[FAQ attached below this article]
On August 31, 2020, Marketo Engage will implement a new retention policy specifically for Sent & Delivered Email activities. Under this policy, data for these two activity types will be stored for a rolling 90-day period from the activity date for use in Smart Lists. This is a change from the current default retention period of 25 months, and from the current Extended Data Retention subscription option period of 37 months.
Upon the policy taking effect, data older than 90 days for these two activities will be deleted and no longer available for export. Any Smart List with the “Was Sent Email” and “Was Delivered Email” filters (including NOT Was Sent and NOT Was Delivered) should be updated to ensure the maximum lookback date is 90 days. If the lookback date is greater than 90 days, the Smart List will continue to function, but only activities that are 90 days old or less will qualify.
In 2020, we are improving critical parts of the underlying Marketo Engage infrastructure, including Batch campaign processing, similar to the Trigger campaign improvements made in 2019. This new infrastructure, in combination with the new retention policy, is expected to result in shorter lead time with large email sends and faster segmentation processing to deliver significantly faster processing to our customers. Note, the revised retention policy is one, among several, aspects that come together to deliver this improved performance, but broadly speaking reduced retention helps with faster database look ups and search across the run-time infrastructure.
What's NOT Changing?
Aggregated data – including Reports, Dashboards, and Analytics – will not be affected by this change (unless they reference a Smart List with these activities). The new policy will not affect any activity type other than Sent and Delivered (for example, Was Opened activity data is not affected). Further, this change does NOT affect Engagement Program casts.
What Customer Actions Are Needed?
First, you'll want revisit where and how you're using these two activity types. Audit your Smart Lists and ensure the date ranges for these two activity types are less than 90 days - if you must use a date greater than 90 days, we suggest running a process to export to an external system. You will need to create this before the new retention policy takes effect on August 31, 2020. Information on how to export activities using APIs can be found on our Developers Documentation website.
We appreciate you understanding as we move toward an enhanced Marketo Engage experience for all customers. Please download and review the FAQ attached below for further suggestions, workarounds and additional information.
If you have not heard or seen it yet, in the Fall 2016 Release, we were super excited to launch our Content AI (Predictive Content) for Email. This included a revamp of the Content AI App (previously known as Predictive Content).
Content AI i s an Application Marketo offers that helps you auto-discover your content, engage your web visitors and email recipients with the most relevant, recommended content powered by machine learning and predictive analytics. See more in Docs here:Predictive Content - Marketo Docs - Product Docs
Here are regular FAQs on Content AI we hear from customers and those interested in the App:
Where do I learn more about Predictive Content?
Marketo.com Website Product Page: Content AI Recommendations - Marketo
Customer Success Story using Content AI : Case Study / Webinar Video
Webinar: Behold the magic of Predictive Content
Marketing Nation Summit 2016: Predictive Content: Amplify your content through machine learning
Request a demo from your Account Manager
How do I find the Content AI App? Is it the same as Web Personalization?
Content AI is a paid for stand alone App offered by Marketo. It is a separate product to Web Personalization. If you have purchased the Content AI App, you will see a Content AI icon on your My Marketo page. If you are interested in hearing more about the App, speak to your Account Manager.
A re there any restrictions on where the content resides? Does that content have to reside in Marketo or can it be in any CMS?
How does Content AI discover my website content?
Marketo Content AI "listens" to your website activity, and when any web visitor clicks and views a specific content piece (HTML, PDF, Embedded Video, PPT) on your domain, we capture and discover the content title and content URL and start tracking the content's views and engagements. This discovered content piece is then displayed under the All Content page. For set up details of Content Discovery see: Getting Started with Predictive Content.
Does the Content AI reporting also show which content has the highest engagement?
Yes, the All Content page shows all web content (html pages, videos, pdf, etc...) on your domain that web visitors viewed. These results can be displayed from highest views to lowest.
On the Content AI page, the reporting shows how many web visitors or email recipients clicked on the Content AI piece and can also be sorted to see which was the most engaged piece of Content AI per channel (web or email) or overall.
How many contacts or content do I need to start using Content AI ?
Content AI relates to web content. Content Discovery will find in most cases, we have seen hundreds of content pieces on your domain. The marketer can then go ahead and approve and enable these discovered content pieces for Predictive Content. You can also manually add content pieces to the collection. It is recommend you have 10-15 pieces of content enabled for Predictive (for any channel) to start and keep adding more to this.
Can you create your own Conversion Criteria ?
We track and display the views on content and also clicks on Content AI . In addition, the metrics we show are conversions (direct and assisted) per content piece, which shows attribution to the content piece in bringing in new People.
Conversions : The number of visitors who clicked on recommended content and completed a form in the same visit
Assisted Conversion : Visitors who clicked on recommended content in a past visit and completed a form later
Currently, you cannot create your own conversion criteria.
Content AI Algorithm
Can you clarify on how the algorithms predict the content?
The Content AI algorithms use machine learning and predictive analytics to decide and recommend which pieces of content are relevant for each visitor or email recipient individually. We use a mixture of algorithms that are constantly optimized and improved for best performance and results analyzing clicks and conversions. The algorithms are based on trending, popular content viewed on your website, new pieces of content added to your site, and also takes into account URL paths and user behavior clicks and visits.
Will Content AI show content the visitor or email has already received?
There are certain checks and validations in place in order to provide the best experience for the end user receiving Content AI . These include:
The Recommendation Bar will not recommend a piece of content the web visitor is currently browsing
The Rich Media Recommendation will not show repeat predictive content on the same page and if the user clicks on a piece, we will not recommend the same piece of content they clicked on during that visitor's session.
In Predictive Content for Email, a email recipient will not see the same Predictive Content more than once in follow up emails sent with Predictive Content in them.
Does Predictive Content now take into consideration any type of segmentation? So predictive content for segment A versus segment B?
No, it is not related to segments, and this would be more of a rule-based style Web Personalization campaign. Instead, Predictive Content takes into account many variables to calculate before producing the Predictive outcome result for each visitor. Predictive Content can also be categorized and shown per category in the Rich Media and Email. See more here: Set Up Categories in Predictive Content
Is the Predictive Content picked at random, or is it based on customer criteria?
The Predictive Content is prepared and approved by you. You also select the look and feel of the outcome and where it will appear on your site or in your email body. However, in the end it's the Algorithm that decides which of the approved Predictive Content pieces is best to show the current web visitor or email recipient.
Displaying Predictive Content on Web or Email
What are the Character Limits (Char limits) for predictive content on Web and Email?
Content Name: 255 Chars
Bar Title: 110 Chars
Rich Media Title: 50 Chars
Rich Media Description: 215 Chars
Email Title: 50 Chars
Button Label: 17 Chars
The char limits are in place in order for the text to fit into the defined styling and look for the bar, rich media and email layout.
Can you see which pieces will be promoted in the email before sending the email?
As the marketer, you can prepare and approve the piece of content for each source (email, web). In the end, the Predictive Algorithm decides what the end user will receive. For Predictive in Email, you can preview the layout and category of the Predictive Content, however the Predictive image is not seen until the recipient opens the email, so what you see in the preview is just an example, and will not necessarily be the image the recipient sees. See the process for setting it up and previewing Predictive Content in Email here.
Can we use only Marketo landing pages, or anything under our company webpage domain?
Yes, you can define all html pages, including landing pages, as content pieces to use in predictive. You can also manually add new pieces of content to the application.
Do you recommend Predictive Content for Marketo landing pages? Particularly Thank you pages?
Predictive Content for web in the form of the Recommendation Bar or Rich Media is suited for all types of pages. We have customers using rich media on their home page (3 pieces of Predictive Content in horizontal format) below the fold of the home page. We have the Bar running on Blogs or Resources pages. A Thank You page or Thank You email is a great use case to add Predictive Content as these pages or email, usually do not have any call to action, and adding Predictive Content can help create more clicks and engagement by the viewer. You can categorize your predictive content for Rich Media and Email so it would be recommended to show on that Thank You page Predictive Content related to the thank you submission (eg. white paper, case study, webinar, blog post).
Can you alter the code of the predictive content to be flush with a font style/coloring?
Can you use categories in the "web" or "rec bar" versions like you can in emails?
You can use Categories in Rich Media for Web and in Predictive for Emails. Currently, the Recommendation Bar does not support categories. Categories allow you to group your content and present predictive outcomes on web (rich media) or email. For example, you can work only with blogs, or with content in a particular language.
If you are not using an Email 2.0 template, then adding Predictive Content in your email can be done simply by tagging an image in your template as a Marketo Editable Image Element. See docs how to do this: https://docs.marketo.com/display/DOCS/Email+Template+Syntax#EmailTemplateSyntax-Elements and code example below: <div class="mktoImg" id="exampleImg" mktoName="Example Image" mktoImgLink="http://www.marketo.com"> <a><img style="border:10px solid red;"></a> </div>
In the Fall '16 product release, we upgraded the user interface for the Predictive Content (formerly Content Recommendations) application and also added Predictive Content for email. Predictive Content is the place to nurture and engage your web visitors and email recipients with the most relevant content, powered by machine learning and predictive analytics to boost your content consumption, increase engagement rates and deliver more conversions at scale. This doc explains how to access the new Predictive Content App. NOTE: The Predictive Content App is a separately sold product by Marketo. It rolls out for existing Predictive Content App customers (and older RTP customers who had content recommendations) by mid-January 2017. On your My Marketo page, if you see the Predictive Content App tile (image below), click on it and this will take you to the new Predictive Content App. On your My Marketo page, If you have the Real-Time Personalization App tile (image below), click on it and access the Predictive Content App through the drop down menu in RTP via the Content Analytics or the Predictive Content link (image below). If you do not have any of these tiles in you My Marketo Page, Predictive Content is not enabled on your account. The new Predictive Content App looks like this: For Documentation and more Info please see: Predictive Content - Marketo Docs - Product Docs