Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Analytics
- Marketo’s Real-Time Personalization
- AdWords
Tech Stack
- Google Analytics
- AdWords
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Replenishment
- Demand Planning & Forecasting
Services
- Data Science Services
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Infosys achieves a 5–7 percent effort reduction across projects
Infosys, a global leader in consulting, technology, and outsourcing solutions, was facing significant challenges in application development and maintenance due to its distributed teams, changing business priorities and the need to stay in alignment with customer needs. The company used a mix of open source, home-grown and third-party applications to support application development projects. However, challenges resulting from distributed teams using manual processes increased as the company grew. It became more and more important for Infosys to execute its projects efficiently, so they could improve quality, reduce defects and minimize delays.
Case Study
WUN Systems Case Study
WUN Systems, a provider of an end-to-end Workspace Management Platform, wanted to offer a highly reliable and scalable VoIP service that would easily integrate into their platform. They were looking for an enterprise-grade, solid platform that would enable their customers to communicate seamlessly, whether they were working from their HQ, regional office or a remote location. WUN Systems was looking for an innovative, reliable and experienced communications vendor.
Case Study
Delivering modern data protection with cloud scale backup from Cobalt Iron and IBM
Organizations are struggling to modernize their legacy data protection environments in the face of growing demands around new infrastructure, new applications, and budget consolidation. Virtualization and modern application development processes have significantly outgrown legacy backup architectures. In response, infrastructure teams have created multiple backup solution types to handle the varying SLAs (performance, scale, cost) required by their business sponsors. However, the sheer number and variety of solutions in this uncontrolled expansion creates huge amounts of work, threatening to overwhelm the IT team in many organizations. Today, developers may add new applications and virtual server instances by the hundreds per day without accounting for the restrictions of the existing backup infrastructure. They leverage the cloud for immediate compute and storage resources, yet rarely communicate succinctly with corporate IT to ensure that the appropriate data protection services are in place.
Case Study
IT-Informatik: Staying ahead of the competition by cutting costs and deploying SAP systems faster
IT-Informatik, a provider of SAP solution hosting and cloud services for medium-sized companies, aimed to boost retention and win new business by creating highly competitive and flexible offerings. However, its complex hosting environment made it difficult to set up client environments cost-effectively. With existing systems at or near capacity, IT-Informatik looked for ways to expand the scope, performance and capabilities of its hosting and cloud services. The company realized that if it could accelerate the deployment of new SAP application environments, it could onboard new customers more rapidly and respond faster to clients’ changing business needs.
Case Study
Achieving near limitless scalability and flexibility with data in the cloud
Web-based publishing platform SpaceCraft found that as its client base grew, it was spending an increasing amount of time managing its databases, distracting its focus from product innovation. As its user base rapidly expanded, data volumes at SpaceCraft began to rise dramatically. Along with their main focus on maintaining and further developing a great platform for web publishing, the SpaceCraft team had the added pressure of managing the increasing quantities of data while ensuring ongoing high performance for clients.
Case Study
Zend accelerates, simplifies PHP development
Zend Technologies, a major contributor to the PHP open source community, needed to keep pace with emerging trends such as mobility, agile development, application lifecycle management and continuous delivery. The company needed to provide the right tools to the worldwide community of PHP developers. The challenge was to support enterprise-class capabilities from end to end, including mobile, compliance and security. The pace of business required developers to show results fast across a variety of devices without compromising quality or security.
