The DataHero Blog

How to Use DataHero for Marketo Insights

March 17th, 2017

Not that long ago just using marketing automation software might have put you ahead of the pack, but now you need deeper insights to stand out. It takes more than simple segmentation to run a killer marketing campaign.

For insights on how to get ahead of the crowd, try out the Marketo integration with DataHero. By digging deeper than Marketo’s native analytics, you can use those insights to iterate over and over to constantly improve your marketing strategy.

You can use the integration to create charts combining variables from your Marketo analytics or to analyze your Marketo data alongside your entire SaaS stack. All it takes is some dragging and dropping for these deeper insights.

Discover What’s Worth Your Investment

When you integrate DataHero with Marketo, you can apply any and all of DataHero’s features to your Marketo datasets. Using the two tools together helps you monitor the entire marketing funnel to see which campaigns, lead sources, and individual leads cause the most conversions — so you know where to invest your marketing expenditures.

For example, you can analyze sales revenue by lead source through dragging and dropping the variables Sales Revenue and Lead Source into the center of the screen, to make a graph that looks like this.

DataHero and Marketo together make better business intelligence visualizatons

In this chart, you can see that referrals and sponsored content make up a large portion of this company’s revenue. Charts like these don’t just help you see what’s currently working — they let you know where to invest your money in the future for the biggest payoff.

You can also compare which industry your leads are coming from with return on investment (ROI). Marketo allows you to collect industry data even if visitors are anonymous. In addition, you can collect and compare data from your email stack (such as click-through rates and opens) and metrics from the entire customer journey (from first visit to brand advocacy).

Create these multi-layered datasets with any variables you want, and the Suggested Charts feature will even suggest ones you might not have thought of otherwise. The Data Decoder automatically classifies and normalizes the data for you, letting you focus on the important trends. Plus, the initial connection is a one-time deal — after that, your charts will automatically update based on the data flowing into your Marketo account.

Analyzing your marketing trends in DataHero only takes a couple clicks. First, you drag and drop the variable you want to analyze into the center of the screen. Then, you drag and drop any other variables you want to analyze alongside it. There’s no code, Excel formulas, or complicated configurations.

DataHero and Marketo together make better business intelligence visualizatons
The charts are colorful, easy to understand, and easy to make, which makes them perfect for presentations. Whether you’re pitching to your boss in a budget meeting or potential investors, dragging and dropping your Marketo data provides a low effort, high payoff way to show them your insights.

Cross-Integrate With Your Whole SaaS Stack

Once you’ve connected Marketo to DataHero, you can analyze your marketing data alongside data from any other applications you’ve connected, which leads to insights it would have been impossible to see before. Incorporating metrics from outside your marketing stack gives you a more complete picture of the customer journey and how you should best spend your money to acquire and maintain a user base.

You can combine Marketo and Zendesk to integrate your marketing stack with your customer support data. If certain types of customers are having a hard time with your tool, you’ll know to reach out and educate them. Take it a step further by using customer support cohorts to see whether new users are having trouble with onboarding or if old ones are having issues with your product update.

You can also integrate any data you have in Dropbox with your Marketo data. If you store data like customer LTV (lifetime value) in Dropbox, you can combine it with Marketo’s analytics to get a better picture of whether leads are worth pursuing. When you use Marketo and Salesforce together, you can sort your customers by lead score or job title (or both!) to see who’s most likely to convert.

How to Do It

It’s easy to set up the Marketo connection. Click on the Add Service button on the DataHero dashboard. Select Marketo from the list of connectors, and then type in your login information. After you’ve connected the two services, use the Data tab to import your datasets — and create your first chart!

All it takes is a few clicks. In the Combine Your Data tab, click Select Second Dataset to choose the data you want to combine. Then, press Create New Chart.

DataHero and Marketo together make better business intelligence visualizatons

Make a Plan to Maximize Your ROI

Marketo is great for executing on marketing automation — but its insights are limited alone.

You might know your clickthrough rate, but with DataHero, you can look at that clickthrough rate by industry in order to further segment your emails. Analyzing Marketo data alongside customer support data helps you get a more complete picture of the customer journey.

Marketo helps you market, but using it with DataHero can give you more insights on how to market. The two together supercharge your marketing stack, and help you plan to get the most from every dollar you put into your marketing budget.

We’d love to hear any use-case suggestions in the comments, or suggestions for data you’d like to combine with your Marketo sets. And if you want to take the connection even further, try incorporating it in a dashboard, which is one of the capabilities available in our premium subscriptions.

By Walter Chen

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