This is a quick reference on how and why you might want to reorganize your data and export from within Pardot. This will give you a rull range of field values for any prospect, something not available from the LifeCycle report.

1. Building a Custom MQL Pivot Table
Jeremy Mason, @automatemkt
Q4 2013

2. Agenda
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What is an MQL Report?
Why Vary from the Default MQL Report?
Let’s Build One: Preparing Data
Let’s Build One: Pivot Table

3. What is an MQL Report?
What is it, exactly?
• Snapshot of assigned prospects or “assignable”
behaviors created in a period
• Detailed view of the Lifecycle Report MQLs
• Denotes typical triggers for CRM campaign member
status change to “responded” and/or new lead
creation
MQL (Marketing Qualified Lead) = The number
of assigned prospects created in the specified
time frame. Assignments can occur in Pardot
manually, via the API, via a CRM sync, or during a
Pardot import. (Email address required.)

4. What is an MQL Report?
Clicking through results in a report, but the export
method does not result in a comprehensive set of
data-points or field values.

5. Why vary from the default?
1. The Lifecycle MQL report doesn‟t provide the full
export option available from Segmentation Rules
or Prospect Lists
2. You may want to see all fields and values for all
prospects meeting your report criteria
3. The default MQL report (Lifecycle) includes
prospects added via CRM synchronization, i.e.
those created in the CRM and then automatically
created in Pardot, something which may not satisfy
your sales and marketing leadership
4. First Name and Last Name fields are concatenated
in the export from the Lifecycle MQL report

6. Let‟s Build One
1. In Pardot, generate a comparative MQL total
from the Lifecycle Report for a date range
2. Build a Segmentation Rule or Prospect List for
assigned prospects within your date range
a)
b)
Segmentation Rule: Assignment Status
“Assigned” and created in a date range
Prospect List: All prospects assigned in
a date range

7. Let‟s Build One: In Pardot
1.
2.
3.
4.
Go to Your Prospect List or Segmentation Rule
Go to Tools>CSV Export
Click “Switch to Full Export” and name your file
Click “Export”

8. Let‟s Build One: In Excel
(Diagram corresponding with color text on next slide)
1. Open your CSV in MS Excel
2. Insert a pivot table into a new worksheet/tab
3. Choose the range of files for your pivot table from
the raw data worksheet/tab containing your
originally exported data set
4. Check the field values that you want to display
5. Organize your field hierarchy as vertically displayed
in the Axis Fields section of the Pivot Table Field
Options box
6. Drag the „Prospect ID‟ field into „Values‟ section
7. Pull down the arrow in the „Values‟ box and choose
“Value Field Settings”. Select “Count”
8. You should now have a Pivot Table that you can
manipulate for detailed reporting, using all
available fields for each prospect

9. Pivot from CSV export
4. Choose
fields to
display in
your
Pivot
Table
5. Arrange field
value hierarchy
according to your
preference
8. Pivot table results for
editing.
8. Raw data from
initial export.
6. Select
Prospect ID
as field to
count
7. R. mouse
“Value Field
Setting”
and change
to “count”