Reporting: Use Listening Programs to Measure

Transcript:Reporting: Use Listening Programs to Measure:
Reporting: Use Listening Programs to Measure Channel Effectiveness, like PPC, Social, Content Syndication, and More Discussion: Revenue Attribution in Marketo What are your marketing investments? Are these separate break outs in your marketing budget? How do you currently measure the effectiveness of your marketing programs? Are you able to tie the effectiveness of these programs to actual revenue? What’s Covered in this Presentation Why it’s important to measure across channels and offers to gain a holistic view of your marketing effectiveness How to use tagged URLs, hidden form fields, and “listening programs” to give credit to your channels The types of reports you’ll be able to run with this strategy in place Measuring Across Channels and Offers Map out your Channels vs. Offers to build a holistic reporting strategy in Marketo Why is this important? Marketers sometimes conflate channels and offer, while your budget likely includes line items for both If you only measure one, you miss out on benchmarks and ROI reporting for the other Reporting both in Marketo will give you a holistic view of your channel and offer effectiveness Offer Channel Discussion: What Are Your Marketing Channels? Discussion: What Are Your Marketing Offers? Using Tagged URLs, Hidden Form Fields, and “Listening Programs” to Measure Channel Effectiveness How will we do this in Marketo? At a High Level… Use URLs tagged with the channel or offer data you want to measure. Add hidden fields on forms to capture data on form conversions. Build “listening programs” in Marketo to give credit to the channel Use URLs tagged with the channel or offer data you want to measure. STEP 1: Define URL parameters to capture this data on form conversions www.marketo.com/definitive-guides/lead-scoring? utm_medium=social&utm_source=linkedin&utm_campaign=new-whitepaper Definition of URL parameters: Tags added to URLs to track reporting across channels and or offers. Common URL parameters are: utm_medium utm_source (channel) utm_campaign (offer) utm_medium=social utm_source=linkedin utm_campaign=new-whitepaper STEP 2: Develop a process for creating and tracking all your tagged URLs Google’s URL Builder Marketo’s URL Builder Terminus Excel / Google Docs Sample Google Doc to create and track URLs Create and track all your tagged URLs with a simple Excel or Gdoc. Add hidden fields on forms to capture data on form conversions. STEP 3: Create custom fields to capture channel or offer data on form conversions In Marketo, go to Admin – Field Management – New Custom Field Block Field Updates if you only want to