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Marketo Reports Basics

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A presentation for the New York City Marketo User Group on making the most of Marketo Analytics.

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Marketo Reports Basics

  1. 1. Hands on Marketo Reporting NYC Marketo User Group February 19, 2013Josh HillVice President of MarketingAlacra, Incmarketingrockstarguides.com
  2. 2. 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.• Revenue Cycle Analytics – cross tab, data visualizer. © Josh Hill 2013 marketingrockstarguides.com
  3. 3. FAST REPORTING TOOLS
  4. 4. Fast Alternatives to ReportsThere are several ways to find data fast for theinevitable spot request.• Campaign Overview Tabs• Program Overview Tabs• Smart List• Static Lists• Landing Page Summaries© Josh Hill 2013 marketingrockstarguides.com
  5. 5. Campaign Overview Tab© Josh Hill 2013 marketingrockstarguides.com
  6. 6. Members by Week© Josh Hill 2013 marketingrockstarguides.com
  7. 7. Email Performance Report© Josh Hill 2013 marketingrockstarguides.com
  8. 8. Campaign Member List© Josh Hill 2013 marketingrockstarguides.com
  9. 9. Program Overview Tab© Josh Hill 2013 marketingrockstarguides.com
  10. 10. Program Membership© Josh Hill 2013 marketingrockstarguides.com
  11. 11. Program Member List© Josh Hill 2013 marketingrockstarguides.com
  12. 12. Smart and Static Lists You can use filters and static lists to count leads meeting all sorts of criteria.© Josh Hill 2013 marketingrockstarguides.com
  13. 13. Landing Page OverviewAnswers “How many leads saw this page?” or “What’s our conversion rate onthat Whitepaper page?”© Josh Hill 2013 marketingrockstarguides.com
  14. 14. SECRETS OF REPORTING
  15. 15. Naming Matters! Help Other Marketers. Good Names Bad NamesWeb leads by Webinar Campaign Nurture Leads 1– US – Past 6 Months CapterraEmail Performance by Webinars – PDF DownloadsGlobal – Past 90 days May 2013© Josh Hill 2013 marketingrockstarguides.com
  16. 16. 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 2013 marketingrockstarguides.com
  17. 17. 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 2013 marketingrockstarguides.com
  18. 18. Use Subscriptions to Save TimeOne of the top new user questions is “How do I get Sales/Execs a regularreport on…” © Josh Hill 2013 marketingrockstarguides.com
  19. 19. 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.© Josh Hill 2013 marketingrockstarguides.com
  20. 20. Quick FAQWill 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 2013 marketingrockstarguides.com
  21. 21. USING PROGRAMS FOR RCA
  22. 22. 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 2013 marketingrockstarguides.com
  23. 23. Tag Types for Grouping Programs
  24. 24. Program Analyzer
  25. 25. Opportunity Analyzer
  26. 26. The Famous RCM Path
  27. 27. Questions?Contact me:Josh HillVice President of MarketingAlacra, Inc617.564.3079Blog: www.marketingrockstarguides.comSlideshare: slideshare.net/jdavidhillJosh @ marketingrockstarguides.com

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