QuestionQ18
Section 2B: Marketo Campaign Architecture DesignA large global company has hired a media agency to manage their paid social campaigns. The company uses a standardized UTM structure to track paid activity so that paid efforts can be distinguished from organic efforts. For example: UTM-source=paid social, UTM-medium=facebook, UTM-campaign=B2B-social, UTM-content=Definitive-guide-to-paid-social.
Cost will be added to the Adobe Marketo Engage programs on a monthly basis, and the same content assets will be reused across campaigns and across social platforms (Twitter, Facebook, LinkedIn).
Which Marketo Engage program structure will allow the company to measure paid social effectiveness and ROI?
- A A program in the Global Content channel will capture member success, and a program will be created for each asset regardless of the platform that drove the person to the assetUTMs will be used to place people in static lists to separate out the different platforms that drove the leadCost will be added to each Global Content program
- B A program in the Global Content channel will capture member successA program in the paid social channel will capture member success and one will be created for each asset and social media campaignCost will be added to each paid social program and content program
- C A program in the Global Content channel will capture membership but not successA program in the paid social channel will capture member successEach program in the social media channel will be created for each paid social campaignCost will be added to paid social programs
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