Marketo Activities Data Retention Policy – Impact on Reporting

Version 6

    Overview

    Starting August 15, 2018, Marketo will be implementing a new policy for the retention of marketing activity data. Under this policy, Activity and Campaign Membership data will be stored for a rolling 25 months past the activity date, and high-volume activity data will be retained for a rolling period of at least 90-days past the activity date. Beyond these retention periods, the data will not be available through the Marketo UI.

     

    Marketo Analytics Reports

    With data being retained for up to 25 months, some Marketo Analytics reports will be affected. Not all reports will result in changes – reports that draw data from lead activity logs will only show data for up to 25 months. Other reports that do not reference lead activity at all will be unaffected.

     

    However, even reports that do not reference lead activity by default could be affected if there are filters added to the smart list of the report. Filters that reference lead attributes (information in fields in the lead record) will not cause any change to the report. Filters that look for activities the lead had taken will only be able to access activities for up to 25 months, so if the activity occurred longer ago, it will alter the results of the report.

     

    Which filters will change results.PNG

     

     

    To help you identify exactly how each report will behave when filters are used, here is a full breakdown of every report and what to expect for the most common variations.

     

    Report Type

    Variations

    Will this be affected?

    Revenue Cycle Explorer Reports

    Revenue Explorer.PNG

    Revenue Cycle Explorer dives deep into several areas of analysis

    No RCE reports will be affected. The data that feeds into RCE is sent overnight into a separate database server that manages RCE reporting. Because it is housed in this other location, and not in lead activity logs, RCE reports are not affected by this change.

    Revenue Cycle Explorer does not pull data from the lead database directly, so filters are not available.

    No

    People Performance Report

    A.K.A: Lead Performance Report

    Lead Performance Report.PNG

    Use a People Performance Report to measure database growth over time. You can see how many people you added, and when.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    People by Status

    A.K.A: Leads by Status

    Leads By Status.PNG

    With the People by Status Report, you can review how well you're moving people through the process by checking how many of them appear in each Person Status value every month.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    People by Revenue Stage

    A.K.A: Leads By Revenue Stage

    Leads By Revenue Stage.PNG

    The People by Revenue Stage Report will let you create a report showing which stage of your Revenue Cycle Model your people are in.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Success Path Analyzer

    Success Path Analyzer.PNG

    Use a Success Path Analyzer to explore the specific details that reflect both flow (amount) and velocity (speed, in terms of days) of people through the stages of your Revenue Cycle Model.

    Default report with zero Smart List filters

    No

    Success Path Analyzer does not include Smart Lists

    N/A

    Social Influence Report

    Social Influence Report.PNG

    Use the Social Influence report to review the social activity you're generating, and see how often your people tell their friends about you.

    Default report with zero Smart List filters

    Yes

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Opportunity Influence Analyzer

    Opportunity Influence Analyzer.PNG

     

    The Opportunity Influence Analyzer lets you see where you met the lead and what marketing opportunities affected them during the marketing/sales process

    Opportunity Influence Analyzer does not include Smart Lists

    No

    N/A

    Email Performance

    Email Performance Report.PNG

     

    Use the Email Performance report to see how well your emails are performing with stats like delivered, opened, clicked, etc.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Email Link Performance Report.PNG

     

    Use the Email Link Performance report to see how well the links in your emails are performing.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Email Insights

    Email Insights.png

    Email Insights provides powerful insights from historical data for Email Marketers. It consists of two separate but associated sections: Analytics and Sends.

    Email Insights does not use Smart Lists

    No

     

    N/A

    Sales Insight Email Performance

    Sales Insight Email Performance Report.PNG

    Use the Sales Insight Email Performance report to view the performance of emails sent through Salesforce, Microsoft Dynamics, or a Gmail or Outlook plug-in.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Landing Page Performance

    Landing Page Performance Report.PNG

    Use the Landing Page Performance report to see how many people filled out the forms in your landing pages, and how many of them were new.

    Default report with zero Smart List filters

    Yes

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Web Page Activity

    Web Page Activity Report.PNG

    Use the Web Page Activity report to see who's visiting your website and even subscribe to an email version of the report.

    Default report with zero Smart List filters

    Yes

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Company Web Activity

    Company Web Activity Report.PNG

    Use the Company Web Activity report to see which companies are visiting your web site. You can choose to display known or anonymous visitors, but not both in the same report.

    Default report with zero Smart List filters

    Yes

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Program Performance

    Program Performance Report.PNG

    The Program Performance report will give you great stats on how your programs are performing.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Engagement Stream Performance

    Engagement Stream Performance.PNG

    The Engagement Stream Performance report will give you details on how your engagement content is performing.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Program Analyzer

    Program Analyzer.PNG

    You can use the Program Analyzer to find which programs and channels are giving you the best results.

    Program Analyzer does not use Smart Lists

    No

     

    N/A

    Campaign Activity

    Campaign Activity Report.PNG

    The Campaign Activity report will give you detailed information on how your smart campaigns are performing.

    Default report with zero Smart List filters

    No

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    No

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

    Campaign Email Performance

    Campaign Email Performance Report.PNG

     

    The Campaign Email Performance report gives details on how your emails are performing, broken down by the campaigns that sent them.

    Default report with zero Smart List filters

    Yes

    Report with Smart List filters referencing lead attributes (Ex: First Name)

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) that occurred within previous 25 months.

    Yes

    Report with Smart List filters referencing lead activities (Ex: Filled out Form) without a date constraint.

    Yes

     

     

    Reporting Workarounds

    Activity data from two years ago may be stale data for many customers. However, you may have a use case where this information is needed. Below are the ways that you can still retain this data even after the 25 month retention.

     

    WORKAROUND_RCA not affected_ Workarounds noly apply to MLM reports.PNG

     

     

    Export the Data

    Marketo has developed the Bulk Extract REST API so that these lead activities can be exported and housed locally. Once you have the data extracted over the API, you’ll be able to house it and sort it however you need to for your use case.

     

    export on schedule.PNG

     

     

    Use Custom Fields

    Lead field values are not affected by the Data Retention Policy change. You can use Smart Campaigns to populate custom fields with values based on activities your leads take. This will allow you to filter leads by these Lead attributes (not subject to retention policy changes) rather than by the activities themselves (which are subject to the retention policy).

     

    An interesting side benefit to this is that it is faster to search by Lead attributes than by searching through Lead activity logs.

     

    Here are some docs that will show you how to store activity data in custom fields.

     

     

    Where to go for More Information

     

    Overview & FAQ Documentation

    This doc will give you an overview of what the policy changes and answers to the most commonly asked questions: Data Retention Policy Change - Overview & FAQ

     

    Marketo Activities Data Retention Policy

    The official Marketo Data Retention Policy can be found here: Marketo Activities Data Retention Policy

     

    Data Retention Policy - Under the Hood

    Check out all of the nitty gritty details of new policy and how it will work. Marketo Activities Data Retention Policy - Under the Hood

     

    Ways to store activity data beyond the retention policy

    Here are two docs that give possible work arounds you can try

    Storing Activity Data Beyond Retention Policy

    Maintaining a Directory of Leads Bouncing Emails

     

    Bulk Extract API

    Check out the documentation here to find out how to use the Bulk Extract API

     

    Contact Marketo Support

    If you have additional questions, please Contact Marketo Support