s 11 touch points. That looks good. We would expect to see content syndication, map to a channel of content syndication. On the other hand, we’re seeing 15 touch points that have a campaign type and aka a medium value of webinar. That doesn’t really gel, right? That’s not what we would want to see. Our question here should be, why is this happening? And why isn’t this bucketed in a webinar channel where that seemingly makes more sense? This is our signal to go and look at our offline channel mapping and measure to adjust that if need be. So this is kind of the structure of the reporting, the diagnostic reporting. I’m going to show you in Salesforce in a second.

But to help me kind of tailor how I deliver that demo, we have another poll question.

Yep, this is the last poll question of the day. Let us know, do you feel confident in your ability to audit your channel data? Seems like people for the most part are feeling pretty good.

You can be honest.

I feel like we’re looking pretty good right now.

Awesome. Yeah, we’re seeing, you know, yes, and mostly some people neutral, so I’m not sure. So that’s great. Thank you for that insight. We will hope to increase those numbers now by going into a demo.

So let me give me one second to share my screen.

Okay.

Just because I’m paranoid. Jeff, can you confirm that you see Salesforce? Not yet. I think it should be to the left of the screen.

Okay.

Perfect.

Okay, you can see now.

It’s loading up now.

Okay, weird. Um, good to go. Yep, looks great.

Okay, so we’re in my Salesforce demo sandbox that I work out of for things like this. And so what we’re going to do is we’re going to look at how to fix those together. Um, some examples from offline channels and online channels perspective. So I have the reports prebuilt, but I will show you how I did it. So like I said, in the Marketo measure, touch point reports folder, their stock reports, um, I would recommend starting with, um, let’s see if I have it leads by channel.

So this is good bones for us to kind of work with. What we’re going to do though, is we’re going to kind of clean this up so that it works for our diagnostic purposes.

So what I’m going to do is I am going to get rid of these, um, attribution columns. We don’t need that for this purpose. I’m going to change the high level grouping from marketing channel to marketing channel path, cause that’s what’s going to also include the sub channel. And I want to make sure my sub channels are correct as well. Then I’m going to add my nested grouping for medium, like we recommended.

And then the last field that we recommend is touch point source, but I already have that as a column. So I’m just going to drag that up.

I’m going to do this inside.

Perfect. So now we have three groupings and this looks good. That is basically how you would build the report. You can customize the fields as you want. If you want to do it a different grouping, you can. If you want to add different columns in here, you can. But this is kind of how you would work with it. So let’s go look at my Salesforce campaign one first. So I want to hide the details first and that’s because it lets you see an aggregate, the numbers and see kind of easily any areas that we want to fix. So, um, we can see content syndication as a channel. I’m seeing a medium of webinar. I’m seeing 10 touch points there. So I don’t want that to happen, right? I would want this to be bucketed in the webinar channel. So this immediately captures my attention. What I’m going to do is I’m going to show the detail rows just to get a little bit more information and okay, I’m seeing that this is truly a webinar. The campaign main field is showing me that it was a meet the quibbler reporting team webinar. I based this dummy data off Harry Potter for my inspiration. Um, so to fix this, what I’m going to do is I’m going to go into my Marketo measure account. This is also a demo and on the offline channels page, I’m coming down to the webinar campaign type because the campaign type is what does the mapping for offline channels. And yeah, I can see that somehow we have a little mistake here. It is mapped to the content syndication channel. So that explains that. All I’m going to do is redo the bucketing, the mapping. I’m going to select webinar. I’m going to save and when Marketo measure reprocesses the data, it will fix those touch points retroactively. So that’s nice. No, no stress there. I’m going to hide the detail rows again though to see what else is going on here. For my marketing channel of events, it looks like I have a conference and an event type. That’s good. I would expect to see that for the events channel. So that isn’t really capturing my attention. That looks good. On the other hand, the channel of other I’m seeing that we have some, you know, cleanup work needed here because we are seeing Salesforce campaign types, AKA the medium field of dinner, referral program and workshop. Now I could keep them up to other, but I probably want them to be mapped to more specific channels because I think the reporting is more insightful and tells me more. So I’m going to go ahead and show the detail rows and just take a look at those. So yes, we’ve got a charity auction dinner. We have some Dumbledore’s army tryouts and we have a wand tuneup workshop.

So, okay, these definitely match the Salesforce campaign type, but we need to fix the channel. So what I’m going to do again is go back into my Marketo measure account and then I’m going to scroll down and kind of find those and yeah, referral program. It’s not to other, so that’s why it was being bucketed there. But Oh, I don’t have a referral program channel. This could happen. No stress. All you do is go to create channels and you’re going to create one.

Referral program, save it.

And then in your dropdown, you will be able to map to that.

Cool. So I think hopefully you get the picture of how that works. You would be fixing the workshop to, you know, go to a better one as well. Looks like I would need to create that as well. I don’t have a workshop channel right now, so I would create that and then I would be able to map it. Then these touch points would be rehomed to a better channel. I’m going to move along though, because we’re kind of getting short on time. That always happens so that we can talk about a JavaScript example. So let me hide the detail rows.

First, JavaScript example, the marketing channel of other. This is a very common culprit where we’ll see things kind of accumulate that probably have a better home. I am seeing a medium, so this would be a UTM medium since it’s a JavaScript channel, Twitter that we don’t have an integration with. I’ve seen the UTM medium value of paid social and a UTM source of Twitter. There’s four touch points affected by this. So what I’m going to do to understand is I’m going to go to back to my measure instance. I’m going to go to online channels. This is that rule sheet that Carly walked us through and I am going to look to see do I have a rule for paid social Twitter? So here are kind of eight through 11. Those are my paid social rules. And yeah, we’re not seeing a specific rule for that with those UTM. So all that I would be doing is downloading this rule, the current rule sheet. I would be adding a row for paid social Twitter, and then I need to input those UTM values. So for the medium, I would be inputting paid social for the source. I would be inputting Twitter. And then once I save and process again, Marketo measure will know that to bucket those accordingly and get them out of the other channel. And that will also be retroactive.

So another example, I’m seeing a UTM medium of social, and then I’m seeing two different UTM sources. One, I’m seeing Facebook looks like a typo, a few too many O’s in there. And then a UTM source also of Reddit. So again, we would go back and we would look to see what we have for our social channel. So in my rules for my social channels here, yeah, I’m not seeing a channel and sub channel breakdown for Reddit, and I’m not seeing those UTM. So I need to get those added in there. For the Facebook, I am seeing a UTM value, a UTM source value for Facebook, but it’s spelled correctly, right? And we had a typo on the last one. We had four O’s instead of two. So to fix that, I would need to add a semicolon to create or logic and then add that kind of typo value. So the Marketo measure is able to correct that kind of one off mistake.

So kind of keeping going here, paid search channel, AdWords sub channel.

Good. This looks great. We love that. We’re seeing a medium of paid search and a touch point source of Google. That’s what I would expect to see. So I’m not suspicious. I don’t feel like I need to fix anything here. I’m going to keep going.

Paid search. Yahoo on the other hand also looks good. I’m seeing the medium of paid search and the source of Yahoo. So those are being bucketed accordingly. It’s just those ones that are being housed in the other channel that we need to get sorted. So those were some kind of examples to help you see how to put this into practice.

These are definitely obviously one made up examples and two limited just so that I could walk through a few. When you’re doing this in practice, you’re going to see a lot more kind of rows because you’re going to see this for all of your different channels. So it will take you a little bit more time to go through. But that’s also why I recommend having different reports for JavaScript and Salesforce campaigns so that you can kind of be in one mindset at a time in terms of how to fix it, right? How the channel mapping works. This can take a couple iterations. So once you do kind of make your fixes, save and process, give it 24 to 48 hours to process, you’ll want to redo the audit report and make sure it’s now looking the way you want. You might find that there are still a couple things that you need to tweak, and that’s fine. You can keep updating it until you get where you need be. And the good thing is that it’s retroactive. So no stress if there’s mistakes in the past. It’s not just a moving forward thing.

So I’ll just kind of end with saying that this diagnostic report is really, really powerful for making sure you trust your data. If you’re new to your instance, definitely start with this. But also if you have an ongoing instance, I recommend doing this quarterly or at least twice a year just to make sure that everything is checking out the way that you want.

Okay. So I tried to save some time for the questions. Let me stop sharing my screen. And I will pass it back to Jeff to kind of give us some questions. Jeff Sarris Yep. Thank you, Kate. That was incredible. Lots of really great information and resources throughout today’s presentation. Just a reminder, everyone, you can expect to get access to every one of those resources in our handout at the end of the presentation along with the recording of this in our followup email. But while we still have you, as promised, I want to go ahead and go over a few questions that are really good for us today. Carly, I’ll kick it off with you. I have a campaign showing that shouldn’t be showing. How can I exclude? Yeah, that’s a great question.

So we didn’t talk about it today, but you can. So Marketo Measure does have a touch point settings tab in that settings section that will allow you to suppress or remove specific touch points. So for a lot of customers, that could mean, you know, old leads, unqualified leads, closed lost opportunities, that sort of thing. So there should be documentation on Experience League, but I would definitely start with that. You can probably just search Marketo Measure touch point settings and that should pop up. Perfect. And Kate, this next one’s for you. What is the best first action to take? The best first action to take.

I mean, it depends on where we’re coming into this.

Kind of going back to that first slide where it talks about, you know, enablement, documentation. You kind of want to go through that process. But if we’re talking specifically about, you know, tactfully auditing the instance, I think what I would start with is those kind of top level settings, making sure that that is good to go. Because if you have a problem with your like your domains, for example, you want to get that fixed as soon as possible. And then before even kind of like looking at your channel mapping and sync rules, I would run the audit report just so that it steers you in the right direction before you go in and kind of review all of those rules.

Got it. Okay. And Carly, if someone notices a lot of activity not attributed to a campaign or a channel, what could they assume they’re doing wrong there? Yeah, that’s a great question. So I would say, you know, for that, I mean, Kate just did that great demo of the diagnostic reporting. So that’s a huge, you know, a huge opportunity to really dig in there and see what’s going on. It’s a great way to try to diagnose or troubleshoot any of those issues. So I would definitely start with the diagnostic reporting. You’ll get a recording of this webinar so you can go back and watch her demo again. I know she covered a lot. But that’s definitely the best course of action to try to figure out why things aren’t being attributed or if they’re not being properly bucketed. That’s a great way to troubleshoot as well.

Perfect. And Kate, we do have a question about online touchpoint creation percentage and how to get the missing ones.

Okay. So I’m assuming that this question is kind of coming from a perspective of maybe expecting there to be some, you know, JavaScript touchpoints and there aren’t. So the first thing would be, you know, getting really clear on what it is exactly that you’re expecting and why. And then from there, you would want to check the page. You would want to check the page to make sure that there is JavaScript on it and that it’s properly attaching to the form. There’s documentation on experience leak of how you can test this form to confirm or if you want to be extra sure, you can submit a support ticket and they’ll be happy to do that for you. But generally, that is going to be the reason why. Maybe there’s something wrong with the JavaScript.

Next thing I would check is maybe a suppression rule is, you know, mistakenly affecting that and you need to kind of make the suppression rule more specific so that it’s not capturing those touchpoints that you are intending.

Or, you know, if it’s something that the Marketo measure JavaScript is not capable of tracking, that would then be when you would turn to setting up what we would an offline channel rule, even though it’s online. You would use offline channel methodology to get that data into the system. So it kind of depends on the situation. You have to do some like exploring and you can also, I would say, file a support ticket too. If you’re stuck, they can kind of tell you why something’s not tracking.

Totally. And I love the order of operations of kind of setting your expectations first and then going about testing different things. On that note, Carly, I have one last question for you. Should I be concerned if I have CRM campaign sync rules and Marketo program sync rules? Yeah, so this is something that we talked about when we were talking about offline channel mapping or channel configuration. So generally speaking, we want to select one of those ways, right? We talked about the campaign sync rules. We talked about Marketo programs and we talked about Marketo activities. So ideally you’re picking one of them and, you know, making all of your offline rules with that one methodology.

So that would be the recommendation. Now, you know, if that’s something that’s being done, I think the kind of question then becomes, you know, can I get all of the information from my Marketo programs? Can I also get that information from a CRM campaign? In most cases you can. So that’s kind of the next sort of step and the next question that you’ll have to ask yourselves.

So yeah, I would say if it’s possible to consolidate, that’s definitely going to be the best practice and it’s going to make it easier for you to just manage them in general and also troubleshoot and diagnose any issues because you’re only looking at the campaign sync rules. You’re not going back and forth between the campaign sync rules and the Marketo program or Marketo activities.

Perfect. Thank you both for all of the incredible insight. I want to quickly wrap us up today. On this screen, we have a few survey questions for you as well as one more opportunity to let us know if you’d like an invite to next week’s Marketo measure event. If you have a question specific to your account and we weren’t able to address it today, please feel free to reach out to your Solution Account Manager. If you’re not sure who that might be, you can reach out to me directly and I’ll put you in touch with the correct person. And as a reminder, of course, we’ll be sending out the recording of today’s event in an email in 24 hours. So that’s all for us today. Thank you again for attending. We really, really appreciate it. And have a great rest of your day and we look forward to seeing you at one of our upcoming events.

Thank you everyone.