Campaign attribution - how to capture all touch points using Marketo

Lead Source & Campaign Attribution: How to Capture All Touch Points Using Marketo Alexandre Pelletier, Director, Lead Management , g Practice at Yellow Pages © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 1

Alex Who? More than 13 years in the Digital Marketing Using Marketo for more than 2 years Did multiple implementations p p Came in 3rd place last year at Marketo idol Now Director of Lead Management Practice at Now Director of Lead Management Practice at Yellow Pages Group  blog.apelletier.com  Twitter.com/apelletier  alex@apelletier.com l @ ll ti © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 2

Why Campaign Attribution? Everyone wants to know which campaigns attributed to the sale Measure the real marketing contribution to revenue Better visibility in campaign performance y p g p © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 5

My Initial Look At The Question How many sales‐ready leads is each of my campaigns generating? How much revenue is each of my campaigns generating? © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 6

My Initial Findings (it hurts to say it, but the reality is…) There is no short easy way to determine what works best. Period! works best Period! © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 7

Typical B2B Sales Cycle Scenario Which campaign should get the credit? 0 8 (days) 27 43 52 Won SEM Banner Ad Webinar SEO Trade Show (unknown) (unknown) (known) (known) (known) “The de facto industry standard of measuring the value of campaigns or media placements by the most recent click or campaigns or media placements by the most recent click or interaction is ripe for change.” – Forrester Wave: Interactive Attribution, Q4 2009 , © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 8

2 Key Concepts for Marketing ROI Measurement Campaign Attribution  “The practice of measuring the correct partial value of each interactive ad that drove a desired outcome.” ‐ Forrester Wave: Interactive Attribution Q4 2009 Forrester Wave: Interactive Attribution, Q4 2009 Campaign Influence p g  The holistic view of each campaigns interaction a lead has responded to, that made him move forward in the buy cycle. cycle © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 9

Attribution or Influence? Either way, you need to capture all touches 0 8 (days) 27 43 52 Won SEM Banner Ad Webinar SEO Trade Show (unknown) (unknown) (known) (known) (known) Marketo © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 10

Acquisio Needs Track the first 5 visits of anonymous leads Assign each visit to specific SFDC campaign  Web ‐ Direct  Web ‐ Referrer  Web ‐ Organic  Web ‐ Web ‐ Paid  Any other applicable campaigns © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 12

Defaults For Tracking Marketing ROI With Marketo & SFDC Method Limitation Original Fields O i i l Fi ld Only useful if your attribution model is O l f l if tt ib ti d li Original Referrer based on first interaction Original Search Engine g Original Search Phrase Original Source Info Original Source Type Lead Source Only useful if your attribution model is based on first interaction Only tracks interaction when the lead is known SFDC Campaigns SFDC C i Only tracks interaction when the lead is O l t k i t ti h th l d i known Static or Smart Lists Only tracks interaction when the lead is known © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 13

How We Did It:The JavaScript Read the referrer URL Condition Source Type SFDC Campaigns If there is no referrer URL Direct Web – Direct If referrer is not a search Referrer Web – Referrer engine If search engine & contains Organic Web – Organic organic information If the page itself URL is a Tagged based on campaign ID in GA Tagged URL the UTM_content If the page itself URL is a Tagged Web – Paid GA Tagged URL & utm_content = "701400000005Qzu" 701400000005Qzu © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 15

How We Did It: The JavaScript (cont’d) Store the information in a cookie  v1_time  v1_utm_campaign  v1_source_type  v1_utm_content  v1_referred_url v1 referred url  v1_utm_medium v1 utm medium  v1_search_engine  v1_utm_source  v1_keyword _ y  v1_utm_term _ _ Submit the information through the Marketo Submit the information through the Marketo Munchkin when a Marketo form is completed © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 16

Reports There is no magic path, all closed sales have a different marketing history Reviewing the monthly won report is strongly advised. Don’t just track campaigns, track content as j p g , well © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 25

Reports Number of leads by visits (touch point)  33% have 2 touch point  15% have 3 touch point  8% have 4 touch point  6% have 5 touch point or more © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 26

Reports Number of leads by Source Type  37% are from any other Campaigns  29% are from Organic  23% are from Direct  7% are from Referrer  4% are from Paid 4% are from Paid © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 27

Take Away Attribution is not an exact science (yet!) and it takes many manual steps to get there Determine your model and sketch the reports Determine your model and sketch the reports you want first Capture as many touch point as you can h i Keep the human touch in the reporting Keep the human touch in the reporting process © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 31

Create Standard Tracking “utm_” Values Straight From Salesforce.com Create custom pick‐list field for each “utm_” you want to track  Campaign Source (utm_source)  Campaign Medium (utm_medium) C i M di ( t di )  Campaign Term (utm_term)  Campaign Content (utm_content) p g ( )  Campaign Name (utm_campaign) Create a custom formula field © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 33

Create Standard Tracking “utm_” Values Straight From Salesforce.com And voilà! Benefits:  Standardize tracking within Google Analytics  Centralize all of your utm_ inventory Centralize all of your “utm ” inventory © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 34

More About The Lead Source Lead Source is the initial contact with a lead Determine your best source for net new leads q y in terms of quantity. This is Useful! Few tips about the Lead Source Few tips about the Lead Source  Always keep the oldest value when merging records  In fact, it should never be changed (block field updates) © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 35

Campaign attribution - how to capture all touch points using Marketo

by Marketo on Oct 14, 2010

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