Maximize your marketing budget with precision.

Use multiple pre-built models, each optimized for different use cases. This eliminates the need to choose a model because Marketo Measure runs and updates all models simultaneously.

• Full path. Consider every touchpoint — from first touch to the closed/won — in this multi-touch model to measure end-to-end performance.
• Partial funnel. Use U-shaped models to understand what drives lead creation and W-shaped models to determine lead and opportunity creation drivers. Both are multi-touch and let you focus on the most effective tactics.
• Single-touch. Use the first-touch and lead creation models to quickly isolate the single touchpoint that most closely precedes conversion points.

Create custom attribution models to account for the unique dynamics of your business and buyers, providing higher precision.

• Stage choice. Select what funnel stages to include in the model.
• Weightings selection. Dial in stage weightings just where you want them.
• AI and machine learning recommendations. Choose stages and weightings based wholly or partly on guidance from Adobe-powered AI and machine learning.

Navigate the complexity of B2B buying and selling with AI. AI can eliminate assumptions and biases inherent in rules-based attribution, including the need to set standard weights for each stage’s importance to conversion.

• Incremental scoring. Let AI identify and remove baseline effects on conversion — including general brand value and untracked engagement — to get a more accurate view of performance.
• Flexible conversion events. Perform attribution for revenue creation, or any intermediate stage conversion, to focus on any area of the funnel.
• Multiple AI models. Create AI models that can be trained separately for different segments or go-to-market motions — such as acquisition and upsell — to gain targeted insight.

Share insights at a high or granular level into progression, pipeline, and revenue attribution and return on investment for executive roles, functional marketers, operations teams, and analysts.

• CMOs. Use insights supported by actual buyer engagement to articulate the financial impact of your marketing and demonstrate data-driven decision-making to earn trust and budget.
• Campaigns, channels, and content. Get the insights you need to understand what works best across and within the tactics you’re responsible for, whether you’re handling campaigns, paid media, or other aspects of go-to-market engagement.
• Marketing ops and analysts. Access reports that let you view and manage the entire funnel and the attribution process.

Leverage a rich set of dashboards and report templates out of the box based on your most frequently used insights.

• In-app dashboards. Take advantage of a range of filterable dashboards for topics ranging from revenue attribution and ROI to which tactics are driving lead and opportunity progression velocity.
• BI report templates. Do your reporting in a business intelligence (BI) tool with modifiable report templates that simultaneously unlock key insights and serve as practical examples of how to query Marketo Measure data.
• CRM report templates. Send results data to your CRM so you can take advantage of prebuilt reports there or build your own.

Get direct access to detailed touchpoint and results data to do ad hoc analyses or share data with other systems as part of your unique marketing assessment or planning process.

• Marketo Measure data warehouse. Use all the data at your fingertips for analysis or sharing.
• Ad hoc analysis. Leverage your favorite BI tool to create custom reports and visualizations.
• Data sharing. Plug Marketo Measure input or output data into other datasets, data warehouses, or platforms.