Brian_Law_MKTO

Here is a summary of recommended statuses and steps for the most common channels.I recommend numbering your statuses and adding “Success” to the success status. It will make it clearer and easier for everyone to understand which status is success.ChannelProgram TypeStatusesStepEmail SendEmail1 Membe...

Program statuses are defined when you create your Marketo Channels. You can use a program status to determine the level of success for each of your marketing tactics (e.g. Number of records in a seminar which attended vs registered). I recommend you don’t edit program statuses once they are set. Mar...

I am often asked about the best ways to use the RCE Program Opportunity Analysis Report. Here are some of the business questions you can answer using it.How much pipeline did a given channel create or influence?How much pipeline did a given program create or influence?Which channels and programs are...

Setting acquisition is critical for acquisition attribution reporting. The Marketo Program (aka the marketing tactic/activity) which generated the new name in Marketo should be given credit as the acquiring program. Only one program can get credit for acquiring the record.In many cases, Marketo will...

Programs must have period costs otherwise they won’t be included in RCE reporting unless you set the analytics behavior for a channel to inclusive. However, if you want to filter by cost time frame or if you want to see ROI information in the RCE Program Opportunity Analysis report, each of your pro...

To ensure your programs will appear in RCE reporting regardless of whether you included a period cost or not, I recommend setting all non-operational channels to inclusive. A friendly reminder that once you change Analytics Behavior the change will take a day to appear in RCE.Choosing Operational al...

The program success date is set when a record’s program status is changed to the status which is associated to “Success”. You can’t see the success date when you click on the members tab in a program. The program success date is super critical for RCE attribution reporting (e.g. Program Opportunity ...