Getting (re) Certified for Marketo: Exam AD0-E558 — Topic Area 5: Reporting
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Hi!
Following the introduction post, I’m going to discuss each and every exam area for Exam AD0-E558 — Adobe Marketo Engage Business Practitioner Expert, and this writing is dedicated to the 5th Section of the Exam Areas: Reporting — which carries a weight of 4%.
There are only 2 points in this area, which is honestly making me nervous. Reporting is a very wide topic to cover and Marketo provides various reporting tools to utilize — Standard and Non-Standard. In the past, there is even a certification dedicated to reporting in Marketo, the Revenue Cycle Analyst Certification. But, no use staying nervous, let’s move forward!
The 2 points in this area are very scenario-based. Alas! More points for the experience and accumulated knowledge of Marketo.
Given an outcome of a campaign, determine how to set up a program to provide the best reporting
I can say that definitely, the reporting you will need depends on the Campaign that you are working on, depends on the Program you are using, and of course, depends on what angle you are looking to focus at. Marketo’s overview of the Standard Report Types is a good place to start understanding what Marketo has to offer in regard to Reporting. There are also special or Non-Standard reports such as reports from Revenue Explorer, Marketo Email insights, and Marketo Performance Insights.
On the matter of Program setups, I could think of a couple of things:
- Proper Channel Statuses and Success Status must be clearly defined and understood
- Proper Acquisition mechanisms must be in place.
- Program Tags and Period Costs should be properly setup in each and every Program
- Interesting Moment is a good to have in the Program’s Smart Campaigns for proper documentation.
Given a scenario, be able to investigate and assign the appropriate acquisition program
An Acquisition Program is a Program that first done the ‘acquisition’ of a Person into Marketo. Acquisition Programs are important for First-Touch attribution insights. The concept of Acquisition is tight in relation to Program Membership. Brian Law wrote a very good article on Acquisition Best Practices. RightWave’s article also provides a good explanation of the concept of the Acquisition Program.
I take it, in conclusion from Brian’s post, that setting up Smart Campaign for Acquisition is very important for some Form-related activities, CRM and API record insertion, and when you are manually creating a Record.
For this point, in my opinion, past experience and strong fundamentals in regards to the concept of Program Membership and the concept of Attribution will be really relevant.
