“Marketo Activities Data Retention Policy” will be implemented begin on August 15, 2018, and will target to clean Lead Activity and Campaign Membership over 25 months. Furthermore, for some high volume Lead activity like Add to List, Visit Webpage, Click Link on Webpage & Change Data Value will remains only 90 days instead.
In this article, you’ll be able to learn:
What will be the impact from “Marketo Activities Data Retention Policy” on current data?
This is the question most people concern about. What items will exactly be effected?Actually the impact will on all items where Activities data in use. However, there are still some further details you might interested to learn! We will discuss the effected range separately into severalssections as below.
Lead Activities & Campaign Membership
Lead Activities & Campaign Membership will bear the brunt of this policy. Following is the list of both Activities retained for 90 days & 25 months.
As the above tables Marketo provided, you can find custom items like CRM integration activities will also be included. However, Change Data Value on Lead Owner and the Company Name fields will be retained for 25 months.
However, the data policy applies only on Lead Activities, not Assets. For example, Program Members which were already added in Program will keep in the program regardless 25 months limitation, but the activities records that Program member was being added will be deleted. However, the record of “Send Email” or “Email Delivered” will be deleted after 25 months. Which means if you keep your engagement program more than 25 months, Leads might receive your email again!
Marketo Analytics reports
Reports that draw data from lead activity logs will definitely be effected. However, even reports that do not refer to lead activity by default could be affected if there are related filters added. Reports that use Lead Attributes as reference filters will not change while filters that look for targeted Lead Activities will only be able to access activities for up to 25 months, so the report might be not accurate when with long time data. Find more details ☛ Data Retention Policy – Impact on Reporting
What will not be effected?
Although there are countless aspects being effected, there are still few items no need to worry about. Such as Lead Attribute, Account, or Custom Object records.
There are two main types of Leads data, Leads Attribute & Lead Activity. Lead Attribute is the fields values in Lead while Lead Activity is logs record Lead’s activities. The new data retention policy will not change the way Marketo stores field values within Lead, Account, or Custom Object records. Therefore, Lead Attribute will not be effected through this new policy.
Furthermore, “New Lead” activity which is as important as Lead Attribute will also be exclude from the policy. There are two places in lead records where data is stored. 1) when it was created – in the activity log, showing when the lead became known. 2)In the Lead Info tab, where it shows the first anonymous activity. If the lead was anonymous first before becoming known, the Lead Info tab is where you can find the first anonymous activity.
Activities that affect lead scoring (including those from emails, forms, or campaigns) will be available for 25 months. Beyond that period, the activities will not be retained and won’t affect lead scoring. However, existing score won’t be changed when the activity is deleted.
Salesforce synced data
After the activities is synced from Marketo to Salesforce , the Activity History of a Salesforce Lead/Contact is saved inside Salesforce, these activities will not be affected by this policy change.
Program & Marketing Assets over 25 months or less (90 days)
Custom Object records
global unsubscribe status
Revenue Cycle Model Transition Rules
CRM synced data
Marketing asset less that 25 months ( or 90 days in some activities type)
We will talk about how to keep this data in use regardless this policy change in next article.
Have you confused about what’s the difference between “Initial data” and “Extract data” when using DLM? How exactly will this two functions work together to help you downloading data?
Initial data is to help you replicate All data from Marketo to database while Extract data allows you download incremental data only. The design of Extract data is to save your time on loading and to avoid exceeding Marketo API limits.
Though DLM is the expert of loading data from Marketo, we still continuously dedicate ourselves on this field and improve in every aspects. The more users we reached out, the more ideas we got on creating new features of our roadmap. Now, we can’t wait to share ourbranding new DLM Enterprise v4.1 with you! With lots of breakthrough techniques and functions applied on DLM Enterprise, this will definitely be your best solution of 2018! Continue reading “DLM Enterprise v 4.1 release!”→
We are Data Loader for Marketo (DLM) , leading brand of marketo reporting consulting who dedicate for improving the user experience of extracting Marketo data and producing marketing reports . We share our experience of data loading, reporting and Marketo integration.