Maximise your marketing budget with precision.

Automatically capture buyer-touchpoint data across online and off-line channels to get a complete view of B2B buyer interactions and accurate attribution. Marketo Measure not only catalog 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.
• Off-line 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.

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 programmes.
• 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.

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.

• Customised channels. Configure channels in Marketo Measure based on your preferred names and hierarchies.
• Customised 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.

Use multiple pre-built models, each optimised 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 customised 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 favourite BI tool to create customised reports and visualisations.
• Data sharing. Plug Marketo Measure input or output data into other datasets, data warehouses or platforms.