Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014

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A presentation on Marketo reporting options and techniques for the Netherlands Marketo User Group.

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  • ----- Meeting Notes (2/19/13 16:16) -----interesting moments driven
  • Marketo Reporting with Marketo User Group Netherlands - Jan 21 2014

    1. 1. Hands on Marketo Reporting Netherlands Marketo User Group January 21, 2014 Josh Hill Principal marketingrockstarguides.com
    2. 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. 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
    4. 4. FAST REPORTING TOOLS
    5. 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
    6. 6. Campaign Overview Tab © Josh Hill 2014 marketingrockstarguides.com
    7. 7. Members by Week © Josh Hill 2014 marketingrockstarguides.com
    8. 8. Email Performance Report © Josh Hill 2014 marketingrockstarguides.com
    9. 9. Email Send Control Panel © Josh Hill 2014 marketingrockstarguides.com
    10. 10. Engagement Dashboard © Josh Hill 2014 marketingrockstarguides.com
    11. 11. Campaign Member List © Josh Hill 2013 marketingrockstarguides.com
    12. 12. Program Overview Tab © Josh Hill 2013 marketingrockstarguides.com
    13. 13. Program Membership © Josh Hill 2013 marketingrockstarguides.com
    14. 14. Program Member List © Josh Hill 2013 marketingrockstarguides.com
    15. 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. 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
    17. 17. SECRETS OF REPORTING
    18. 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. 19. 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. © Josh Hill 2014 marketingrockstarguides.com
    20. 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. 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. 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 – – – – 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. 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. 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
    25. 25. USING PROGRAMS FOR RCA
    26. 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! – – – Tags: Channel Tag Types: Owners, Regions Period Costs by Month © Josh Hill 2014 marketingrockstarguides.com
    27. 27. Tag Types for Grouping Programs
    28. 28. Program Analyzer
    29. 29. Opportunity Analyzer
    30. 30. The Famous RCM Path
    31. 31. Questions? Contact me: Josh Hill Principal, Marketing Rockstar Guides 617.564.3079 Blog: www.marketingrockstarguides.com Slideshare: slideshare.net/jdavidhill Josh @ marketingrockstarguides.com
    32. 32. Summary of Report Options © Josh Hill 2014 marketingrockstarguides.com

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