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2016

When you think like a hacker, as I learned to in a long-ago role as security admin, martech can seem almost quaintly vulnerable.

 

Sometimes, DoS/DDoS and data theft openings are knowingly created —  and, to be frank, covered up in the name of demand gen and quick delivery. (You may have seen me sounding this alarm in Community threads.)

 

But in the common case, users truly don't know there's anything wrong: you're not in IT, nobody told you there was a risk, and your app didn't pop up any warnings. Nevertheless, significant vulnerabilities exist. These vulns are old hat to the security community, but marketing doesn't get those memos.

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There are so many posts about this. With incomplete and not-quite-right responses out there, you might not know if it can or can't be done with Marketo.

 

But it can:

 

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So why the confusion?

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As you may know, there's no {{trigger.query string}} token, which can be frustrating since Marketo usually (though not always) considers a "web page" to include only the hostname, pathname, and (somewhat curiously) the hash. That is, {{trigger.web page}} omits the query string, though that may be the part you're the most interested in.

 

But run this little snippet before you init Munchkin...

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This trick definitely falls into the Only if you insist… category, but it'll show you a bit about how Marketo LPs work.

 

N.B. This post isn't about tracking email clicks in non-Marketo emails. Click tracking (via self-associating Visit Web Page events) is a very worthy endeavor and one that's the subject of another long-simmering blog post.

 

Rather, today's topic is an even further frontier: inserting a Marketo-aware tracking pixel that can count the number of image-enabled opens (like any tracking pixel, it only works if the lead views the HTML version of the email, has images enabled, and doesn't have a firewall that blocks such things).

 

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Gave y'all an extra day, but still only two guesses at the puzzle! I'm going to round up to “too challenging” instead of down to “nobody cares.”

 

Either way, read on for the answer…

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Of all the frustrations of Marketo's matching and filtering engine, few can rival its inability to accurately match on the domain part of an email. ([Email Address] Contains “@google.ca” is obviously inaccurate because it will match joe@google.cannot-be-trusted.co.uk).

 

Ends With isn't the only thing you might want to do with email domains, of course. You may want to scan for a match in a list with thousands of names, group domains with the same parent company (even across TLDs), or check to see which service scans inbound mail for a lead.

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