Post on 20-Aug-2015
Lead Source & Campaign Attribution: How to Capture All Touch Points Using Marketo
Alexandre Pelletier, Director, Lead Management , gPractice at Yellow Pages
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Alex Who?
More than 13 years in the Digital MarketingUsing Marketo for more than 2 yearsDid multiple implementationsp pCame in 3rd place last year at Marketo idolNow Director of Lead Management Practice atNow Director of Lead Management Practice at Yellow Pages Group
blog.apelletier.com Twitter.com/apelletier
l @ ll ti
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alex@apelletier.com
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Agenda
Why Campaign Attribution?Capturing All Touch Points – The WorkReportingp gTake AwaysTips & TricksTips & Tricks
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Why Are We Talking About Campaign Attribution?Campaign Attribution?
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Why Campaign Attribution?
Everyone wants to know which campaigns attributed to the sale
Measure the real marketing contribution to revenue
Better visibility in campaign performancey p g p
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My Initial Look At The Question
How many sales‐ready leads is each of my campaigns generating?
How much revenue is each of my campaigns generating?
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My Initial Findings(it hurts to say it, but the reality is…)(it hurts to say it, but the reality is…)
There is no short easy way to determine what works best Period!
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works best. Period!
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Typical B2B Sales Cycle Scenario
Which campaign should get the credit?
0 8 (days) 27 43 52 Won
SEM(unknown)
Banner Ad(unknown)
Webinar(known)
Trade Show(known)
SEO(known)
“The de facto industry standard of measuring the value of campaigns or media placements by the most recent click orcampaigns or media placements by the most recent click or interaction is ripe for change.”
– Forrester Wave: Interactive Attribution, Q4 2009
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,
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2 Key Concepts for Marketing ROI Measurement
Campaign Attribution “The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.” ‐ Forrester Wave: Interactive Attribution Q4 2009Forrester Wave: Interactive Attribution, Q4 2009
Campaign Influencep g The holistic view of each campaigns interaction a lead has responded to, that made him move forward in the buy cyclecycle.
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Attribution or Influence?
Either way, you need to capture all touches
0 8 (days) 27 43 52 Won
SEM(unknown)
Banner Ad(unknown)
Webinar(known)
Trade Show(known)
SEO(known)
Marketo
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Capturing All Touch Points – The WorkThe Work
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Acquisio Needs
Track the first 5 visits of anonymous leadsAssign each visit to specific SFDC campaign Web ‐ Direct Web ‐ Referrer Web ‐ Organic Web ‐ Paid Web ‐ Paid Any other applicable campaigns
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Defaults For Tracking Marketing ROI With Marketo & SFDCMarketing ROI With Marketo & SFDC
Method Limitation
O i i l Fi ld O l f l if tt ib ti d l iOriginal FieldsOriginal ReferrerOriginal Search EngineOriginal Search Phrase
Only useful if your attribution model is based on first interaction
gOriginal Source InfoOriginal Source Type
Lead Source Only useful if your attribution model is based on first interactionOnly tracks interaction when the lead is known
SFDC C i O l t k i t ti h th l d iSFDC Campaigns Only tracks interaction when the lead is known
Static or Smart Lists Only tracks interaction when the lead is known
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known
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How We Did It
Visit 1Direct
Visit 4Paid Search
Visit 5Any
Campaigns
Visit 2Referrer
Visit 3Organic
M k
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Marketo
How We Did It:The JavaScript
Read the referrer URLCondition Source Type SFDC Campaigns
If there is no referrer URL Direct Web – Direct
If referrer is not a search engine
Referrer Web – Referrer
If search engine & contains Organic Web – Organicorganic information
If the page itself URL is a GA Tagged URL
Tagged based on campaign ID in the UTM_content
If the page itself URL is a GA Tagged URL & utm_content = "701400000005Qzu"
Tagged Web – Paid
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701400000005Qzu
How We Did It: The JavaScript (cont’d)
Store the information in a cookie v1_time v1_source_typev1 referred url
v1_utm_campaign v1_utm_contentv1 utm medium v1_referred_url
v1_search_engine v1_keyword
v1_utm_medium v1_utm_source v1_utm_term_ y
Submit the information through the Marketo
_ _
Submit the information through the Marketo Munchkin when a Marketo form is completed
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How We Did It:Marketo Campaigns
Created 10 CampaignsUsed a lot “Request Campaign” Action
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How We Did It: Marketo Campaigns
Smart List: When a Lead is CreatedFlow:
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How We Did It: Marketo Campaigns
Flow: Cookie Source Type Visits Assignment
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How We Did It: Marketo Campaigns
Flow: Cookie Source Type = Direct
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* Same kind of flow for Organic & Referrer Source Type
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How We Did It: Marketo Campaigns
Flow: Cookie Source Type = Tagged
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How We Did It: Marketo Campaigns
Flow: Cookie Source Type = Tagged (cont’d)
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How We Did It: The Results In SFDC
3 campaigns before being captured
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Reports
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Reports
There is no magic path, all closed sales have a different marketing history
Reviewing the monthly won report is strongly advised.
Don’t just track campaigns, track content as j p g ,well
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Reports
Number of leads by visits (touch point)
33% have 2 touch point 15% have 3 touch point 8% have 4 touch point 6% have 5 touch point or more
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Reports
Number of leads by Source Type
37% are from any other Campaigns 29% are from Organic 23% are from Direct 7% are from Referrer4% are from Paid
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4% are from Paid
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Reports
Campaigns with opportunities
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Reports
Campaigns with opportunities
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Reports
Why look at the opportunities?
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Take Away
Attribution is not an exact science (yet!) and it takes many manual steps to get there
Determine your model and sketch the reportsDetermine your model and sketch the reports you want first
h iCapture as many touch point as you can
Keep the human touch in the reportingKeep the human touch in the reporting process
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Tips & Tricks
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Create Standard Tracking “utm_” Values Straight From Salesforce.com Values Straight From Salesforce.com
Create custom pick‐list field for each “utm_” you want to track Campaign Source (utm_source) C i M di ( t di ) Campaign Medium (utm_medium)
Campaign Term (utm_term) Campaign Content (utm content) p g ( _ ) Campaign Name (utm_campaign)
Create a custom formula field
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Create Standard Tracking “utm_” Values Straight From Salesforce.com Values Straight From Salesforce.com
And voilà!
Benefits:Benefits: Standardize tracking within Google Analytics Centralize all of your “utm ” inventory
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Centralize all of your utm_ inventory
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More About The Lead Source
Lead Source is the initial contact with a lead
Determine your best source for net new leads in terms of quantity. This is Useful!q y
Few tips about the Lead SourceFew tips about the Lead Source Always keep the oldest value when merging records In fact, it should never be changed (block field updates)
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How To Block Field Updates For The Lead Source?For The Lead Source?
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Thank You!
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