One of Marketo’s most innovative ideas in the early days of the company was Revenue Cycle Explorer (RCE), now named Advanced BI Analytics. — Marketo data extracted and transformed to a cloud repository/BI tool dedicated to advanced analytics. It was a good idea ahead of its time, but the product struggled largely because it lacked the right kind of documentation, and a really well-thought out library of example reports and dashboards. Today RCE may be Adobe/Marketo’s biggest missed opportunity. The idea remains sound, but it needs a rethink that allows for 1) flexibility to house the data in any cloud data store, 2) ability to use Marketo data with other data sets, 3) better and more attribution models users can tinker with, 3) better query optimization and faster data processing, 4) support for any of the modern BI tools in use today, and 5) a robust set of standard dashboards and reports. The world changed radically since RCE was released, now the world needs a better, modern way to leverage valuable Marketo data alongside other datasets to analyze and optimize their marketing.
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