Every marketer wants to know which programs are working, which aren’t, and what impact marketing is having on revenue. But getting clear insights into how all your different marketing efforts are contributing to revenue on a multi-touch basis can be surprisingly hard to achieve.
The good news is, you don’t need to reinvent the wheel. This meeting will feature approaches using both native Marketo and Marketo-integrated solutions that will let you cross the multi-touch attribution threshold and start leveraging powerful insights about the impact of marketing.
This meetup is open to all, whether you are a Marketo user or just interested in marketing technology and networking with other marketers in the Toronto area.
Tuesday, February 23, 2016 | 6:00 PM
Uberflip HQ (Directions)
135 Liberty Street, Suite 401
Toronto, ON M6K 1A7
Toronto Marketo User Group Agenda
Marketo’s Winter ’16 Release: What You Need to Know
Marketo’s Winter ’16 release brings some big changes under the hood to Munchkin and Email Programs as well as a new Facebook integration, a new Lead Database dashboard, API updates, and more.
Caryl and Justin will do a lightening round overview of what you need to know and prepare for.
Understanding Multi-Touch Attribution with Marketo’s Revenue Cycle Explorer
Caryl Mostacho, Senior Consultant, Perkuto
Marketo’s Revenue Cycle Explorer offers a powerful way to understand the impact of your marketing and demonstrate it at the executive table. However, the power of RCE can only be accessed if you’re creating the right data in the first place.
Caryl will walk through best practices for setting up an RCE-optimized Marketo instance, including program structure, tags, channels and success stages, and more. She’ll also dive into some of the hidden tips, tricks, and gotchas of RCE reporting including analysis areas, field synching, metrics, dimensions, and core concepts of how Marketo models multi-touch attribution.
Automated Lead Source Tracking and Omni-Channel Attribution Modelling with Bizible
Justin Norris, Solutions Architect, Perkuto
Bizible is a marketing attribution and analytics tool that completely automates the process of capturing traffic source data for every marketing touchpoint across every marketing channel. It’s a bit like having Google Analytics appending traffic sources to your Salesforce leads and contacts!
Having captured all of this data, Bizible also provides some powerful tools for reporting on it and attributing revenue to these various touchpoints using several pre-built or custom attribution models.
Justin will share some of the tips, tricks, and best practices learned from implementing this advanced attribution solution, including how to customize it to suit your requirements and make it play nicely with Salesforce and Marketo.
Many thanks to our amazing Venue sponsor Uberflip.
Don’t forget to sign up for the next Toronto Marketo User Group meeting!