Using website data layer objects for Marketo Lead Scoring

derelict_wombat
Level 1

Using website data layer objects for Marketo Lead Scoring

Hi everyone, 

My organization is in the process of implementing Marketo and lead scoring for the first time.  We are also rolling out a new website using AEM and working on building a robust data layer to support segmentation, personalization, and analytics.  

 

As part of lead scoring we are looking to identify "high value" pages and page types.    It looks as if lead scoring identifies pages based on URL strings only.  I am wondering if it was possible use some of the work we are doing on the data layer to help identify high value pages by scoring content based on data layer objects.

 

Some examples objects could be

  • Page Type (product page, support page, solutions page, contact page)
  • Content Type (specify what products/markets the content written for)
  • Market Type(we are B2B and support various markets  so this would describe what market the content is for.  Different score values based market )
  • etc

Has anyone done anything like this in the past or thought about it?  Would love some suggestions.

Thanks all! 

5 REPLIES 5
SanfordWhiteman
Level 10 - Community Moderator

Re: Using website data layer objects for Marketo Lead Scoring


As part of lead scoring we are looking to identify "high value" pages and page types.    It looks as if lead scoring identifies pages based on URL strings only.

In the sense that a scoring campaign that triggers on Visit Web Page only has access to the URL, yes.

 

But this isn't really a shortcoming of scoring in general, it's that if you make the choice to score on VWP, then by default you have a limited "surface area" of properties to score on.

 

You can extend the properties available in the URL by appending other metadata about the page context to the URL, before Munchkin loads. The data will still be in the URL from the trigger's standpoint, but you can add structured data that wasn't there when the person originally navigated (note this happens without reloading the page, it's just "touching up" the URL).

 

Or you can let the Munchkin default hit run as usual, then send a custom hit using munchkinFunction("visitWebPage") for extended scoring. We do this for video playing and product interactions, for example. You set up custom URL taxonomy and send /custom/hits/to/endpoints and score on those.

 

Beyond that, you can also build infrastructure to send Custom Objects and/or Custom Activities that reflect your extended data points. This isn't built-in functionality, and if you build it, make sure you can send batches under load.

derelict_wombat
Level 1

Re: Using website data layer objects for Marketo Lead Scoring

Thanks Sanford, 

That that sounds pretty interesting.  Going to put a story into our backlog for a devs to take a look at.  Looking forward to updating this thread with results sometime inthe near future 🙂 

 

 

Jay_Jiang
Level 10

Re: Using website data layer objects for Marketo Lead Scoring

With regard to changing lead scores solely off of Visit Web Page, if Munchkin is unable to ingest your data, Marketo won't be able to act on it.

 

But I suppose at the end of the day you want to be able measure a person's interest for various "dimensions", so there are a few options I would consider:

1. As Sanford mentioned, append the data as a query string so Munckin can ingest it

2. If you have AAM, you can sync audiences to Marketo static lists. Thus you could have a static list for every dimension you'd want to track.

3. Use a CDP to match IDs and sync the raw data to Marketo.

derelict_wombat
Level 1

Re: Using website data layer objects for Marketo Lead Scoring

Thanks Jay

Your 2nd and 3rd point are both on our roadmap.  Currently just using AA, Target, AEM, and Marketo. AAM and CDP are both on future roadmaps though! Looking forward to being able to piece these together! 

Phillip_Wild
Level 10 - Community Advisor

Re: Using website data layer objects for Marketo Lead Scoring

Nice! Sounds like you have it figured out. 

 

Sanford's solution of appending to the URL seems quite cool in the short term, and hopefully not a huge dev lift. I wouldn't build too much if you are going down the CDP route later - that's the best practice way of doing this, and running your audiences through that.