Using Programs in Engagement Programs instead of Emails?

[Anonymous]

I'm using programs within engagement programs instead of emails. But I have the feeling the engagement score is low. Does anyone also use programs instead of emails? Maybe we can compare results.

[Anonymous]

I'm not sure, but I think there's some nice technology behind the Engagement Scores, mostly focussed on using the emails directly. And they only got it kind of working for using programs (e.g. the numbers of the different graphs on the dashboard don't match with each other). But this is something they will probably fix in a new release. And for me all that matters is that the numbers match, else my marketers won't trust the data. And when they trust the data we can start benchmarking.

[Dan_Stevens_]

I guess I'm a bit frustrated by the inability of the CEE to assign a complex engagement score based on "traditional email performance metrics plus program success metrics" (this statement is taken directly from one of Marketo's own ebooks).  I'd love to see that advanced level of insight built into the engagement score when Marketo programs are part of the streams (instead of just emails - which already have that advanced level of insight).

[Anonymous]

Correct! Having any status makes you a member of the email program. Thus the engagement Program won't request the same program again for the same lead. And the Engagement Score is based on if a lead has a member status with success in the requested program. I have this already set up. And I'd like to compare my engagement score (with total members vs members with success) with other that also use the same approach.

[Dan_Stevens_]

Thanks for clarifying Cheryl.  So it doesn't take into consideration email clicks, web visits, etc.?  So if the following was the channel used for our nurture flows in the engagement program, will the engagement score only be based on the two success statuses.

[Anonymous]

@ Dan - yes you are correct.

[Dan_Stevens_]

@Diederik - yes, I found this out shortly after posting this that the new Email Programs weren't support (nor will they be)

@Cheryl - So if I understand correctly, when programs are used in an Engagement Program (which is the preferred approach for advanced analytics in RCE), the engagement score is a simple measure of success vs. the complex/proprietary algorithm Marketo uses when simple email programs are used (I'm not referring to the "new" email program)?

[Anonymous]

Just to clarify, we do not intend on supporting the email program inside engagement.  Champion/Challenger is what we built to use here instead.  If you use a program inside engagement, the score is based on success.  You must use smart campaigns to define and move leads into success.

[Anonymous]

Hi Dan, You can't use the Email Program in Engagement Programs yet.

I also noticed some of the newer content programs do have scores that are closer to the truth. Support is still looking in to the question, but this issue just concerns a part of the engagement scores. I also use a lot of other methods to measure succes. The only reason for starting this thread is because I want the dashboard displaying correct numbers in order not to confuse my users. So I would advise you, like your agency, to use programs for each piece of content.

[Dan_Stevens_]

We will be doing the same (using full Programs rather than simple emails).  This is what our Marketo consultant advised us to do since we are using RCA.  Setting these up as individual programs is necessary in order to achieve the proper reporting in RCA.

But I'm concerned that we too will experience very low engagement scores.  What if we include the new email program within each program.  If success is achieved within the email program (engaged), would this not help improve the overall engagement score?  Although I'm still hesitant in using the new email program given some of the issues I've encountered thus far and what I've been reading in the community.  Marketo still needs to work out the kinks before we start using it on a regular basis.

[Anonymous]

Each lead in the program used in the engagement program gets the teaser email and becomes a member (program status). So out of the 100 people I email in this engagement program, 46 open the email, 22 click on the CTA, and 18 filled out the form on the landing page (program success). But the engagement score of this program is only 21. Which suggests poor performance. Whilst I think we all agree that the results are pretty good. This is the exact reason I want to benchmark my engagement scores with others.

[Anonymous]

Thank you for adding this to this thread. I do realize this. I have a support ticket open on this. As I did see program success of 18,5% of members achieving success. In my example they filled out a form on a landing page (after opening and clicking the email of course). But this program has an engagement score of 16 out of 100. The email statistics are 50% open rate.

[Anonymous · Accepted solution]

Remember that the score is calculated differently when using programs.  We calculate based on the success metric, so you must be sure to use the program statuses to establish membership and success.