Removal of "Is Anonymous" filters.

[Grégoire_Miche2]

Hi all,

We have been receiving today an information from Cheryl Chavez​ about the removal of the is Anonymous filter, as part of the release of Munchkin v2. See here for more details : Next Generation Munchkin Tracking FAQ - Marketo Docs - Product Docs

Although this new version of the munchkin and the way the V2 will work is promising, there is one thing we will be missing, though: the ability to look at the anonymous leads, display inferred and origin informations and create an understanding of where they come from and how they arrived here.

Also, some database providers use anonymous leads to read their IP addresses and provide in return some leads from the same IP address for retargeting. They will be in hard difficulty.

Your thoughts ?

-Greg

[Grégoire_Miche2]

Hi Mike,

Yes, this what I had figured out

Thx for voting, though.

-Greg

[Grégoire_Miche2]

Hi Rachel,

You are raising a good point there. What You See Is What... It Is Now Indeed , we can no longer have know leads and anonymous all together in the report.

Due the fact that they are separated databases now, I think it would be technically complex to have a joint report.

If you enter the idea, I'll vote for it though .

-Greg

[Anonymous]

Grégoire Michel, went to add the idea and saw that Michelle Wilkinson beat me to it!

As a global company we separate our web activity reports by region. I don't think my sales team would be too thrilled if I suddenly start flooding their inboxes with even more reports...

[Grégoire_Miche2]

Voted

[Anonymous]

Mike, we currently produce a web page activity report with a "Is Anonymous = TRUE" filter so our sales team to hunt for "not yet engaged" companies to cold call.  They basically just call the company and start poking around, even with no knowledge of the actual person who was on the site.  Our thinking is that if they're known, they will engage in some other way with us, but if they're completely anonymous, we should call the company anyway as they're in the early stages of looking for a solution.  About 10% of our Stage 1 Opps come from this process.

If I now switch the report Setup, as you suggest, from Hidden to Shown, isn't that going to show me all activity, Anonymous + Known?  I need to see only anonymous hits on the website in a report.  Is that possible?

Thanks,

--Richard--

[Grégoire_Miche2]

As we kind of have a better understanding of all the implications and consequences of this change, I just wanted to thank a lot Mike Reynolds​, Arjun Nair​ and Kenny Elkington​ for their patience and pedagogy answering this deluge of questions

-Greg

[Anonymous]

I agree, thanks for the help guys!

[Kenny_Elkington]

You're very welcome.  We'll be around to continue answering any additional questions about these behaviors.

[Mike_Reynolds2 · Accepted solution]

Folks, I've gotten some Support KB articles published to go over the full scope of details about these upgrades coming out. Here are the links to all of them:

Anonymous Lead Upgrades Overview

Anonymous Lead Upgrades – Changes Inside Marketo UI

Anonymous Lead Upgrades – Customer Action Needed

Anonymous Lead Upgrades – Analytics Reports

Anonymous Lead Upgrades – Release Schedule

Anonymous Lead Upgrades – Under The Hood

Anonymous Lead Promotion to Known Lead – Munchkin V2 Behavior

Hopefully these will help give more details!

Enjoy!

[Grégoire_Miche2]

Hi Mike Reynolds​,

Thanks a lot for the doc. It is very clear.

My question above about the execution order between retroactive trigger campaigns and "lead is created" trigger campaign is not answered though.

-Greg

[Casey_Grimes]

Thanks for the documentation (and dealing with our barrage of questions!)

That being said, I'm still going to throw another question: is lead ID now assigned at the time of someone becoming an anonymous record or known record? If behavior is changing from today, then how is it changing?

[Kenny_Elkington]

The ID is assigned at the time a lead is promoted to known.  Prior to then, there is no actual person record, and thus no ID.  The information gathered around anon leads is correlated to their munchkin cookie until then.

[Mark_Halliday1]

For my own clarification (and hopefully for the benefit of others): Marketo will store anonymous activities in log files, with a specific retention time - say 60 days(?). If that person becomes one of the 2%-3% of traffic that converts, Marketo will create a lead (with lead id) and pull back any activity data in the raw logs associated with that anonymous lead. Is that correct?

If I had RTP, would I maintain a longer anonymous history? Are marketing automation and RTP foundationally on the same platform (similar to a force.com architecture)? What type of integration exists between these two products?

[Mike_Reynolds2]

Mark Halliday​,

You're essentially correct but there's one small detail. Greg's correct--the default pruning time when web activity is stored is 90 days, not 60, so as long as the web activity has occurred within that time frame, it will be carried over into the new lead record that is created.

As for RTP, the short version is that this upgrade will have no affect on RTP at all.

As for the architecture, there isn't any extended web activity that would be pulled back into Marketo. I honestly don't know what the pruning policy is with RTP off the top of my head, but even if it's longer, the integration doesn't currently work in a way that would push that web visit data between RTP and Marketo. As it stands today, (the integration is growing every day) a lead will have two cookies, one for Marketo (Munchkin) and a separate one for RTP. The integration will connect the RTP lead record with the Marketo Munchkin cookie. This enables the Marketo known lead data to be pulled into RTP (field values, member of program/smart campaign) and to be used to match a segment, which then calls the RTP campaign to action. RTP used to be a standalone product called Insightera and the integration with Marketo has been growing quickly. Just this morning we found out that Marketo forms can now be embedded into RTP campaigns without needing any conversion any more. 

[Mark_Halliday1]

Looks like anonymous personalization is a key marketing value prop for RTP based on this email I received today. Shame no one saw the value of this for Marketo users, who use anonymous data to inform their sales teams, instead of relying on passive personalization tactics.

[Mike_Reynolds2]

Mark Halliday​,

Anonymous leads are useless to your sales team. It's not until they become known and have some sort of contact info associated to them when they're able to be contacted by sales.

RTP has more options for how to target anonymous leads like changing content based on geo-location or mobile vs pc and things like that. However, just like with Marketo, even these anonymous leads are useless to sales until they become known.

In either case, once the leads become known, all of this anonymous data comes through into the known lead record, so your sales team isn't missing out on anything.

[Mark_Halliday1]

Actually Mike Reynolds, anonymous leads have a lot of use for my high tech B2B inside sales team. Because they tell me what companies are visiting the site. I don't know how other industries work, but high tech doesn't wait for some content marketer to get a collateral request, nurture it to an MQL and pass it to sales. We'd all be out of business. That's why we all have huge inside sales teams with calling capacity. If a company is visiting us, we talk to them. That's why companies like leadlander and visistat exist. So until you're the throat to choke on delivering top-line revenue to high-growth B2B high tech companies, don't tell me my business.

[Anonymous]

Agreed, we are in the same boat, I fear.  Saying that anonymous information is useless is annoying, Mike - it's a faulty assumption, and (frankly) illustrates a lack of understanding of how your customers use your product.  I'd appreciate a reply to my question above - you might have missed it.  I have some very concerned marketers over here.

[Mike_Reynolds2]

Richard Craemer​ Sorry if I was unclear in what I was referring to. What I meant is that if you're trying to reach the individual lead that was anonymously visiting the site, there's no contact info for that person. I know that anonymous information has value--that's why the Web Activity Report and Company Web Activity Report still have the option to show this anonymous web activity you're looking for. If you're cold calling customers based on what company they show up as, that same info will come through (still based on the same reverse-IP lookup info).

As for the earlier question about seeing the anonymous leads in the reports, when you change the setting in Setup, it will allow the anonymous web activity to show up, but doesn't remove the known leads. It just adds the anonymous ones in. There are ways to filter them out though--if you use filters like "Not Filled Out Form", "First Name - Is Empty" or others that would rule out the known leads, all that would be left are the anonymous leads

[Anonymous]

Thanks for the reply, Mike.  I just tested the First Name workaround and got (pretty much) the same results, so that will work for us.  Thanks!

[Grégoire_Miche2]

Hi Mark,

What you describe is correct. The web activity will be logged against the cookie. I understand that the retention will be 90 days.

I cannot answer for RTP retention.

-Greg