TIBCO Cloud™ Insights for Marketo
Better manage your Marketo platform with an interactive marketing dashboard to quickly detect issues before they derail campaigns, improve the data quality and segmentation of your contacts, and understand lead engagement to accelerate sales cycles.
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Interactive marketing dashboard to help Marketo Power Users better manage your platforms and improve marketing ROI. For the first time, out-of-the-box: visually monitor KPIs to quickly assess whether the platform, campaigns, and CRM integrations are working as expected; perform data health checks to identify and remediate data quality issues; segment marketing contacts based on attributes, and understand lead engagement with web and email content. Learn more.
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TIBCO Cloud™ Insights for Marketo
About TIBCO Cloud™ Insights for Marketo
TIBCO Cloud™ Insights for Marketo is a pre-built interactive dashboard that will allow marketing operations managers to visualize their Marketo data out-of-the-box for the first time to better manage your Marketo platform and improve campaign ROI:
- Perform data health checks to identify and remediate quality issues and improve accuracy.
- Visually monitor activity KPIs to quickly understand what’s happening in the platform.
- Visualize and segment contact attributes in your database to improve targeting.
- Understand how leads are engaging with email and web content to accelerate the sales cycle.
TIBCO Cloud™ Insights for Marketo capabilities include:
Data Quality: Quickly view the data population rate for any field in your system and identify potential quality issues – from sparsely populated data fields like valid and marketable email addresses to duplicates and fields with large numbers of distinct values that need to be cleansed and collapsed – to improve the quality of your marketing database. (Health check to make campaigns more accurate)
Lead Segmentation: Visualize and segment contact attributes in your database to collaborate with your broader organization on campaign targeting and tactics to improve performance and maximize ROI. Further hone your marketing segmentation strategy once campaigns are underway with granular details on what leads are doing by attribute, activity, and sales stage.
Activity Trends: For the first time, visually monitor campaign and activity KPIs and trends out-of-the-box to answer questions about whether the platform, campaigns and integration with Salesforce are working as expected. Quickly detect and investigate issues before they derail marketing programs. Assess whether My Interesting Moments are working, and create custom visualizations to analyze the performance of unique activities defined for your organization.
Email Analysis: View email metrics including number of sends, opens, clicks as well as email opens by day and time and rankings of email by engagement rate. Quickly turn these visualizations into a repeatable report to distribute to campaign managers to generate insights and ideas to improve email performance.
Web Analysis: Unlike Google and Adobe, Marketo captures web activities by known leads. Now, you see the organization’s most engaged accounts on your website, including web content and pages consumed by lead stage, to enable your sellers to have better conversations with leads to accelerate the sales cycle. Use these insights to inform your content strategy, test and optimize your web performance.
If you have any questions about TIBCO Cloud™ Insights for Marketo, please check this wiki and the Answers section here. If you do not find what your are looking for you can submit your question here. Make sure to select TIBCO Cloud™ Insights for Marketo in the Product field.
Configuring your dashboard
In order to use TIBCO Cloud™ Insights for Marketo, you must first configure your dashboard. We have created a simple three step process to get started.
- Connect to your Marketo instance.
- Map your custom Marketo fields to the dashboard.
- Select standard of custom Marketo activities to analyze.
You must have Marketo Bulk API’s enabled for your Market instance. By default, the Bulk API usage is limited to 500MB per day of data. If your Marketo instance is storing a large number of leads or the total volume of activities is very large, you may encounter issues with your dashboard. You can work with your Marketo sales rep to purchase more data.
In order to connect to your Marketo instance, you must provide the following inputs:
- Rest API URL: This can be found in the Admin section under Web Services
- Client Id
- Client Secret
A Client ID and Client Secret can be obtained by configuring a new LaunchPoint service within your Marketo instance. For more information, reference Marketo’s documentation.
Once you establish a connection with your Marketo instance, you will be presented with a list of all standard and custom fields configured within your instance. The Marketo Insights dashboard is built using a common data model for all users. In order to leverage the full functionality of the dashboard, you can map fields defined in your Marketo instance to the common data model. By default, any field names in your instance that match the common data model will be automatically mapped. If needed you can override this default mapping.
Finally, you will be presented with a list of all standard and custom activity types defined in your Marketo instance. You are able to select which activity types you want to analyze. When selecting activity types, one important consideration is the volume of data that will be extracted. Certain activity types, such as Change Data Value may have very high volume, but little benefit for the type of analysis you want to perform. You are able to select any activity types; however, if you encounter issues with your Marketo API data volume limitations, you should consider de-selecting high volume activities.
What data is included in your dashboard?
The free version of Insights for Marketo enables the following:
You are able to analyze activity data from the previous 7 days. This is a rolling period so each time you open your dashboard, you will see data from the previous 7 days. There is no limitation on the number of activities you can analyze.
For visualizations that enable you to segment your lead database, the lead data is restricted to leads that are associated with an activity that is captured by the dashboard. For example, if a lead is not associated with an activity that you have configured for analysis in the previous 7 days, it will not be shown in the dashboard.
Navigating your dashboard
The Insights for Marketo dashboard is built on TIBCO Spotfire Cloud and allows you to interactively explore your Marketo data. If you are unfamiliar with Spotfire and have questions about user interactions (e.g. using filters, drilling-down, etc), you can read more here: [insert a link]
The Insights for Marketo dashboard includes the following tabs which each contain a set of visualizations to help explore different aspects of your Marketo data. You can navigate between tabs, by clicking on a tab, clicking an icon on the home page screen that corresponds to a specific analysis section, or by using the left / right arrows at the top of each page.
Lead Trends Segments
This tab enables you to see trends of key marketing KPI’s and also to segment those trends based on a dimension of your choice. For example, you can view the lead creation trend by business unit. You can use the filter on the left pane to select a field to use for the break down.
*note: If you want to view KPI’s for MQL’s or SQL’s you must have custom fields in your Marketo instance created to track a time-stamp on the lead object for these events. The custom fields must be mapped to the dashboard during configuration. If you want to ensure that all leads who were MQL’d or SQL’d in the last 7 days are included in your dashboard, you should also ensure that you have configured the “change data value” activity for your dashboard.
This tab allows you to see a trend of key Marketo activities that are tracked by your instance. For each activity type, you can visualize the total number of activities by day.
In order for data to populate, you must select the following activities during dashboard configuration:
- Interesting Moment
- Click Email
- Unsubscribe Email
- Fill out Form
- Email Bounced
- Email Bounced Soft
- Convert Lead
*note: The email bounced visualization is a combination of Email Bounced and Email Bounced Soft activities
SFDC Activity Trends
This tab allows you to see a trend of key Salesforce activities tracked by your Marketo instance. For each activity type, you can visualize the total number of activities by day.
In order for data to populate, you must have Salesforce integrated with Marketo and select the following activities during dashboard configuration:
- Sync Lead to SFDC
- Add to SFDC Campaign
- SFDC Merge Leads
- Change Status in SFDC Campaign
- SFDC Activity Updated
- SFDC Activity
Activity Drill Down
This tab enables you to visualize and drill into all activities that you selected during dashboard configuration. You can select both standard and custom activities. For each activity type, you can see a visualize trend and the total number of activities. If you select a specific row or set of rows in the Activity Summary table, the detailed visualizations will populate on the right side of the page. These detailed visualizations allow you to see the data aggregated by Primary attribute value and also see to see the raw data for each activity.
*note: primaryattribute is a technical Marketo term and the type of information stored in this field varies for each activity. For example, the primaryattribute for a Web Page Visit activity is the URL of the web page. The primary attribute for a Click email activity is the name of the email.
*note: The raw activity data contains additional meta-data to describe the activity. The amount of data available varies by the type of activity. The data is exposed in your dashboard as JSON.
This tab enables you to see a high-level break-down of your leads across key business segments. Only leads that have performed an activity you have configured in the past 7 days are included in the analysis.
Lead Drill Down
This tab enables you to interactively explore your lead database across multiple segments. First, select lead field using the filter in the left pane, then, select one or many segments from the bar chart to drill down to the next level of detail. Only leads that have performed an activity you have configured in the past 7 days are included in the analysis.
Lead Data Quality
This tab enables you to quickly visualize important indicators about the overall quality of data in your lead database. You can select one (or more) fields to analyze data population rates as well as the total number of distinct values present in your data. Additionally, you can see how many leads have invalid email addresses, have unsubscribed, are duplicates, and are personal email addresses.
- Data Population Rate: Number of leads with a non empty value for an attribute / Total number of leads
*note: identification of personal vs. corporate email addresses must be implemented in your marketo instance and the data must be stored in a custom field that is mapped in your dashboard configuration.
This tab enables you to quickly visualize key email KPI’s in aggregate or for specific programs / campaigns.
- Delivery Rate: Number of emails delivered / number of emails sent
- Open Rate: Number of email opens / number of emails sent
- Click Rate: Number of email clicks / number of email opens
*note: Open and click rates using the total number of activities, not unique activities
This tab enables you to see the total number of email sent within the last 7 days to each lead in your Marketo database. The list is sorted by the total number of emails a lead received. By selecting an one (or more) leads in the table, you can see a list of emails they received.
This tab enables you to see web page activity and trends by known leads in your Marketo instance.
*note: you must have Marketo’s munchkin.js deployed on your website. You can learn more here.