Data Onboarding Using Marketo
Updated
Marketo is used for lead generation and managing email automation to target customers and potential prospects. Marketo stores demographic information of the prospects and customers — first name, last name, email address, contact number. It also stores their activity data like which emails they opened and when, which links they clicked on, who unsubscribed from which email campaigns, etc.
Sprinklr allows brands to onboard customer and prospect data using Marketo and segment it into targetable audience based on behavioral and demographic attributes. This enables brands to reach the audience with the right communication at the right time.
To Onboard Data Using Marketo
- Click the New Tab icon
and select Data Collection under Smart Audience Engine within Governance Console.
- Hover over Install Connector in the top right corner.
- Select Marketo from the dropdown.
- In the Install Marketo window, enter the Account Name. This is the name of the upload instance. It will be listed in the Data Collection.
- Enter the Client Id and Client Secret in the respective fields. The steps to generate and view these can be found here.
- Enter the URL in the given field. While making a request to Marketo API, you will need to specify your Marketo instance in the endpoint URL. The steps to determine the Endpoint URL can be found here.
- Enter Daily Download Limit (in MB) in the given field.
- Under Process From enter the date. This is the date from which the data needs to be fetched from Marketo.
- Enter Activity ids to Process.
- Click Add in the bottom right corner.
Marketo Segmentation
Segments can be made from the data available through Marketo. You can choose Marketo List in the Attributes field. Select the audience group(s) from the available list in the Select Value field.
Some of the attributes related to Marketo are as follows.
| Name of Attribute | Definition |
| List name | Target all the users who are in the selected profile lists |
| List Program Name | Target all the users who have engaged with the selected campaigns |
| Unsubscribed | Target all the users who have unsubscribed (the value is true) or not unsubscribed (the value is false) |
Use Case
Scenario:
Suppose a high-end beauty brand has launched limited-edition custom-engraved fragrance bottles. It has run a few email campaigns targeting their wide customer base to make them aware. Now they want to boost conversion by running highly-tailored ads on social.
Use Case
To boost conversion, retarget only those users on social who have shown interest by clicking on the links in the email campaigns.
Solution:
- Create a Marketo segment of all the users who have engaged with the email campaigns. Assuming that the selected Profile List contains the customers' email engagement data for specific limited edition campaigns.
- Activate the segment on Facebook.
- Run carousel ads on Facebook targeting the activated segment of email engagers.
Marketo Reporting and Analytics
Once the data is onboard using Marketo, users can get an insight into subscriber trends and audience activity.
The Smart Audience Reporting dashboard displays key metrics in real-time to demonstrate audience engagement with campaigns.
Below is the screenshot of the Smart Audience Reporting on the data imported from Marketo.
|
|
Note Event Distribution: This widget shows the total daily event count and the distribution of the different events. |