Google Case Studies Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics

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	Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics Google

Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics

Google

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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 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.

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.

Impact #1	Marketo saw a huge jump in customer engagement and conversions after applying customized data sets to show tailored remarketing ads to its users.
Impact #2	Remarketing with Google Analytics drove a 10X higher conversion rate compared to its traditional display marketing campaigns.
Impact #3	Marketo saw 200% more conversions in its B2C segment and an increase of 150% in conversions for its enterprise visitors.

Impact #1

Marketo saw a huge jump in customer engagement and conversions after applying customized data sets to show tailored remarketing ads to its users.

Impact #2

Remarketing with Google Analytics drove a 10X higher conversion rate compared to its traditional display marketing campaigns.

Impact #3

Marketo saw 200% more conversions in its B2C segment and an increase of 150% in conversions for its enterprise visitors.

Benefit #1	10X higher conversion rate compared with traditional display marketing.
Benefit #2	117% YoY increase in qualified leads.
Benefit #3	200% more conversions for B2C and 150% more for B2B users using personalized ads.

Benefit #1

10X higher conversion rate compared with traditional display marketing.

Benefit #2

117% YoY increase in qualified leads.

Benefit #3

200% more conversions for B2C and 150% more for B2B users using personalized ads.

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Overview

Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics

Operational Impact

Quantitative Benefit