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ADOBE MARKETO MEASURE

Maximize your marketing budget with precision.

Marketo Measure, an industry-leading B2B marketing attribution tool, lets marketers measure campaign, channel, and content impact on pipeline, revenue, and ROI — empowering them to continuously optimize tactics and investments.

Total attributed revenue broken into revenue by channel

Complete B2B marketing attribution — powered by AI.

Most traditional attribution methods are limited to campaign-associated touchpoints, but Marketo Measure has every-touch attribution. It gives you the complete view of progression and performance to fully optimize your marketing mix at every stage and for every go-to-market motion.

Every-touch data aggregation

Legacy single-touch and multi-touch attribution processes are often invalidated from the start by incomplete data. Marketo Measure leverages native integrations to aggregate and account for every trackable buyer touchpoint across marketing and sales, including the first touch, closed/won, and online and offline interactions. These touchpoints are contextualized by stage progression throughout the buyer journey.

Aggregate data and revenue across all channels

Omnichannel aggregation

Automatically capture buyer-touchpoint data across online and offline channels to get a complete view of B2B buyer interactions and accurate attribution. Marketo Measure not only catalogs multiple touchpoints, it stores more metadata about each one, providing highly granular insight.

  • Online channels. Collect touchpoint data for paid media — such as LinkedIn and Google — as well as data from website interactions, chat, email, webinars, and more.
  • Offline channels. Gather data from channels such as physical events, content syndication, direct mail, and more.
  • Business development representative (BDR) and sales activities. Get a complete view of your customers by incorporating touchpoints from business development and sales — including calls, emails, and meetings.
Campaign and content associations

Leverage native touchpoint-to-campaign and touchpoint-to-content associations to reveal attribution insights across paid media, marketing automation, and search campaigns.

  • Campaign tracking. Consider every touchpoint associated with CRM campaigns, paid media campaigns, or marketing automation programs.
  • Gated and ungated content. Track content -to quantify its business value and show which investments best support progression and wins.
  • Search keywords. Monitor ad variations and keywords for paid search ads to understand what topics and terms are leading to revenue, not just engagement.
Flexible data framework

Generate performance insights configured to your unique marketing taxonomy, demand stages, and go-to-market (GTM) motions. Marketo Measure lets you track channels, progression stages, and more based on your preferences to ensure insights support your business.

  • Custom channels. Configure channels in Marketo Measure based on your preferred names and hierarchies.
  • Custom stages. Set up buyer progression stages based on your marketing and sales funnel or waterfall, as well as rules for tracking repeat or non-linear buyer stage transitions.
  • GTM motions. Track touchpoints and performance for different business units, account segments, order types (such as acquisition and cross-sell), or regions with one or multiple currencies.

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Pre-built models

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.
Custom modeling

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.
Attribution AI

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.

Advanced attribution modeling

With large buying groups and long buying cycles, it often takes more than 100 online and offline touchpoints to win a single B2B deal. Determining which touchpoints matter most is critical, but also difficult. Marketo Measure provides the sophisticated, yet easy-to-use modeling needed to separate the signal from the noise.

Data analysis of channels and programs

Learn more about Attribution AI.

Enterprise-wide insight

Advanced attribution lets you determine the tactics that are driving progression, pipeline, and revenue. With Marketo Measure, you can use a broad range of reporting and data sharing options to deliver valuable attribution insights to teams across the organization.

Campaign performance insights and reports

Role-specific reporting

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.
Pre-built dashboards

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.
Data exploration and sharing

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.
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Find out why Adobe was recognized as the most notable vendor in the marketing attribution space.

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Powering marketing budget optimization for the world’s biggest brands.

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Experienced a 28x revenue increase and a 24x pipeline increase.

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Achieved a 16:1 revenue-to-spend ratio via attribution optimization.

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Reached a 2x return on marketing investment.

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Increased website traffic by 600%.

Learn more about Marketo Measure.

Content as a Service v2 - Bizible - Monday, September 16, 2024 at 14:36