51黑料不打烊

Transcript

All right, everyone, thank you for joining us today. I see people still logging on, but I鈥檓 going to get us started because we have a very full agenda for you today.

Welcome everyone to Marketo Measure in MOCAs. Today our amazing group of presenters will be going through everything you need to know about inheriting a new or auditing a current visible instance. We design our webinars to be interactive, so we encourage you to ask questions in the box throughout the presentation. Type them in there because we鈥檝e designated the last 10 minutes or so for Q&A. I also want to mention a couple of housekeeping items before we get started. First of all, we鈥檙e presenting in 51黑料不打烊 Connect today and we are live, but don鈥檛 worry, this session is being recorded. It can be viewed on demand or shared with other members of your team at a later time. You鈥檒l get that recording and an email from us tomorrow afternoon. Also, throughout the presentation on the right side of your screen, you鈥檒l see a form to fill out to register for an upcoming webinar on how you can take your Marketo investment level and improve your Marketo impact with tools that capture buyer engagement across touchpoints and channels. Finally, as we鈥檙e closing out the webinar, we do have a few survey questions that will be at the bottom of your screen. If you could please just take a minute or so to answer those, we鈥檇 really appreciate it. And with that, I鈥檇 love to introduce myself. My name is Jeff Imeguano. I鈥檝e been a digital engagement strategist at 51黑料不打烊 for a little over two years now. I lead the production of our webinar series for all of our Experience Cloud products. Prior to my time at 51黑料不打烊, I spent two years working in advertising for several global agencies in New York. If you have any questions or comments about today鈥檚 event or about your experience with 51黑料不打烊 Connect overall, please feel free to reach out. And with that, I鈥檇 like to hand it over to Carly to introduce themselves.

Awesome. Thanks, Jeff. So hi, everyone. My name is Carly Gaver, and I have been here with 51黑料不打烊 since 2021, initially as part of our consulting org and now a part of the business advisory team. I work with both MarketoEngage as well as MarketoMeasure customers on a variety of engagements. Very excited to be here with you guys to talk about MarketoMeasure.

Kate? Hello.

Eight years at this point, I used to be on the consulting team, did a lot of implementations. Now I鈥檓 on the business advisory team doing kind of more strategic type conversations and getting to do fun stuff like webinars. So I think I鈥檝e seen some of you before on past webinars. It鈥檚 great to see you again, and we鈥檙e excited to talk to you today.

All right. Thank you, everyone. Let鈥檚 go ahead and jump right in.

Okay. So we will kick off with a quick agenda here. What we鈥檙e going to be talking about is inheriting an instance and auditing it. Or if you have an existing instance and you just want to do an audit, maybe you haven鈥檛 before. Maybe it鈥檚 been a while. Maybe you do and you just want to see how somebody else does it. That鈥檚 what we鈥檙e going to be going over today. We鈥檒l start with the key steps, the instant audit process. We鈥檒l wrap up and then have some Q&A.

So in terms of kind of like setting the stage before we get into the audit stage component, we want to talk about kind of how to approach this when you鈥檙e entering a inheriting instance kind of situation.

So enablement is kind of the first thing, especially if you鈥檙e new to Marketo Measure. You want to go ahead and make sure you are enabled on what it is. So starting with maybe documentation. Experience League has great documentation. Nation has a lot of blog posts as well, and it鈥檚 pretty interactive if you want to ask questions there. And then webinars, kind of like what you鈥檙e doing today.

Documentation checklist is huge. We always talk about documentation. If you are coming into a new instance, you definitely want to ask around internally and see if there is documentation on how it鈥檚 set up and why. If there鈥檚 not, it鈥檚 a great opportunity to kind of start that. It鈥檚 really helpful to have that type of information.

Internal alignment, of course, making sure that all the kind of stakeholders at your company who are involved with Marketo Measure are able to kind of get together and make sure that you鈥檙e in alignment.

Instance auditing is what we鈥檙e talking about today. And this is kind of the point when you would really want to get in and take a look at your instance and kind of based on what you鈥檝e learned in the previous three steps, make sure that you are kind of your instances set up in a way that is in alignment with your kind of business requirements.

Okay, so let鈥檚 go ahead and start talking about it.

So whether, like I said, whether you鈥檝e inherited this instance and you weren鈥檛 involved in the initial implementation or it鈥檚 an instance you鈥檝e been using for a while and you just need to perform an instance and you鈥檙e looking for recommendations of how to go about it, that鈥檚 what we鈥檙e going to talk about today. You鈥檙e in the right place. I want to preface that you should really audit your entire instance, but in the interest of the hour we have together and to be able to kind of dig into further detail on topics, our focus areas are going to be key elements today regarding instant setup and configuration, channel configuration. And then the most exciting part, in my opinion, on our agenda today is the diagnostic reporting. So be sure to stick around for that. We鈥檙e going to talk about tips, how to do that, and then actually show you live in Salesforce how to do that report.

All right. I think we have a poll that I can keep across for us here today. First one of the day. Everyone let us know which of the following best describes your situation.

Okay, cool. It鈥檚 pretty, okay. More people are more interested in auditing their current instance. Makes sense.

Awesome.

Yep. Seems like the majority of us are auditing an already existing instance, which is great to know on our end. We have another poll for you guys here today with that being said. When was the last time you audited your Marketo measure visible instance? Okay.

It seems like it鈥檚 pretty evenly split. Some folks have never gotten around to auditing it. Some less than six months, a bit more.

Yeah, I know this could really range across a lot of the customers we work with. So regardless, you鈥檙e in the right place. And I think we鈥檒l cover all our bases here today. I鈥檓 going to take us back to the content to keep going through today鈥檚 presentation.

Perfect. So what we鈥檒l talk about first are the two kind of key high level configuration steps that you definitely want to audit whether you鈥檙e stepping into a new instance, or if you鈥檝e had this instance for a while, this is kind of something these are things that usually get set up at the beginning and then maybe not looked at super frequently. So you definitely want to make sure that they are configured correctly. And those are going to be domains and ad platforms. So kind of to kind of help us like understand why I feel like the why in the context is is really unhelpful for kind of understanding this process. The questions that we鈥檙e trying to answer here are for all of our domains that we own and want to be tracking with Marketo measure JavaScript. Are they properly set up in our instance? When it relates to ad platforms, we then want to kind of consider for all the platforms that market a measure has an integration with, do we have the ones we鈥檙e using connected? And for those connected accounts, do we have the auto tagging enabled? So these are the kind of high level things we鈥檙e going to talk about how to audit before we get into channels.

So domains. In order for the marketo measure JavaScript to track web sessions, of course, it needs to be applied. But it also those domains also need to be properly claimed in your marketo measure account. Otherwise marketo measure will not be able to push that data to your system. So this is very, very crucial. This has to be done otherwise you鈥檙e going to be missing out on a large part of your data. So where you find this in your instance is my account settings and then domains from the left hand menu.

Now, it does depend on if you set up your instance before or after marketo measure moved to the 51黑料不打烊 admin console. So if it was before, it would look something like this, you would see legacy in that middle column. And so this is an example of what looks good. This is what we would want to see in this scenario, because we can see that the tracking status for both of these different domains is active. So assuming that these are the only domains I have, this looks good. This means that marketo measure is able to track both.

For a another example, this is for if you are on the admin console already. So for if you implement it after being on the admin console. So in this one, the top row here, Carly is cool.com, you can see that the admin console is validated and tracking status is active. So that鈥檚 perfect. That鈥檚 what we want to see that is proper configuration. Carly is cool.uk. On the other hand, looks like we forgot about that one. It is unclaimed in admin console, and it鈥檚 not activated here in marketo measure. So any data there would not be being tracked, and we would need to address this with our our web team.

So definitely check this, especially if it鈥檚 been a while, and it鈥檚 good to build into your process documentation, especially if you like acquire companies or you鈥檙e expanding globally or something like that. It鈥檚 good to make sure that your web developer team knows that this matters for marketo measure and has this built into their process to deploy the JavaScript and then complete this configuration step.

Add connections. So marketo measure has integrations with Google ads, Facebook, LinkedIn, and Microsoft being if you鈥檙e using any or all of those, you want to make sure that they鈥檙e connected so that we can pull the data from those platforms.

Auto tagging marketo measures, auto tagging is something that you want to make sure is enabled as well. The why behind that really comes down to making sure measure is able to pull the granular ad information correctly. And most importantly, in my opinion, resolve the costs down to the campaign level. So ROI reporting at the campaign level essentially is what this would accomplish for you to show In this top example here, we can see that three accounts are connected, the status column says connected. So that is good. But what is better is the bottom example where it says connected with auto tagging. That means that we鈥檙e pulling the data and we鈥檙e able to resolve the costs down to the campaign level. So audit this, make sure that everything is connected and enable auto tagging. And just make sure that you check this maybe quarterly to make sure that everything is still connected and any new ones potentially that you have get added.

There鈥檚 also now an integration with LinkedIn lead gen forms. This is on the ads page. There鈥檚 this little feature here. So if you鈥檙e using those, you do also need to make sure that this is turned on. So definitely check this in case you weren鈥檛 enabled or if you didn鈥檛 know about this, I mean, and make sure you turn this on and then edit potentially your offline rules if you were sinking those rules via let鈥檚 say a Salesforce campaign.

All right, I鈥檓 going to jump in here. So now we鈥檙e going to shift into focus area two, which is channel mapping or channel configuration.

So what is channel mapping? So in Marketo measure, channel mapping is going to refer to the process of defining how all of your marketing touch points. So think event interactions, landing page visits, social media interactions, how all of those touch points are categorized and attributed to specific marketing channels and sub channels. So when we鈥檙e looking at the channel mapping or channel configuration in our marketo measure instance, some of the questions that we鈥檙e trying to answer are things like are my touch points being properly bucketed into the right channel and sub channel. We also want to understand if any of our rules are conflicting or overlapping with one another.

And then lastly, we also want to understand if we have the proper configuration in place So let鈥檚 first talk really briefly about where your channels live. So in your marketo measure instance, if you go to my account settings and then click on the create channels tab on the left side, this is where all of your potential channels and sub channels live. So we sometimes refer to it as a channel bank. Now out of the box, this is going to have a number of prebuilt options, but you鈥檒l want to make sure this aligns to your marketing strategy.

The way to read this page is by looking at each of those white boxes. So the phrase on the left is going to indicate the channel and then the terms on the right are the sub channels.

It鈥檚 also important to keep in mind that you can have up to 40 channels and up to 200 sub channels.

What鈥檚 actively being used in your instance is also on this page. So as you鈥檙e going through this audit process, those are some metrics that you鈥檙e definitely All right. So now that we know where our channels live, let鈥檚 quickly review the different types of channels in marketo measure. So marketo measure defines channels as being either online channels or offline channels. Your online channels are primarily going to represent your digital interactions. So this is commonly going to include things that drive action to your web properties. So things like display ads, email, organic and paid search, organic and paid social.

Then we have our offline channels. So offline channels are going to represent non digital interactions or essentially anything that would generally happen in person. So think conferences, trade shows, any kind of live event interaction, as well as things like direct mail.

All right. So now that we reviewed the different types of channels, let鈥檚 begin to understand how we map touch points to those channels, starting with online.

So to determine which online channel and sub channel our digital touch points should be bucketed into marketo measure uses a rule sheet. You can find this rule sheet by going to my account settings and then clicking on online channels.

So this rule sheet is a CSV file and it鈥檚 made up of multiple rows, each of which represent a rule from our Keto measure to match on. There are stock rules that we recommend be retained. And if you鈥檙e looking in your own measure instance, additional rules have likely been added to fit your unique marketing strategy.

Now, generally speaking, the rule sheet works from the top down in terms of priority. So a digital touch point comes in and marketo measure is going to go row by row looking for the first match. This quote unquote match is based on digital inputs like UTM parameters, marketo measure parameters or the referring website. So if we鈥檙e auditing our new or even our current measure instance, what should we be looking for as it relates to our online channels? So first, we want to confirm our bracketed rules are all in there and that they have not been changed. So as a best practice, we recommend maintaining these bracketed rules. You really don鈥檛 want to edit or add to them. So these are out of the box marketo measure rules and they have built in logic, which is why we don鈥檛 want to modify them. And that built in logic is tied to those marketo measure integrations. So you want to make sure that you鈥檙e giving those rules top priority for the corresponding channel and sub channel section so that marketo measure integrations are able to work as they are designed.

You can see on the screenshots here, so you can see those those bracketed rules. You can also click on the button that says download original template to view the original rule sheet in its entirety.

All right, second, we want to look at the order of your rules. So I mentioned before that in terms of priority, you know, marketo measure works from the top down. So keeping in mind rule, if anybody can identify which row I鈥檓 referring to, feel free to put it in the chat.

It is row 14. So you鈥檒l notice this rule is looking for just a UTM medium of paid social. So any touch point that gets to row 14 that has a UTM medium of paid social is going to get bucketed into the paid social channel and the Reddit sub channel, which is likely not the intention. This also means that rules 15 and 16 would not have an opportunity to grab any of those touch points, and therefore any remaining paid social touch points would all be bucketed into row 14.

So in this scenario, we would look to define or redefine rule 14 to make sure we鈥檙e grabbing the Reddit sub channel. So perhaps that means identifying a UTM source and the rule sheet such as UTM source Reddit. So if we were to do this and make this correction, then rule 15 will be able to pick up paid social touch points from Twitter. And then rule 16 can be retained as the other rule, which will catch any of those remaining touch points with UTM medium of paid social. Now keep in mind, this is just an example, right? We鈥檙e assuming here that this adjustment aligns with your particular UTM strategy. So that鈥檚 definitely something you鈥檙e going to need to continually be thinking about when you鈥檙e assessing your own rule sheet.

All right. Lastly, we want to check the syntax of a rule sheet. So I definitely recommend bookmarking the Marketo measure logic documentation that鈥檚 available on experience league. So you don鈥檛 have to memorize this, but some of the key call outs to look for here are making sure you鈥檙e using asterisks in the right way or the right context. We also want to look for any commas or spaces in our rule sheet. So we only want to use semicolons. We don鈥檛 want to use any spaces or commas. We also don鈥檛 want to use special characters.

It鈥檚 also important to note that if you are using your own referring URLs, you don鈥檛 want to include brackets like what you see in the other API related rules. And you also don鈥檛 want to include the dot com.

And then lastly on here, beware of blank rows. So in this situation, Marketo measure will stop evaluating the rule sheet and it will bucket the touch point there, which very likely is not your intention.

All right, let鈥檚 shift now into offline channels.

So offline channel mapping is going to tell Marketo measure which marketing channel and sub channel your non digital touch points should be bucketed under. So when it comes to generating your offline touch points, there are four ways you can accomplish this. The first is your CRM campaign sync, which is probably the most common. We also have Marketo programs and Marketo activities through the Marketo integration. And then the fourth, which we鈥檙e not going to talk about much today, is CRM activities. So this is a much more advanced way to grab touch points. If this is something that you鈥檙e interested in learning more about or potentially having a follow up session on, please feel free to let us know in the chat.

So the most common issue we see across customers when it comes to offline channel mapping is double counting or touch point duplication. So that鈥檚 going to cause inflated attribution reporting, which obviously we do not want. And so this can happen if we鈥檙e using multiple offline rule options. So, for example, you have a rule set up for a Salesforce campaign and a Marketo program at the same time. It can also happen with online and offline touch points if, let鈥檚 say, the JavaScript is already tracking a touch point like a form fill. And we also have another offline rule, like a CRM campaign, that鈥檚 tracking the same engagement. So touch point duplication is something you鈥檙e going to want to keep an eye out for as you audit your channel configuration. From a best practice perspective, when it comes to offline rules, we generally recommend selecting one method for tracking your offline channels and sticking with it. And this is because if you use multiple methods, it鈥檚 going to make managing and updating offline channels very challenging. It also makes it really hard to diagnose issues or validate your data because you now have multiple places that are the true source of your offline data.

So we鈥檙e going to dig into these three a bit more. But before we do that, I think we have a poll.

Yep, let鈥檚 see, guys, let us know, are you using multiple methods to track offline touch points? OK. We鈥檝e got some folks that are not sure, which is great. That鈥檚 why we鈥檙e here today, right? All right, so we鈥檝e got a lot of folks saying yes.

So just kind of keep that in mind. We鈥檙e going to talk through each of those three key ways to track your offline touch points. So keep that in mind. Maybe you want to isolate one. Maybe there is a use case for using more than one. But again, the complexity there can be extremely challenging.

Got it. Let me let鈥檚 get back to the content for a few more slides. Awesome. Thank you. All right. So let鈥檚 move forward here.

So campaign sync rules first. So campaign sync rules is going to allow you to create a rule based on your campaign or campaign member fields from CRM. So you can find this by going to my account settings and then clicking on the campaigns tab that鈥檚 just above the CRM section, if you will.

Now, when we talk about CRM campaign sync rules, there鈥檚 generally three components that must be included in a campaign sync rule.

The first is campaign type. So we want to identify what is that type of campaign coming from our CRM. We also want to include campaign member status. So this is really important to ensure we are only granting a touch point for specific valuable engagements. We also want to have some sort of date parameter. So this may not be applicable for all customers. Sort of depends on when you implemented Visible or Marketo measure. But think about how far back you鈥檇 want to go or how far back you trust your data.

And then lastly, the touch point date. So when we鈥檙e picking what field to reference for the touch point date, you want to make sure that the date that鈥檚 being referenced is the most accurate real time data. So in this example on your screen, you can see rule one is aligned to best practice. Right. We鈥檝e got the campaign type. We鈥檝e got the campaign member status. We鈥檝e got a date parameter. And then we have our real time data for our touch point date.

For rule two, this is not aligned to best practice. So in this situation, we鈥檇 be giving a touch point to every single person in that campaign, regardless of their campaign status or responded date. So in other words, this would mean that whether someone has been invited to the webinar or attended the webinar or registered for the webinar, all of those statuses would be included. So everyone in that campaign gets the same touch point, which likely is not the intention, and that鈥檚 not going to represent that true, valuable action.

All right, next, we have Marketo program rules, so this is going to allow customers to generate touch points from Marketo program membership. So you can find this by going to my account and then settings and then click on the programs tab that鈥檚 just below the Marketo section.

Now, similar to the CRM campaign sync rule, there is a recommended rule structure for Marketo programs as well. So the first is going to be program channel. So for folks who are familiar with Marketo engage, the program channel is sort of akin to what the campaign type is for the campaign sync rule. So we want to indicate what is the type of initiative that we鈥檙e looking at. We also want to have a progression or program status. So similarly to the campaign member status on the CRM sync side. Again, that date parameter, so not applicable to everyone, but think about potentially how far back you鈥檇 want to go or how far back you trust your data.

And then that touch point date, right, again, making sure that that鈥檚 the date that鈥檚 being referenced is the most accurate real time data. So in this example on your screen, you can see rules one and two are aligned to best practice, right? We鈥檝e got the program channel indicated. We鈥檝e got the program or progression status indicated. We have a date parameter and then we also have a real time date for our touch point date. Rule three, we鈥檇 be giving a touch point to every single person in that campaign that opened or clicked an email. So keep in mind and this is really important, but email opens and clicks are generally not a high value action and they usually don鈥檛 constitute a touch point. So rules one and two are creating touch points for that webinar attendance for meeting requests. Right. So those are high value actions. So if you鈥檙e trying to track things like email opens and clicks, it鈥檚 really going to be a ton of data that Marketo measure is trying to sift through.

All right. So lastly, the third way we can create offline touch points is using Marketo activities. So you can find this by going to my account settings and then activities under the Marketo tab. Generally speaking, if you鈥檙e going to leverage the Marketo integration, we typically advise customers to use the activity sync versus the Marketo program sync because the activity sync is going to enable you to track things more granularly. So when you鈥檙e looking at these rules in the examples on your screen, so the first one there is going to be a strong case for a Marketo activity touch point. Right. We鈥檙e looking or sorry, we鈥檙e tracking when someone watches a video, which is going to be a high value engagement. The second example there is going to create a touch point when someone in an email program has their status change to clicked. So again, opens and clicks are not an ideal scenario because this activity is not going to warrant a touch point. And again, that volume is going to create noise in your reporting. All right, I鈥檓 going to pass it back over to Kate to run through just a couple other focus areas.

Thank you, Carly. So like I was mentioning at the beginning, we鈥檙e really kind of focusing on channels like Carly just explained because we wanted to be able to go into more detail. But we do want to make sure you know that that is not everything that you would want to instance. Sorry, audit. You do want to really ideally look at your entire instance. There鈥檚 a lot of content and resources, webinars actually online already. So we wanted to focus on those. But here are three additional focus areas that we would recommend auditing next. So your attribution mapping methodology, making sure measures pulling in the right contacts, your touch point settings, making sure you鈥檙e able to set up suppression if there鈥檚 certain data that you do not want to manifest in touch points and then marketing button, making sure your spend from all your different platforms is being adjusted into the system so that your ROI reporting is comprehensive.

But we will go ahead and move forward.

OK, so we鈥檙e going to talk about diagnostic reporting. This is the exciting part. So thanks for for hanging on for this. It is going to be focused on Salesforce. So I just want to call that out up front. If you are using Dynamics, no worries. The concept is really the same. And you can always, you know, message me on nation or something like that if you need some help customizing those reports. But so for diagnostic reporting, this is really important to make sure that you trust your data in terms of trusting the channels that your touch points are being bucketed into, making sure that your channel configuration logic is solid and buttoned up, especially if you鈥檙e new. You want to make sure that your private assessor has got it right. But also, you know, your existing instance, sometimes things change or there鈥檚 new APMs, want to make sure that our rules are evolving with us. So questions we would be seeking to solve here are, are there any gaps in what we would expect to see for touch points from our channel mix? Are there touch points that are seemingly in the wrong place and we need to get them rehoused? And just overall, are we happy and trusting in our data? And so the diagnostic report structure, basically what I recommend is starting with a stock report. So Marquetta measure comes with a leads by channel touch point report. I would recommend starting with that for the bones and then we will customize it and I鈥檒l show you this. I like to create different reports, one for the JavaScript touch points, one for Salesforce campaign touch points, basically one for each type that you have. You can name it whatever you want, but you can also create a bunch of different types of these are some naming suggestions that I recommend. Now, the general structure of the report is going to be grouping the rows by marketing channel path, medium and touch point source. These are all Marquetta measure custom fields that we鈥檒l talk about. This is the general structure, but you can mix it up a little bit just based on what works best for your style. We鈥檒l look at that live together, hiding details, running the report and auditing. So this slide is kind of for your reference if you鈥檙e kind of going back and auditing for the first time.

Also, this one for your reference, we have this in here because channel mapping does vary like Carly was hitting on, depending on the type of touch point it is. So JavaScript touch points have a different rule mapping engine than Salesforce campaign touch points, for example. So this is helpful for you to have when you鈥檙e auditing until you鈥檙e more familiar with it. Once you鈥檝e done this a couple of times, you鈥檒l probably have it memorized. But once you鈥檙e getting started, it鈥檚 nice to have this here so that you can easily understand why Marquetta measure put the touch point where it did what logic it was reading essentially so that you know where to go to fix it if need be.

Additionally, another cheat sheet to have on hand, the fields that we鈥檙e going to be using the main ones for auditing are medium and touch point source. And the reason why I chose those is because these are kind of dynamic fields that are populated differently depending on what type of touch point it is. So they鈥檙e really helpful to kind of easily identify what it is and really where it should be bucketed in the report. And I鈥檓 going to show you, don鈥檛 worry. But this is helpful for you to remember for what type of touch point it is. So for example, if it is something from the JavaScript where we don鈥檛 have an ad integration, it could be the medium. Whereas if it鈥檚 a Salesforce campaign touch point, the medium would be the Salesforce campaign type. So this is another thing that you will probably kind of know like the back of your hand after you鈥檝e been in the reporting for a little bit. But up front, having this cheat sheet is really helpful for you to kind of understand why the fields are populated the way that they are.

Okay, so a quick example before we go into Salesforce. This is a JavaScript or an online channels example here. So what we鈥檙e looking at is we have 414 touch points that are bucketed under the direct channel.

And what we鈥檙e trying to understand is, are we happy with this mapping? So as we can see, web as a medium and Web Direct as a touch point source, that makes what we would expect to see for the direct channel. So all good there. On the other hand, we鈥檙e immediately seeing organic social and Reddit. And that doesn鈥檛 really make sense, right? There shouldn鈥檛 be any UTMs when it鈥檚 direct traffic. And this very clearly is telling us that it鈥檚 organic social. So the structure of this report, as hopefully I鈥檓 conveying, helps you to quickly kind of identify if something is standing out as probably problematic. So this helps us know, okay, we have to fix our online channel rule sheet so that Marketo Measure puts this in organic social correctly, because there鈥檚 70 touch points here that are being affected.

So that鈥檚 an example for online. For offline, on the other hand, we still are first grouping by the marketing channel. So content syndication is my example. The medium, because it鈥檚 a Salesforce campaign touch point, this represents the Salesforce campaign type. So we see content syndication, there鈥檚 11 touch points. That looks good. We would expect to see content syndication, map to a channel of content syndication. On the other hand, we鈥檙e seeing 15 touch points that have a campaign type and aka a medium value of webinar. That doesn鈥檛 really gel, right? That鈥檚 not what we would want to see. Our question here should be, why is this happening? And why isn鈥檛 this bucketed in a webinar channel where that seemingly makes more sense? This is our signal to go and look at our offline channel mapping and measure to adjust that if need be. So this is kind of the structure of the reporting, the diagnostic reporting. I鈥檓 going to show you in Salesforce in a second.

But to help me kind of tailor how I deliver that demo, we have another poll question.

Yep, this is the last poll question of the day. Let us know, do you feel confident in your ability to audit your channel data? Seems like people for the most part are feeling pretty good.

You can be honest.

I feel like we鈥檙e looking pretty good right now.

Awesome. Yeah, we鈥檙e seeing, you know, yes, and mostly some people neutral, so I鈥檓 not sure. So that鈥檚 great. Thank you for that insight. We will hope to increase those numbers now by going into a demo.

So let me give me one second to share my screen.

Okay.

Just because I鈥檓 paranoid. Jeff, can you confirm that you see Salesforce? Not yet. I think it should be to the left of the screen.

Okay.

Perfect.

Okay, you can see now.

It鈥檚 loading up now.

Okay, weird. Um, good to go. Yep, looks great.

Okay, so we鈥檙e in my Salesforce demo sandbox that I work out of for things like this. And so what we鈥檙e going to do is we鈥檙e going to look at how to fix those together. Um, some examples from offline channels and online channels perspective. So I have the reports prebuilt, but I will show you how I did it. So like I said, in the Marketo measure, touch point reports folder, their stock reports, um, I would recommend starting with, um, let鈥檚 see if I have it leads by channel.

So this is good bones for us to kind of work with. What we鈥檙e going to do though, is we鈥檙e going to kind of clean this up so that it works for our diagnostic purposes.

So what I鈥檓 going to do is I am going to get rid of these, um, attribution columns. We don鈥檛 need that for this purpose. I鈥檓 going to change the high level grouping from marketing channel to marketing channel path, cause that鈥檚 what鈥檚 going to also include the sub channel. And I want to make sure my sub channels are correct as well. Then I鈥檓 going to add my nested grouping for medium, like we recommended.

And then the last field that we recommend is touch point source, but I already have that as a column. So I鈥檓 just going to drag that up.

I鈥檓 going to do this inside.

Perfect. So now we have three groupings and this looks good. That is basically how you would build the report. You can customize the fields as you want. If you want to do it a different grouping, you can. If you want to add different columns in here, you can. But this is kind of how you would work with it. So let鈥檚 go look at my Salesforce campaign one first. So I want to hide the details first and that鈥檚 because it lets you see an aggregate, the numbers and see kind of easily any areas that we want to fix. So, um, we can see content syndication as a channel. I鈥檓 seeing a medium of webinar. I鈥檓 seeing 10 touch points there. So I don鈥檛 want that to happen, right? I would want this to be bucketed in the webinar channel. So this immediately captures my attention. What I鈥檓 going to do is I鈥檓 going to show the detail rows just to get a little bit more information and okay, I鈥檓 seeing that this is truly a webinar. The campaign main field is showing me that it was a meet the quibbler reporting team webinar. I based this dummy data off Harry Potter for my inspiration. Um, so to fix this, what I鈥檓 going to do is I鈥檓 going to go into my Marketo measure account. This is also a demo and on the offline channels page, I鈥檓 coming down to the webinar campaign type because the campaign type is what does the mapping for offline channels. And yeah, I can see that somehow we have a little mistake here. It is mapped to the content syndication channel. So that explains that. All I鈥檓 going to do is redo the bucketing, the mapping. I鈥檓 going to select webinar. I鈥檓 going to save and when Marketo measure reprocesses the data, it will fix those touch points retroactively. So that鈥檚 nice. No, no stress there. I鈥檓 going to hide the detail rows again though to see what else is going on here. For my marketing channel of events, it looks like I have a conference and an event type. That鈥檚 good. I would expect to see that for the events channel. So that isn鈥檛 really capturing my attention. That looks good. On the other hand, the channel of other I鈥檓 seeing that we have some, you know, cleanup work needed here because we are seeing Salesforce campaign types, AKA the medium field of dinner, referral program and workshop. Now I could keep them up to other, but I probably want them to be mapped to more specific channels because I think the reporting is more insightful and tells me more. So I鈥檓 going to go ahead and show the detail rows and just take a look at those. So yes, we鈥檝e got a charity auction dinner. We have some Dumbledore鈥檚 army tryouts and we have a wand tuneup workshop.

So, okay, these definitely match the Salesforce campaign type, but we need to fix the channel. So what I鈥檓 going to do again is go back into my Marketo measure account and then I鈥檓 going to scroll down and kind of find those and yeah, referral program. It鈥檚 not to other, so that鈥檚 why it was being bucketed there. But Oh, I don鈥檛 have a referral program channel. This could happen. No stress. All you do is go to create channels and you鈥檙e going to create one.

Referral program, save it.

And then in your dropdown, you will be able to map to that.

Cool. So I think hopefully you get the picture of how that works. You would be fixing the workshop to, you know, go to a better one as well. Looks like I would need to create that as well. I don鈥檛 have a workshop channel right now, so I would create that and then I would be able to map it. Then these touch points would be rehomed to a better channel. I鈥檓 going to move along though, because we鈥檙e kind of getting short on time. That always happens so that we can talk about a JavaScript example. So let me hide the detail rows.

First, JavaScript example, the marketing channel of other. This is a very common culprit where we鈥檒l see things kind of accumulate that probably have a better home. I am seeing a medium, so this would be a UTM medium since it鈥檚 a JavaScript channel, Twitter that we don鈥檛 have an integration with. I鈥檝e seen the UTM medium value of paid social and a UTM source of Twitter. There鈥檚 four touch points affected by this. So what I鈥檓 going to do to understand is I鈥檓 going to go to back to my measure instance. I鈥檓 going to go to online channels. This is that rule sheet that Carly walked us through and I am going to look to see do I have a rule for paid social Twitter? So here are kind of eight through 11. Those are my paid social rules. And yeah, we鈥檙e not seeing a specific rule for that with those UTM. So all that I would be doing is downloading this rule, the current rule sheet. I would be adding a row for paid social Twitter, and then I need to input those UTM values. So for the medium, I would be inputting paid social for the source. I would be inputting Twitter. And then once I save and process again, Marketo measure will know that to bucket those accordingly and get them out of the other channel. And that will also be retroactive.

So another example, I鈥檓 seeing a UTM medium of social, and then I鈥檓 seeing two different UTM sources. One, I鈥檓 seeing Facebook looks like a typo, a few too many O鈥檚 in there. And then a UTM source also of Reddit. So again, we would go back and we would look to see what we have for our social channel. So in my rules for my social channels here, yeah, I鈥檓 not seeing a channel and sub channel breakdown for Reddit, and I鈥檓 not seeing those UTM. So I need to get those added in there. For the Facebook, I am seeing a UTM value, a UTM source value for Facebook, but it鈥檚 spelled correctly, right? And we had a typo on the last one. We had four O鈥檚 instead of two. So to fix that, I would need to add a semicolon to create or logic and then add that kind of typo value. So the Marketo measure is able to correct that kind of one off mistake.

So kind of keeping going here, paid search channel, AdWords sub channel.

Good. This looks great. We love that. We鈥檙e seeing a medium of paid search and a touch point source of Google. That鈥檚 what I would expect to see. So I鈥檓 not suspicious. I don鈥檛 feel like I need to fix anything here. I鈥檓 going to keep going.

Paid search. Yahoo on the other hand also looks good. I鈥檓 seeing the medium of paid search and the source of Yahoo. So those are being bucketed accordingly. It鈥檚 just those ones that are being housed in the other channel that we need to get sorted. So those were some kind of examples to help you see how to put this into practice.

These are definitely obviously one made up examples and two limited just so that I could walk through a few. When you鈥檙e doing this in practice, you鈥檙e going to see a lot more kind of rows because you鈥檙e going to see this for all of your different channels. So it will take you a little bit more time to go through. But that鈥檚 also why I recommend having different reports for JavaScript and Salesforce campaigns so that you can kind of be in one mindset at a time in terms of how to fix it, right? How the channel mapping works. This can take a couple iterations. So once you do kind of make your fixes, save and process, give it 24 to 48 hours to process, you鈥檒l want to redo the audit report and make sure it鈥檚 now looking the way you want. You might find that there are still a couple things that you need to tweak, and that鈥檚 fine. You can keep updating it until you get where you need be. And the good thing is that it鈥檚 retroactive. So no stress if there鈥檚 mistakes in the past. It鈥檚 not just a moving forward thing.

So I鈥檒l just kind of end with saying that this diagnostic report is really, really powerful for making sure you trust your data. If you鈥檙e new to your instance, definitely start with this. But also if you have an ongoing instance, I recommend doing this quarterly or at least twice a year just to make sure that everything is checking out the way that you want.

Okay. So I tried to save some time for the questions. Let me stop sharing my screen. And I will pass it back to Jeff to kind of give us some questions. Jeff Sarris Yep. Thank you, Kate. That was incredible. Lots of really great information and resources throughout today鈥檚 presentation. Just a reminder, everyone, you can expect to get access to every one of those resources in our handout at the end of the presentation along with the recording of this in our followup email. But while we still have you, as promised, I want to go ahead and go over a few questions that are really good for us today. Carly, I鈥檒l kick it off with you. I have a campaign showing that shouldn鈥檛 be showing. How can I exclude? Yeah, that鈥檚 a great question.

So we didn鈥檛 talk about it today, but you can. So Marketo Measure does have a touch point settings tab in that settings section that will allow you to suppress or remove specific touch points. So for a lot of customers, that could mean, you know, old leads, unqualified leads, closed lost opportunities, that sort of thing. So there should be documentation on Experience League, but I would definitely start with that. You can probably just search Marketo Measure touch point settings and that should pop up. Perfect. And Kate, this next one鈥檚 for you. What is the best first action to take? The best first action to take.

I mean, it depends on where we鈥檙e coming into this.

Kind of going back to that first slide where it talks about, you know, enablement, documentation. You kind of want to go through that process. But if we鈥檙e talking specifically about, you know, tactfully auditing the instance, I think what I would start with is those kind of top level settings, making sure that that is good to go. Because if you have a problem with your like your domains, for example, you want to get that fixed as soon as possible. And then before even kind of like looking at your channel mapping and sync rules, I would run the audit report just so that it steers you in the right direction before you go in and kind of review all of those rules.

Got it. Okay. And Carly, if someone notices a lot of activity not attributed to a campaign or a channel, what could they assume they鈥檙e doing wrong there? Yeah, that鈥檚 a great question. So I would say, you know, for that, I mean, Kate just did that great demo of the diagnostic reporting. So that鈥檚 a huge, you know, a huge opportunity to really dig in there and see what鈥檚 going on. It鈥檚 a great way to try to diagnose or troubleshoot any of those issues. So I would definitely start with the diagnostic reporting. You鈥檒l get a recording of this webinar so you can go back and watch her demo again. I know she covered a lot. But that鈥檚 definitely the best course of action to try to figure out why things aren鈥檛 being attributed or if they鈥檙e not being properly bucketed. That鈥檚 a great way to troubleshoot as well.

Perfect. And Kate, we do have a question about online touchpoint creation percentage and how to get the missing ones.

Okay. So I鈥檓 assuming that this question is kind of coming from a perspective of maybe expecting there to be some, you know, JavaScript touchpoints and there aren鈥檛. So the first thing would be, you know, getting really clear on what it is exactly that you鈥檙e expecting and why. And then from there, you would want to check the page. You would want to check the page to make sure that there is JavaScript on it and that it鈥檚 properly attaching to the form. There鈥檚 documentation on experience leak of how you can test this form to confirm or if you want to be extra sure, you can submit a support ticket and they鈥檒l be happy to do that for you. But generally, that is going to be the reason why. Maybe there鈥檚 something wrong with the JavaScript.

Next thing I would check is maybe a suppression rule is, you know, mistakenly affecting that and you need to kind of make the suppression rule more specific so that it鈥檚 not capturing those touchpoints that you are intending.

Or, you know, if it鈥檚 something that the Marketo measure JavaScript is not capable of tracking, that would then be when you would turn to setting up what we would an offline channel rule, even though it鈥檚 online. You would use offline channel methodology to get that data into the system. So it kind of depends on the situation. You have to do some like exploring and you can also, I would say, file a support ticket too. If you鈥檙e stuck, they can kind of tell you why something鈥檚 not tracking.

Totally. And I love the order of operations of kind of setting your expectations first and then going about testing different things. On that note, Carly, I have one last question for you. Should I be concerned if I have CRM campaign sync rules and Marketo program sync rules? Yeah, so this is something that we talked about when we were talking about offline channel mapping or channel configuration. So generally speaking, we want to select one of those ways, right? We talked about the campaign sync rules. We talked about Marketo programs and we talked about Marketo activities. So ideally you鈥檙e picking one of them and, you know, making all of your offline rules with that one methodology.

So that would be the recommendation. Now, you know, if that鈥檚 something that鈥檚 being done, I think the kind of question then becomes, you know, can I get all of the information from my Marketo programs? Can I also get that information from a CRM campaign? In most cases you can. So that鈥檚 kind of the next sort of step and the next question that you鈥檒l have to ask yourselves.

So yeah, I would say if it鈥檚 possible to consolidate, that鈥檚 definitely going to be the best practice and it鈥檚 going to make it easier for you to just manage them in general and also troubleshoot and diagnose any issues because you鈥檙e only looking at the campaign sync rules. You鈥檙e not going back and forth between the campaign sync rules and the Marketo program or Marketo activities.

Perfect. Thank you both for all of the incredible insight. I want to quickly wrap us up today. On this screen, we have a few survey questions for you as well as one more opportunity to let us know if you鈥檇 like an invite to next week鈥檚 Marketo measure event. If you have a question specific to your account and we weren鈥檛 able to address it today, please feel free to reach out to your Solution Account Manager. If you鈥檙e not sure who that might be, you can reach out to me directly and I鈥檒l put you in touch with the correct person. And as a reminder, of course, we鈥檒l be sending out the recording of today鈥檚 event in an email in 24 hours. So that鈥檚 all for us today. Thank you again for attending. We really, really appreciate it. And have a great rest of your day and we look forward to seeing you at one of our upcoming events.

Thank you everyone.