I have worked in Marketo Measure (Bizible) since 2018. I will say when I first started using the tool, the thing that helped me the most in learning what the tool was capable of was diving into the reports and building the custom reports that were installed with the managed package.
Many clients will start with the Bizible 101 reports, which is a good place to start, but many are still confused with how to optimize those reports based on not having the background on the report type.
So, I have created a quick guide to what kind of custom reports are added to your SFDC when you install the managed package.
My hope is that this guide will help all users to better understand the data available based on each report type. Here is the Marketo Measure Taxonomy, as this will be helpful in understanding how these custom reports join the specific objects: https://experienceleague.adobe.com/docs/marketo-measure/using/configuration-and-setup/marketo-measur...
Here are the custom report types --
Leads with Bizible Touchpoints: Leads Object with Bizible Touchpoint Object. Enables the user to look at Lead data, such as stages or demographic information in correlation to web activity and or campaigns.
Leads with or without Bizible Touchpoints: Shows all Leads with or without Bizible Touchpoints. This will enable the user to compare what leads have Touchpoints. Insights from this identify common trends of those Leads who have not engaged based on what stage or demographic information.
Bizible ABTests: Only used when using Optimizely and/or VWO
Bizible ABTests with Case: Only used when using Optimizely and/or VWO
Bizible AB Tests with Contact: Only used when using Optimizely and/or VWO
Bizible ABTests with Lead: Only used when using Optimizely and/or VWO
Bizible ABTests with Opportunity: Only used when using Optimizely and/or VWO
(To learn more about Marketo Measure AB Testing please review this link: https://experienceleague.adobe.com/docs/marketo-measure/using/advanced-marketo-measure-features/a-b-...)
Bizible Attribution Touchpoint: Single custom object, often referred to as BAT, is installed with the reports package. This custom object pulls in data from the account, contact, opportunity, and campaign object in salesforce. This object also has the calculated amounts for each attribution model. Best used in combination with other standard objects to show attribution.
Bizible Attribution Touchpoint with Account: The custom object joined with the account object in salesforce. This can be used to report on ABM efforts, by pulling in the specific tiers of accounts into the reporting.
Bizible Attribution Touchpoint with Opportunity: The custom object joined to the opportunity object. This is the most commonly built report as this enables users to report on specific stages of the opportunity. So, if a user wants to see attribution by closed won or what is open, this report is the easiest way to see that data.
Bizible Attribution Touchpoint with Salesforce Campaign: The custom object joined to Salesforce Campaigns. This report is used with users who are looking for specific metadata associated to the campaign and this information lives on the campaign object.
Bizible Persons: This is a custom report that uses the custom object that is installed with the reports package. The person object is often used to identify duplicates as it will provide data based on the email address. What this means is that if a lead and contact both have the same email, the person object will host both. This in turn will then have two touchpoints for everyone associated to the person's object. I have never used this report type as a standalone report.
Bizible Persons with Case: This report is only used when the user does not use Leads or Contacts to identify touchpoints.
Bizible Persons with Contact: The custom object joined together with the contact object. This report can be used when you only want to see persons associated to Accounts. This type of report can be helpful for lead to account mapping.
Bizible Persons with Lead: The custom object joined together with the lead object. Similar to the Bizible Person with Contact report you can use this report for Lead to Account Mapping.
Bizible Persons with Bizible Touchpoints: This report combines two custom objects together. This custom report is one of the most commonly used. As mentioned previously, the Bizible Person reads data from the Lead and/or Contact. So, this report helps break the challenge of pulling two reports, one for lead and one for contact. Now all engagement (touchpoints) live on one report across leads and contacts.
Bizible Persons with Bizible Touchpoints and Account: The two custom objects joined to the account object in salesforce. This can be used to gather data for an ABM initiative. A common example is to see how many touchpoints were generated from Contacts and potential leads to an account.
Bizible Persons with Bizible Touchpoints and Case: Two custom objects joined to the case object. This is not a commonly used report. If you are using Case as the object for attribution, then this report will help show all the touchpoints associated to a case or many cases.
Bizible Persons with Bizible Touchpoints and Contact: The two custom objects joined to the contact object. This is often used when looking at specific demographics on the contact object and segmenting marketing performance based on that demographic information.
Bizible Persons with Bizible Touchpoints and Salesforce Campaign: The two custom objects joined to the campaign object. This report type is often used when looking for additional metadata that lives on the campaign object to be pulled into the report to show marketing effectiveness based on touchpoints.