Lead Source & Campaign Attribution How to Capture All Touch Points Using Marketo, as presented by Alexandre Pelletier at the 2010 Marketo User Summit
 

Lead Source & Campaign Attribution How to Capture All Touch Points Using Marketo, as presented by Alexandre Pelletier at the 2010 Marketo User Summit

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What lead source should you use to track your campaigns? Should you credit the first or the last one? What about all the other touch points in between? Alexandre Pelletier, Marketo super-user, will ...

What lead source should you use to track your campaigns? Should you credit the first or the last one? What about all the other touch points in between? Alexandre Pelletier, Marketo super-user, will show you how to use Marketo & Salesforce.com to capture all touch points that
influenced the sales – and real world tips on how to report on it all.

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Lead Source & Campaign Attribution How to Capture All Touch Points Using Marketo, as presented by Alexandre Pelletier at the 2010 Marketo User Summit Lead Source & Campaign Attribution How to Capture All Touch Points Using Marketo, as presented by Alexandre Pelletier at the 2010 Marketo User Summit Presentation Transcript

  • Lead Source & Campaign Attribution: How to Capture All Touch Points Using Marketo Alexandre Pelletier, Director, Lead Management 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 Came in 3rd place last year at Marketo idol Now Director of Lead Management Practice at Yellow Pages Group  blog.apelletier.com  Twitter.com/apelletier  alex@apelletier.com © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 2
  • Agenda Why Campaign Attribution? Capturing All Touch Points – The Work Reporting Take Aways Tips & Tricks © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 3
  • Why Are We Talking About Campaign Attribution? © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 4
  • 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 © 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! © 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 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 Campaign Influence  The holistic view of each campaigns interaction a lead has responded to, that made him move forward in the buy 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
  • Capturing All Touch Points – The Work © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 11
  • Acquisio Needs Track the first 5 visits of anonymous leads Assign each visit to specific SFDC campaign  Web - Direct  Web - Referrer  Web - Organic  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 Only useful if your attribution model is Original Referrer based on first interaction Original Search Engine 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 Only tracks interaction when the lead is 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 Visit 4 Visit 5 Visit 1 Visit 2 Visit 3 Paid Any Direct Referrer Organic Search Campaigns Marketo © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 14
  • 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" © 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_utm_medium  v1_search_engine  v1_utm_source  v1_keyword  v1_utm_term Submit the information through the Marketo Munchkin when a Marketo form is completed © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 16
  • How We Did It:Marketo Campaigns Created 10 Campaigns Used a lot “Request Campaign” Action © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 17
  • How We Did It: Marketo Campaigns Smart List: When a Lead is Created Flow: © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 18
  • How We Did It: Marketo Campaigns Flow: Cookie Source Type Visits Assignment © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 19
  • How We Did It: Marketo Campaigns Flow: Cookie Source Type = Direct * Same kind of flow for Organic & Referrer Source Type © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 20
  • How We Did It: Marketo Campaigns Flow: Cookie Source Type = Tagged © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 21
  • How We Did It: Marketo Campaigns Flow: Cookie Source Type = Tagged (cont’d) © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 22
  • How We Did It: The Results In SFDC 3 campaigns before being captured © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 23
  • Reports © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 24
  • 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 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 © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 27
  • Reports Campaigns with opportunities © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 28
  • Reports Campaigns with opportunities © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 29
  • Reports Why look at the opportunities? © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 30
  • 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 you want first Capture as many touch point as you can Keep the human touch in the reporting process © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 31
  • Tips & Tricks © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 32
  • 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)  Campaign Term (utm_term)  Campaign Content (utm_content)  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 © 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 in terms of quantity. This is Useful! 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
  • How To Block Field Updates For The Lead Source? © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 36
  • Thank You! © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 37