Overview

In today’s digital age, effective marketing is all about data-driven decision-making. That’s where Marketo Measure (aka Bizible) comes into play, providing valuable insights into your marketing efforts. However, navigating Marketo Measure’s features can be a bit tricky. That’s why we’ve put together these quick tips to help you make the most of Marketo Measure and supercharge your marketing strategy.

Tip 1 – Mastering Online Channels

Online marketing is a dynamic world, and tracking your efforts across various channels can be a challenge. Understanding how Marketo Measure works within your UI can make this process much more manageable.

Here’s the trick: When you’re looking across the rows, Marketo Measure uses the “and” logic. When you look down the rows, it switches to an “or” statement. This means that if you’re dealing with multiple channels and need to track them differently, like your social channel and Facebook subchannel, you’ll want to use “and” for medium and source.

For instance, you’d use “social and Facebook” for medium and source. In the next rows, you can employ an “or” statement to single out Facebook.

We recommend starting with the top 50 combinations of medium and source. This approach allows you to scale up or down as needed for your marketing campaigns.

Tip 2 – Dealing with Formula Fields

When connecting Marketo Measure to Salesforce, you might run into a common challenge: Marketo Measure doesn’t read formula fields, and this is a common issue with API connections. The reason is that formula field values don’t change when viewed within Salesforce.

If you’re using custom opportunity amounts that rely on formula fields in Salesforce, you’ll need to create a workflow or process within Salesforce itself. This workflow should stamp the formula field’s value onto another field. You can then call this new field, let’s call it the “Marketo Measure-only amount field,” to enable Marketo Measure to access dollar values for opportunities and other formula fields that you wish to incorporate into your Marketo Measure reports.

Tip 3 – Streamlining Campaign Member Syncing

Syncing campaign members is vital for Marketo Measure automation and reducing user errors in tracking campaign codes within Salesforce. This process involves organizing campaigns logically. To make this process simpler, hit the “edit” button, and you’ll find that your campaigns can be organized logically using “and” or “or” logic.

Here’s a handy recommendation from Etumos: Maintain two receptor roles—one before implementing the Marketo Measure script on your website and one after. This strategy helps prevent Marketo Measure from creating double touches for your online campaigns.

Conclusion

Marketo Measure can be a game-changer for your marketing efforts, but it’s crucial to understand its nuances and best practices. With these tips in your toolkit, you’ll be well on your way to harnessing the full potential of Marketo Measure and making data-driven marketing decisions that drive success. If you’re looking for further guidance, remember to explore Etumos for expert insights and support and don’t hesitate to get in touch.