Marketo Activities Data Retention Policy – Impact on Reporting

Document created by Mike Reynolds Employee on Feb 5, 2018Last modified by Mike Reynolds Employee on Feb 16, 2018
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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

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