Interest and Engagement Metrics
(using Certain and Marketo)
This document describes how you can use event data in Certain to create a more complete picture of
your prospects and leads. You can send integrated uploads of attendees’ engagement statistics and
interest scores from Certain to Marketo.
This added level of event intelligence uses the Job Monitoring feature in Certain. There is a separate Job
Monitoring Guide, but you shouldn’t need to refer to that to set up and run the jobs described here.
Since those jobs are integrations with Marketo, you do need to be using Marketo in your organization,
and the Marketo setup steps starting on page 11 do assume a good working knowledge of Marketo.
Contents
What are Jobs? ..................................................................................................................................2
Job 1: Upload Engagement Statistics to Marketo.................................................................................2
What is Uploaded from Certain to Marketo? ..........................................................................2
What Certain Modules does an Event Require?.......................................................................3
Setup in Marketo ...................................................................................................................4
1. Deploy Custom Engagement Object ............................................................................... 5
2. Behavioral Score ............................................................................................................. 5
3. Create Campaigns ........................................................................................................... 6
4. Campaign Smart List ....................................................................................................... 6
5. Define Trigger or Filter Criteria ....................................................................................... 6
6. Define Campaign Workflow Steps. ................................................................................. 7
7. Activate Trigger Campaign or Schedule Run. .................................................................. 8
Running the Certain job: Upload Engagement Statistics to Marketo ........................................8
Job 2: Upload Interest Scores to Marketo ......................................................................................... 10
What is Uploaded from Certain to Marketo? ........................................................................ 10
Setup in Certain ................................................................................................................... 10
1. Set Up Account-Level “Tags” ........................................................................................ 10
2. Assign Tags and Points to Agenda Items...................................................................... 11
Setup in Marketo ................................................................................................................. 11
1. Deploy Custom Object .................................................................................................. 11
2. Create Interest Score Fields .......................................................................................... 12
3. Create Event-Level Campaigns...................................................................................... 13
4. Define Campaign Smart List .......................................................................................... 13
5. Define Campaign Workflow .......................................................................................... 13
Running the Certain job: Upload Interest Scores to Marketo ................................................. 14
Example Scores ................................................................................................................. 16
Suggested Best Practices .................................................................................................................. 17
Clone Event with Engagement/Interest Scoring ............................................................... 17
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What are Jobs?
In Certain, as explained in the separate Job Monitoring Guide, each "job" is a pre-defined program,
developed using the Certain API, to interface with a target application – Marketo is the target
application in this document. A job runs in the background as a batch job, drawing data from that
application into Certain, and/or sending data from Certain to that application.
For purposes of the integration described in this document, there are two jobs which concern us here,
both of which you would normally run after an event:
1. “Upload Engagement Statistics to Marketo”. This job uploads statistics about attendees’ sessions
and appointments from Certain to Marketo, where they inform behavioral scoring. See the next
section, on this page.
2. “Upload Interest Scores to Marketo”. This job uploads scores for attendees’ interests, based on the
sessions for which they registered. See page 10.
Job 1:
Upload Engagement Statistics to Marketo
What is Uploaded from Certain to Marketo?
The Upload Engagement Statistics to Marketo job in Certain uploads the statistics listed below.
Scoring Metric
Attendee-Based Calculations
Example
1 Number of Sessions
Registered
Sessions in “registered” + “attended”
20 Sessions Registered
2 Number of Sessions
Attended
Sessions in “attended”
9 Sessions Attended
3 Number of Sessions
Rated
Count of sessions in any status with rating
5
Sum of ratings / count of sessions rated
4.5 (rounded up to 5)
4 Average Session
Rating
5
Number of SSA
6
Number of Matched
Appointments
Count of appointments in which registrant can be a
11 Self-Scheduled
‘source' or ‘target’ attendee and Appointment
Appointments
Type = REG and Source = SDA
Count of appointments in which registrant can be a
15 Matched
‘source' or ‘target’ attendee and Appointment
Appointments
Type = REG and Source = AME
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Scoring Metric
Attendee-Based Calculations
Example
7 Total Number of
Appointments
Count of SSA + Matched
8 Number of
Appointments
Attended
Count of appointments Type = REG and ‘source’ =
13 Appointments
SSA or AME or ADMIN where source or target does
Attended
not have rating = "No Show"
9
Count of appointments Type = REG and ‘source’ =
SSA or AME or ADMIN where Attendee has rated
(i.e. 1 -5) appointment
6 Appointments Rated
10 Average Appointment
Rating Given
Sum of appointments rated / count of
appointments rated
3.4 (rounded down to 3)
11 Average Appointment
Rating Received
Sum of rating given by ‘other' attendees / count of
2.7 (rounded up to 3)
appointments where ‘other’ has given 1 - 5 rating
Number of
Appointments Rated
26 Total Appointments
What Certain Modules does an Event Require?
Some of the statistics listed above require one or more of the following modules to be enabled for the
event (in Settings > Options), as noted in the table below.
Session Management (sub-module of the Program Module)
Appointments module, with one or both of these sub-modules:
Appointment Matching and/or
SSA (Self-Scheduled Appointments)
Event Views or Certain Mobile (V2 or V1)
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Engagement Scoring Metric
Modules Required in Event
1. Number of Sessions Registered
Session Management
2. Number of Sessions Attended
Session Management
3. Average Session Rating
Event Views and/or Certain Mobile
4. Number of SSA Appointments
SSA (Self-Scheduled Appointments)
5. Number of Matched Appointments
Appointment Matching
6. Number of Appointments Scheduled
(= total, i.e. both Matched and SSA)
Appointment Matching and/or SSA
7. Number of Appointments Attended
(= total, i.e. both Matched and SSA)
Appointment Matching and/or SSA
8. Average Appointment Rating Received
Appointment Matching and/or SSA
and
Certain Mobile or Event Views
9. Average Appointment Rating Given
Appointment Matching and/or SSA
and
Certain Mobile or Event Views
If an event does not have one of those modules enabled, the only effect on the Upload Engagement
Statistics to Marketo job is that those particular statistics are not uploaded; the others still are. So, for
example, if you aren’t using the Appointments module, Session statistics are still uploaded when you
run the job.
Setup in Marketo
The following steps assume you are an experienced user of Marketo.
1. Deploy Custom Engagement Object
2. Set up behavioral score field in Marketo
3. Create Campaigns
4. Campaign Smart List
5. Define Trigger or Filter Criteria
6. Define campaign workflow steps
7. Activate trigger campaign or schedule run
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1. DEPLOY CUSTOM ENGAGEMENT OBJECT
Contact your account rep at Marketo to request setup instructions for custom
CertainEngagementMetrics and CertainInterestPoints objects. (The latter is needed for the Upload
Interest Scores job, which is described on page 11, below.)
Complete that form and email it to [email protected], to get the objects set up in your Marketo
instance.
2. BEHAVIORAL SCORE
Set up a Behavioral Score field in Marketo.
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3. CREATE CAMPAIGNS
Create campaigns under event program for scoring event engagements.
4. CAMPAIGN SMART LIST
Campaign smart list. Look up criteria by searching for “certain”.
5. DEFINE TRIGGER OR FILTER CRITERIA
Define trigger or filter criteria, which can be based on any value.
Use range to define criteria (e.g. number of appointments is greater than x).
Must define program name.
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6. DEFINE CAMPAIGN WORKFLOW STEPS.
Translate engagement into a behavioral score value
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7. ACTIVATE TRIGGER CAMPAIGN OR SCHEDULE RUN.
Best Practice: Schedule run once after event.
For triggered run, ensure campaign is set to run only once per lead
Running the Certain job:
Upload Engagement Statistics to Marketo
Run or preschedule the Upload Engagement Statistics to Marketo job in Certain, after the event.
1. In the event, click the Settings tab, and then the Job Monitoring sub-tab.
2. Click New Event Job.
The New Job Configuration page opens; see screenshot overleaf.
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3. Enter job details and your Marketo credentials in the usual way:
a. Application – Select Marketo
b. Job Name – Select the Upload Engagement Statistics to Marketo job
c. Job Description – Enter a description of your choice. (The default is the Job Name.)
d. Marketo SOAP UserID – This UserID is found in Marketo under Admin > Integration >
SOAP API.
Tip: If you leave the default ‘-‘ symbol in place, then the value will default to the UserID
in the account level Marketo plugin under Setup>Implementation>Plugins (if your
system administrator has set one up).
NOTE: The job will fail if the default ‘-‘ is left in place and no Marketo plugin has been
set up.
e. Marketo SOAP Encryption Key – This key is found in Marketo under Admin >
Integration > SOAP API.
Tip: If you leave the default ‘•‘ symbol in place, the value will default to the SOAP
Encryption Key in the account level Marketo plugin under Setup> Implementation >
Plugins (if your system administrator has set one up).
NOTE: The job will fail if the default ‘•‘ is left in place and no Marketo plugin has been
set up.
f.
Your Marketo SOAP Endpoint – This URL is found in Marketo under Admin >
Integration > SOAP API
g.
Select Run Once, or Schedule Recurring Job* (with parameters to run it once at a later
date and time), and click Submit Job.
*(See the separate Job Monitoring guide for full details of scheduling jobs.)
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Job 2:
Upload Interest Scores to Marketo
Upload interest-based scores per account-level tag assigned to agenda items for which the attendee is
registered in the event, using the numbers of points assigned to the agenda items.
What is Uploaded from Certain to Marketo?
The Upload Engagement Statistics to Marketo job in Certain sends the following information to the
CertainInterestPoints custom object in Marketo (see Marketo Setup, step 1, on page 11). It does so for
all registrations in the event that meet the registration criteria listed below.
Certain Field
Marketo Field
1
Event Name
Program Name
2
Tag Name
Interest
3
Agenda Item Points
Interest Points
Registration Criteria
Information is uploaded for registrations that meet the following criteria:
•
•
•
•
Registration is marked as Complete
Registration is Active (not deleted)
Registration has an Accepted or Pending registration status (it is not cancelled or denied)
Agenda Item status is Registered or Attended
“Tags “and “points” are explained next.
Setup in Certain
1. SET UP ACCOUNT-LEVEL “TAGS”
An Administrator-level user needs to have set up “Tags” for your account. They only need to do that
once, so that the tags can be applied to agenda items in any events. (They can of course add new tags
whenever needed.)
The administrator sets up tags by going to Setup > Administration > Tags. Each tag consists of just its
name, which might be one of your products, for instance, or any another area of interest you want to
track.
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2. ASSIGN TAGS AND POINTS TO AGENDA ITEMS
When setting up agenda items (in Event Setup > Agenda), you can assign tags and points to each one for
tracking purposes.
Tags – Select any of the tags set up for the current account. Start typing for matching tags to be
displayed incrementally. You can select multiple tags per agenda item.
Points – Enter the number of points to be used as the “score” for an attendee registering for this agenda
item.
Some example score calculations for attendees are included under the final step, running the job: see
page 16.
Setup in Marketo
The following steps assume you are an experienced user of Marketo.
1.
2.
3.
4.
5.
Deploy Custom Object
Create Interest Score Fields
Create Event-Level Campaigns
Define Campaign Smart List
Define Campaign Workflow
See brief descriptions and illustrations below.
1. DEPLOY CUSTOM OBJECT
As described in step 1 of the Marketo setup for the Upload Engagement Statistics job above, you should
already have arranged for a custom CertainInterestPoints object to have been set up in your instance of
Marketo. See page 5, above.
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2. CREATE INTEREST SCORE FIELDS

Add product interest scoring fields and campaigns for each product/area of interest.

Define as a “score” type field.
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3. CREATE EVENT-LEVEL CAMPAIGNS
Create interest scoring campaign under the event program in Marketo.
4. DEFINE CAMPAIGN SMART LIST

Define trigger or filter criteria in smart-list.

Use range to define criteria (e.g. mobile interest score is greater than x).

Must define program name.
5. DEFINE CAMPAIGN WORKFLOW

Translate into Interest-score.

Can also include any follow-up workflow steps.
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
Repeat for additional interests.
Running the Certain job:
Upload Interest Scores to Marketo
Run or preschedule the Upload Interest Scores to Marketo job in Certain, after the event.
1. In the event, click the Settings tab, and then the Job Monitoring sub-tab.
2. Click New Event Job.
The New Job Configuration page opens; see screenshot overleaf.
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3. Enter job details and your Marketo credentials in the usual way:
a. Application – Select Marketo
b. Job Name – Select the Upload Interest Scores to Marketo job
c. Job Description – Enter a description of your choice. (The default is the Job Name.)
d. Marketo SOAP UserID – This UserID is found in Marketo under Admin > Integration >
SOAP API.
Tip: If you leave the default ‘-‘ symbol in place, then the value will default to the UserID
in the account level Marketo plugin under Setup>Implementation>Plugins (if your
system administrator has set one up).
NOTE: The job will fail if the default ‘-‘ is left in place and no Marketo plugin has been
set up.
e. Marketo SOAP Encryption Key – This key is found in Marketo under Admin >
Integration > SOAP API.
Tip: If you leave the default ‘•‘ symbol in place, the value will default to the SOAP
Encryption Key in the account level Marketo plugin under Setup> Implementation >
Plugins (if your system administrator has set one up).
NOTE: The job will fail if the default ‘•‘ is left in place and no Marketo plugin has been
set up.
f.
Your Marketo SOAP Endpoint – This URL is found in Marketo under Admin >
Integration > SOAP API
g.
Select Run Once, or Schedule Recurring Job* (with parameters to run it once at a later
date and time), and click Submit Job.
*(See the separate Job Monitoring guide for full details of scheduling jobs.)
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EXAMPLE SCORES
For example:
You have tags set up in your account for "Mobile" and for "Appointments".
In your event, you assign both tags to session A, and only the "Mobile" tag to session B.
You assign 5 points to session A (an introductory overview), and 10 to session B (a specialized
workshop).
John Citizen registers for both sessions.
This job uploads the following interest scores for John for this event


"Mobile"
= 15 (calculation: 5 points for session A + 10 for session B)
"Appointments" = 5 (calculation: 5 points for session A)
Suggested Best Practices
See overleaf for a list of some suggested best practices.
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Suggested Best Practices
 Create Interest-based scores for product lines and other important areas of interest. (For example,
role-based or content-type interests.)
 Embed Marketo web tracking code on mobile, event site, and event-views pages to indicate
interest/engagement.
 Use thresholds values to differentiate levels of interest or engagement. For example, high, medium,
low.
 Create a template event program in Marketo with scoring model to clone for future events. (See
screenshot below.)
 Run the two Certain integration jobs once after the event is over, to allow for all engagement and
interest statistics to be collected.
 Use trigger campaigns in Marketo to auto-run engagement/interest workflows once the Certain jobs
have run.
For reference, you may find this glossary of Marketo terminology useful:
http://www.marketo.com/marketing-glossary/
CLONE EVENT WITH ENGAGEMENT/INTEREST SCORING
As recommended above, build out the master event scoring model just once in Marketo.
Clone and update that for future events.
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