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Marketo Expert Certification Exam > Marketo Analytics and Reporting > Flashcards

Marketo Analytics and Reporting Flashcards

1
Q

How can you determine which leads filled out the form on a specific landing page?

a. Create a Landing Page Performance Report
b. Create a form submission list in the Design Studio
c. Create a smart list using the filter ‘Filled out form’ with the constraint of ‘Web page’
d. Create a smart list using the filter ‘Visited Web Page’ with the constraint of ‘Form = true”

A

c. Create a smart list using the filter ‘Filled out form’ with the constraint of ‘Web page’

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2
Q

When should custom columns be added to a lead report?

a. To display anonymous visitors in a Web Page Activity report
b. To change the Lead Created At time frame to show results for the fiscal year
c. To review email statistics on number delivered, number bounced, and open rates
d. To show how leads that were created this year have progressed through the lifecycle

A

d. To show how leads that were created this year have progressed through the lifecycle

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3
Q

What is the reporting impact of selecting an acquisition program when importing a list?

a. Selecting an acquisition program is required for using the Success Path Analyzer
b. The acquisition program is required to show program success in the Email Performance report
c. The acquisition program is required to show the number and percent of new names in the Program Performance report
d. The Lead Performance report uses an acquisition program to show how successful each program is at generating new leads

A

c. The acquisition program is required to show the number and percent of new names in the Program Performance report

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4
Q

Which two columns on the Program Performance Report are calculated using acquisition program? (Select two)

a. New Names
b. Total Members
c. Revenue per New Name
d. Cost per Member (USD)
e. Cost per New Name (USD)
f. Revenue per Member (USD)

A

a. New Names

e. Cost per New Name (USD)

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5
Q

A marketer ran a program and did not assign a program status with success. The marketer now wants to run a program performance report to find the cost per success for the program.
What will occur?

a. The report will return an error for cost per success.
b. The report will return a null value for cost per success.
c. The report will identify the last program status as a success and calculate based on that.
d. The report will identify the first program status as a success and calculate based on that.

A

b. The report will return a null value for cost per success

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6
Q

If you want to figure out how many people converted on a Marketo landing page, which report would you use?

a. Landing Page Performance
b. Web Page Activity
c. Program Performance
d. Lead Performance

A

a. Landing Page Performance

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7
Q

If you want to limit an email performance report to a specific timeframe, which section should you go to?

a. Report
b. Smart List
c. Setup
d. Subscriptions

A

c. Setup

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8
Q

If you want to see how many people clicked through to your landing page from an email, which report would you use?

a. Email Performance Report
b. Campaign Email Performance Report
c. Email Link Performance Report
d. Landing Page Performance Report

A

c. Email Link Performance Report

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9
Q

If you want to understand the performance of your nurture program, which report would you run?

a. Engagement Stream Performance
b. Program Performance
c. Email Performance
d. Campaign Performance

A

a. Engagement Stream Performance

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10
Q

Which of the following can you view in a Program Performance report? (Choose all that apply)

a. Program rank per channel
b. Cost per success
c. Number of members
d. Number of successes

A

b. Cost per success
c. Number of members
d. Number of successes

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11
Q

Which of the following are columns that you can add in an Email Performance report? (Choose all that apply)

a. Hard Bounced
b. Soft Bounced
c. Unsubscribed
d. Engagement Score
e. Clicked

A

a. Hard Bounced
b. Soft Bounced
c. Unsubscribed
e. Clicked

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12
Q

If you want to understand the growth of your database, which report would you look at?

a. Leads by Status
b. Leads by Revenue Stage
c. Lead Performance
d. Leads by Campaign

A

c. Lead Performance

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13
Q

In which of the following reports can you filter with smart lists? (Choose all that apply)

a. Lead Performance
b. Landing Page Performance
c. Web Page Activity
d. Email Performance

A

a. Lead Performance
c. Web Page Activity
d. Email Performance

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14
Q

If you wanted to limit your web page activity report to only show leads in Germany, which of the following sections would you modify?

a. Report
b. Smart List
c. Setup
d. Subscription

A

b. Smart List

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15
Q

True or false: In Lead Performance reports, you can group by company or lead attributes.

A

True

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16
Q

True or false: You can include program statuses in Program Performance reports for more than one channel.

A

False

17
Q

A marketing manager is running a landing page A/B test and wants to know which of the two pages had the best conversion rate. Which report should be used?

a. Form Conversion Report
b. Event Registration Report
c. Landing Page Activity Report
d. Landing Page Performance Report

A

d. Landing Page Performance Report

18
Q

True or false - The standard reports available in Marketo cannot be customized.

A

False

19
Q

Which report displays key performance metrics such as opens, clicks and deliverability?

a. Email Performance Report
b. Email Link Performance Report
c. Landing Page Performance Report
d. Program Performance Report

A

a. Email Performance Report

20
Q

True or false - The Email Link Performance Report helps you analyze the performance of the individual links within your email.

A

True

21
Q

True or false - You can use Landing Page Performance Report to help determine which pages are performing well to learn what is driving conversions on those pages.

A

True

22
Q

Which report measures program metrics such as members and successes and gives you an overall view of the people in your database and how their data is changing over time?

a. Email Performance Report
b. Email Link Performance Report
c. Landing Page Performance Report
d. Program Performance Report

A

d. Program Performance Report

23
Q

Define attribution

A

How Marketo gives credit to the programs that help influence sales and opportunities before they can be analyzed. In other words, it measures program success

24
Q

What is first touch attribution?

A

Which programs are good at aquiring profitable new names.

25
Q

What is multi-touch attribution?

A

Which programs are most influential in moving people forward in the sales cycle overtime.

26
Q

What is Revenue Cycle Analytics?

A

A set of reporting tools to help you analyze your programs and show how they are tied to a business result.

27
Q

What are the three componets of Revenus Cycle Analytics?

A
  1. Opportunity Influence Analyzer
  2. Program Analyzer
  3. Success Path Analyzer
28
Q

What purpose would you use Opportunity Influence Analyzer for?

A

Illustrate marketing’s role in important opportinites. Show how marketing influenced an opportunity, from first touch, to creation, win, and beyond.

29
Q

What purpose would you use Program Analyzer for?

A

Identify your most and least effective channels by comparing metrics, such as costs, member acquisition, pipeline, and revenue.

30
Q

What purpose would you use Success Path Analyzer for?

A

Explore details of how many leads are in each stage and the speed at which they are moving through the stages of your revenue cycle model.

31
Q

What is Revenue Cycle Explorer?

A

Provides insight into the metrics that matter most to you, including conversions, velocity, balances, and lead generation performance.

32
Q

Which analyzer allows you to compare first and multi-touch performance of marketing initiative in Marketo?

a. Opportunity Influence Analyzer
b. Program Analyzer
c. Asset Influence Analyzer
d. Attribution Analyzer

A

b. Program Analyzer

33
Q

The Model Performance Analysis area of RCE allows you to view metrics for which two objects?

a. Campaign, Lead
b. Opportunity, Revenue
c. Lead, Company
d. Company, Revenue

A

c. Lead, Company

34
Q

What does MPI enable marketers do? (Select that all apply)

a. Prove marketing’s contribution to your organization
b. Create and personalize web content for customers
c. Discover, track, and analyze trends and marketing strategies
d. Compare all your efforts in one place

A

a. Prove marketing’s contribution to your organization
c. Discover, track, and analyze trends and marketing strategies
d. Compare all your efforts in one place

35
Q

Use the _____ feature to save your filters and settings to a reusable report.

a. True Marketing Performance
b. Quick Chart
c. Export
d. Trends

A

b. Quick Chart

36
Q

In a Revenue dashboard, you’ll gain insights on how your marketing efforts contribute to the top line of your business. Revenue in these reports is based on opportunities with which status?

a. Closed won
b. Sales Qualified
c. Marketing Qualified
d. Engaged

A

a. Closed won

37
Q

MPI Provides tools that…(select that all apply)

a. Track engagement and demand generation performance against your goals
b. Prioritize and calculate best leads and contacts
c. Filter performance data across channels
d. Analyze data through various lenses and filtering options

A

a. Track engagement and demand generation performance against your goals
c. Filter performance data across channels
d. Analyze data through various lenses and filtering options

Marketo Expert Certification Exam (5 decks)

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