Adobe Marketo Measure: Your Key to Data-Driven Marketing

Ever felt like proving the ROI of your marketing efforts is like finding a needle in a haystack?

You’re not alone! 40% of marketers say proving the ROI of their marketing activities is their top marketing challenge⁽ⁱ⁾.

Measuring the impact and ROI of your strategies helps to enhance the effectiveness and profitability of your business, making it a crucial aspect of growth.

Nowadays, with a plethora of analytics tools at your disposal, measuring your marketing impact is a breeze.

However, the challenge lies in attributing results accurately identifying which strategies are driving revenue growth, and focusing on the most impactful initiatives.

Enter – Adobe Marketo Measure (AMM).

Using a cutting-edge, touchpoint-driven data model, Marketo Measure, provides detailed information throughout your customer’s journey. You can get insights into each touchpoint and enhance engagement tracking using touchpoint records.

It’s like a marketing detective that automatically keeps track of how well different marketing channels are doing, showing you which ones are getting the most engagement from customers. With this information, you can make smart decisions about where to focus your marketing budget.

In this blog post, we’ll delve into the intricacies of what Adobe Marketo Measure is, its key components, and how to harness its full potential for maximum results.

The ‘What’ & ‘Why’ of Adobe Marketo Measure

Adobe Marketo Measure, formerly known as Bizible, is a tool that helps marketers figure out which marketing strategies are making a difference in bringing in revenue and optimizing their investment.

Currently, Marketo Measure has API integrations with two CRM platforms – Salesforce and Microsoft Dynamics.

Additionally, with Marketo Measure, you can:

• Collect data from various sources (for instance third-party sources like webinar registrations), making sure you have all the information needed for analysis.
• Connect multiple CRM or marketing automation platforms to get a complete picture of your data. Marketo Measure works with almost any CRM, including Salesforce and Dynamics.
• Customize and organize your data according to your preferences.
• Get a detailed analysis and reporting by integrating Snowflake Data Warehouse and using any business intelligence (BI) tool.

Moreover, if you’re using Adobe Real-Time Customer Data Platform (RTCDP) (B2B or B2P Edition), Marketo Measure seamlessly works with it, creating a powerful combined solution that operates from the centralized Adobe Experience Platform (AEP) data.

It’s like having a synchronized team working behind the scenes to make your marketing efforts even more effective.

The Key Components of Adobe Marketo Measure

By using Adobe Marketo Measure you can also identify how your prospects discovered you and see the exact actions and points of contact that made them decide to buy.

Let’s check out how you can do that with the key components of Adobe Marketo Measure.

Touchpoints

Touchpoints are the times when potential customers interact with your online or offline marketing efforts. These touchpoints gather various details, like the date and time of the interaction, UTM parameters, and the nature of the interaction (like filling out a form or responding to a campaign). Marketo Measure stores this information on the lead or contact record in your CRM platform and it can also distinguish between first-touch and last-touch interactions.

Buyer Touchpoints (BTs)

These are a specific type of touchpoint that is associated with a specific lead or opportunity. Buyer touchpoints are used to track the marketing efforts that influenced a customer’s decision to become a lead or opportunity.

Buyer Attribution Touchpoints (BATs)

When an opportunity is formed on an account with buyer touchpoints, Marketo Measure generates buyer attribution touchpoints before the sales team accepts the opportunity.

Buyer attribution touchpoints are copies of the existing buyer touchpoints associated with contacts on the account and linked to an opportunity.

When Marketo Measure forms buyer attribution touchpoints, it considers all buyer touchpoints linked to any contact on the account, not just those contacts associated with an opportunity.

Also, buyer attribution touchpoints are used to calculate the marketing ROI (return on investment) for each marketing campaign.

Channel and Subchannel

Marketo Measure helps organize touchpoints into channels and subchannels.

Channels are the broadest categories of touchpoints and include things like events, organic search, paid search, and digital. Whereas, subchannels provide more specific details about the source, such as Google for the paid search channel, LinkedIn for the paid social channel, and executive roundtable for events.

Marketo Measure represents channels and subchannels using dot notation. For instance, paid search.google has a channel of ‘paid search’ and a subchannel of ‘Google.’

In simple terms, these are used to categorize touchpoints by the marketing channel that they are associated with. For instance, a website visit might be categorized as a “web” touchpoint, while an email open might be categorized as an “email” touchpoint.

Touchpoint Position

Marketo Measure keeps track of a touchpoint’s position based on its timing in relation to other touchpoints for each person.

If you’re using Salesforce as your CRM, use the following touchpoint position field abbreviations:

• First Touch represents the prospect’s initial interaction.
• Lead Created indicates when a prospect submits information.
• Opportunity Creation shows when a prospect intentionally moves toward a purchase decision.
• Customer Close signifies when a prospect makes a purchase.
• Pending touchpoint position is only applied to BATs (Buyer Attribution Touchpoints), not BTs (Buyer Touchpoints). This position is displayed only when the opportunity is still open, providing a temporary value to ensure opportunity credit adds up to 100%.

Top 3 Ways to Optimize Adobe Marketo Measure

Marketo Measure gives insights into your marketing, however, using it might be a bit tricky. So, here are the top three tips that our experts swear by.

#1 Mastering Online Channels: Simplifying Tracking Across the Digital Landscape

Digital marketing is ever-evolving, and tracking efforts across diverse channels presents a challenge. Understanding Marketo Measure’s algorithms within your user interface is key to simplifying this process.

Insider insight: When scanning rows, add “and”; when scanning columns, add “or.” For instance, for multiple channels like social and Facebook, use “social and Facebook” for medium and source. Scale up or down by starting with the top 50 combinations for efficient campaign management.

#2 Tackling Formula Fields: Overcoming Salesforce Challenges with Marketo Measure

Connecting Marketo Measure to Salesforce unveils a common challenge – it can’t read formula fields, especially in API connections. This arises because formula field values stay static in Salesforce.

Insider insight: If you use custom opportunity amounts with Salesforce formula fields, create a workflow in Salesforce. Transfer the formula field value to another field, such as “Marketo Measure-only amount field.” This lets Marketo Measure access values for comprehensive reports.

#3 Optimizing Campaign Member Syncing: Streamlining Automation for Effective Campaign Tracking

Efficient syncing of campaign members is crucial for Marketo Measure automation and error reduction in Salesforce campaign code tracking. Organize campaigns logically by using “and” or “or” in the editing mode.

Insider insight: Maintain two roles, one pre- and one post-implementing the Marketo Measure script on your website. This prevents Marketo Measure from registering double touches in your online campaigns.

Conclusion

Adobe Marketo Measure emerges as a game-changer for marketers seeking a comprehensive understanding of their campaigns beyond the limitations of first and last-touch reporting. It helps them to make data-driven decisions by optimizing demand funnel strategy and channel mix at every stage, leveraging detailed performance data.

Its automated processes, easy setup, and machine learning algorithms not only save time but also provide quick and accurate answers, eliminating the need for manual tasks and data handling.

Furthermore, the seamless integration with CRMs, like Salesforce, enhances the overall efficiency of the attribution process. This integration facilitates a smooth transition, allowing your team to utilize Marketo Measure’s capabilities within the platforms they already extensively use.

Ready to Measure Your Campaign’s Effectiveness With Marketo Measure? Talk to Us!

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⁽ⁱ⁾ HubSpot