Good-quality device and client data will help you decide how effective your email and landing pages are. Marketo collects each lead’s device, browser, and OS data, which can be obtained by analyzing both email insights and smart lists. Although Marketo does not create a report for showcasing the browsers, email viewers, and devices used by leads by itself, it collects all the necessary data associated with it. You can then extract this information to drive insights from it.
Using Email Insights
Email insights are the best way to collect this type of data in Marketo. However, the problem with this method is that the data collected by this feature might not be sufficient for you to draw insights from. Moreover, this method doesn’t give a clear vision of the percentage of the total database present on the platform.
Using Smart Lists
Smart lists will give you better control over your system by driving high-volume email client data for analysis. If you can put in some extra hours to build and enable smart lists for your instance, you can get all the email data you seek. Clicked links and email opens are two constraints you will use for this purpose.
Grouping by Device and OS
The first step is to divide your leads based on factors like the device they are viewing your emails from or the operating system they are using. You can then place these categories on a smart list. Make sure you apply implications as email link clicks and open OR clicks so that you only pull in active and reliable leads for your lists. Once you are done creating these lists, the next step is to build a program with a set of such smart lists. Remember that this process is directional and won’t give you a completely unique list.
Data Interpretation
Different metrics can show different data. For example, most of your users might open your emails on their desktops but mainly engage with them on their mobile phones. Therefore, one should always remain attentive as slight carelessness can result in misinterpretation of the analytical data.
Also, this data is based on email addresses that are currently active and does not cover the whole of your database. Although this doesn’t mean that the data is unimportant, we wouldn’t recommend that you totally rely upon it.
Web Client and Browsing Data
Although Marketo collects some amount of browser and URL data by lead, it is dispersed all over the system. Therefore, you may want to use analytical services like Google Analytics to understand your leads better. However, Marketo stats are totally based on real email addresses. Some filters and constraints you can use to extract this data from your automation software include clicked links on a webpage, webpage visited by a user, filling out forms on the website, original search engine, and the search phrase associated with it.
In summation, the art of gathering device and email client data within Marketo entails a strategic dance between email insights and smart lists. These insights fuel your understanding of lead behavior, enabling you to tailor your marketing strategies effectively. While challenges exist, the diligent application of these techniques will undoubtedly empower your journey toward data-driven marketing success.
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