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Why data normalization of Geography not out of the box waiting to be turn on in Marketo? It should be right? I mean Geography names and acronyms are not changing anytime soon. I don't know abut you, but myself as a Marketer, I constantly have lists from 3rd parties, events, and other sources where the data points are not consistent. This means I have to standardize the data before importing it into the system. This takes time to do, and is a bit of a pain since I keep wishing I had an intern to do it quickly. Realizing this isn't something I was getting away from doing anytime... I have built out a program to automate the standardization of geography as the lead comes in. I close this program and edited it from a trigger to a batch to ensure the leads in my DB were also up to standard, just in case. Yet let me break this down a bit more.


EX: I have seen Oregon written: Oregon, Ore., Oreg., Ore, and OR... yet I only want my system to have OR.


The automated data normalization logic I set up is:

SmartList Trigger = Lead was created & State is: Oregon, Ore., Oreg., Ore

Flow = State is: Oregon, Ore., Oreg., Ore  then change state to OR


If your system is new, create these right away and never have to fix geography again... if not, create these twice with a batch and trigger to ensure your DB is up to date.


Like this? Vote for the idea: Out of Box - Geography Data Normalization


Hope this helps make it so you never have to normalize Geo again.

Figuring out all the timing of your campaign can sometimes be the hardest part, even harder when you want to accelerate the testing of it. I have found often that not being mindful of wait steps and calculating all the pieces timing together is where mess ups happen. I am writing this in hopes to help someone else figure this part out before trying to test or getting their tests tripped up in the logic due to timing. It has happened to me a few too many times, so I guess I am also writing them to cement it in my own brain too.


What I mean is: We are pushing info from our system into Marketo via a web service API and then the rest of the information syncs to SFDC and then to Marketo. It takes about 15 to 20 minutes for everything to sync 100% from all three systems. That rest of the information depending on the change can also take up to 20 minutes to sync and actualize into my Marketo.

Now if you add to that wait time, the fact that some of the campaigns running that will pick up on and trigger the actions to enact the test... almost always have a wait step in them too! All these pieces need to be added and calculated together.  Here is an example:


So if it is 20 min to sync the first information or for a lead to convert to an opportunity

Then another 20 min for a major change from the product to come through (plan change or so) 

A 10 min wait step in campaign 1

A 10 min wait step in campaign 2

I am looking at a minimum of a 40 minutes to wait before what I am testing will even start to trigger or activate. Now if there is a wait step in that test campaign.. add more time!


If I run my test through all the steps in the first 10 minutes I am going to get tripped up in the logic. Same if I am wondering why in 30 minutes, I do not have the test results. So save yourself a bit of time and headache, figure out the wait steps and your timing before you start to build or test.