Marketing analytics are critical to make sure your marketing investments drive the right set of business outcomes across the entire buyer’s journey. Many marketers understand the importance of analysis and ROI, but formulating a strategic framework and developing a day-to-day decision-making process can be tricky. In this session, you’ll learn how Marketo: Develops a strategic framework for evaluating optimal programs and channels throughout the buyer’s journey. Leverages different types of scoring and processes to identify ‘optimal’ leads and companies for sales to pursue. Predicts the performance and revenue of future programs.