Let's say you want to report on revenue attribution across your marketing channels and offers. For example, your channels and offers might fit into a matrix that looks like this:
Likely, you'll have Marketo forms associated with each offer that will "give credit" to the offer program, e.g. a webinar program or a web content program that contains your e-book or whitepaper for download.
But what about all those channels, for instance: What if you promoted your webinar or whitepaper through multiple channels, like PPC, social paid, social owned, partnerships, etc? You'd want to give credit to those channels too, since it's each channel that actually drove leads to your webinar or whitepaper. More importantly, some of these channels have costs associated with them, so you'd want to see how your investments by channel perform.
In such case, you would want the offer to get credit, as well as each of the channels that drove leads to the offer, like this:
In Marketo, we can give credit to channels by using "listening programs," that listen for the form conversion from a unique URL. By using Marketo to measure both offers and channels, you'll have a more holistic view of what's driving acquisition, conversions, and ultimately, revenue.
How does this work? At a high level, you'll:
Here's what's covered in the attached presentation:
Here's a brief run down of the 7 steps involved, with much greater detail and screenshots in the attached presentation:
Download the attached full presentation for a step-by-step walk through of how to build a reporting strategy to measure channel effectiveness:
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