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A large global company hires a media agency to run their paid social campaigns.

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A large global company hires a media agency to run their paid social campaigns. They use a standardized UTM structure to track paid activities, which will allow them to differentiate paid efforts versus 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. The same assets will be used across campaigns and social platforms (Twitter, Facebook, Linkedln).

Which Marketo Engage program structure will allow the company to determine 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 asset

• UTMs will be used to place people in static lists to separate out the different platforms that drove the lead

• Cost will be added to each Global Content program

B.

• A program in the Global Content channel will capture member success

• A program in the paid social channel will capture member success and one will be created for each asset and social media campaign

• Cost will be added to each paid social program and content program

C.

• A program in the Global Content channel will capture membership but not success

• A program in the paid social channel will capture member success

• Each program in the social media channel will be created for each paid social campaign

• Cost will be added to paid social programs

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