Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014

Hands on Marketo Reporting

Josh HillPrincipal marketingrockstarguides.com

Netherlands Marketo User GroupJanuary 21, 2014

© Josh Hill 2014 marketingrockstarguides.com

About JoshJosh HillPrincipal, Marketing Rockstar Guides

Author of: www.marketingrockstarguides.com

Author of the Marketing Rockstar’s Guide to Marketo

http://www.marketingrockstarguides.com/


Types of Reports

• Lead Reports for understanding origins and progression.• Email Reports for understanding opens, CTRs, and deliverability.• Campaign Reports to watch campaign performance (membership) of

any type.• Company Reports detailing web activity based from a company, based

on IP lookup.• Web Page Reports analyzing lead activity on the main website.• Landing Page Reports analyzing Marketo Landing Page performance and

Leads.• Program Reports analyzing Program progression data.• Social Influence Report which will show you who is sharing your content

and bringing in new friends.• Revenue Cycle Modeler – the Sales Funnel Model and Funnel.• Revenue Cycle Analytics – sales funnel data, cross tab, data visualizer.

FAST REPORTING TOOLS


Fast Alternatives to Reports

There are several ways to find data fast for the inevitable spot request.• Campaign Overview Tabs• Program Overview Tabs• Engagement and Email Send Program

Overviews• Smart List• Static Lists• Landing Page Summaries


Campaign Overview Tab


Members by Week


Email Performance Report


Email Send Control Panel


Engagement Dashboard

Campaign Member List


Program Overview Tab


Program Membership


Program Member List


Smart and Static ListsYou can use filters and static lists to count leads meeting all sorts of criteria.


Landing Page OverviewAnswers “How many leads saw this page?” or “What’s our conversion rate on that Whitepaper page?”


SECRETS OF REPORTING

Naming Matters! Help Other Marketers.

Good NamesWeb leads by Webinar Campaign – US – Past 6 MonthsEmail Performance by Webinars – Global – Past 90 days

Bad NamesNurture Leads 1

CapterraPDF Downloads

May 2013



Other Tips• Changes to Reports are live and irreversible. Clone your reports!• Make Folders with your names.• You can adjust the chart summary in most cases.


Controlling Your Report• Smart List Criteria constrain what is reported on more than the Setup

constraints. Use these to make your reports better.


Use Subscriptions to Save TimeOne of the top new user questions is “How do I get Sales/Execs a regular report on…”


How do I do a cross-tab?• Short Answer: you don’t without RCA or Excel.• Better Answer: use Drill Down, but only on “Leads

by” reports– Lead Performance– Leads by Month– Leads by Revenue Stage– Leads by Source

• Use Smart Lists to Constrain report focus to get at the data.

• Use Custom Columns (Smart List columns).


Lead Drill Down Report

Essentially, you create a new report with new constraints based on the Drill Down Field.


Quick FAQ

Will my reports lose data if I Archive emails, pages, programs, or campaigns?The short answer is No. The report Setup has Archived filter options in most cases.

The longer answer is it is possible to lose data through deleting records, campaigns, programs, lists, pages, etc. Marketo will also automatically remove certain log events (Web Activity, Changed Data Value, Inactive Anonymous) after 90 days.

USING PROGRAMS FOR RCA


Preparing Your System for RCA• Even if you don’t pay for RCA now, you might in the future, so it pays to start using Programs the way they were intended!

– Tags: Channel– Tag Types: Owners, Regions– Period Costs by Month

Tag Types for Grouping Programs

Program Analyzer

Opportunity Analyzer

The Famous RCM Path

Questions?

Josh HillPrincipal, Marketing Rockstar Guides

617.564.3079Blog: www.marketingrockstarguides.comSlideshare: slideshare.net/jdavidhillJosh @ marketingrockstarguides.com

Contact me:

http://www.marketingrockstarguides.com/


Summary of Report Options

Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014

Technology

Transcript of Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014