More Related Content Similar to Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014 (20) Marketo Reporting with Marketo User Group Netherlands - Jan 21 20141. Hands on Marketo Reporting
Netherlands Marketo User Group
January 21, 2014
Josh Hill
Principal
marketingrockstarguides.com
2. About Josh
Josh Hill
Principal, Marketing Rockstar Guides
Author of: www.marketingrockstarguides.com
Author of the Marketing Rockstar’s Guide to Marketo
© Josh Hill 2014
marketingrockstarguides.com
3. 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.
© Josh Hill 2014
marketingrockstarguides.com
5. 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
© Josh Hill 2014
marketingrockstarguides.com
15. Smart and Static Lists
You can use filters and static lists to count leads meeting all sorts of criteria.
© Josh Hill 2013
marketingrockstarguides.com
16. Landing Page Overview
Answers “How many leads saw this page?” or “What’s our conversion rate on
that Whitepaper page?”
© Josh Hill 2013
marketingrockstarguides.com
18. Naming Matters! Help Other Marketers.
Good Names
Bad Names
Web leads by Webinar Campaign
– US – Past 6 Months
Email Performance by Webinars –
Global – Past 90 days
Nurture Leads 1
Capterra
PDF Downloads
May 2013
© Josh Hill 2013
marketingrockstarguides.com
19. Other Tips
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•
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Changes to Reports are live and irreversible. Clone your reports!
Make Folders with your names.
You can adjust the chart summary in most cases.
© Josh Hill 2014
marketingrockstarguides.com
20. Controlling Your Report
• Smart List Criteria constrain what is reported on more than the Setup
constraints. Use these to make your reports better.
© Josh Hill 2014
marketingrockstarguides.com
21. Use Subscriptions to Save Time
One of the top new user questions is “How do I get Sales/Execs a regular
report on…”
© Josh Hill 2014
marketingrockstarguides.com
22. 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
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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).
© Josh Hill 2014
marketingrockstarguides.com
23. Lead Drill Down Report
Essentially, you create a new
report with new constraints
based on the Drill Down Field.
© Josh Hill 2014
marketingrockstarguides.com
24. 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.
© Josh Hill 2014
marketingrockstarguides.com
26. 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!
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Tags: Channel
Tag Types: Owners, Regions
Period Costs by Month
© Josh Hill 2014
marketingrockstarguides.com
Editor's Notes ----- Meeting Notes (2/19/13 16:16) -----interesting moments driven