Sydney Marketo User Group June 2022

Adobe
Marketo
Engage User
Groups Sydney
Sydney | June 2022

Adobe Marketo Engage
User Group House Rules
In order to ensure our MUGs stay user-focused and a safe space for members of
the Marketing Nation to learn, network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted at MUG events
• Don’t contact people outside of the User Group without their consent
• If MUG members share their use case at the User Group, please don’t share
that information without their consent

This MUG Meeting is not being Recorded.
To ensure that we are abiding by the MUG Program Code of
Conduct and to respect the privacy of the content shared
during today’s session, we would like to inform all attendees
that this session will not be recorded.
After the meeting concludes, if you have any outstanding
questions or missed a portion of the content, please feel free
to email us at advocacy@adobe.com and we will do our best
to answer your questions.

The point of user groups is to…
• Create a sense of community
• Share knowledge, valuable insights and actionable learnings
• Champion people in our region who are doing awesome things
• Help you strengthen your knowledge of the platform
• Help you make connections that will push you forward in your career
Why are we all here?

• Spread the word – if you know someone who’s interested, let them
know!
• You’re among friends – speak up, no question is a dumb question.
• Be respectful to speakers and other members – please put your phone
on silent.
• Share your feedback – this is our party and we’ll talk APIs if we want to.
• On MUG days we wear purple. (Or Adobe red… if you feel the need…)
What we want

Sign up for Bevy – the tool for Adobe
Marketo Engage User Groups!
• Step 1: Navigate to
https://mugs.marketo.com/accounts/signup/
• Step 2: Create an account using the email
associated with your Adobe Marketo Engage
Account
• Step 3: Search for our chapter and click “Join
Chapter”
Stay Connected with Our Chapter

Upcoming Opportunities
for Chapter Members

Need to Update your Marketo Engage Certification?
Adobe now has 3 certifications for Marketo Engage
•AD0-E555 Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have
about 3 - 6 months of Marketo Engage training and hands-on experience. The exam is aligned to the Marketo Core
Concepts I, Marketo Core Concepts II, and Marketo Reporting and Insights courses. (Update to the former Marketo
Certified Associate)
•AD0-E558 Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers
and marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update to
the former Marketo Certified Expert)
•AD0-E556 Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and
process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5 years of
experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam guides!

Become a MUG Sponsor!
For our next Sydney MUG, we are looking:
● Recommendations on topics you care about!
● For speakers to share their experiences
● And hopefully soon NOW
○ For venue
○ For sponsors [for food and beverage]
Talk to one of the MUG leaders to find out more and be part of an
exciting journey.

Meet your Sydney Marketo User Group Leaders
Pierre Flovie
SENIOR MARKETING TECHNOLOGY
CONSULTANT AT VERTICURL
Dani Tam
MARKETING OPS MANAGER AT
DROPBOX
Brooke Campbell
DIRECTOR | MARKETING
STRATEGIST | MARKETING
AUTOMATION SPECIALIST AT
STACKIT MARKETING
Stephanie Chhor
ASSOCIATE DIRECTOR AT KPMG |
ADOBE MARKETO ENGAGE
ARCHITECT | MARTECH SOLUTION
CONSULTANT

12
Agenda
4:30 - 5:00 PM Registration and Networking
5:00 - 5:10 PM Introductions, Housekeeping + Agenda
5:10 - 5:30 PM Dynamic Chat and Analytics Strategy
5:30 - 5:40 PM Break
5:40 - 6:00 PM
Tech Tips: Program Member Custom Fields and Execute
Campaign
6:00 - 6:20 PM Q & A

Dynamic Chat and Analytics
Strategy
BY JESS LANGENSAND

Marketo User Group
Dynamic Chat and Analytics Strategy
Jess Langensand I Manager, Solution
Consulting

©2022 Adobe. All Rights Reserved. Adobe
Confidential.
Endless impediments to conversion at every stage of the buyer
journey… especially on your website
16

Confidential.
Website opportunities are often missed
To get your web visitor’s
attention
Rely on gated content to
convert users
Pass off to Sales, schedule a
meeting, and engage
drop-off drop-off

Confidential.
Facilitate a faster buyer journey with chat
58
%
B2B
58% of companies that use
chatbot technologies are B2B
50%
Response
Rate
Chat messages get a 50%
response rate on average
5
Minute
s
5 minutes is the ideal
timeframe to respond to a
lead
80%
Open
Rate
Chat messages get an 80%
open rate on average
You need to engage with leads quickly
B2B companies are adopting chat
technology
Get more opens and responses

Confidential.
Maximize every opportunity on your website with integrated, 1:1
personalized conversations without additional investment
• Dynamic Chatbot
• Drag and Drop Chatbot Dialogue
Management
• Dynamic Content Sharing
• Lead and Account Targeting and
Personalization
• Book Meetings with Sales
• Basic Routing
• Chat Dialogues
• Dialogue Cloning
Target both leads and accounts with proactive,
engaging conversations on your website
Streamline the handoff to Sales with
immediate meeting booking options directly in
the chat
Integrate chat into your holistic cross-channel
marketing strategy in Marketo Engage
Enable web visitors to
book meetings with
Sales
Trigger activity in other
channels based on chat
engagement (Q4)
Leverage out-of-the-box
dialogues to get set up
quickly
Dynamic Chat
Capability Highlight
Use
Cases:

Confidential.

Confidential.
Dynamic Chat maximizes other Adobe Marketo Engage capabilities
Enhance your cross-channel strategy with Dynamic Chat
Capture more information about leads
with new custom chat activities that get
appended to the lead record
Lead & Account Database
Create lists of leads that are engaged
with chat and sync them to other Adobe
Experience Cloud applications.
Adobe Experience Cloud
Audience Sync
Use chat engagement data to fuel your
paid media strategy to get the best ROI
with an integrated strategy.
Paid Media
Add engaged chat users to your event
and webinar programs to create an
integrated and cross-channel experience.
Events & Webinars
Dynamic Chat
Add members to email programs and
trigger emails to send based on chat
engagement to ensure you engage with
relevant email content once the chat is
complete.
Email Marketing
Update lead scores and route leads
appropriately based on chat engagement
on your website.
Scoring, Routing, & Alerts

Confidential.
Things you can now do with Dynamic Chat
Dynamically engage with customers and prospects
Book Meetings
With Sales
Speed up the time from web
visit to Sales meeting by
allowing web visitors to book
meetings directly within the
chat window.
Lead and Account-
Based Chat Targeting
Leverage Marketo Engage’s
unique audience data to
target both leads and
accounts with relevant
conversations on your
website.
Proactively Convert Web
Visitors
Engage with web visitors
through chats to proactively
and dynamically convert
them and move them
through the funnel quickly.
Track Goals Across Use
Cases
Define specific milestones
and goals for dialogues
across use cases for detailed
analysis and triggering of
actions in other channels.
Collect Lead Information
Quickly and at Scale
Configure dialogues to solicit
and collect email address,
phone number, free text, and
more for more proactive and
dynamic information
collection.

Confidential.
Google Analytics Customers are in a Tough Spot
Complete re-implementation will be required to GA4
01
02
GOOGLE WILL EOL UNIVERSAL ANALYTICS (7/23 FREE, 10/23 GA360)
FULL RE-IMPLEMENTATION
Historical data will not be migrated or align to new GA4 structure
HISTORICAL DATA LOSS
Resolution requires U.S. regulatory change or Google architecture change
NO IMMEDIATE REMEDIES
U.S. companies seeking GDPR compliance are affected as well
GLOBAL / MULTINATIONAL IMPACT
GOOGLE ANALYTICS ILLEGAL IN PARTS OF EUROPE

Confidential.
The cookie-less future is emerging, and 1st party data is key
Apple launches ITP
(Internet Tracking
Prevention) to prevent
cookie-based 3rd party
tracking across safari
websites
2017 2024
Google abandons
FLOC (Federated
Learning of Cohorts)
for new TOPICS
concept to preserve
“privacy” of users
Google Chrome
browsers will no longer
support 3rd party
cookies on its service,
resulting in new media
tracking challenges
Jan ’21 Jan ‘22 Dec ‘23
Chrome introduced the
Privacy Sandbox to
eliminate third-party
cookies by replacing
them with viable
privacy-first
alternatives
FLoC has been criticized for its infrastructural potential for
discrimination. Cohorts could include sensitive demographic
data, creating the possibility for discriminatory ad targeting.
“
”

Confidential.
Wearables Browser App / Push Digital Voice Assistant Chatbot Voice Call (OUTBOUND) Voice Call (OUTBOUND)
Digital Video/Audio Social IoT / Smart Devices Connected Car Live Chat Virtual Events In Office
Map / GPS Email SMS / Text Out of Home Trusted Advisors Live Events In Store
Media / Influencers Forums Reviews Consultants Linear TV / Radio Mail / Print In Person (AT WORK)
Independent Research Experts Ratings Colleagues Friends In Person (INBOUND) In Person (OUTBOUND)
Customer Experiences Happen Everywhere
OMNICHANNE
L

Confidential.
27
Today’s challenges Future of customer insights
Third-Party, cookie-based data
Disconnected data; siloed view of
the customer; web/app only
Not enough data expertise; no BI
team; delayed time-to-insight and
action
Channel optimization for next best
offer, beyond just ad exposure
impacts
First-Party, consent-based data
Journey analysis; single view of the
customer
Analysis and insights accessible to the
frontline for immediate action
Journey-based insights to inform next
best experience
Challenges facing all organizations

Confidential.
Make data insights accessible to all (i.e.,
democratized data access)
See the customer in a journey context (i.e., data can
be portrayed sequentially, spanning multiple
channels and devices)
Harness the power of data science for citizen data
scientists (i.e., it allows marketers and analysts with
no formal data science training to unlock deep
insights and analysis)
Analytics for the experience business
1
2
3
To perform customer journey analysis, Experience
Businesses need to:

Confidential.
What is Customer Journey Analytics?
Customer Journey Analytics (CJA) is an application service that allows you to rapidly analyze cross-channel
interactions using any data available to you in Adobe Experience Platform
It enables organizations to empower anyone responsible for the customer experience to visualize the customer
journey in full context, across all data channels, to discover omnichannel insights in real time – enabling them
to influence the micro-moments that constitute experiences.
Connect and standardize data
from online or offline sources
Tie interaction events to
segment or individual level
Visualize a customer’s journey
across multiple channels
sequentially
29

Confidential.
The value of Customer Journey Analytics (CJA)
Quick Time
to Value
Out-clocks alternatives;.
Discover insights, and
action in minutes instead of
days.
Deep Omnichannel
Insight Generation
Designed to let users
explore fluidly and answer
questions open-endedly
Easy for Non-
Analysts
Accessible to novice
users with curated
workflows and drag-and-
drop UX
Precision
Segmentation
Purpose-built AI/ML
enhances segment
discovery
This is how Adobe Analytics puts experience first.
Customer Journey Analytics enables any user to discover omnichannel insights in real-time by bringing
the interactive, self-serve query experience of Analysis Workspace to customer data in Adobe Experience
Platform (AEP)

Confidential.
Customer Use Cases
A leading home-
improvement retailer wanted
to see if products purchased
online are being picked up
OR returned at the store to
understand the true ROI of
digital campaigns and
provide a better online-to-
offline experience, ultimately
boosting the enterprise
conversion rates
Click-to-Brick
A leading entertainment
brand had a dataset of
members who had
cancelled reservations due
to COVID shutdown.
Subsequently, they
retargeted them via email
campaigns and reported in
CJA which of those users
that had previously
cancelled completed new
bookings post-shutdown as
a result of those
campaigns.
Cross-Channel Attribution
Seeing 3X the engagement on
email campaign for segments
created in AEP vs their
traditional campaign
Perform raw ad-hoc SQL
query exploration of data in
AEP to identify & combine
into new datasets to load
inside CJA for deeper
analysis
Augmented analysis and
Dataset ETL via Query
Services in a resource
constrained COVID world
Getting the data
ready/optimized for CJA
Ad hoc SQL Analysis
A mortgage brokerage
house wanted to stitch digital
& call center data to
understand which digital
experiences can be
improved to reduce the
number of customers calling
their call center(s)
Call Deflection
“In 2 minutes, I built a metric
that shows how often people
move from web to call center.
It took my offshore team 2
months to get me that same
data.”
Financial Services Retail M&E M&E

Confidential.
Value realization with CJA:
✔ A top global consulting firm combined data
from Analytics, Marketo, CRM, and marketing
data sources to link anonymous to known
individuals.
✔ Have visibility into contact journey through
lifecycle via campaign/content/interactions
through to phone calls/meetings/closed won.
✔ Measure the impact marketing has on sales
✔ Marketing influenced revenue
✔ Enable ongoing improvement
✔ Response to business drivers.
✔ Create summarized views of campaigns and
consumption flow of campaigns (Marketo) and
web (Analytics) to analyze patterns to optimize
marketing approach.

Confidential.
CUSTOMER JOURNEY
and
CUSTOMER LIFETIME VALUE
FOCUS
CHANGE REQUIRES

Copyright 2020 bluprintX. All rights reserved. The information contained in this document is company confidential and proprietary property of
bluprintX and its affiliates. It is to be used only for the benefit of bluprintX and may not be distributed, transmitted, reproduced, altered, or used
for any purpose without the express written consent of bluprintX.
Tech Tips: Using Program
Member Custom Fields and
Execute Campaign
Veronica Holmes

Execute Campaign – When should I use it?
An executable campaign is designed to be
used when you need a specific series of
steps to complete PRIOR to the next
element in your flow executing.
They can be used for lots of things, but the
primary use case is needing to execute
operational tasks prior to executing the
remainder of the campaign.

Execute Campaign – what is it?

Let’s talk about TOKENS
Executable Campaigns are CHILD campaigns of the
campaign that executes them.
That means that if “True” is selected on the Execute
Campaign flow step, the Executed Campaign will inherit My
Tokens and Trigger Tokens from the parent.

Smart Lists – It doesn’t always need to have one
You can’t schedule it.
TIP: You can use this
as your gateway to
weed out anyone who
shouldn’t go through
this flow step.

Execute Campaign – Tips
1. Must be made executable on
CREATION.
2. New flow step available – much like
Request Campaign, build your
Executable Campaign first so it is
selectable.

Execute Campaign – Tips
3. Results tab of the
Executable Campaign
will show who hit the
smart list and did or did
NOT qualify for it. This
creates an activity log
item on the person.

PMCF recap – What are they?
Program Member Custom Fields contain
values against a person that are specific to
that program.
Examples:
• UTM data
• Campaign Information
• Event info like dietary requirements,
locations

PMCF recap – Don’t forget the rules
1. You can only have 20 of them in your instance, and at THIS
point in time, you cannot delete them!
2. If a person is no longer a member of the program their PMCF
data is erased too!
3. Tokens for PMCF data can only be used in the program the
data is captured in, BUT you can use the data values in other
programs.
4. If you want to use PMCFs on forms, the form must be local to
the program.
5. You can only really view PMCF data in the Members Tab of
the program.

PMCFs Top Tip – Name generically (Burner Fields)
Specific Naming
• Event Location
• Campaign Offer
• UTM Data
• Dietary Requirements
• SMS Response
Generic Naming
• PMCF Event 1 (String)
• PMCF Event 2 (CB)
• PMCF Event 3 (Date)
• PMCF Campaign 1 (Text
Area)
• PMCF Campaign 2
(Number)

PMCF Scenario – Multi-Location Events
I want to use one landing page and
email to invite people to participate in a
multi-city event.
AND I want to invite people to more than
one of these at the same time!
I need to store this registration info at the
controller program level and trigger
program status updates in sub-event
programs.

Single Landing Page for Multiple Events
These are PMCFs – called PMCF
Event 1-5.
Each multi-city event can have the
label names edited on the form.

Use a controller program to capture form data, and
triggers to register in multiple sub-events
Much like membership of a program, a person’s program member data can
be accessed within that program, but also from other programs.

PMCF Scenarios – I’ve done all these
• Capture SMS response into a PMCF for storing at the
program level so it’s not overwritten when multiple SMS
responses are received
• Capture dietary requirements for events
• Ensure UTMs are captured for all programs, and
timestamp when a form was filled out in an individual
program
• Capture information about the campaign or offer someone
signed up for
• Capture event feedback

Custom Integration
Execute campaign
ensures that the field is
set before sending it to
the integration layer.

Set Lead Source
Centralised Lead Source management using execute campaign and
program member custom field to set lead source value before sending
it to the integration

PMCF and UTM
• Holding utm information as
program member custom field,
gives you the ability to pull the
data via API for reporting.
• Set lead source information
using member token using
executable campaign on a
centralised operational
program.

Q&A - Experts in the house - Subject Matter Experts
Moderators & Experts:
Pierre Flovie
SENIOR MARKETING TECHNOLOGY CONSULTANT at
VERTICURL
https://www.linkedin.com/in/pierreflovie
Danielle Tam
MARKETING OPS MANAGER at DROPBOX
https://www.linkedin.com/in/danielle-tam/
Stephanie Chhor
MARTECH CONSULTANT at KPMG
https://au.linkedin.com/in/stephchhor
Feature Experts:
Veronica Holmes
CONSULTING DIRECTOR at BLUPRINTX
https://www.linkedin.com/in/veronicaholmes/
Marketo Support Team
TECHNICAL LEAD MARKETO
http://support.marketo.com/

Sydney Marketo User Group June 2022

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