In this article, you'll find information on expected behavior and known issues associated with Predictive Audiences. For this feature, you can expect the following: Predictive Audiences (PA) is only accessible through the Marketo Sky interface. In Marketo Classic, you can view and work with the program as before, but prediction charts are only available in Sky. You will be able to see likelihood predictions in Marketo Classic, but only at the individual level; i.e, in the Members tab of a program. Initial activation takes 24-48 hours for all processes to complete after PA has been enabled. You will see all Predictive Audiences and Predictive Filters capabilities in the interface, but it can take up to 24 hours for these features to begin working. Predictions will only be generated for new campaigns that are created after the feature is activated. For live events , the event start date currently defaults to the event creation date when created in Marketo Classic. Since estimated conversion calculations take into account the amount of time before an event's start date, these numbers may not be accurate if the start date and creation date are the same (unless this is set intentionally). For predictive filters: Predictive filters are only available in Sky . Registration and Attendance Likelihood filters can only be used with event or webinar programs, but Lookalike and Unsubscribe filters can be used in email, event, and webinar programs. Note: Campaigns with predictive filters are not accessible through Marketo Classic, and you will be redirected to Sky if you view these campaigns in Classic. You can apply predictive filters to a smart campaign even if the parent program is created before predictive filters are enabled. Predictive filters are not available for trigger campaigns. Cloning or moving campaigns that contain predictive filters is not supported. To run a smart campaign, likelihood filters need to be used in conjunction with other regular filters. The Saved Rules feature is not available for use in campaigns that contain predictive filters. You can use up to 5 predictive filters in a smart list. If Marketo encounters an error in the evaluation of predictive filters, the campaign run will automatically abort and you'll receive a notification in the Marketo Classic notification center. Predictive filters currently have an input limit of 1 million qualified people. You can have up to 50 active programs with predictive filters. When are estimated conversions and/or Total Member Breakdowns not available? Estimated conversions will not be available in the following use cases: if the program was created before Predictive Audiences was added when program statuses are not mapped to system statuses when there are no members in the program when there are no past similar programs within the last 6 months that match the required criteria The breakdown chart will not show audiences with custom statuses that are not mapped to system statuses.
Predictive Audiences utilizes AI to forecast registration and attendance numbers, enabling you to estimate outcomes and take proactive actions to help reach your event goals. After syncing your program with an event partner, setting event goals , and sending out invites through a smart campaign , here's how to track your goal progress and understand Marketo's projections. Goal Tracking Charts You can find goal tracking details in the Reports tab of your event program. In this particular example, there are 35 registered members so far against a goal of 150. Marketo has estimated 137 total registrants. Note The Attended chart will remain empty until the day of the event, but you can still view a breakdown of attendance likelihood. Click the Total Members Breakdown toggle to switch to a detailed view of your program members. You'll see several components: Total Members in Program: This is the total number of members in your program, including both registered and non-registered. Donut chart and key: In addition to the Registered portion, you can find a detailed breakdown of your non-registered members, categorized by their registration likelihoods. Hover over any section in the donut chart to see individual numbers. Members who are not yet registered are categorized based on how likely they are to register. Hover over the info icon to see how these likelihood categories are defined. Note Estimations are updated every 24 hours until the day of the event. Any members who are listed as Processing will be included in the next calculation cycle. Estimated Conversions (subheader) How does Marketo calculate likelihood and estimated conversions? Likelihood Individual likelihood is based on a variety of factors and lead attributes, including past behaviors captured in registration activity and profiles. Estimated Conversions When a new event/webinar program is created, Marketo identifies up to 5 past programs that are the most similar to your new program. For each of these past programs, Marketo calculates an average conversion percentage for each likelihood segment. It then determines the total number of estimated conversions based on these past averages. Recommendations At the top of the Reports page, you can find recommendations based on your progress. Check back periodically for helpful tips and insights! Members Grid Click the Members tab to view all your program members. Hover over the Registration Likelihood or Attendance Likelihood bars to see exact percentages and categorizations. You can then take action on members in a particular category (e.g., everyone in the "Less Likely" to register category), and specifically target them to potentially boost your registration numbers. All Rights Reserved. Adobe confidential
As part of Premium events, Predictive Audiences brings a whole new set of Sensei/AI-powered capabilities to B2B marketers to help optimize your campaign audiences for better marketing outcomes . The Beta program will launch in August , starting with a restricted set of customers and will approximately continue till the end of the year 2019. About the Product Predictive Audiences utilizes AI to forecast registration and attendance numbers, enabling you to estimate outcomes and take proactive actions to help reach your event goals. Predictive Audiences Beta Program incorporates the following enhancements : Goal Setting and Tracking around event Registration and Attendance Sensei powered predictions around event Registration and Attendance (Based on the audience in the program, no. of registration and attendance are predicted) Break-down of likelihoods of the audience at the program level (aggregate) Likelihood of registration and attendance at the individual level Progressive versions will offer additional capabilities and also expand the Predictive Audiences beyond events: . Predictive Filters Design time audience optimization using likelihood predictions for Registration and Attendance filters Filter to find Look-alike audience that can be added to the program Predicted to Unsubscribe Filter in smart campaigns Prerequisites for participation in the beta program: Marketo Sky : If you are not using Sky today and don’t plan to right away, then consider a hybrid model for the beta. In other words, have beta users use Sky for programs of “Event” and “Event with Webinar” type, and use classic UI for everything else. These features are only available in Sky. There is no cost to you. At the end of the beta, we will turn off the features unless you decide to subscribe to the GA product. Pricing and packaging for the GA product is to be determined.