Feb 23, 2016 #TORMUG - Strategies for Multi-Touch Marketing Attribution

Created by Justin Norris Expert on Jan 19, 2016

Tuesday, February 23, 2016 at Uberflip

Starts at 3:00 PM ยท Ends on Feb 23, 2016 at 6:00 PM, PST (America/Los_Angeles)

Every marketer wants to know which programs are working, which aren't, and what impact marketing is having on revenue. But getting clear insights into how all your different marketing efforts are contributing to revenue on a multi-touch basis can be surprisingly hard to achieve.


The good news is, you don't need to reinvent the wheel. This meeting will feature approaches using both native Marketo and Marketo-integrated solutions that will let you cross the multi-touch attribution threshold and start leveraging powerful insights about the impact of marketing.


Marketo's Winter '16 Release: What You Need to Know


Caryl Mostacho
Senior Consultant, Perkuto

Justin Norris

Solutions Architect, Perkuto

Marketo's Winter '16 release brings some big changes under the hood to Munchkin and Email Programs as well as a new Facebook integration, a new Lead Database dashboard, API updates, and more.


Caryl and Justin will do a lightening round overview of what you need to know and prepare for.


Understanding Multi-Touch Attribution with Marketo’s Revenue Cycle Explorer


Caryl Mostacho

Senior Consultant, Perkuto


Marketo's Revenue Cycle Explorer offers a powerful way to understand the impact of your marketing and demonstrate it at the executive table. However, the power of RCE can only be accessed if you're creating the right data in the first place.


Caryl will walk through best practices for setting up an RCE-optimized Marketo instance, including program structure, tags, channels and success stages, and more. She'll also dive into some of the hidden tips, tricks, and gotchas of RCE reporting including analysis areas, field synching, metrics, dimensions, and core concepts of how Marketo models multi-touch attribution.


Multi-Touch Lead Source Tracking with Bizible


Justin Norris
Solutions Architect, Perkuto


Bizible is a marketing attribution and analytics tool that completely automates the process of capturing traffic source data for every marketing touchpoint across every marketing channel. It's a bit like having Google Analytics appending traffic sources to your Salesforce leads and contacts!


Having captured all of this data, Bizible also provides some powerful tools for reporting on it and attributing revenue to these various touchpoints using several pre-built or custom attribution models.


Justin will share some of the tips, tricks, and best practices learned from implementing this advanced attribution solution, including how to customize it to suit your requirements and make it play nicely with Salesforce and Marketo.


About the Presenters!


Caryl Mostacho is a Senior Consultant at Perkuto. She is a Marketo Certified Expert and Champion and has been leading the Toronto MUG since 2013.


In addition to her love for sales and marketing technology, she is an avid foodie, and you can find her blogging at Brunchosaurus where she reveals the hidden secrets of Toronto's food scene.






Justin Norris is a Solutions Architect at Perkuto. He is a Marketo Certified Expert and Champion and has been co-leading the Toronto MUG since 2014.


He spent several years as an email marketer and startup marketing jack-of-all-trades. When he started using Marketo in 2012, he discovered his professional passion: using technology to build automated and scalable sales and marketing systems. He made the switch to consulting in 2015 so he could spend all his time doing just that.




Hosts and Sponsors


TORMUG Leaders: Caryl Mostacho and Justin Norris

Sponsor: Many thanks to our amazing Venue sponsor Uberflip along withHana Abaza and team.




Liberty Market Building, 135 Liberty St #401 Toronto Canada