While standard KPIs are useful, many marketers know that more granular insights are crucial for understanding what truly impacts performance. Currently, I’m manually compiling additional data into a separate spreadsheet because Marketo’s reporting doesn’t provide certain key details.
Here’s (some of) what I’d love to see improved in Marketo reporting:
- A/B Test Details: Instead of aggregating A/B test results into a single data line, a report option to separate A/B test performance would be incredibly helpful. This would provide a clearer view of what’s working.
- Email Send Timing: Adding columns to automatically track the exact time, day, and day of the week that emails are sent could reveal timing trends impacting engagement.
- Email Details: The ability to include specifics like Subject Line, From Name, From Address, and email size or character count would offer valuable context for analyzing performance.
- Email Type Tagging: If we could tag emails as “Operational,” “Nurture,” “Newsletter,” "Event Invitation," etc., then pull reports based on these categories, it would eliminate the tedious task of inputting each program in a report individually.
With these enhancements, I could more easily identify trends, understand audience preferences, and optimize our campaigns—all without the manual data collection.
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