51黑料不打烊

Transcript

Hello, everyone. Thank you so much for joining us today. We are going to give everyone a few more seconds to log on and we鈥檒l get started in just a minute. All right, still a bunch of people signing on. We will give it another minute or two and then we鈥檒l get started. All right. All right. Hello, everybody and welcome to Marquette, Omejor and MOCAs. Today, we鈥檙e going to be diving into all things online and offline channels. So we鈥檙e going to go ahead and get started. We鈥檝e got a long 90-minute session today, so that means we鈥檝e got a lot to get to. So let鈥檚 jump right in. So first, I want to quickly go over a few housekeeping items. This is an ongoing webinar series and it鈥檚 designed to be interactive. So we encourage you to ask questions in the questions box in the GoToWebinar control panel. Throughout the presentation, you type them in there and we鈥檝e set aside a good amount of time at the end for Q&A. So we鈥檙e going to do our best to get to as many of those as we can. So this webinar is being recorded and it can be viewed on demand and shared with other members of your team that might not be able to attend today. So you will be receiving a recording of it tomorrow. Again, we鈥檙e going to leave some time at the end for questions. So do start asking those throughout the presentation. And if your question is not answered, please do follow up with your Success Account Manager for additional information. And at the end of the webinar, please complete a short survey that鈥檚 going to pop up on your screen and should take you just like two minutes. And that information is going to help us to ensure that we鈥檙e meeting the expectations of you, our customers at these events. So with that, let鈥檚 walk through today鈥檚 agenda. So first, we鈥檙e going to introduce ourselves. And then our speakers, Kate and Liz are going to take us through today鈥檚 event alternating between presentation and demo of all things online and offline channels. So after the presentation and demo, we鈥檒l conclude with Q&A. So again, feel free to start asking those questions throughout the presentation. And then I also want to quickly mention that in the control panel of GoToWebinar on the side of your screen, there is a handouts drop down and in there, you鈥檒l find a downloadable handout that we鈥檝e created for you. In the handout, you鈥檒l find some links to resources and a couple of our upcoming events. It鈥檚 an awesome resource, definitely download it, check it out, some really helpful information. If you have any trouble downloading it, just send a question in the Q&A pod and we鈥檒l follow up with you on that. So with that, I鈥檇 like to introduce myself. My name is Alana Cohen, and I鈥檓 the digital events manager for our customer success strategy team here at 51黑料不打烊. I鈥檝e been with 51黑料不打烊 for about five years and spent the last three years organizing and hosting these events for our digital experience customers. So prior to my time this team, I spent two years working with 51黑料不打烊鈥檚 advertising cloud customers. And before coming to 51黑料不打烊, I worked at a few different advertising agencies here in New York, but I鈥檓 excited to be here now hosting events like this for you guys, our customers. So if you have any questions or comments about today鈥檚 event, or any of our customer exclusive events, please do reach out to me. And now I鈥檇 like to pass things over to our special guests for today, Liz and Kate. So Liz, please go ahead and introduce yourself. Hi, everyone. I鈥檓 Elizabeth Lundberg, also go by Liz. I have brown hair now, not blonde. I know that throws people off sometimes. I鈥檓 a senior business advisor on our business advisor team. I came to 51黑料不打烊 about five years ago through the Marketo acquisition and I was at the original Marketo measure which was visible. So I鈥檝e had about six years of experience with Marketo measure and attribution. During that time, I鈥檝e been able to provide strategic guidance to about 600 plus of our Marketo measure customers. Maybe I鈥檝e worked with some of you guys on the call today. But yeah, both as a business advisor and as a CSM.

All right, and my name is Kate Colbert. I am also on the business advisory team. I also came to 51黑料不打烊 by way of the at that time, it was called visible acquisition. So I鈥檝e got about six and a half years of experience using Marketo measure. I was on the consulting team here at 51黑料不打烊 previous to joining this team about six months ago, maybe. So a lot of experience working with implementation. I was looking at the attendee list and I saw some familiar names. So thank you for joining. We know 90 minutes is a long time. So we鈥檙e grateful for you being here to join us.

Great. All right. I think we鈥檙e just going to kick it off with a poll so that we can get an idea of who is joining us today. So I鈥檓 going to quickly launch that. So let us know which product is your team currently utilize? Are you a marketo measure or formerly visible user? Are you marketo engage user looking to learn more about marketo measure? Do you have both marketo engage and marketo measure? Maybe you don鈥檛 have either yet? Or are you coming from another 51黑料不打烊 product? We鈥檝e got plenty of other products, digital experience products, commerce, 51黑料不打烊 Analytics. We鈥檝e got lots of other things. So let us know.

Right, it looks like a majority of the customers have both marketo engage and marketo measure, which is great. Some people online are just marketo engage users. So I鈥檓 going to close the poll. It鈥檚 a good mix here. A good mix of people. So some people have neither yet. So hoping to share a lot more information today for you guys. So let鈥檚 kick it off. Take it away, Liz. All right. Oops, there we go. All right. So like Kate mentioned, you guys are with us here for 90 minutes. And we have a lot we want to cover today during this webinar, we are going to be going over channel strategy, and channel management specifically around online and offline. So we are going to start off with just a little overview of marketo measure as a product as a product and talking about attribution. Throughout the webinar today, we are going to talk a lot about details and the intricacies of online and offline and how much these tie in to having an effective channel strategy to ensure that your attribution data is as accurate and as reliable as possible. With that, we鈥檙e going to help you kind of work through some common mistakes to avoid to ensure that we鈥檙e getting that accurate attribution data, like making sure that you don鈥檛 have any duplication of your attribution. And really, by the end of this, we hope you feel really confident in understanding online versus offline in a channel strategy that you can take back to your own organization. All right, so I know we have kind of varying levels of people on the call say maybe you have marketo measure, maybe you just have marketo, that鈥檚 totally fine. I just want to level set on what is marketo measure. So basically, at the core of it, marketo measure aims to understand all these interactions that your customers have with your marketing channels. So all of these meaningful interactions that they are having with your marketing channels, and this enables you as the marketer to then credit those channels and understand what鈥檚 driving people and influencing people down to that ultimate close one opportunity because at the end of the day, you鈥檙e spending money on these channels and you want to understand what is actually working in driving people to convert and to get to that close one opportunity. These insights then provide you, you know, the knowledge to understand, like I said, what鈥檚 working and what鈥檚 not and what鈥檚 driving people. And that way, you know how to spend those marketing dollars in a more effective way. Oops, don鈥檛 think that changed here. Give me one second. All right, so for those who are a little less familiar with just attribution as a concept, really, this is just the process of assigning revenue credit to a marketing interaction. We call those marketing interactions touch points. So here, Kate and I talk a lot about that today. And these touch points are driven by a specific marketing channel. So that鈥檚 done by tracking your prospects entire customer journey, starting with that very first interaction that they might have with your brand all the way to that deal close. The revenue that鈥檚 generated from that deal is then attributed back to the marketing touch points that drove the deal. And the amount of revenue given to that credit or given to that touch point really depends on that model. Now for our 90 minute session today, we aren鈥檛 going to be talking a lot about attribution models. We鈥檙e taking a step back and we鈥檙e going to be talking about the foundational pieces that make up your attribution data, which is the online and offline pieces. If you are curious in learning more about our attribution models, when to use them, how they work, Kate and I actually did a webinar in January and I know we would be happy to share that with you. This, I鈥檓 just going to jump in. There we go. The slide hadn鈥檛 changed yet. So now it just changed. Okay, great. We want to be on this one. You should see a slide that says align channels to revenue. Hopefully that鈥檚 what we see now. Thanks. Okay, great. So one key aspect of Marketo measure the platform is that instead of aligning each of your channels to different success metrics that you might do in other platforms, Marketo measure aligns each channel to revenue to help you understand the impact of that channel on really kind of like an even playing field. But kind of like I was mentioning, however, before you can get to measuring and the planning portion, and those actionable, you know, reports, you have to establish your channels correctly for success. And that鈥檚 why we鈥檙e going to talk for 90 minutes today on online and offline, so that you guys can really walk away from today鈥檚 session feeling confident and understanding how to divide up your channels into online and offline to ensure we鈥檝e got that really accurate channel setup. Okay, so before we dive into what is online versus what is offline, we鈥檙e going to talk a little bit about just channels in general. So I want to talk about understanding the role that channels play in Marketo measure, talk about the definition of what is a channel and what is a sub channel. And then I鈥檓 also going to take you guys into the product to show you where these channels live. What is your channel bank, how to edit them, how to customize them, and some, you know, key pro tips to look out for to make sure that you鈥檙e managing those in a great way. So I know when I first started learning Marketo measure and talking about attribution, I think the question that I kept asking was like, okay, so why do we have such emphasis on channels? Like, why do channels matter so much? And really, in order to have accurate and actionable marketo measure reporting, your marketing channels have to be configured correctly. And I鈥檓 going to mention this probably five more times. It is that foundational piece of any instance, and that allows you to be successful. So on the business advisor team, oftentimes, we work with customers who are struggling to trust their attribution data or trust marketo measure data. And really, we take that back to the fundamentals, and we look at setup perspective when the setup for our data is online and offline. If even a small aspect of those two things are often a little like in a in a small rule way or anything, that means your attribution data could be completely off. And that could have large impacts on that revenue data that you鈥檙e looking at. So it鈥檚 really important that we have that foundational piece configured correctly. The marketing channel is the highest level grouping that a marketing activity can be attributed to or that touch point can be attributed to these are going to be your paid search or direct or social paid social. We鈥檒l talk about those specifically here in a second. But really, this information tells you what drove someone to engage with your brand and each touch point is going to be attributed to a channel and therefore ultimately associated to revenue, which you are then going to use to make those important decisions on what鈥檚 working, where do we spend our marketing dollars? Where should we spend less money? Where should we spend more money? And that鈥檚 ultimately why we鈥檙e focusing so much on these channels.

Okay, so what exactly is a channel? I think probably everyone on this call has their own idea or a pretty good idea of what channels are. This can differ from organization to organization. So I think it鈥檚 good that we kind of just level set on what we refer to as channels. I like to think of channels as the vehicle that brought someone to interact with your brand. Like what brought someone that day to that form to download that white paper or what was the vehicle, the marketing channel that brought someone to attend your webinar or your conference? Like these are your channels. These are the things you鈥檙e spending money on and therefore we want to know how they鈥檙e performing. So channels just really help to categorize or bucket those marketing activities at a really high level for your reporting. Now there鈥檚 going to be lots of granular data below that channel level. However, that channel is that largest and highest level bucket. There could be lots of other attributes associated to a touch point, but ultimately that revenue and that touch point is getting credited to one channel. So some examples of channels are common examples that you guys probably are familiar with and that we see a lot are going to be things like paid search, paid social, organic social, webinars, events, email, direct. These are all channels. Now remember when we鈥檙e talking about channels here, we have not done anything to divide these into this is online, this is offline. We鈥檙e purely just talking about this high level concept of channels.

Now if we go one level below that from a reporting standpoint, it鈥檚 also important to mention subchannels. This is also the vehicle that brought someone to interact, but it鈥檚 just a little bit more specific into the exact thing that brought them there. So you will most likely have multiple subchannels under your each of your channels. Like for example, you probably have a paid social channel and that鈥檚 going to have subchannels such as Facebook, LinkedIn and Twitter, you know, maybe TikTok, who knows. These are all examples of subchannels and the key reason that we put so much emphasis on channel versus subchannel is you鈥檙e probably going to want to understand how a channel is performing, but you probably also want to go one level deeper and understand for those subchannels under that channel, how are those performing? Because you鈥檙e going to have different budgets and different metrics for your, let鈥檚 say for example, paid social channel versus paid social LinkedIn and paid social Facebook. You want to understand which of those is working better and so that鈥檚 why it鈥檚 so important that we have that granularity down to the subchannel level. All right, so we鈥檙e going to pause here and do a little demonstration in the Marketo measure product. So for those of you who have Marketo measure, this is going to look really familiar for those of you who maybe have never been in the tool. Maybe this is your first demo into it. I鈥檓 going to show you where your channels live. So if you log into your account or if maybe you鈥檙e just getting started with Marketo measure, you鈥檙e going to come here under my account, you鈥檙e going to click settings and you鈥檙e going to see all these options over on the right. We鈥檙e just starting with the create channels section. In this section, all of your potential channel and subchannel values live. I like to refer to this as the channel bank because before you can do anything more specific and get into any specific setup regarding online or offline, we need to have a complete list of the channels and subchannels that you are going to be using in your instance. And that is what we鈥檙e looking at here. Now, this section is going to come out of the box a little bit. So if you ever started, when you first started with your Marketo measure instance, there鈥檚 a number of out of the box values that will be pre-built in here. And you want to come in and customize it and rename it to fit your organization鈥檚 needs. You do have access up to 40 channels and I believe 200 subchannels. So lots of room for expansion here. I鈥檝e only ran into over the years, like a handful of customers who have ever run into maxing out their channels and subchannels. And usually when we do see that they are kind of doing something much, a much more granular approach to their channel management than what we typically see.

So this is very simple here. Again, like I said, these are your channels and your subchannels. You can see each little white box represents a channel with its subsequent subchannels to the right. As you go in and you add more channels and subchannels up here at the top, it will actually tell you how many you have. And that way you can understand how many channels and subchannels are at play here. There is no difference in this section. We have not, again, divided anything into online or offline. We just want to have all of our potential values for channels and all of our potential values for subchannels outlined here within your channels bank. I鈥檓 going to show you how we would add a new one in a little bit. Kate鈥檚 going to talk about offline. So I鈥檓 actually going to add some channels that she will need for her offline section. We don鈥檛 have an events channel in here right now, so I need to be creating an events channel. So I hit add row there and I typed in my channel exactly as I鈥檓 going to want it to read. And I hit tab there and that creates my event channel. Now, as you can see here, we have null automatically pop up. That鈥檚 just simply because we haven鈥檛 added any subchannels.

So we鈥檙e going to hit this little plus sign to the right here, which says add subchannel. And I am going to outline two subchannels. We鈥檙e going to do conference, hit tab, and that adds it. I鈥檓 on a Mac too, so when I say I鈥檓 hitting tab, that could be slightly different on a PC.

Then you hit, I want to add another subchannel here. And as you noticed, when I hit and added conference subchannel, that null went away because now we have a subchannel for our events channel. I鈥檓 going to add one more here for trade show. And now I have successfully added an event channel with two subchannels of conference and trade show. And they are spelled exactly how I want them to be spelled. That鈥檚 important, making sure I didn鈥檛 add any extra spaces after the fact. Now, if I were to navigate away from this page right now without hitting save at the bottom, my work would not be saved and those values would not be in my instance. So it鈥檚 really important you hit that save button here at the bottom, allow those settings to save. And it鈥檚 always good to double check and go back and make sure that that actually went through. I can鈥檛 tell you how many times I鈥檝e swiped away too early. And then my work was not saved there. So now we have our events and conferences and trade shows. So that鈥檚 just a little bit on your channels banker creating channels. Again, this is all of the values you want to use in your channels and your subchannels, both online and offline. All right, go back to the right here. So a little pro tip. If you ever want to rename an existing channel or subchannel, so for example, let鈥檚 say your paid social channel or your paid search channel, you no longer want to call that paid search and you鈥檙e reporting you guys as an organization have decided to call that advertisement. You can rename it, but you must make sure that that value of paid search, which you are replacing with advertisement is not in any use in Marketo measure. If you go to try to rename your paid search channel to advertisement without any regard for your online or offline rules, what鈥檚 going to happen is you鈥檙e going to get flagged an error message and that error message is not going to let you move forward with any name changing until you make sure that that old value that you鈥檙e getting rid of a paid search is no longer utilized, which for this example, if you鈥檙e going to be updating something like paid search, you鈥檙e most likely going to have to go make sure it鈥檚 not in your online channel rules anymore. Once it鈥檚 removed, you can then update in that create channels bank paid search and rename it to advertisement. And the cool part about that is once you rename that all of your touch points that used to be associated to paid search will then be associated to advertisement. Once you make sure you rename that channel and rename and add any corresponding rules.

Alrighty, let鈥檚 talk about online versus offline. So far we just talked about channels as a concept, talking about why they matter. But when it really comes down to it, the accuracy of your attribution data is to ensure that you鈥檙e tracking all these interactions that are your touch points, and you鈥檙e tracking them in a way that they are not duplicating or over counting your data. And this is where the concept of online versus offline, only tracking an interaction once in the right way. So in this section, we鈥檙e going to talk about what is online channels. I鈥檓 going to talk about how we track online channels. I鈥檓 going to help you guys to understand kind of the differences and how you might take your channel mix and understand online versus offline in a really clear way.

Alright, okay. I love this visual because I think it just is a great overview of all of the data that Marketo measure uses to create these inner these touch points. So you鈥檒l see up here on this screen, we鈥檝e got an online section, we got an offline section on the far right, we got this sales activity section, I just want to do a little plug here, we鈥檙e not going to be talking about sales activity, although many of you might have access to what we call our sales activity attribution or activity attribution in your instance. This is a tier two feature and above. It is a third way of creating touch points. We鈥檙e not going to talk about it today, we don鈥檛 have time. However, if you鈥檙e interested in talking more about it, please reach out to your account manager, CSM, or your SAM. And I鈥檓 sure they鈥檇 be happy to connect you with resources or demos on more information around what that keep what those capabilities are and activities attribution.

So like I said, we鈥檙e focusing on online offline if we haven鈥檛 hit that home yet. So online touch points are what we call our digital touch points are touch points that are coming from your website. So if you鈥檝e implemented with Marketo measure, you probably recall that there was a lot of time spent making sure that our Marketo measure JavaScript was deployed comprehensively across your site. And the reason for that is that we want to make sure we can track a person from the second they enter your site, wherever they enter. And when they have that interaction, such as a form fill, that we are able to create that touch point, and then we can credit that to a channel. So online touch points, the easiest way to think about it is going to be if someone is taking an action on your web properties, that is an online touch point that is an online channel. So when we think about this from a channel perspective, ask yourself, which of my channels and sub channels are driving people to take action on my web properties. And that is kind of the key way to understand if a channel or sub channel is online. Just ask yourself, where is this interaction taking place? Where am I driving people to have this interaction? Now, as much as we wish everything could be online, not everything that is meaningful interaction or engagement with your brand is going to be happening on your website. There are lots of interactions that occur not on your website, that still deserve touch points. And those are going to be your things like in person events, trade shows, conferences, webinars that are held on third party platforms where the JavaScript is obviously not capturing that attendance. You might have dinners, you might have happy hours, you鈥檙e going to have people come visit you at a booth, you鈥檙e gonna have direct mailers, all these things are interactions where your customers or prospects are coming to engage with your brand. But it鈥檚 not happening on your website. And so you have to create a touch point for that engagement in another way. And that is what is offline. Now, Kate is going to walk you guys through all the fun intricacies of offline channels after we talk about online here. Okay, so what we鈥檙e looking at here is just an example of a channel mix.

Now, obviously, your channels might not look like this in an Excel little table like this. But I want to just give you guys an example of how we recommend to really kind of look at your channel mix and divide it up and really work through to understand, okay, which of my channels and sub channels are online, which of my sub channels and sub channels are offline. I always like to tell customers to kind of collect all of their channels and sub channels in some type of list. And honestly work through them row by row and ask yourself that same question we just talked about on this last slide. Where is this channel driving my customer to take the action? Because at the end of the day, that鈥檚 really what determines if something if a channel is online versus offline.

So, you know, if I was this organization, and I had this channel mix, I would be going through and asking myself, okay, is my event channel where what is the what is the driving factor there? Where is this engagement taking place? It鈥檚 in person, it鈥檚 most likely going to be offline, you know, kind of working your way through each of these understanding. Now, I can鈥檛 tell you that every single channel and sub channel is always going to be online and offline. If I鈥檝e learned anything over the six years of working in Marquetta measure is there鈥檚 no absolutes, there鈥檚 always a caveat to everything. And that鈥檚 why it鈥檚 really important that you and your team if you鈥檙e using Marquetta measure, sit down, and you work through your channel mix to understand for your organization, exactly how your channels work and what they鈥檙e driving your customers to do and where they鈥檙e where they鈥檙e going to engage.

Here, again, I just kind of gave you kind of the answers of if this was your channel mix.

What is a typical breakdown of online versus offline here? You know, when we鈥檙e talking about channels like organic search, social paid search, paid social, these are all channels where you鈥檙e driving someone the CTA that you鈥檙e giving them is driving them to take an action on your site. So those are online, right? If you鈥檙e posting an ad to social, and you鈥檙e promoting it, someone鈥檚 clicking that link and going to your website, and you鈥檙e there taking an action, they鈥檙e having that engagement that鈥檚 online. We talked about events, conferences and trade shows clearly offline interactions, they鈥檙e coming to engage with your brand at a booth, or at your sponsored event. And there鈥檚 no JavaScript to pick that up. One channel I like to call out here, though, that I think is the one I end up talking to customers most about is the email channel. I think email can be very confusing from the standpoint of it鈥檚 kind of a gray channel. However, we do have a best practice recommendation when it comes to email. We recommend that email should always be an online channel. Because we only ever want to see a touch point created and attributed to the email channel. If someone is receiving your newsletter, or your marketing email, or that nurture campaign, if they鈥檙e receiving that email, we don鈥檛 want to create a touch point if they received it, that doesn鈥檛 mean anything. And we also don鈥檛 want to create a touch point. If you know, they click a link in that email, you have other platforms to report on those kind of metrics. When we鈥檙e coming and we talk about attribution, we are not talking about analytics, we want to understand what really drove somebody to take that action. And so the touch point that would be created and credited to email, so when someone gets your email, clicks a link, goes to your website, and let鈥檚 say they fill out a form or download a white paper, boom, that is your touch point, that touch point deserves to be credited to the email channel. And I know this can sometimes be hard. You know, everyone wants to kind of get that credit for a channel that there鈥檚, you know, high productivity there. But, you know, use those other platforms where you can get those metrics to understand how click rates and open rates are working. We don鈥檛 need to muddy the waters of our attribution. With that data, we want to make sure we鈥檙e really getting those meaningful touch points, those touch points that were conversions.

All right, we鈥檝e got a little test here. And I believe it should just pop up in a moment. Yeah, you should see it on your screen. Perfect. So just a little bit of a test here based on what we鈥檝e talked about. So use your guys, everything we talked about to understand for this scenario, what the answer would be. We鈥檒l give it a second. So the question is, individuals can access your webinar recordings via a form fill on your website. Is this interaction online, offline, or both? Give it another second to let everyone answer. Looks like most people.

I鈥檝e got it right, Liz. I鈥檓 gonna close the quiz and see. I鈥檒l share the responses.

Awesome. Well, bravo, everyone. Everyone pretty much got the right answer here. I wrote this as a trick question a little bit because I did mention, webinars are an offline channel. However, when we鈥檙e talking about this scenario, we鈥檙e talking about someone who is going to be maybe receiving a follow up email like you might with this webinar and saying, you know, hey, if you missed this, check out our webinar on demand. Now, the scenario that we described here is you鈥檙e driving someone to your site, and the action they鈥檙e taking is they鈥檙e filling out a form. And so boom, right there, that鈥檚 your answer. This should have been online. And the key part when it comes back to channels about this is that we want to understand for that conversion, all the channels that drove someone to access that webinar on demand. You know, maybe you promoted that across email and social and maybe a few other channels. And you want to credit the channel that actually brought someone to access that webinar on demand. And so by tracking that with online, that鈥檚 tracking that with online, that would be the information you would be able to get to.

Okay. So now we鈥檙e going to talk specifically about online channel mapping. I know I鈥檝e talked about what online is, how we determine our online versus offline channels. But when you then have that set of channels and sub channels that you know are online, how do you create rules to ensure that Marketo measure is going to be crediting the right channel for each of those interactions? And that is where our online channel mapping comes in. So we鈥檙e going to talk about how it works. We鈥檙e going to talk about the rule sheet and things to look out for. We鈥檙e going to talk about some expert pro tips and some best practices and scenarios to pay attention to. Just a refresher, I know we just looked at this. We鈥檙e talking about online channels, those touch points coming from that interactions on your website tracked via the JavaScript.

All right. Like I mentioned, during your implementation, if you guys have already implemented or if you鈥檙e interested in Marketo measure during your implementation, you鈥檙e going to spend a lot of time making sure that our Marketo measure JavaScript is deployed comprehensively across your site. Meaning that every single page a person may have in their session is going to be tracked. And the goal of that is that we are able to track when someone comes in and when they have that conversion of that important engagement, that meaningful engagement, a touch point is created from the JavaScript. When that touch point is created, we record a ton of really granular information. We are grabbing the landing page they started that session on, the form URL they converted on, the referring page they came from, all the UTM parameters in the URL that they had at that moment of when they converted. And this is all great granular information that you can use in your reporting. And it鈥檚 wonderful, robust, but what, what Marketo measure needs is it needs some simple rules to ensure that when it looks at that touch point, it鈥檚 crediting the right channel. And that is where our channel mapping comes in. When you customize your online channel mapping and make sure it aligns with your channel strategy, you are going to have accurate online channel attribution that you鈥檙e never going to have to question. And you鈥檙e going to be able to pull some really actionable reports from.

A little pro tip here. If you are concerned about your online tracking, if you鈥檙e already implemented with visible Marketo measure, make sure that your JavaScript is deployed comprehensively on all pages. I can鈥檛 emphasize that enough. Even if we鈥檙e, our JavaScript has dropped from one page, what happens is someone has this great session. They hit five pages and on the sixth page, they hit a page with no tracking, boom, that session鈥檚 over. We now have lost all of the referring information. They came in with UTM parameters, all that source information that鈥檚 gone. So when they go to the next page that is tracked, what does that look like? That doesn鈥檛 have any information. All there is is a referring URL of your own domain. And so that is going to look like a direct touch point, which if we have breaks in the JavaScript across your site, that can really start to drive up your direct traffic. And also then you lose out on actually attributing the correct channel. So if you have concerns around your tracking metrics, work with our support team to test some of your key pages, double check to make sure that JavaScript is deployed comprehensively. And we do prefer hard coding. Hard coding is going to yield the best tracking results. You can use GTM, but we do recommend hard coding. Okay. We鈥檙e going to get into this here in the actual product in a moment. But this is just a screenshot. Hopefully this looks vaguely familiar for those of you who use Marketo measure. This is your online channel rule sheet. So everyone starts Marketo measure with a basic original template. This template has some standard rules outlined that have some logic built out behind them that are looking for kind of those common channels and sub channels and scenarios that are going to capture and attribute touch points. We always say that original template is going to get you 80% of the way there. It鈥檚 the 20% of customization that you鈥檙e going to do to their online channel rules that is going to get you from 80% accuracy to 100% accuracy. So we always want to be customizing our rules to reflect your UTM strategy. Now the way in which this online channel rule sheet works is that it鈥檚 based on priorities. So think of a touch point as starting at the top and working its way down to the bottom. Each row represents a rule that Marketo measure is looking to match on. So we want to be strategic about the order of these rules because it really does matter as far as a touch point working its way through these rules.

We鈥檒l see here in a second when we actually look at the online channel rules, but typically a good rule of thumb I like to share with people is we like paid at the top because paid is going to be more specific. You鈥檙e going to have specific medium and sources associated to paid efforts that are going to be more specific that your touch points should hit first. All right, and we鈥檙e going to do a quick poll before we go into our next demo, which is going to be looking at those online channel rules.

All right, you should see it on your screen now. So the whole question is for those who are Marketo measure users, when was the last time you reviewed your online channel rules? Was it this month? Within the last six months? Within the last year? Never? We haven鈥檛 touched on since we implemented or no idea? We鈥檒l give everyone a minute to answer this question. We鈥檒l see how it鈥檚 looking. So far, it seems like the majority of the people have said this month. So that鈥檚 good. But then the next majority have said they have no idea. So I鈥檓 glad that those people are here with us today. I鈥檓 going to give it another second. Then we鈥檒l close out the poll.

All right. All right. You saw the the response here.

So it鈥檚 a real mixed bag here. Perfect. Well, I am happy to see that at least one of the leading answers was this month. I know this wasn鈥檛 a quiz question as a poll. But there is not necessarily a wrong answer. But we definitely love to see people reviewing their online channel rules because these online channel rules should reflect what鈥檚 going on your organization. And you鈥檙e going to make updates to your UTM parameters potentially throughout the year. So we don鈥檛 need to be doing this every week or every day or even every month. However, it is good to have a pulse on those online channel rules because these are the set of rules that attribute your digital online touch points to a channel. And so if these online channel rules that we鈥檙e going to look at here in a second are not correct or comprehensive enough, that means you鈥檙e giving credit to the wrong channel before your online channel touch points, which can then throw off your attribution and it鈥檚 unreliable. All right. I鈥檓 going to pop over here back into our instance. Your online channel rules live here right below your create channels bank. If you click this, you should see in your instance your active set of online channel rules. As I mentioned, everyone starts with an original template. You can always access that original template even after you鈥檝e customized by clicking your download original template. You can download and edit your current rules by hitting download and current rules. Now you don鈥檛 edit here within this screen. You edit within a CSV and then re-upload. That鈥檚 an important piece. But I want to just talk you guys through some key things here as we鈥檙e looking at these rules. Like I said, we鈥檝e got some out of the box rules with built-in logic over here to the right. Also some just basic rules where we鈥檙e looking for common parameters. But the best way to customize your online channel rules is to add in new rules and new rows that call out a medium and source. So a medium and source is the best way to kind of structure a rule because medium is going to give us that channel level information where source is going to give us maybe that sub-channel information. You can add as many channel rules as you want for a channel and sub-channel combination. I think the more the better as long as they鈥檙e not conflicting with each other. If you have five different medium and source combinations that you鈥檝e used over two years and you need to ensure that those are in your rules so that our touch points are attributed to the right channel, that鈥檚 totally fine. There is no harm in that as long as those rules aren鈥檛 conflicting with one another. So I鈥檓 going to show you guys how to actually add a channel rule here. So I鈥檓 going to say download current rules. This opens up a nice CSV. Hopefully you鈥檙e doing this in an excel.

And today I鈥檓 going to actually add in a rule for organic social. So as you can see here, we鈥檝e got some pre-built rules in here. But for this example, I鈥檓 actually going to add in a rule for organic Twitter. As you can see in here, our organic social channel is just called social. I have customers that call this organic social. It鈥檚 again, whatever you want that channel to be named and what鈥檚 going to make the most sense from a reporting perspective. So in this scenario that we鈥檙e going to talk about here, I want to make sure that my parameters that I deploy with my organic Twitter posts are being captured appropriately because I have some concerns that the rules are in place are not working. So I am going to add a rule where we鈥檙e looking for a UTM medium of organic and a source of Twitter. Oops, really, really simple here. And again, this is all we鈥檙e doing. We just add in a rule and this rule is basically telling Marketo measure that if you want a touch point to roll up to marketing channel social, sub-channel Twitter, look for a UTM medium of organic and a UTM source of Twitter. The way these rules work is it鈥檚 and logic moving across. So just like I read that it needs to be a UTM medium of organic and a UTM source of Twitter. And then it鈥檚 or logic moving down. So if it鈥檚 not this rule, maybe it fits this rule. So realistically, your touch points are working their way through this set of rules row by row looking for a home and a rule that it matches. And that is why that priority piece is so important. Because if a touch point finds a match higher than it should, it will bucket itself there and never make it to a rule that you might intend lower down. So I鈥檓 not going to do this right now on the webinar, but I鈥檒l just show you guys that you would save this now that you made changes to it. And then you would upload this CSV here. Once you do that, it鈥檚 going to repopulate this page with that new draft and you would go down to the very bottom and hit yes, save rules. And that is going to change, save your changes and kick off a reprocess of your online data. Alrighty. Okay, and all of this is to basically make sure that we are crediting that correct channel. And so in that scenario I just talked about, we were adding that organic Twitter rules so that we can make sure that touch points with a UTM source of Twitter and a UTM medium organic are getting credited to your social dot Twitter channel and sub channel. So this is just an example of a touch point. If you鈥檝e gotten into any granularity with reporting, you might have looked at some of our online touch points and the touch point detail. This is all information that you have access to on a touch point. However, when we鈥檙e looking at those online channel rules, we just need a little bit of information, medium and source to ensure we鈥檙e crediting that right channel. All right. You may potentially run into an error message when you upload your new channel rules. If you鈥檝e made changes, this can be for a number of reasons. And so we recommend that when that error message pops up, you just take a screenshot of those error messages and then work through the issues. Oftentimes it鈥檚 there鈥檚 an extra space or the spelling is off, or maybe you forgot to add a new sub channel and you鈥檙e trying to add a rule for it. And obviously if it鈥檚 not in that channel bank that we looked at, it鈥檚 not going to allow you to upload that new CSV. So you got to go and then add that to the channels bank and re upload. So take a screenshot, work through those issues row by row. Another little reporting thing I want to call out here, like I mentioned, we focused a lot on having those rules structured around UTM, medium and source. However, Marketo measure pulls all UTM parameters down to perspective fields. So just because you don鈥檛 have a UTM called out in your online channel rules does not mean you can鈥檛 report on that UTM parameter. For example, if you have a UTM campaign specified in a URL, that is going to map to a field called UTM campaign, which is a very powerful field when it comes to reporting. So making sure you鈥檝e got those UTM campaigns outlined is going to make your reporting even more robust. You don鈥檛 need to have them in your online channel rules. That would be a lot of definitions and you鈥檇 probably spend too many hours updating your online channel rules. And here鈥檚 just a few other examples. A quick screenshot of what that would look like. So here鈥檚 the URL that we would have pulled for this touch point. You can see the UTM campaign is engagement and we map that value straight to that ad campaigning field, which is reportable in your reports. If you pull an ad campaign name.

All right. And with that, I鈥檓 going to pass it off to Kate to talk about offline channels.

Coming at you, Kate, you should get presenter mode.

Give me one second. I鈥檓 not the smoothest with these transitions.

All right. Perfect. Okay. So thank you to Liz for walking us through the online channel strategy. We鈥檙e now going to switch gears into offline channels because we want to make sure that all of your data is being tracked by Marketo measure and offline channels are of course crucial for making sure you have that full coverage of all of your marketing efforts. So we鈥檒l talk about the methods that are available for tracking this offline data. We will then walk through how the mapping and building the sync rules works. And we鈥檒l then go into the product for some demonstrations. And along the way, there will be kind of pro tips sprinkled throughout. But we鈥檙e going to kick this section off with a quick poll. So that should be onto your screen. Awesome. So for those of you who are using Marketo measure, go ahead and share how you are currently tracking your offline channels.

All right. See the answers coming in.

So for if you鈥檙e tracking your offline channels, are you using CRM campaigns, Marketo activities, Marketo programs, combination of both, or no idea, which again, we are happy to have you here if you have no idea. All right.

Looks like a lot of people are saying a combination. And a lot of people are saying CRM campaigns. Maybe one more second if anybody has an answer they want to pop in. Otherwise, I will close the poll and we can share the results. All right. Let鈥檚 see. Here we go.

So again, a little bit of here. Yeah, this is great. Looks like CRM campaigns or a combination, and a little bit of programs exclusively. So this is a good split. We are going to talk about all of this now. OK. So first, let鈥檚 start with the definition. When we鈥檙e talking about our offline channels, we simply mean channels that cannot be tracked by the JavaScript. It also does refer to efforts that are not best tracked by the CRM activity integration if you have access to that, which is usually used for sales touchpoints. So just said differently or more simply, this is just anything that is not already being tracked by the JavaScript would be appropriate to be tracked with offline channels. So some common examples here are event attendance. Events, it鈥檚 really not possible to track the attendance with the JavaScript. And the event could be anything really like trade show, conference, dinners. But the important thing here is that we want to be focusing on attendance of these events from an offline channels perspective. Registration for events is usually done by a form on your website. So the JavaScript would be responsible for tracking that, right? Another good example is direct mail, assuming, of course, that you鈥檙e not using QR codes or a special landing page like a vanity URL, because then the JavaScript would be tracking it. Content syndication is also usually tracked as offline as it鈥檚 not on your website where the JavaScript would be able to track it. And then these next examples are where a lot of people tend to get tripped up. So if you鈥檙e going to take anything away from this topic, this would probably be it. Offline channels can refer to efforts that are actually online, but that the JavaScript just isn鈥檛 capable of tracking. Liz already touched on this a little bit, but I鈥檒l just reiterate, it鈥檚 very important. Webinar attendance is a fantastic example. Those webinars are obviously online, but the JavaScript just isn鈥檛 designed to capture somebody pressing play. Therefore, we would need to be tracking it with our offline channels. Another slightly tricky example is if you have a form on a partner鈥檚 website, maybe, your Marketo measure JavaScript isn鈥檛 going to be on the partner鈥檚 website. So instead, you would hopefully get a list of people from that partner that you would then be able to leverage for your offline channel tracking. So now that we鈥檝e kind of set the stage with what should and should not be tracked with offline channels, let鈥檚 go ahead and talk about how you actually configure it. So there are two different methods available to you for configuring your offline channels. First, we have CRM campaign sync, and then we also have Marketo Programs and or Activities. With the CRM campaign sync, we do support Salesforce and Microsoft Dynamics in terms of the CRM. We鈥檒l discuss each of these, or we鈥檒l discuss this feature in more detail. But basically, what it is is you are creating touchpoints for leads or contacts based on their CRM campaign membership. With the second option, Marketo, you would be creating touchpoints for either program membership or for certain activity types being recorded for the person record, like added to list, for example. You can use both CRM and Marketo as a source for your offline data if you absolutely must, but it鈥檚 really strongly recommended to pick one or the other. Reason being is using both can just get confusing, and it鈥檚 likely that you鈥檒l end up duplicating touchpoints if you use both, because there鈥檚 just no way for Marketo Measure to dedupe for you. It would simply create the touchpoints as instructed. So maybe said differently, if you have a Marketo program that鈥檚 connected to a Salesforce campaign and you have sync rules for each, Marketo would do what it鈥檚 told, and it would create two touchpoints, but that would be duplicative, right? So it would be two touchpoints representing the same effort, and we don鈥檛 want that. If you do have a valid reason to use both, I鈥檝e seen a few cases of this, we would just strongly encourage you to document this logic, especially for future users so that there isn鈥檛 confusion. Okay, moving into how the offline channel setup works, I first like to call out that it鈥檚 two-pronged in that we must set up the channel mapping logic, and then we also need to set up sync rules to generate the touchpoints. It鈥檚 just a little bit more involved than what we did with online channels, because with online, you didn鈥檛 really need to worry about the logic or generating the touchpoint, because the job, the script handles that for you. Here, we do need to tell Marketo measure when to create the touchpoint and which channel to associate it to. I just, I like to stress this because sometimes I see customers only do one piece and then be confused when it鈥檚 not working. So just remember that there are two steps for this. We will cover the process for both CRM and Marketo. And just a note, so you鈥檙e aware of kind of the agenda, we鈥檙e going to talk about the mapping and rule creation for each of the methods, one by one, and then we鈥檙e going to go into the product for some hands-on example.

So that said, let鈥檚 start with CRM campaigns. So the channel mapping is just how we tell Marketo measure what channel and sub-channel the touchpoint should be bucketed under. Every touchpoint does have to roll up to a channel, but sub-channels are optional. So you don鈥檛 have to have one if there isn鈥檛 a need. With the CRM campaign sync, the channel mapping is going to be solely based on the CRM campaign type. Measure is going to read the campaign type to then understand which measure channel and or sub-channel the touchpoints should be mapped to. So the screenshot here looks what the UI, shows what the UI looks like. It鈥檚 from the offline channel section, as you can see in the left-hand menu. Marketo measure is going to automatically populate all of the campaign types that it sees active in your CRM. Active is the important keyword there. So in the first column here, these campaign types are being automatically pulled from the connected Salesforce instance in this particular example. If you do create a new campaign type, don鈥檛 worry, it鈥檒l get pulled in automatically in about 24 hours, so there鈥檚 nothing that you need to go and do. That said, for each CRM campaign type that you鈥檒l be syncing campaigns for, you鈥檒l need to use the dropdowns. Those are the final two columns to select the desired channel and optional sub-channel. If you skip this step and still get your sync rules, you would end up with touchpoint data, but it would be bucketed into the incorrect channels. It would likely fall into the other channels, and that鈥檚 just not going to be helpful for your reporting.

One thing that I like to make sure people realize, and we have this visual because it can be kind of confusing just saying it out loud, is you can take multiple campaign types. So in this first example, you鈥檝e got event trade show and event conference, and you can map it to one channel and then to separate sub-channels because it鈥檚 a one-to-one relationship between campaign type and sub-channel. So this would work, but you can鈥檛 take the same campaign type and map it into individual sub-channels because it鈥檚 that one-to-one relationship. There鈥檚 just no way for a measure to know which sub-channel is intended. So this bottom example would not work. You would have to have the separate campaign types, like in the first example, to support this granular sub-channel strategy if that鈥檚 something that you need. Sometimes teams have to kind of update their campaign type structure if they need to get more granular, so just keep that in mind.

Okay, so that was the mapping, but now we need to craft the sync rules. Otherwise, there wouldn鈥檛 be any touch points for the mapping to apply to. So to generate the touch points, you are going to create what we call sync rules. These sync rules are based on campaign and campaign member fields from the CRM, and we鈥檙e just doing this to tell measure which campaigns to create the touch points for because it鈥檚 not going to happen automatically. We have to tell measure. So on the campaigns page in the app, the interface is going to look like this. You can see that defining a rule name is optional, or is the first step. It鈥檚 optional, but it鈥檚 highly encouraged because it just keeps your instance easy to read, nice and clean. Then what you鈥檙e going to do is design the sync logic. The field dropdown will display fields from the CRM campaign object and campaign member object that you can use to craft the sync rule. We want these sync rules to be scalable, so it鈥檚 important that you use fields that are standardized and used consistently in Salesforce. I鈥檒l show this in the product in a little bit, so stay tuned for that.

Okay, before we jump ahead to talking about mapping and sync rules for Marketo, I just want to highlight that the Marketo integration is a relatively newer feature in the last few years at least compared to the CRM integration. This functionality was introduced to give you another option to feed offline data into Marketo measure. That would be by way of programs and or activities in Marketo engage. Quick little housekeeping type item here is that if you would like to use it, you first need to connect your Marketo instance of course on the connections page. Then you would see this Marketo section that you can see in the screenshot here.

You would then be able to, you have to enable the people sync feature first, and then you can enable programs or activity sync as needed to create the touch points.

We鈥檒l explore more of the specifics of program versus activity sync, but I thought it might be good to provide a brief high-level overview of each at the beginning to help you contextualize as we start to dig a little bit deeper. Generally speaking, the program sync is going to be more basic in its functionality. The logic is essentially whether or not a person is a member of a given program. Activities on the other hand are a little more specific. The activity sync can be thought of as the option to use really when you need to be more granular in your logic. It鈥檚 usually used to track something that happens via a flow step that isn鈥檛 necessarily reflected at the program level, and definitely when you want to be able to capture that activity date.

Next, I believe, yes, we have a fun little pop quiz for you all. Alana will get that up on the screen. No pressure, but go ahead and decide which sync method is the best way to track the date a webinar program member reaches success. Is it going to be activities or is it going to be programs? This looks like a tough one, Kate. It is. It鈥檚 a hard one.

Good. Pretty split right now. It鈥檚 a 50-50. We鈥檒l give everyone another second or two to answer. No pressure. Wow, it is so 50-50.

All right, I鈥檓 going to close the poll. I鈥檓 going to share those results.

Okay, wow, almost exactly 50-50. Okay, so this is a trick question. It鈥檚 a little bit unfair that I put it so early in the webinar, but it鈥檚 good that we鈥檙e going to be talking about this because the answer is activities. Activities is the way to capture the date of the activity taking place, reaching success in this example. The program sync isn鈥檛 going to give you the granularity at the date level for the touch point. So trick question, but we will talk about it more now.

Oops. All right, so our channel mapping for both programs and activities, it鈥檚 pretty similar to CRM campaigns in that it鈥檚 still mostly done on the offline channels page in the Marketo Measure app. Between programs and activities though, there are slight differences. This table summarizes them. I know it鈥檚 a lot of words. This is maybe a nice cheat sheet for you to have on hand somewhere, but we鈥檒l talk through them together now. So for programs, you鈥檙e going to go to the offline channels page just like you would with CRM campaigns. And then if you scroll to the bottom, you鈥檙e going to see your Marketo channels ready to go for you. They鈥檙e going to be pulled in from the integration, and then you will be able to map those to channels and sub-channels in Marketo Measure. So it鈥檚 pretty much exactly the same as CRM campaigns. Also in the fact that if you want to have unique sub-channels, you鈥檙e going to need unique Marketo channels to support that mapping.

Examples, sometimes examples make things a little bit more tangible. Let鈥檚 say maybe you want a channel of email and you want channels, sub-channels of let鈥檚 say blast and newsletter. You would need two separate channels in Marketo to be able to support those sub-channels. With activities, it鈥檚 a little trickier because it depends. There鈥檚 two options. If the activity type has a program ID, it鈥檚 going to be the same as what we just talked about. The program channel is going to dictate the Marketo Measure channel. However, where it gets different is if the activity type does not have a program ID, you will actually get to define your own campaign name in Marketo Measure. It鈥檒l be done on the programs page, where you鈥檒l get where you build the sync rule. We鈥檒l talk about that in a second. We鈥檒l look at that together in the product. Now, you might be wondering, how do I know if the activity type has a program ID or not? That鈥檚 a very valid question. First, it is of course documented in the article on Experience League. But it鈥檚 also pretty obvious to you in the UI when you鈥檙e building because when you go to craft a rule, if it doesn鈥檛 have a program ID, you would see an empty text box that would prompt you to define a campaign name. Whereas if it does have a program ID, you鈥檙e not going to see that. You鈥檙e going to see a placeholder, kind of like a token that says, it says activity.program name. So it doesn鈥檛 give you an option to put in your own name. All right. So now let鈥檚 go ahead and talk about the sync rules. How do we do this? So programs first. Luckily, the UI and build process is very similar to the CRM campaign sync rules that we covered previously. To construct the rule, you鈥檙e going to be using values from the program mainly, although there are a few from program membership that you can use too. But you鈥檙e going to be using a combination of these fields or values to create a sync rule that鈥檚 going to tell Marketo Measure which programs to generate touch points for. In the first screenshot here, you can see some of the values that are available to you, such as channel and name. And then in the next screenshot, you can see what the interface is going to look like to build that rule. Again, we鈥檝e got kind of a dropdown pick list where you would select the values that you want to make your rule. You鈥檝e got operators. And then you would, of course, input your values.

Touchpoint date, the date of the touchpoint. You are a little bit limited here to program create date or updated date or program membership date. So this goes back to the poll question. You could track webinar attendance via a program rule. You could do that. But if you care about the date they reach success, that is not an option to you in terms of the touchpoint date. It鈥檚 an option with activities, which we鈥檒l cover next. So that鈥檚 why we would prefer to use activities if you care about the real time date, which most people do.

The Marketo activity sync is the final way that you can create offline touchpoints. And it鈥檚 more granular. Like I said, there are a lot of different activity types that you can choose from to create your rule logic. You can see that or a sample of this. This is not everything in the left hand image here. There鈥檚 things like added to list, reach success, lots and lots.

Looking at this, your mind might be running wild with different ideas of things that you could track. There鈥檚 certainly a lot of possibilities. And that鈥檚 great. But keep in mind, like Liz was talking about earlier with emails, we want to be really intentional here. We don鈥檛 want to track things that don鈥檛 make sense in the context of attribution.

And we certainly don鈥檛 want to track things that are already being tracked by the JavaScript because you would end up with the duplicate touchpoints, overinflated reporting, which is not great. An example of something to be cautious about, like Liz mentioned, I think, is email clicks. Yes, we could track email clicks with Marketo activities. But we really don鈥檛 recommend that because we want to save tracking for things that are more akin to a form fill. The reason being is because all touchpoints are equal in their eligibility for attribution credit. So it just makes sense to have a similar, fairly similar level of engagement. We want that to be consistent so that things are balanced. So you might be wondering, OK, well, what is a good use case for this? One is maybe you have a trade show and you want to track when people have their statuses changed to attended. That would be a great place to use this functionality. Or maybe you want to track something that鈥檚 pretty granular and specific, like when a prospect views an ungated video to 75%, let鈥檚 say. That鈥檚 actually the example here and a rule that鈥檚 been built out here. Those are great examples of when you could use this functionality.

Now that we鈥檝e discussed both of these, I鈥檒l call out that you can use both programs and activities if you need to. But typically, customers will stick to one or the other. And most of the time, it鈥檚 going to be activities since, again, they鈥檙e more specific, more granular. If you do end up using both, that鈥檚 fine. But we would recommend that you have it strongly or pretty robustly documented so that you鈥檙e not overlapping things that you鈥檙e tracking and so that you have it just documented for the team, especially if there鈥檚 new members so that everybody is on the same page. Okay, so that is our slides going over this. And reminder that you will be getting a copy of those. But you鈥檙e going to go into the product here.

If it will let me. Okay, one second.

Take your time. Switch my screen over. Yep. Okay, great. So back in the same Marketo measure account, Liz created some channels for us on create channels. But if we want to kind of start at the top, where we talked about offline channel mapping, it鈥檚 on the offline channel page, you鈥檝e got at the top CRM campaigns. So these are the campaign types that scrape in directly from the connected CRM account. And then if you switch if you scroll down, it鈥檚 at the bottom, we also would have the Marketo channels if you do have Marketo connected, all those Marketo channels would flow in here to automatically you don鈥檛 have to do anything for you to then map them to the desired Marketo measure channel and sub channel optional sub channel. So just to show you, we鈥檒l use our campaign type of trade show. And let鈥檚 say that we want that to be mapped to event, the event channel that Liz created, we find it in the drop down. And we in this scenario, we want to have a sub channel, we want to have that granularity. So the drop down is going to show the sub channels that are relevant to the channel. So trade show is what we鈥檙e going to select. Now, let鈥檚 say that our event campaign type is what we use for our conferences, we want it to also map, sorry, yeah, map to the channel so that everything rolls up to the channel of event. So we鈥檙e going to select that in our drop down. But we want the sub channel to be conference, right so that we can report at the channel level, see how events are doing. And then we can kind of drill down and see, okay, how are trade shows versus conferences doing. So that鈥檚 how this mapping works.

Now, keep in mind, there is not autosave functionality here. So we definitely have to click the Save button at the bottom of the page for that logic to be preserved. And there it is. Okay, so that鈥檚 our mapping. Again, this is great. It tells Marketo where to place the touch points. But it doesn鈥檛 actually generate the touch points, the sync rules that we went over are what do that. So if we talk about CRM, we would come to campaigns here.

This is the rule builder. It鈥檚 blank right now. Nothing鈥檚 been built out, but you click Add rule.

Here is that optional rule name. I always like to do it. We鈥檒l do trade trade, I like to make it pretty straightforward trade show attendance.

Attendance. Sync role. And then field, this is going to show you the fields that you have defined on the campaign and the campaign object. And you want to pick fields that of course, make sense in the context of your organization. But usually people will start the rule with campaign type because that narrows it down pretty well. So I鈥檓 going to say campaign type is equal to trade show, because that鈥檚 what we saw for the actual campaign type. And now I want to be a little bit more specific. I don鈥檛 want all campaigns where the type is trade show. I want only ones where, I鈥檓 going to scroll down to fields on the campaign member. And I want only ones where the campaign member鈥檚 first responded date is after the start of this year. I don鈥檛 want anything older. So I鈥檓 going to put in January 1, 2023. And then I鈥檓 going to say, you know, because we only want attendance, we don鈥檛 want any other statuses. I鈥檓 going to go back down to campaign member. And I am going to look for, sometimes they鈥檙e a little bit hard to find here.

There鈥檚 campaign member has responded. That works well. Where is member status? Oh, right here. Hiding from me. I want to say I only want people where their campaign member status is attended. Right? Because I only want the people that showed up to this trade show. I don鈥檛 want the people that filled out the form, because the JavaScript is handling that.

And then what I鈥檓 going to do is I鈥檓 going to do the touch point date.

And I am going to type in campaign member, because I want it to be the date that they were first marked as responded. So it鈥檚 going to be unique to each person. This is kind of a dynamic field. Then I鈥檓 going to select the checkbox. And you can, it鈥檚 a little bit easier to read the rule now, but you can see it. So I鈥檓 going to save it as draft. And then, you know, if this were the real world, I would build out all of my rules. I could test them if I wanted to, to see if they鈥檙e going to capture campaigns. And then I would save and publish. And I will call out that, you know, don鈥檛 worry if you do this. And then you look at the data, and you realize it鈥檚 not quite what you expected. You can come back, and you can make some changes. And then when you save and publish again, Marketo measure is going to reprocess the data. And that鈥檚 going to be retroactive. It鈥檚 not going to be only moving forward. So you can do a little bit of fine tuning. Don鈥檛 be discouraged if that happens. It happens for a lot of people, just getting that logic just right to make sure that we鈥檙e pulling in the data that we want. Okay. I鈥檓 not going to, because we鈥檙e getting close on time, and I want to make sure we have enough for questions. I鈥檓 not going to show demonstrations of programs and activities. But just know that those would be down here on the Marketo section, Programs and Activities, where you would build those rules in a similar fashion. But I am going to go back to the deck. Sorry, bear with me. And we are going to move along to a quick recap. And Liz, I believe you were going to do this.

Yeah. Awesome. So thank you, Kate. So hopefully everyone is going through this, and we鈥檙e talking about online and offline. You鈥檙e able to apply this to your own channel set. We hope that, as we talked through crucial use cases for online and offline and using those appropriately, you鈥檙e able to take that knowledge back to your own set, talk through your online channels and your digital activities. What is your online from a form fill and pages perspective? And then also, as Kate talked about, the various methods. From the looks of that initial poll, it sounded like we had a mix of lots of different methods on there, which is great. But making sure that that method is your source of truth is so important. And hopefully, all the little tips and tricks Kate was sharing are going to help you clean up your offline data as well. Or maybe even think there might be a better way for you to track your offline data, particularly with that quiz question that Kate brought up. Maybe it鈥檚 time to switch your method and use a different source of truth. So we hope that this was really helpful and that you guys understanding channels and the importance to attribution and making sure that that foundational piece of your market measure instance is set up correctly. I believe we have maybe time for just a quick little, that next slide, Kate. Yes.

Oh, actually, Alana, I鈥檓 going to pass it over to you.

No problem. You sure you guys, you鈥檙e good? Yes. Yep. We just have questions after you go over this. Yes, we are going to quickly cover some upcoming events. But I want to first thank you guys for that presentation and the demos. As a reminder, this is being recorded so you can watch all that back on demand at your own pace at a later time. Before we quickly jump into upcoming events, I want to quickly pop this poll on the screen. If you don鈥檛 have a Marketo measure or formerly known as Visible License, would you like more information on it? I know we started this poll with who鈥檚 on the line today. So there were a couple of people that were just Marketo engaged users or some other 51黑料不打烊 license owners. So I want to see if anyone would like more information, we can follow up with that after the event. Otherwise, if you鈥檙e all set, then you鈥檙e good to go.

Just want to get a quick pulse check. All right, I will close this poll, and then we will get into these events. But before I do, I just want to draw attention that you may have seen in some of our invitations, that as an attendee of today鈥檚 session, we want to thank you for the support. So keep an eye out in your inbox for an email from us in the next few days. And we will be including a link to treat yourself to a Marketo, to a Marketo, to a Mocha, or whatever your caffeine beverage of choice is. So keep an eye out for that. And again, thank you for joining us today. So let鈥檚 talk about some of our upcoming events. As 51黑料不打烊 customers, you get access to all of our customer exclusive events. So we are excited to invite you to a new series that we鈥檙e going to be launching on August 3. It鈥檚 called Data Drip, Insights and Innovations with 51黑料不打烊 Analytics. Taylor Walker, who鈥檚 one of our business advisors, will be discussing many VAI features and capabilities that come with 51黑料不打烊 Analytics and what makes it a superior solution for any business. So definitely check that out next week if that鈥檚 of interest to you. And then on August 10, we鈥檙e back for another session of Marketo and Mocha鈥檚 where we鈥檙e going to be talking about MSI best practices and optimization. So 51黑料不打烊 experts Cynthia Chang and James Latham will be diving into the features of MSI and how to fully utilize the tooling. So definitely check that out. It鈥檚 in two weeks from today. And then on August 17, we have our next session of our series, The Perfect Blend, where we鈥檒l be talking about how 51黑料不打烊 Analytics and 51黑料不打烊 Commerce are the perfect blend of 51黑料不打烊 products. So we鈥檒l have solution consultants Matt Erstad and Cleo Manns joining us and they鈥檒l share how to bring the data from your commerce instance to the next level utilizing 51黑料不打烊 Analytics. So I鈥檓 excited for that event, especially that series in general because we highlight how many how our products work better together, which brings me to our next session of Perfect Blend on August 31 that will be featuring Marketo and Workfront and how those products seamlessly work better together. So we鈥檒l have Adrienne Whitten from the Marketo team who鈥檚 going to be presenting that story. Stay tuned for more information on that. And you can find links to register for most of those events in the handout in the GoToWebinar control panel. So don鈥檛 forget to download that and then let鈥檚 get into some Q&A. So I鈥檓 going to kick it off with the first question that we had come in. How do we track clicks on a Marketo landing page that are being generated through PPC activities by non-known contacts? Yeah, I can take this one. So this is a great question and a very common kind of question related to online efforts. So when we鈥檙e talking about interaction on a landing page, your landing page should be tracked with the JavaScript, meaning it鈥檚 an online interaction, something that ultimately will be tracked by the JavaScript. However, this question pertains to clicks. Now, an important thing to keep in mind is that Marketo measure doesn鈥檛 create a touchpoint for every session or every click or just like not every open. We only create a touchpoint when there is a meaningful interaction, something such as a form bill. So a form fill is always going to be guaranteed a touchpoint. However, a click on a landing page is not going to be guaranteed a touchpoint and that is intentional. So like I mentioned kind of earlier in the presentation, we are talking about attribution, not analytics. As I know, it鈥檚 very tempting to want to combine the two. We do not want to be tracking and creating touchpoints for clicks or page views, stuff like that, because that is going to dilute that meaningful data you鈥檝e worked so hard to create touchpoints for. If we were to create a touchpoint for every single click, there would be thousands and thousands of touchpoints that aren鈥檛 telling you much of anything. And so we really want to leave touchpoints for the form fill that occurs on that market on the landing page, not the click. Hopefully that answers your question.

Yes, that was great. Thank you. All right, next question. How to figure out if you are missing key online slash offline channels or if you are tracking unnecessary online or offline channels? You can take that. That鈥檚 a really good question. I think there鈥檚 kind of two parts to this. First, we talked a lot about documenting your channels. Liz talked about, okay, literally write them all out and write if it鈥檚 going to be online, if it鈥檚 going to be offline, maybe even have a column for notes so it鈥檚 very clear what it is. So when you see that in one place, hopefully you are able to compare it to your channel mix. We鈥檒l call it channel mix to see if everything is in place.

And then you would want to run a diagnostic report, especially if you鈥檝e been using Marketa Measure for a while. You鈥檇 want to run a diagnostic report where you can see where everything is falling in terms of the channel that鈥檚 being bucketed into. So that you can be like, oh, you know, why is organic in my paid social? Or why is, you know, why is something wrong, essentially? And then you can make the changes. So kind of twofold in that sense. There鈥檚 probably, Liz, is there anything that you would add on to that? I was just going to add in that what you just mentioned regarding the diagnostic report ties into another question we got in the chat for someone who鈥檚 seen incorrectly distributed opportunities for online channels and they鈥檙e asking what the best place to start. This also, what Kate mentioned from a diagnostic perspective, that鈥檚 where you want to start. We鈥檇 be happy to share, I think, steps on how to pull a diagnostic report. This is something I didn鈥檛 mention in the online section, but it鈥檚 a great thing to run every quarter, every six months to just double check that your online channels are working the way you think they鈥檙e working. I can鈥檛 tell you how many times I鈥檝e had customers pull that report and come to find out a UTM parameter spelled incorrectly, or there鈥檚 these old UTM parameters at play that they thought had been long gone. So if you have questions or concerns around anything regarding online, an online diagnostic report, which we can share those steps on how to pull that, is your best and first starting place. Great. All right. I鈥檓 going to ask another question that came in from Skylar. How is the organic social touchpoint connected? I鈥檓 assuming this is regarding the organic social that I used in that example. I don鈥檛 know if you鈥檙e able to add extra context there on that one, what exactly you were asking, but I think I understand what you鈥檙e asking, so I鈥檓 just going to go with my gut on this question. I think you鈥檙e asking how we got that organic touchpoint. Basically, it鈥檚 like any other online digital touchpoint, how it鈥檚 created. Someone saw your organic social post, clicked that post, went to your website and took an action, whether that鈥檚 filled out a form, signed up for a demo, whatever it is, that action that created that touchpoint, that at that point when that touchpoint is created, we, like I mentioned, are capturing all that information, the referring URL they came from, the landing page, the UTMs. In that scenario, all that information that we gathered at that point when that touchpoint is created is what is credited to the channel, which would be organic social, whatever the sub-channel would be in that scenario. Hopefully, I answered your question on what you were trying to get out there. If not, please post in the chat. Perfect. Thank you. I鈥檓 going to ask another one from the chat from Annabelle. How should we be tracking outreach sequences? I think I saw outreach as an online channel in the template.

Yes. Go ahead. Oh, add on if you want to add anything. Outreach, I鈥檓 assuming we鈥檙e referring to outreach as a sales enablement platform. Yes, that is tracked on the online channel rule sheet. I know that鈥檚 a little counterintuitive, but that鈥檚 the way that we get that data into the system. Yeah, it鈥檚 through our serum activities, which would be the task or event record. Most people use it to track sales efforts. There, you鈥檇 want to make sure that you鈥檙e looking for a good level of engagement, like emails where there鈥檚 a response, calls where there鈥檚 an actual conversation instead of just a voicemail, let鈥檚 say, again, because we want that consistent level of interaction. Okay, great. All right, I think we have time for one more. Again, from Annabelle, when you see null in Market Omeasure, does that mean that you don鈥檛 have a subchannel typically? If you are seeing null show up as a channel in your reporting, meaning we鈥檙e not talking about the back end setup like we were looking at in that channels bank, if you鈥檙e actually seeing a touch point that鈥檚 getting credited to a null channel, that means that there is most likely offline, it鈥檚 offline, there鈥檚 a rule that鈥檚 been set up to sync touch points where touch points should not be synced. Typically, we recommend that for all of your serum campaign types or your program types, program channels, you map the ones that you know are not offline to a channel called like do not sync, or null, totally up to you, whatever it is that flag that can flag. So if it shows up in reporting, that means that something has been synced, where it shouldn鈥檛 be. For example, like you probably are going to have serum campaign types that are associated to your online efforts like paid search, and paid social, that鈥檚 fine, they鈥檙e going to pull into that list, we just want you to map them to do not sync or null, and not set up campaign sync rules associated to those because the JavaScripts already tracked that. So if you are seeing Annabelle in your reporting null, then I would say go and investigate your sync rules and see what鈥檚 been synced where it shouldn鈥檛 be. All right, great, thank you, Liz and Kate. Unfortunately, we are at time, so we鈥檙e going to have to pause Q&A here. If we didn鈥檛 get to your question, please follow up with your Success Account Manager for more information. As a reminder, this is being recorded, so you will get a recording of today鈥檚 event from GoToWebinar 24 hours from now. And as you鈥檙e leaving the session today, a quick survey is going to pop up on your screen. If you could take that for us to take you less than two minutes, we would really appreciate that. And I want to thank Kate and Liz for all the great information that they shared with us today and for the presentation and demo and answering our questions. And thank everybody for joining us today. So hope everybody has a great rest of your day. Bye guys. Thank you so much.