lead source & campaign attribution how to capture all touch points using marketo, as presented...

Lead Source & Campaign Attribution: How to Capture All Touch Points Using Marketo

Alexandre Pelletier, Director, Lead Management Practice at Yellow Pages

© 2010 Marketo, Inc. Marketo Proprietary and Confidential

Alex Who?

More than 13 years in the Digital MarketingUsing Marketo for more than 2 yearsDid multiple implementationsCame in 3rd place last year at Marketo idolNow Director of Lead Management Practice at Yellow Pages Group

blog.apelletier.com Twitter.com/apelletier [email protected]


Agenda

Why Campaign Attribution?Capturing All Touch Points – The WorkReportingTake AwaysTips & Tricks


Why Are We Talking About Campaign Attribution?


Why Campaign Attribution?

Everyone wants to know which campaigns attributed to the sale

Measure the real marketing contribution to revenue

Better visibility in campaign performance


My Initial Look At The Question

How many sales-ready leads is each of my campaigns generating?

How much revenue is each of my campaigns generating?


My Initial Findings(it hurts to say it, but the reality is…)

There is no short easy way to determine what works best. Period!


Typical B2B Sales Cycle Scenario

Which campaign should get the credit?

“The de facto industry standard of measuring the value of campaigns or media placements by the most recent click or interaction is ripe for change.”

– Forrester Wave: Interactive Attribution, Q4 2009


0 8 (days) 27 43 52

SEM(unknown)

Banner Ad(unknown)

Webinar(known)

Trade Show(known)

Won

SEO(known)

2 Key Concepts for Marketing ROI Measurement

Campaign Attribution “The practice of measuring the correct partial value of each

interactive ad that drove a desired outcome.” - Forrester Wave: Interactive Attribution, Q4 2009

Campaign Influence The holistic view of each campaigns interaction a lead has

responded to, that made him move forward in the buy cycle.


Attribution or Influence?

Either way, you need to capture all touches


0 8 (days) 27 43 52

SEM(unknown)

Banner Ad(unknown)

Webinar(known)

Trade Show(known)

Won

SEO(known)

Marketo

Capturing All Touch Points – The Work


Acquisio Needs

Track the first 5 visits of anonymous leadsAssign each visit to specific SFDC campaign Web - Direct Web - Referrer Web - Organic Web - Paid Any other applicable campaigns


Defaults For Tracking Marketing ROI With Marketo & SFDC

Method Limitation

Original FieldsOriginal ReferrerOriginal Search EngineOriginal Search PhraseOriginal Source InfoOriginal Source Type

Only useful if your attribution model is based on first interaction

Lead Source Only useful if your attribution model is based on first interactionOnly tracks interaction when the lead is known

SFDC Campaigns Only tracks interaction when the lead is known

Static or Smart Lists Only tracks interaction when the lead is known


How We Did It


Visit 1Direct

Visit 4Paid

Search

Visit 5Any

Campaigns

Visit 2Referrer

Visit 3Organic

Marketo

How We Did It:The JavaScript

Read the referrer URL


Condition Source Type SFDC Campaigns

If there is no referrer URL Direct Web – Direct

If referrer is not a search engine

Referrer Web – Referrer

If search engine & contains organic information

Organic Web – Organic

If the page itself URL is a GA Tagged URL

Tagged based on campaign ID in the UTM_content

If the page itself URL is a GA Tagged URL & utm_content = "701400000005Qzu"

Tagged Web – Paid

How We Did It: The JavaScript (cont’d)

Store the information in a cookie v1_time v1_source_type v1_referred_url v1_search_engine v1_keyword

Submit the information through the Marketo Munchkin when a Marketo form is completed


v1_utm_campaign v1_utm_content v1_utm_medium v1_utm_source v1_utm_term

How We Did It:Marketo Campaigns

Created 10 CampaignsUsed a lot “Request Campaign” Action


How We Did It: Marketo Campaigns

Smart List: When a Lead is CreatedFlow:



Flow: Cookie Source Type Visits Assignment



Flow: Cookie Source Type = Direct

* Same kind of flow for Organic & Referrer Source Type



Flow: Cookie Source Type = Tagged



Flow: Cookie Source Type = Tagged (cont’d)


How We Did It: The Results In SFDC

3 campaigns before being captured


Reports


Reports

There is no magic path, all closed sales have a different marketing history

Reviewing the monthly won report is strongly advised.

Don’t just track campaigns, track content as well


Reports

Number of leads by visits (touch point)

33% have 2 touch point 15% have 3 touch point 8% have 4 touch point 6% have 5 touch point or more


Reports

Number of leads by Source Type

37% are from any other Campaigns 29% are from Organic 23% are from Direct 7% are from Referrer 4% are from Paid


Reports

Campaigns with opportunities


Reports

Why look at the opportunities?


Take Away

Attribution is not an exact science (yet!) and it takes many manual steps to get there

Determine your model and sketch the reports you want first

Capture as many touch point as you can

Keep the human touch in the reporting process


Tips & Tricks


Create Standard Tracking “utm_” Values Straight From Salesforce.com

Create custom pick-list field for each “utm_” you want to track Campaign Source (utm_source) Campaign Medium (utm_medium) Campaign Term (utm_term) Campaign Content (utm_content) Campaign Name (utm_campaign)

Create a custom formula field


Create Standard Tracking “utm_” Values Straight From Salesforce.com

And voilà!

Benefits: Standardize tracking within Google Analytics Centralize all of your “utm_” inventory


More About The Lead Source

Lead Source is the initial contact with a lead

Determine your best source for net new leads in terms of quantity. This is Useful!

Few tips about the Lead Source Always keep the oldest value when merging records In fact, it should never be changed (block field updates)


How To Block Field Updates For The Lead Source?


Thank You!


lead source & campaign attribution how to capture all touch points using marketo, as presented...

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