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Checklist for Program Performance Reporting

Marketo Employee
Marketo Employee

Tips for Getting the Most from a Program Performance Report

Customers often ask me for tips for getting the most from their program performance reports. Here is a checklist you can use to help make sure you have everything set-up correctly.

A Program Performance report is great for providing a summary of your programs. The information is pulled real-time from Marketo so it is always up-to-date. Metrics include number of new names acquired by the program and the number of members who achieved success.

Before I get to the checklist, here is refresher of the different filters and metrics available in the report. The following is a webinar example report.

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Program Performance Report Filters:

  • Channel (e.g. Roadshow, Webinar, Web)
  • Tags (e.g. Region, Vertical)
  • Period Cost (e.g. Date of incurred costs between x and y)
  • Programs (e.g Choose a folder containing a group of programs or a specific program

Metrics per program:

  • Number of members
  • Number of new names
  • Number who reached success

Metrics if you included period costs:

  • Cost per member
  • Cost per new name

Metrics if you click on show program status columns when you select a specific channel to filter on in your report:

  • Number of records in the program per status

Here are some tips for getting the most from a program performance report.

  • Establish a good folder structure grouping together first by marketing activities (aka channel) and then by year. It will make it easier to select a group of webinars to analyze within your channel
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  • Use a good program naming convention that can be easily be sorted or filtered if you export the report to excel
  • Create only the channels which are necessary to reduce confusion and accidentally using the incorrect channel
  • Create only the program statuses which are necessary
  • Make sure the analytics behavior for each channel except Operational is set to inclusive
  • Remember to set success for each program
  • Add monthly period costs to all programs so you will be able to sort by cost time frame
  • Define tags before starting to create programs. Make all tags required.
  • Try not to remove members from a program since you won’t be able to reset the program membership date
  • And most importantly, think about what you want to report on before you create your program statuses and set-up all the campaigns inside your program
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2 Comments
Anonymous
Not applicable

Hi Brian! Glad to see you back publishing. Hope you are well. Putting this to good use right away. Thanks for the knowledge!

Marketo Employee

Hi Nikki, thanks for the kind words. I hope you and your team are doing great!