[Watch the webinar on-demand: https://bit.ly/3LpjOsz] Reporting solutions, such as Bizible, provide valuable intelligence to help companies make better decisions around marketing spend. However, there is no easy button to gain those insights. With Bizible, some organizations experience issues with a setup that doesn’t scale. Others experience challenges around adoption of the reports. These situations can contribute to misalignment among departments and wasted investment. In this session, learn how to - Prepare your Marketo in order to gain optimal reporting from Bizible - Setup or reimplement Bizible to realize value faster - Educate your internal team to drive adoption - Choose the best reports that offer value for the long term - Drive alignment among stakeholders on an ongoing basis Presented by: Jeff Coveney, CMO, Digital Pi Augie Kuron, Director of Client Services, Digital Pi

1. © 2021 Merkle, Inc. All Rights Reserved. Confidential.
DIGITAL PI WEBINAR:
Bridge the Bizible Gap
February 10, 2022

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Housekeeping • This session will be recorded and shared with all
attendees
• We will have time for questions at the end. Please put
questions in the Question box at the bottom of your
GoToWebinar panel at any time
• If we don’t answer your question live, someone will get
back to you directly

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Sara’s Bizible Story
• Sarah needed better insights into marketing
• Her team loved the possibilities of Bizible
• Up and running within 30 days. taking the “Let’s just get it
installed” approach
But Six Months later.....
• Bizible was not aligned with business goals
• Setup was built on non optimized Marketo/SF campaigns
Bad data in = bad insights out
• Lacking resources/expertise to drive change
END RESULT: Lack of adoption, not realizing ROI
Sound familiar?

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Digital Pi
Digital Pi helps companies
build, manage and optimize
their marketing automation on
a global scale.
Build Optimize
Manage

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AGENDA
01 THE BIG PICTURE
WHYY DO PEOPLE STRUGGLE WITTH BIZIBLE?
WHAT ARE THE COMMON CHALLENGES?
02 THE ATTRIBUTION JOURNEY
BIZIBLE’S IMPACT ON THE ATTRIBUTION JOURNEY
03 5 COMMON CHALLENGES
CHALLENGES
KEY TAKEAWAYS
04 WHAT’S NEXT?
NEXT STEPS
HOW DIGITAL PI WORKS WITH BIZIBLE CLIENTS

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Are you using Bizible for analytics today?
• Yes
• No
Poll

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01 The Big Picture

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What Today Isn’t
Today is not about all the pretty
reports (OK, there may be some) or a
down and dirty attribution dissertation.
There are plenty of sessions that
show you reports.
What Today Is
An opportunity to hear from Bizible
strategists about common Bizible
challenges so you can be positioned
for long-term success, no matter
where you are in your Bizible journey.

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What is Marketing
Attribution Anyway?
The process of understanding which marketing tactics are
contributing to sales or conversions.
Bizible offers a flexible way to cut up the attribution pie.

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Attribution models:
Source: Adobe
First Touch (FT)
Attributes 100% to
the first touchpoint
Lead Creation (LC)
Attributes 100% of
the attribution credit
to the LC touchpoint
U-Shaped
Get top-of-funnel
insights on LC and
FT
W-Shaped
Looks at the journey
from FT to
Opportunity Creation
(OC)
Full Path
Examines all the
touches from FT to
Opportunity Close
(OC)
Custom Model
What makes sense
to you
The Anatomy of A Deal

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The Vision: When Bizible is Working Right
Which channels are
contributing most?
How is spend
translating to ROI?
How can we slice up the
insights?
Which campaign
contributes most to
revenue?
Sample Data

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02 The Attribution
Journey

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How Do You
Approach Bizible?
Analytics Don’t Stop at the
Starting Line – You Need
To Go Beyond the
Implementation

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The Evolving Analytics Journey Attribution reporting is not a project or a deliverable – it’s an ongoing process that
ties your data, reports, and insights together to understand where your business IS,
where it can go, and how to get there.
Planning |
Strategy
Implementation/
Deployment
System Setup
Enablement
Alignment
Optimization
+ Enablement
+ Alignment
FOUNDATION INSIGHTS
dashboards
report building
report building
dashboards

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03 Top 5 Bizible
Challenges

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FOUNDATION
IS NOT SET
DATA IS NOT
READY FOR
SCALE
MIS-
ALIGNMENT
LACK OF
RESOURCES
AND/OR
EXPERTISE
SET & FORGET
STRATEGY
Five Challenges Companies Face

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Foundation Not Set
You Can’t Paint a House Before It’s Built
Challenges:
• Programs
Success
Salesforce Campaigns
UTM Strategy
• Lifecycle

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Get your programs in order Ensure all your progressions and
successes are established
Adopt UTM naming conventions
EXAMPLE NAMING CONVENTIONS
CHANNEL_YYYY_MM_DD_DESCRIPTION
Consistency is Key to Your Bizible Foundation

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Data Is Not Set Up For Scale
Bad Data In… Bad Insights Out
Challenges:
• Different entry points for data
• Not capturing the data your need
• Inconsistent data
• Lack of data process
• Missing data
Marketo
Forms
Imports
APIs
Manual
CRM
Syndication
Custom

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Add cost data for ROI
analysis
Examples of Not Collecting the Right Data
Collect revenue stage
data to get funnel
insights
Bizible Funnel Report

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Misalignment
This Isn’t A Technical Challenge… It’s a People
Challenge
Challenges:
• Each team/ function is operating with different goals:
• CMO: “I need to know the anatomy of a deal, where did marketing
play their part?”
• CAMPAING MANAGER: “How many ops did this campaign
touch?”
• DIGITAL MARKETER: “I just want to prove that paid social works!”
• SF ADMIN: “I want to see how leads are turning into deals”

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Give Value to Stakeholders: Insights for All
CMO (And other C-Suite)
How are activities tracking to goals
Marketing Ops
Is the system running right?
Campaign Managers
Events/Webinars/Paid media
• Get stakeholders involved early in the process
• Educate stakeholders on benefits
• Setup meetings before

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Set it & Forget It
It’s Like Automated Subscriptions:
They Are Great….Until You Forget to Cancel
What happens any of the following are adjusted without
reset?
• New Channels
• New Progressions
• New Statuses
Your insights will not be accurate.
Ensure your programs and systems are managed
Example: Adding a New Marketing Initiative

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Lack of Resources
It Takes More Than A Race Car to Win A Race
Challenges:
Define your staffing mode:
Who
• Internal – Leverage internal resources to do analysis
• Outsource – Ability to scale with analytics expertise
How
• Centralized – All analysis goes through a central department
• Decentralized – Everyone runs their analysis separately
You need dedicated expertise to drive change.
Make sure you have the right team and
resources to give you the right insights

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FOUNDATION
IS NOT SET
Understand that
analytics is a journey,
not a sprint
DATA IS NOT
READY FOR
SCALE
Have a data strategy
and manage where the
data comes from for
cleaner insights
MIS-
ALIGNMENT
Buy-in is key: get
stakeholders involved
early in the process
Educate stakeholders
on benefits and setup
meetings before
LACK OF
RESOURCES
AND/OR
EXPERTISE
Staffing is key: Budget
internal and/or
external expertise
SET & FORGET
STRATEGY
Ensure your systems
are setup for scale
(Naming conventions,
Successes, etc.)
Takeaways To Help With the Five Challenges Companies Face

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04 What’s Next?

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Getting Down to Your Next Steps
Implementation/Optimization
Foundation
Ongoing Excellence
Analysis
Discovery/Strategy
q KPI Strategy Sessions
q Program Assessment
q Lead Gen Planning
q Attribution Planning
Setup
q Channel Framework and Config
q Program Success Definitions
q Touchpoint Framework
q Stage Mapping
q System Deployment for Website (UTM)
q Marketing Spend Inputs
q Set of Baseline Reports
q Enablement
q Regular analysis of marketing performance
q Dashboard building
q Creation of reports mapped to KPIs
q Ongoing reporting support
q Strategic insights
q Training and enablement as needed
ANALTICS IS A JOURNEY
Digital Pi’s Bizible Services Can Give you the Extra Expertise You Need

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How We Help
Digital Pi offers end-to-end services for the long term.
• Strategy
• Best practice implementation
• Ongoing managed services
Contact hello@digitalpi.com for a Bizible readiness discussion
Questions?

29. © 2021 Merkle, Inc. All Rights Reserved. Confidential.