Advanced math functions in MKTO lead score?

Anonymous
Not applicable

Advanced math functions in MKTO lead score?

We've built a statistical probability calculation for a behavioral lead scoring model, but we can't figure out how to deploy it in either MKTO or SFDC.  It seems that MKTO is limited to simple Add or Subtract functions.  We could try to build the calculations in APEX code in SFDC.  We could also potentially do the calculation in a BI tool, but then we would have to wait for the data to sync back and forth between the BI platform and MKTO.

Are there any simple Launchpoint solutions or anything else that we could use to create a behavorial lead scoring model that has multiple and divide math functions in it.  And if we want to use anything more advanced in terms of math, does that rule out MKTO?  Is there any creative way to use API integration to do the calculations outside of MKTO and then get the probability score data back into the MKTO.

Thanks in advance for any feedback.

5 REPLIES 5
Josh_Hill13
Level 10 - Champion Alumni

Re: Advanced math functions in MKTO lead score?

You could use a Webhook to call the function that resides elsewhere and pass back the result. I'd probably try the SFDC Apex code or BI route depending on what's cost effective.

My big question is why are you doing your own calculations? Why not use another service?

Anonymous
Not applicable

Re: Advanced math functions in MKTO lead score?

We did a POC on a predictive lead scoring model and the recommendations were not credible.  And I was not a fan of using a black-box to predict high quality leads.  We built our own regression models to show what behavior actually correlates to Opportunities.  I like that the models are based on our actual data and that we can improve the model over time.  Now our biggest challenge is trying to figure out how to implement it so we can report against it and the sales team can take action on leads based on it.

SanfordWhiteman
Level 10 - Community Moderator

Re: Advanced math functions in MKTO lead score?

How sophisticated is the final math? Are you talking about building complex regressions, stdevs, or simple <token> * <token> / <constant value> type of thing?

We have a webhook endpoint called (for now!) Arith-Matic that can easily execute simple formulas against supplied fields.  For example, you can set the 'hook to call:

     arith-matic.figureone.com/<your api key>/run/Score1={{Lead.Score1}}*10-1

If the Lead's Score1 is currently 1.2, you get a simple JSON response that Marketo will use to update the lead:

     { Score1 : 11 }

... and so on.

Sanford Whiteman, Chief Technologist
FigureOne, Inc. Professional Services
sandy@figureone.com

Anonymous
Not applicable

Re: Advanced math functions in MKTO lead score?

Currently, we're trying to figure out how to automate a formula that contains logarithm and exponential calculations.  We're also trying to see if it is possible to simplify the math.  Otherwise, it's looking it we will have to do this in the BI platform and then sync the score back to MKTO.

SanfordWhiteman
Level 10 - Community Moderator

Re: Advanced math functions in MKTO lead score?

Oh, sure, we can log() and pow(), too. I guess my question is really whether you are intending to crunch (and re-crunch) historical activity logs on every update. If so, that would take a BI integration because you'd be maintaining a data warehouse. If all your math is based on "token values in, new field values out" we can do that via webhook.