Marketo Measure is a business-to-business (B2B) marketing attribution solution that tracks and reports on the effectiveness of marketing efforts and channels. Adobe offers both standard Marketo Measure (with multiple tiers) as well as Marketo Measure Ultimate to best meet the attribution needs of various types of customers. So how do you know which one might be the best fit for your organization?
Both versions of the product use website activity and “offline” data to track all of the interactions a person has with your brand, otherwise known in Measure as touchpoints. Both surface up insights as to which touchpoints align to critical stages in the customer journey, like first touch, lead creation and opportunity creation, as well as the channels those touchpoints came from, whether a specific paid ad or attending a particular event. Both also integrate with key ad networks such as Google AdWords, LinkedIn, Facebook and Bing. Finally, both offer powerful Discover dashboards within
Marketo Measure
Marketo Measure can integrate with a single CRM, which must be Microsoft Dynamics or Salesforce.com (SFDC) and can integrate with our marketing automation platform (MAP), Marketo Engage. Only these sources can be used with Marketo Measure, but the advantage is that these built-in connectors already understand and map the data architecture of these systems, which can make for a pretty straightforward implementation. If using SFDC, you can also choose to install Marketo Measure’s SFDC package, which allows additional granular reporting capabilities within SFDC using Marketo Measure’s touchpoint attribution data.
Marketo Measure Ultimate
Marketo Measure Ultimate is a more robust version of Marketo Measure because it allows the integration of many data sources and different types of data sources. Measure Ultimate leverages parts of Adobe Experience Platform’s services – its connector capabilities and the RT-CDP B2B schemas, to name a few - to create an attribution tool that is very flexible in terms of what data can be connected to Measure Ultimate. If your data system can use one of Adobe’s vast catalog of source connectors to AEP, you can connect that data to Measure Ultimate. That flexibility does result in a more complex implementation of the product, as you must essentially build the enterprise architecture and data mapping for each system you integrate and understand how to leverage all of those different datasets in Measure Ultimate, but of course, we have consulting services that can help you with that! (And with standard Marketo Measure too!)
So with all that said, which product is right for your organization?
Do you use a single instance of SFDC or Microsoft Dynamics and, if you plan on using marketing automation data, is that data in a single instance of Marketo Engage? If so, one of the Marketo Measure tiers may be a good fit for you.
Do you use a different type of CRM than SFDC or Dynamics, or a non-Marketo Engage marketing automation platform? You must use Marketo Measure Ultimate to connect your data.
Do you – and this happens a lot – have multiple CRMs or multiple MAPs across the organization and you’d like to do revenue attribution for all of them in a single instance? You can do that with Measure Ultimate – and even create different attribution rules based on how each source data system is leveraged while still also seeing a full attribution picture for your organization. This is the use case that I personally get so excited to see, as it’s a real game changer for many clients!
I’ll be co-presenting a lab on Marketo Measure Ultimate at Adobe Summit 2024, and there will be several Marketo Measure and Measure Ultimate sessions too – register for Adobe Summit to be a part of it!
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