Adobe Analytics and Marketo Engage are both part of the Adobe Experience Cloud suite – don't they already integrate?
Adobe purchased Marketo in 2018 and made Marketo Engage part of the Adobe Experience Cloud suite of marketing tools. However, a native integration between Adobe Analytics and Marketo is not currently available. (According to our partners at Adobe, no native integration is planned between these platforms).
Using Marketo Audience Sync it’s possible to pass Adobe Analytics Segments into Marketo with just a few setup steps. This allows users to use Adobe Analytics segments in Marketo Engage campaigns.
However, there are some limitations.
Adobe Analytics contains hundreds of potential customer events and attributes that are not tracked by Marketo via Munchkin.js.
Audience Sync does not integrate those Adobe Analytics data points (events and attributes) into Marketo for use in Smart Lists. For example, If a user wanted to create a Marketo Smart List that utilizes data from both Adobe Analytics and Marketo, that is not possible using Audience Sync.
This is what Micro Integrations make possible.
What’s the difference between Adobe Analytics website tracking and Marketo (Munchkin) website tracking – don't they track the same data?
Marketo is limited to page view and form submission tracking. Munchkin.js was not designed to do extensive web analytics – it serves the needs of the platform—which is primarily for campaign and click-through level tracking tied to email campaigns.
Adobe Analytics is a full-service web analytics platform. It is designed specifically to track an exhaustive list of standard and custom events that occur on your website. (~25 standard events, hundreds of custom events using Adobe Launch).
There are potentially dozens, if not hundreds of unique and valuable customer behaviors captured by Adobe Analytics that are not available in Marketo. The only way to take advantage of this data in Marketo is through an extensive custom-built app-to-app integration—or by using our purpose-built Adobe Analytics to Marketo Micro Integration.
What’s the benefit of using Adobe Analytics data in Marketo?
The ability to segment, target, and personalize content and messaging using behavioral data is a powerful tool that can dramatically improve marketing impact.
With your analytics data integrated into Marketo, you can...
Save cart and form abandons (an average 70% of online carts are abandoned)
Have access to higher-intent digital behaviors such as:
Video views and completions
Cart additions and abandons
Time on site
Any other click event on-site you can think of
Focus your marketing efforts on higher-intent prospects in your database
Create much more hyper-targeted segments that combine web behaviors with other Marketo attributes (I.e. “CMOs from the Finance industry who downloaded content”)
Improve your lead scoring and with superior behavioral attributes
Increase integrated marketing by building better collaboration with your web analytics team
Build segments like:
High intent customers (customers with recent high activity on your website who visited a specific product page with a lead status of x/y/z)
Potential buyers (users who visited your website under a certain combination of conditions, but who haven’t converted to an MQL).
Content consumers (users who visited your website and watched a video to 50/70/100% completion)
High Activity Non-Purchasers (High activity users with high web activity who haven’t converted to a paying buyer)
I only have one field I want to pull into Marketo from AA… do I really need to spend $30k for that?
Ask us about our free service tier to try out Micro Integrations!
Start driving your personalization with web data now.
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