Scalable Solution For Tracking Program Successes?

[Anonymous]

Hello MKTO Community,

How do you effectively track your program successes without building out numerous triggers to track each one?

Is there a particular way you are leveraging batch campaigns and segmentations to reduce the stress on your instance?

Our instance currently has a backlog of 237 trigger campaigns in our campaign queue, which is dramatically slowing down processing time and functionality.

Any constructive feedback would be appreciated. Thanks!

All the best,

Andrew

[Anonymous]

Are you tracking things like Opened and Delivered with trigger campaigns? If so, consider not tracking those anymore, as they are generally not success steps and they are already tracked in Marketo, so they take up unnecessary processing power.

Are you deactivating the trigger campaigns for programs that are no longer in use? Archiving them is not sufficient.

A screenshot of the backlog and your channels' statuses could help too.

[Anonymous]

Hello Kristen,

Thanks for your feedback. Now it looks like the queue is at 106 items. Yes, we do track sent, opened and clicked emails via triggers as part of our program statuses.

Below are the analytics my manager wants:

1) KPI: Last programs impacting leads reaching 100 pts

Current Solution: Custom Field Last Touch Value Set by any program status change and populating {{trigger.name}}.

1st 100 Pts SFDC Custom Field increments whenever a lead hits 100 pts in SFDC. MKTO listens for 1st 100 Pts SFDC Custom Field data value change and populates 100 Pts Program Custom Field with {{lead.Last Touch Program}}.

Problem: Listening for every program status change will slow the instance down

2) KPI: Nurture email sends prior to an oppty created on a contact role = pipeline + revenue influenced

Current Solution: Adding large email sends to SFDC campaigns and leveraging campaign influence reporting

Problem: Don't consider an email send a success, which is why we don't use Marketo multi-touch attribution for this. Can't use Marketo first-touch attribution because nurture email programs aren't acquisition programs.

3) KPI: Nurture email sends prior to a demo request form fill out = pipeline + revenue influenced

Current Solution: Adding large email sends to SFDC campaigns and leveraging campaign influence reporting

Problem: Don't consider an email send a success, which is why we don't use Marketo multi-touch attribution for this. Can't use Marketo first-touch attribution because nurture email programs aren't acquisition programs.

4) KPI: Last programs impacting demo request form fill outs

Current Solution: Leveraging same logic as the 100 pts KPI

Problem: Listening for every program status change will slow the instance down

Screenshot of our campaign queue

Nurture Program

Paid Advertising Program

Tradeshow