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Defining Product Interest based on Pages Visited

Question asked by Michael Oslin on Feb 19, 2019
Latest reply on Feb 19, 2019 by Jay Jiang

I am trying to define a user persona based on what pages on our site they might be visiting.

For example, we sell 4 products (A, B, C, D) and we have 5 pages that might speak to any given product.

As a user navigates through a subset of these 20 webpages they might lean towards one product or another based on digital indicators.

But the tricky part is that they might go to 4 pages for product A, 2 for product C, and 1 page for product D. So on that alone -and as a simplistic solution- I would determine their interest as primarily A, and secondary C.

Over time, say measured in last 30 days, that may change and their primary might evolve to D, and the secondary to A.

How would I go about creating an indicator in Marketo that will allow me to flag a person as "Leans A, secondarily B", but changes as the person goes about their regular browsing of our site over time?


I realize that this is a simplistic approach cause one could argue that in the example above the reason they went to 4 product A pages was because they couldn't find what they were looking for, but when they got to D they didn't have to go any further since they found what they wanted.

In this case, D would be the primary interest, and perhaps A the secondary interest.

This brings some other elements that I don't know that we capture in Marketo such as time spent on a page which could help determine the weighting.

*I'm already going through and tagging all my pages to a particular product interest so that I have a key.*


Any thoughts on how one might accomplish this?

Thank you-