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A
Anonymous
March 26, 2013
Question

Average Time from Anonymous to Known Lead

  • March 26, 2013
  • 4 replies
  • 1423 views
Has anyone instrumented a process that tracks the average time from anonymous first visit to known visitor?  We are instrumenting our customer journey and this is an important measure early in our funnel.  We want to report on this by cohort - which in our case likely is a time period.  So we want to track, by week, the average time from anonymous to known -- for leads moving to known that week.
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4 replies

A
Anonymous
March 27, 2013
This would be a great metric to have with the other average time metrics in Revenue Explorer reports (e.g. Model Performance and Opportunity Analysis),  except for the fact that Marketo doesn't allow anonymous leads to be processed by programs and if a lead is not in a program, it cannot be evaluated in Revenue Exploerer :0(

Please vote for the Idea Enhance Programs by allowing anonymous leads that has a Marketo status of "We Like It".
Michelle_Tizian
Michelle_Tizian
Level 10
March 27, 2013
I'm definitely voting for this! Thanks for adding the link Elliot.  I just started tracking our PPC program and I need to account for the anonymous leads clicking on the ads. 
M
Marketo_Marketo
Level 2
April 23, 2013
Definitely vote for the idea.  It'd be a good enhancement.

In the meantime, here is a potential solution:

1.  Create a custom score field, e.g. "Days before Known".
2.  Create a trigger campaign that triggers on Visits Web Page AND checks if 1) Lead is Anonymous AND 2) "Days before Known" is empty.  Add Flow step to set "Days before Known" field = 0.  
2.  Create a daily batch campaign that checks if Lead is Anonymous.  Add Flow step to increase the "Days before Known" field +1.  
3.  Add "Days before Known" field to Lead Analysis as a metric.
4.  You can now create a Lead Analysis report to get the average "Days before Known" grouped by Lead Created Year/Qtr/Month/Week in Revenue Explorer.

Initially, for existing anonymous leads, "Days before Know" will be smaller than what it should be, but going forward, new anonymous leads will be correct.

Let me know if you have any questions.

TJ

A
Anonymous
April 30, 2013
Thanks for this nice workaround TJ.  It would be great if we could update the Days to Known field of previously existing anonymous leads.  We can export the Created At date of the anonymous leads and use one of the date functions in Excel to calculate the number of days it has been since the Created At date, but I don't think there is a way to import this and update the lead record since there is no email address.  The Marketo lead ID isn't recognized during the import.  Is there a way to get this data to update the anonymous lead records?
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