Analytics

Certification Exam Roadmap:

The Complete Guide to the Area of

Specialization in Marketo Analytics

2013, v2

Marketo Inc.

901 Mariner’s Island Blvd., Ste 200

San Mateo CA 94404

08 Fall

© 2013 Marketo Inc. Marketo Proprietary and Confidential 1

CONTENTS

CONTENTS ...................................................................................................................... 1

Prove your skills with Marketo Analytics! .................................................................... 2

Purpose of this Roadmap ........................................................................................................ 2

Overview of the Area of Specialization in Analytics ................................................................ 2

Where does the RCA Exam fit in the Marketo Certification program? .............................. 3

Suggested Learning and Experience Prerequisites for the Marketo Analytics Exam: ........ 3

Benefits of Passing the Marketo RCA Certification Exam .................................................. 3

The Marketo Analytics Exam ................................................................................................... 4

Maintaining your Area of Specialization.................................................................................. 4

Exam Content .......................................................................................................................... 5

Marketo Analytics Exam Content Groups .......................................................................... 6

Sample Exam Questions ..................................................................................................... 6

Recommended Marketo University Workshop: ...................................................................... 9

For More information .............................................................................................................. 9

Setup ............................................................................................................................ 10

Exam Objectives .................................................................................................................... 10

Revenue Cycle Modeler ............................................................................................ 11

Exam Objectives .................................................................................................................... 11

Success Path Analyzer ............................................................................................... 12

Exam Objectives .................................................................................................................... 12

Opportunity Influence Analyzer ................................................................................. 13

Exam Objectives .................................................................................................................... 13

Program Analyzer ....................................................................................................... 14

Exam Objectives .................................................................................................................... 14

Revenue Cycle Explorer ............................................................................................. 15

Exam Objectives .................................................................................................................... 15

© 2013 Marketo Inc. Marketo Proprietary and Confidential 2

Prove your skills with Marketo

Analytics!

In passing the Marketo Analytics exam, you will add Analytics to your

certification as an Area of Specialization. A pre-requisite for taking this exam is to

be a Marketo Certified Expert. The Marketo Analytics exam is a challenging,

advanced level exam that validates your expertise in using the analytics features

and concepts in Marketo including Modeler, Analyzers, Revenue Explorer,

Program attribution and analytics admin. To pass this exam, we highly

recommend you have at least one year of extensive hands-on experience using

all the advanced analytics features included in the Select Edition or Revenue

Cycle Analytics (RCA) add-on product.

Purpose of this Roadmap

The Marketo Analytics Exam Roadmap is designed to help you prepare to take

and pass the Marketo Analytics exam. The roadmap includes:

program information

a description of the target audience

exam objectives

information about exam preparation

Marketo recommends a combination of training, documentation, community

sharing, and on-the-job experience to increase your chances of passing the

exam.

Overview of the Area of Specialization in Analytics

You must be a current Marketo Certified Expert to take the Marketo Analytics

exam. This advanced level of exam assumes a wide range of knowledge and

© 2013 Marketo Inc. Marketo Proprietary and Confidential 3

skills in the implementation of Marketo Analytics and the Revenue Cycle

Analyzer.

Where does the RCA Exam fit in the Marketo Certification

program?

The Marketo Analytics exam is the first in a series of advanced exams allowing an

individual to prove his knowledge and skills in specialized areas of his Marketo

implementation. In passing the Marketo Analytics exam, the individual can

promote himself as a Marketo Certified Expert with a specialization in Marketo

Analytics. Additional specialization exams will become available in the future.

Suggested Learning and Experience Prerequisites for the Marketo

Analytics Exam:

Current status as a Marketo Certified Expert

A minimum of six months implementing Revenue Cycle Analyzer.

Significant, hands-on experience with RCA is the best method of

preparation for this exam.

Completion of the Marketo University RCA Workshop including all

exercises

Consumption of Marketo Tutorials in the Marketo Community. As

community articles are revised and updated, appropriate links will be

added to the Roadmap to facilitate exam preparation. There are no KB

article links in the initial version of this Roadmap.

Benefits of Passing the Marketo RCA Certification Exam

To the Candidate

Customers that meet the preparation requirements and pass the Marketo

Analytics exam will receive the following benefits in addition to an increased

skillset and industry recognition.

Recognition in the Marketo Community for RCA expertise

© 2013 Marketo Inc. Marketo Proprietary and Confidential 4

An electronically delivered certificate

To the Candidate’s Company

Faster onboarding of certified individuals

Better use of Marketo Analytics and Revenue Cycle Analyzer to meet

business needs

Better knowledge sharing with internal team on best practices and

practical build advice

The Marketo Analytics Exam

The following are characteristics of the Marketo Analytics exam:

Content: approximately 60 multiple choice items

Time allotted to complete the exam: 90 minutes

Registration fee: $ 175 (USD)

Before taking the exam, candidates must accept a legal agreement,

which bars the candidate from sharing or exposing the content of the

exam.

Candidates are not allowed any assistance from individuals, print, or electronic

media while taking the exam. Candidates are prohibited from copying exam

content, removing it from the testing environment, and circulating it publicly.

All Marketo exams are now delivered by Kryterion, Marketo’s exam delivery

partner. Registration for this exam begins on September 23, 2013. To register, visit:

www.webassessor.com/marketo/index.html

Maintaining your Area of Specialization

Unlike the Marketo Certified Expert certification for which you must re-certify

annually, the Marketo Analytics exam will be revised as needed based on

product changes, and you will be notified when you must take the current exam

to maintain Marketo Analytics as an Area of Specialization. The intervals will be a

minimum of one year between required re-takes of the exam.

© 2013 Marketo Inc. Marketo Proprietary and Confidential 5

Exam Content

The Marketo Analytics exam measures the candidate’s knowledge and skills

related to the content areas listed below. A candidate should have hands-on

experience as a Marketo practitioner and have the ability to perform the tasks

listed as Exam Objectives within each content area.

© 2013 Marketo Inc. Marketo Proprietary and Confidential 6

Marketo Analytics Exam Content Groups

Objective Weighting (Approx.)

Setup 6%

Revenue Cycle Modeler 10%

Success Path Analyzer 10%

Opportunity Influence Analyzer 10%

Program Analyzer 6%

Revenue Cycle Explorer 58%

Sample Exam Questions

The following questions are representative of those on the Marketo Analytics

exam. These questions are not designed to test your readiness to successfully

complete the certification exam. Instead they are meant to familiarize you with

the types of questions on the exam. The actual exam questions may be more or

less difficult than the questions below.

1. What is conversion ratio in a Success Path Analyzer?

a. the ratio at which leads convert from one stage to the next

b. the average number of days it takes a lead to transition from one

stage to the next on your success path

c. the number of leads who entered or exited a stage during the

reporting period

d. the ration of leads that existed in a stage at the end of the analysis

period

2. Which report allows you to view Marketing’s contribution and measure the

impact of programs and other key engagements that led to opportunity

generation?

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a. Opportunity Influence Analyzer

b. Program Analyzer

c. Program Opportunity Analysis

d. Program Membership Analysis

3. Review the figure before responding. What number would you expect to

see in the cell marked with the question mark? Assume there are no other

leads in the model.

a. 0

b. 0.5

c. 1

d. 2

© 2013 Marketo Inc. Marketo Proprietary and Confidential 8

4. Review the figure before responding. What number would you expect to

see in the cell marked with the question mark? Assume there are no other

leads in the model and you are viewing the report on May 1.

a. 0

b. 0.5

c. 1

d. 2

© 2013 Marketo Inc. Marketo Proprietary and Confidential 9

5. Review the figure before responding. What number would you expect to

see in the cell marked with the question mark? Assume there are no other

leads in the model and you are viewing the reports on May 1.

a. 0

b. 1

c. 2

d. 0.5

Recommended Marketo University Workshop:

Reporting/Analytics on demand

For More information

To get further details about the program please send email to

certification@marketo.com.

© 2013 Marketo Inc. Marketo Proprietary and Confidential 10

Setup

Exam Objectives

1. Maintain a healthy, organized lead database

2. Optimize Marketo programs for reporting

3. Fix historical program data errors

4. Manage configuration for data warehouse & reporting

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Revenue Cycle Modeler

Exam Objectives

1. Create, manage and maintain a Revenue Cycle Model

2. Describe the model approval lifecycle including updating and

resetting

3. Troubleshoot

© 2013 Marketo Inc. Marketo Proprietary and Confidential 12

Success Path Analyzer

Exam Objectives

1. Describe the usage and purpose of the Success Path Analyzer

2. Define and interpret the available metrics

3. Configure the Success Path Analyzer to show specific

information

© 2013 Marketo Inc. Marketo Proprietary and Confidential 13

Opportunity Influence Analyzer

Exam Objectives

1. Describe the usage and purpose of the Opportunity Analyzer

2. Define and interpret the available indicators

3. Configure the Opportunity Analyzer to show/hide specific

information

© 2013 Marketo Inc. Marketo Proprietary and Confidential 14

Program Analyzer

Exam Objectives

1. Describe the usage and purpose of the Program Analyzer

2. Define and interpret the available metrics including First-Touch

and Multi-Touch Attribution

3. Configure the Program Analyzer to show/hide specific

information

© 2013 Marketo Inc. Marketo Proprietary and Confidential 15

Revenue Cycle Explorer

Exam Objectives

1. Define the different analysis areas and their intended business

domains

2. Describe the Revenue Explorer user interface and how to create

and manage reports and dashboards

3. Define each metric in detail

4. Analyze different business scenarios to derive insightful reports. To

do this, describe in detail the way Marketo tracks and stores

information.

5. Manage the sharing and subscription to different reports