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Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Predictive Replenishment
Services
- Data Science Services
The Challenge
Marketo, a leading marketing automation software company, needed a platform that could combine external data with user site behavior, allowing it to increase the relevance of its marketing. The company's main objectives were to reengage potential customers at each stage of the funnel, first educating them on its products and later encouraging them to complete a lead form. To achieve these goals while getting full visibility across all its channels and programs, Marketo turned to Google Analytics. The challenge was to improve customer engagement and generate more conversions by tying data obtained from Marketo’s Real-Time Personalization product to an online remarketing campaign.
About The Customer
Marketo is a marketing automation software company that helps marketers master the art and science of digital marketing. It serves as a strategic marketing partner to more than 3,750 companies. The company is based in San Mateo, California. Marketo is a strategic partner for thousands of companies in both the B2B and B2C industries. To do its own marketing, Marketo needed a platform that was flexible enough to combine external data with user site behavior, while allowing it to seamlessly leverage that data to increase the relevance of its marketing.
The Solution
Marketo used a two-step approach to add custom data to the Google Analytics platform. First, it used Marketo’s Real-Time Personalization (RTP) product to identify characteristics of Marketo’s website visitors, and then passed this data to Google Analytics in the form of events. This allowed Marketo to see Google Analytics visitor demographics and behavior information next to Marketo’s RTP-identified characteristics, such as product interest and industry type. Once all the data was in place, Marketo segmented audiences in Analytics based on conversion stage or business vertical. This enabled Marketo to quickly and easily define the Google Analytics remarketing lists based on all the data it had on its users. With Google Analytics’ native integration with AdWords, Marketo was able to pass the lists to AdWords and serve more personalized remarketing ads to its users in just a few clicks.
Operational Impact
Quantitative Benefit
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