🗣️ [Mentor Michelle Chopin] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

[TarunMittal_12]

Hi @michellechopin and other Aspirants, Here are some details about me:
Name : Tarun Mittal
Region : India
Company : Grazitti Interactive
Title : Sr. Marketing Automation Specialist
Email : tarunmittal390@gmail.com
LinkedIn : https://www.linkedin.com/in/tarun-mittal-marketing-automation/
Feel free to connect 🙂

Nice to meet everyone. Sorry for the late introduction, I was waiting for my community profile id to be updated. Looking forward to learn more.

[michellechopin]

It's a pleasure to meet you @TarunMittal_12 😃 I'm so glad you got your profile all tidied up so you can join in!

Looking up Grazitti Interactive, I see that there used to be an office in my neck of the woods - just across from Seattle in Bellevue. What a small world! 

Hope you're getting settled into the program and feel free to ask questions or share insight/experience/knowledge that can be beneficial to the group 😊

[michellechopin]

Happy Start-Of-The-Week everyone 🎉

Thanks for everyone who responded to Question 1 - we learned that Workspaces and Partitions are powerful features for organizations looking to separate their marketing activities/initiatives and audience based on desired segmentations, like brand, region, or product line. As you study this further, be sure to pay additional attention to sharing, cloning, and moving assets to/between workspaces. 

This week's quiz/questions are based on Section 2: Marketing Activities/Campaign Management of the AME Business Practitioner Expert Exam Prep Guide (there is an error on the link that Jon originally posted so be sure to use the new one here until the redirect is in place; additionally you're welcome to check out my blog post: Study Guide: Adobe Marketo Engage Business Practitioner Expert Renewal). I'm including a few questions this week as this section is broad and the largest:

Q2a. You have an Google Ads program that has a Period Cost of $1,000 per quarter for 2024 (based on a standard calendar year, applied at the start of each quarter). If a lead was added to the program in February, which Period Cost will they count towards?

Q2b. What are the two ways you can perform an A/B test (subject line, body content, time/date, from address) for an email program?

Q2c. With regards to Program Member Custom Fields (PMCF), how many custom fields can the object have?

Q2d. In a Smart Campaign, how are Triggers evaluated when the Smart List Rule/Filter Logic is set to "All"?

Add your answers in response to this comment, and don't hesitate to ask questions for added clarification or learning.

Additionally, feel free to share any experience you might have with these Marketo functionalities - discussion and ideas sharing can be helpful for your fellow aspirants, especially for those that might not yet have experience with a particular element.

Looking forward to your answers and our discussion this week 😀

[Nihal]

Hi @michellechopin ,

2a. You have an Google Ads program that has a Period Cost of $1,000 per quarter for 2024 (based on a standard calendar year, applied at the start of each quarter). If a lead was added to the program in February, which Period Cost will they count towards?

- They will be counted in Q1 quarter of 2024. @michellechopin can you please share some more example on how period cost is calculated? 

2b. What are the two ways you can perform an A/B test (subject line, body content, time/date, from address) for an email program?

- We can perform A/B test on all type - Subject line, Whole email, date/time, from Address

2c. With regards to Program Member Custom Fields (PMCF), how many custom fields can the object have?

- Program member object can have up to 20 custom fields. @michellechopin can you explain about Marketo custom object.

2d. In a Smart Campaign, how are Triggers evaluated when the Smart List Rule/Filter Logic is set to "All"?

- In a smart campaign, the triggers are always evaluated as OR even if the above setting is set to ALL.

[michellechopin]

Great answers @Nihal 😀

To answer your questions/requests (in the order you wrote them):

1. Period costs refer to the money you spend in a specific month on a program, and are based entirely on your organization's spending efforts. Depending on when these period costs apply in your program(s), new contacts apply to those costs as follows (see Understanding Period Costs for visual examples and more details):
   • For months with defined period costs, contacts will count towards the month in which they were created
   • For occasions where there is a single period cost, e.g. March, contacts created before that month will "roll forwards"; contacts created after that month will "roll backwards" 
   • For occasions where period costs are defined at longer intervals or intermittently, contacts will count towards the last period defined, e.g. with period costs added in January and April, contacts added between January and March will count towards January, while those added in April and May (and beyond) will count towards April.
   • If there are no period costs defined, then this program will not be reported on
2. While you are correct in noting the different types of A/B testing available in Marketo, my question is related to how/where you can perform those tests (apologies if that wasn't clear!). I'll wait to provide an answer/update until others have submitted their answers so I don't spoil it for everyone 😉
3. A Marketo custom object is used to track metrics that are specific to your business, and they can be used as filters and triggers in Smart Campaigns - this is quite a broad topic but also specific to individual organizations, so check out the Marketo Documentation: Understanding Marketo Custom Objects if you're interested. These are different from Program Member Custom Fields, which are custom fields set up in Marketo and applied at the program level (you have to get created with them as those 20 fields apply across all your Marketo programs)

Keep up the great work 😊

[TarunMittal_12]

Hi @michellechopin  Thank you for posting these interesting  questions ‌‌. Please find my answers below and correct me incase I am wrong at any point. 
Q2a. You have an Google Ads program that has a Period Cost of $1,000 per quarter for 2024 (based on a standard calendar year, applied at the start of each quarter). If a lead was added to the program in February, which Period Cost will they count towards?
-They will count towards the month of January in Q1 since months with no defined period costs will roll “backwards” to the last one that was defined. 

Q2b. What are the two ways you can perform an A/B test (subject line, body content, time/date, from address) for an email program?
-The two methods that I am familiar with for doing an A/B test are
1. Add the A/B test on the email program that we use normally for one time email send programs by selecting the test type, sample size, winning criteria, Test samples and winner email scheduling date and time.

2. Champion/Challenger method: We can add this test to the email asset directly. These emails only work with trigger campaigns and engagement program streams and not work on the batch campaigns.
Also, We have to declare winner manually after checking results. The winner email cannot be declared automatically.

There's one more approach that I follow in one of the account I work for: We can create two separate email versions e.g. Email A and Email B with the criteria that we want to test and add both emails in the smart campaign Send Email flow step by adding choices and use random sample filter.
Example: Choice 1: If Random Sample is 40%, send email A
Default choice : Send Email B
Later we can declare the winner from the email performance report results.

Q2c. With regards to Program Member Custom Fields (PMCF), how many custom fields can the object have?
-The Program Member object can have up to 20 custom fields.
I usually use the Program Member Custom Fields on the registration forms of multi session events and if there's specific information related to a particular event needs to be stored e.g. Registrants dietary preferences.

Q2d. In a Smart Campaign, how are Triggers evaluated when the Smart List Rule/Filter Logic is set to "All"?
-The triggers are evaluated as "Any"(1 or 2 or 3...) logic even if we choose "All" in the smart list.

[michellechopin]

Amazing answers @TarunMittal_12 👏 You are correct on all of these!

Specifically to two of your responses:

• I will say...I asked for which two ways there are to do an A/B test and you made me realize that I completely forgot about the Champion/Challenger option 😏 - you are correct that there are three ways to test emails depending on the scenario. We do most of our email testing in the third way you mentioned - where we create separate emails for testing and manually look at the results afterwards (this works great when there are multiple emails in a campaign that each need their own test). 
• Your PCMF example is a great use of that field, not only because it allows information specific to a program to be captured, but that type of information is widely applicable so you're only using up on of your fields on it (that's the biggest challenge with PCMF - you have to get really creative in how you set them up so you don't run out

Great work! If there are questions about any of the other parts of this section that you have/come across while you study, don't hesitate to ask 😀

[aschultz671]

Hope everyone has had a good week. I'm little late to the game on this one. 

Q2a. You have an Google Ads program that has a Period Cost of $1,000 per quarter for 2024 (based on a standard calendar year, applied at the start of each quarter). If a lead was added to the program in February, which Period Cost will they count towards?

Would they count towards the period cost of Q1? I know period cost defaults to monthly, but it Google Ads is integrated correctly could you then connect it to that campaign?
That's not an integration we currently have so I might be far off the mark on this one.

Q2b. What are the two ways you can perform an A/B test (subject line, body content, time/date, from address) for an email program?

For a simple email send, setting the winner criteria to automatically select the winner or manually select the winner. Or for an ongoing nurture/trigger campaign you can put it in champion/challenger mode. I'm not as familiar with this type of test, does it run on a schedule to optimize the best email set up by the user?

Q2c. With regards to Program Member Custom Fields (PMCF), how many custom fields can the object have?

We have many of these currently, the limit is 20 PMCF that can then be utilized by any program.

Q2d. In a Smart Campaign, how are Triggers evaluated when the Smart List Rule/Filter Logic is set to "All"?

Triggers in a smart list are really considered as "any" since once any action (trigger) happens and they qualify for all the filters on the smart list, they will then qualify for the campaign.

[michellechopin]

Happy Friday and great answers @aschultz671

For each of your questions (in order):

1. Period costs are added monthly but in this example, the cost is for the entire quarter and set on the first month of the quarter (I realize I probably didn't word my question very well); in this example, because the cost is associated with January, any leads added in February will "roll backwards" to the January cost. If we add another period cost for Q2 in April, any leads added in April, May, or June will "roll backwards" to the April cost.
2. Depending on which test you perform, the process is a little different:
   • Using the Control Panel, you select the test sample size (% of your smart list/audience) and the test time frame (Marketo requires a minimum of 4 hours - if you try to select less time than that, it will reset the time vs giving you an alert/warning). Once the test period is over, Marketo will automatically send the winning email to the rest of your audience (default option), although you have the option to select the winner manually (you're still required to test for 4 hours minimum, even though the Test Duration information is removed from the Schedule tab.  My preference is to use the automatic option and I check on the campaign EOD or next day
      

   • The Champion/Challenger mode works in a similar way but you have to select "New Test" from the specific email you want to use, and then the options will open up that look similar to the Control Panel version. The only option we don't get here is the Date/Time testing option.

   • For the third version, where you can set up separate emails and test them manually using Random Sample in your Smart Campaign for deployment, this is always done manually - split the test in your preferred manner (I usually do 50%) and, using an Email Performance report, you can see which email performed best according to your criteria.

Hope those extra details help you out! 😃

[michellechopin]

Welcome to Week 3, @aschultz671 @Gayathri @mfavaron @TarunMittal_12 @Nihal @traba5058 @akshay @juaneraso  😀

A couple of updates for you before we get into this week's quiz:

1. I will be on vacation from June 11 - 18 inclusive so will not be available on the Community during that time. I will respond to all questions/posts when I return to office on June 19 and will post the Week 4 quiz at the same time. For any technical or general program support, please reach out to @Jon_Chen. 
2. As a thank you for participating in the Community Mentorship Program, you can apply for a 50% voucher here. Vouchers are limited and will expire one month after the end of the program (Friday, July 26).

This week's topic/study guide section is about Lead & Data Management so get ready to test your knowledge with a proper quiz this week 📒

Q1. What are the statuses in your Lead Lifecycle Program based on?

1. Sales Process
2. Channel Tags
3. Marketing Funnel
4. Program Type 

Q2. What are the three ways that a Lead Lifecycle can affect your bottom line?

1. More form fills, greater number of leads, faster qualification process
2. Better ROI, nicer reporting, increased budget
3. Increased revenue, managed lead flow, improved forecasting

Q3. What are the two types of Lead Scoring that are combined to give an overall Person Score in Marketo?

1. Activity and Informational
2. Lead and Contact
3. Behavioral and Demographic/Firmographic

Q4. Lead Scoring is the most effective method for:

1. Helping to identify qualified leads who are approaching or are in the buying stage
2. Determining whether to send an email campaign
3. Adding leads to a CRM system

Q5. What are the three types of Interesting Moments?

1. Email, Webinar, Event
2. Web, Milestone, Email
3. Landing Page, List, Report

Q6. In the Activity Log, name three filters you can use to see/show specific information about a Person's activity.

Q7. According to Marketo's Data Retention Policy, how long are Visit Web Page activities kept for?

1. 14 days
2. 90 days
3. 180 days 

Q8. Marketo's Durable Unsubscribe means that, if an unsubscribed record is deleted from Marketo, and returns to the system at a later date, the unsubscribe will NOT be removed. True or False?

1. True
2. False

Q9. Segmentations allow you to group people into distinct profiles for reporting and what other use case?

1. Smart lists
2. Engagement programs
3. Dynamic content
4. Smart campaigns

Q10. A person will qualify for the all matching segments. True or False?

1. True
2. False

The entire section of the Study Guide is yours to explore this week, so don't hesitate to ask questions that are related to the quiz questions OR part of the section we've not specifically explored here. And be sure to include your own experiences/examples if you feel they're relevant as those are always interesting to read and others can learn from them too, especially if it's not something they have used/worked with much or at all. 

Have a great week and I will get back to you all on June 19 🚀