It's been a constant challenge for companies to centralize their Marketo lead, campaign engagement, and their product customer data to reduce the data silos and enable more innovative ways of running marketing operations. In this MUG presentation, we will cover how we leverage this centralized data that is powered by Marketo API and modern BI infrastructure (e.g. Looker), and how we use this to bring critical values to our day to day business. Walk away with understanding:

1. How to bring analytics resources together
2. How to leverage this data within
• Marketo Campaign Planning - help business to better understand their Marketo campaign TAM
• Measuring Marketo Campaign Effectiveness - help business to have breakdowns of Marketo campaign performance by lead attributes
• Tracking Marketo Data Quality