Tableau

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Adobe Analytics Marketo Salesforce

Lattice Engines

DemandBase

Data Lake

Web Form

Website

Earned- Direct- SEO- Referred- Social

Scroll down to see the legend

Paid- Search- Remarketing- Display- Social

sales leads

Rio SEO

The source and the direction of data.

Types of sources.

Technology stack elements.

Website/Website element.

A two-way sync between different elements of the stack.

Data being surfaced on the visual dashboard.

Human interaction.

Read the full story of how we built our marketing data lake in our 220-page book. Get your copy here: informatica.com/marketingdatalake

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Every interaction with our ads and web content generates data for us. Here's how it's combined and enriched along its journey to our marketing data lake, from where our marketers retrieve and use it to develop even more highly targeted campaigns full of personalized and relevant offers.

Your Data’s Journey Through Our

Martech Stack.

Corporate MarketerField Marketer

Sales/Sales Development RepGlobal Customer Service Rep

When you arrive on the site, two IDs are assigned to you—one from Marketo and another from Adobe Analytics. Both track your activity as an anonymous user until you �ll out a form.

When you visit the site on another device or browser, Marketo and Adobe Analytics both generate a new ID. But when you �ll out a form using the same email ddress, Marketo’s ‘Merge Leads’ feature collapses your ‘new’ info into your original ID.

Your activity across the site can be connected with your activity elsewhere—email opens and clicks, webinar registrations, when you stop off at Informatica’s booth at an event… all of it—thanks to Adobe Analytics. Marketo’s API is exposed to the website using Adobe Tag Manager, which lets Adobe Analytics capture your Marketo ID.

As a Marketo lead, you're synced immediately with Salesforce if your minimum attributes are known. As a Salesforce lead, you're synced immediately with Marketo if youremail address is known. The Salesforce ID is passed to Marketo when the lead syncs.

Some of your campaign and site engagements will be considered by Lattice Engines to be positive or negative predictors of future conversion to revenue—page visited, link clicked, email soft-bounced, form �lled out and so on. When an activity triggers its lead scoring engine, it assigns or updates your score and writes it directly into Marketo via API. From there it heads for the data lake.

If you’re browsing at work or through your company’s VPN, Demand Base can enrich your still-anonymous user ID with �rmographic information—industry,company name, location—using reverse IP lookup.

If you arrive at our site as a result of a social share, even in an email or chat, Rio SEO identi�es the original sharer as an in�uencer and you as the word of mouth.These relationships are matched in the data lake and surfaced in Tableau.

Now all your past activity can be attributed to your Marketo ID and you become a known person.

All the data about you is pooled and joined via a single lead or account ID.

The window on the data lake, where all the information about you is exposedto the end-user.