08.2023_Marketo Engage User Groups Housekeeping Slides-merged.pdf

Adobe Marketo Engage User
Groups
St. Louis, MO & Kansas City, MO
Show Me MO Models: Discovering the Power of
Marketo and AI | August 2023

© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a safe
space for members of the Marketing Nation to learn, network,
and problem solve, we ask that all MUG attendees follow
these rules:
• No self-promotion or pitching of any kind is permitted at
MUG events
• Don’t contact people outside of the User Group without
their consent
• If MUG members share their use case at the User Group,
please don’t share that information without their consent

This MUG Meeting is being Recorded.
▪ To ensure that we are abiding by the MUG Code of
Conduct, we are informing all user group attendees at
this St. Louis and Kansas City MUG meeting on August
24th at 2pm CDT that this meeting will be recorded and
posted on the MUG YouTube Channel to promote
training, education, and future learning.
▪ If you do not wish to participate in a LIVE recorded
session, please feel free to watch the recording at a
later time, which will be linked after the meeting
concludes, and send us any questions you may have to
[Advocacy@adobe.com].

Stay connected with our chapters!
Sign up for Bevy – the new tool for Adobe Marketo Engage
User Groups!
▪ Step 1: Navigate to
https://mugs.marketo.com/st-louis-mug/
https://mugs.marketo.com/kansas-city-mug/
▪ Step 2: Create an account using the email associated with your
Adobe Marketo Engage Account
Once you’ve joined the chapter(s) you’ll receive notifications and
reminders about new events that the chapter has posted!

Upcoming Opportunities for
Chapter Members

MUG Member Feedback Wanted!
The Adobe Advocacy team is collecting feedback from MUG members on the
benefits they have experienced as a result of attending and participating in
User Groups.
To contribute your experience, please fill out this form.
These testimonials will be used to encourage new members to join our User
Group community, so we thank you for your participation and helping us grow
this amazing program!

Upcoming User Group Meetings Calendar (English)
DATE MUG CHAPTER FORMAT TOPIC
09-06 London MUG In Person Meeting September MUG @ Adobe HQ
09-06 Charlotte MUG In Person Meeting Casual + Sharing + Camaraderie + Optional Beer
09-12 North America Virtual MUG Virtual Meeting Managing Your Mental Health While Working in Marketing Operations
09-14 Phoenix MUG Virtual Meeting Demystifying the Marketo Engagement Canvas
09-28 Minneapolis MUG Virtual Meeting September Meeting: Unleashing the AI Revolution
09-28 Netherlands MUG In Person Meeting Marketo User Group at Portbase Rotterdam
09-28 New York MUG In Person Meeting Where We Begin: Efficient Original Processing in Marketo

Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have about
3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers and
marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update
to the former Marketo Certified Expert)
• Adobe Certified Expert – Adobe Marketo Engage Business Practitioner Renewal exam: This shorter test
focuses on the newest solution capabilities and the things you already know. Renewal exams are meant only
for those with an existing credential that is about to expire—you can’t take a renewal exam if you don’t
have the original certification.
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and
process at the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5
years of experience designing marketing automation using Marketo Engage.
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam guides!

Raffle
As a special thank you for joining us today, all attendees are automatically entered into our raffle that
will take place after the presentations today.
Who knows, you might just be one of our lucky winners!

08.2023_Marketo Engage User Groups Housekeeping Slides-merged.pdf

Unleashing ChatGPT With Marketo
The Workﬂow Pro

Professor Details
Tyron Pretorius
Automation Guru
Marketing Operations Manager | Telnyx
Blogger, Freelancer, Professor | The Workﬂow Pro
3+ Years of Using APIs

● 2 Ways to Interact with ChatGPT
● Using Zapier as a middleman
● Using Replit as a middleman
● Making ChatGPT Request Directly
● Bot Form-Fill Classiﬁcation
● Reﬁning your prompt
Talk Outline

2 Ways to Interact with ChatGPT

2 Ways to Interact with ChatGPT
1. Using Marketo webhooks to make ChatGPT requests directly
○ 30 second timeout limit on webhooks
○ Less control than using 3rd party tool
2. Using a 3rd party as a middleman e.g. Zapier, Replit
○ No timeout issue
○ Can use 3rd partys’ tools for parsing response, advanced
logic etc

Segmentation using ChatGPT
1. Messaging Application: Software applications where one of - if not their only -
primary feature sets revolved around enabling their customers to easily send
messages. This could be a bulk messaging service for sending out mass alerts for
events or it could be a promotional marketing tool focused around SMS outreach.
2. Patient / Customer Engagement Software: Software applications that enable
businesses to better communicate and engage with customers and/or patients.
These platforms often enable 2-way communications between the clients and the
business and likely integrate with other tools the businesses use so the
content/messaging can be tailored to the individual customer.
3. CRM: CRM stands for Customer Resource Management. These are software
platforms where all customer data is stored. With the advancement of
softare-based applications, many CRMs now incorporate communications features
such as click-to-call, call recording, and more that allow the CRM to be more than
just a collection of data but also a place where communications-based workﬂows
can be performed.

”Using the list of 3 'sales segments' above that describe Telnyx's customer
categories and their potential use cases for Telnyx's services determine
whether the company with the website provided fits into each of these
sales segments. Format your answer to include the name of each sales
segment, a % confidence score, and an explanation as to why they do or
do not match the given segment like so: Sales Segment:
{{Segment}}nnConfidence Score: {{% Score}}nnExplanation:
{{Explanation}}”
Segmentation using ChatGPT

Making ChatGPT Request Directly

Resources
● “Integrating Marketo with ChatGPT” blog post
● Marketo API Crash Course
● Demystify the API Crash Course

1
Lucas Machado
St Louis and Kansas City MO MUG
08/24/2023
Future-Proofing Marketing:
Integrating AI with Marketo

2
About me
🎓 Academic Background: Specialized in Applied and
Computational Mathematics.
💻 Tech Toolkit: Skilled in Python, Javascript, and adept with
APIs.
🧩 Problem Solver: Passionate about challenges and
puzzle-solving.
🌎 From: São Paulo, Brazil.
🥦 In the kitchen: Proud vegetarian
Lucas Machado
Marketing Automation Specialist
Revenue Pulse (RP)

3
Agenda
- Fine-Tuning ChatGPT
- Engaging Leads on Their Terms: Leveraging
ChatGPT and Marketo.
- ChatGPT & API: Calculating Costs
- Ethics and Data Privacy

5
ChatGPT's
Secret Sauce
Public vs. Personalized: While ChatGPT thrives on public data,
specific needs demand tailored datasets.
Bespoke Accuracy: Enhance precision for your unique use cases.
Customize with Confidence: Infuse ChatGPT with your own data
for a tailored experience.
Use cases
- Persona-Driven Lead Classification: Sort leads into distinct
personas for targeted engagement.
- Sift Genuine from Generic: Sharpen accuracy to distinguish
authentic leads from the noise.

6
How to tailor your model to
distinguish the real from the fake

7
Data Preparation Options
- Hard way: .jsonl file - Easy way: .CSV file

8
Base models
- Fine-tuning begins with a default 'curie' base model.
- Can be one of four GPT 3 Models or GPT 3.5:
- GPT 3.5
- davinci
- curie
- babbage
- ada
- For this instance, davinci was the selected model.
- Models to be deprecated in January 2024.
- OpenAI aims to allow fine-tuning for GPT 4 soon.

9
Steps to create your model
1. Setup:
○ Install Python: Ensure Python is installed on your computer.
○ Open CLI: Access the Command Line Interface using cmd.
2. Install OpenAI Library:
○ pip install --upgrade openai
3. API Configuration
○ Set API Key: export OPENAI_API_KEY="<OPENAI_API_KEY>"
4. Data preparation:
○ openai tools fine_tunes.prepare_data -f <LOCAL_FILE>
5. Model creation:
○ openai api fine_tunes.create -t <TRAIN_FILE_ID_OR_PATH> -m <BASE_MODEL>
6. Wait: Allow the system to process and optimize your model.
https://platform.openai.com/docs/guides/fine-tuning

10
URL: https://api.openai.com/v1/completions
Payload Template:
{
"model":"<YOUR_FT_MODEL>",
"prompt":"'<YOUR_PROMPT>'",
"max_tokens":1,
"temperature":0
}
Request Type: POST
Response Format: JSON
*Map the response to a specific Marketo field.
Setting Up a Marketo Webhook for
Completions

13
Engaging Leads on Their Terms:
Leveraging ChatGPT and Marketo.

14
Pinpointing
ideal send
times
Understand Your Leads:
- Get the activity log using Marketo API.
ChatGPT Integration:
- Use ChatGPT to predict the best send times based on
engagement patterns.
Automated & Enhanced Campaigns:
- Return optimized timings to Marketo.
- Ensure emails are delivered when leads are most receptive.
The Result:
- Higher open rates, better engagement, and improved lead
nurturing.

15
Retrieve your data
Utilize the Marketo API to extract your data and organize it into a spreadsheet.

16
Treating your data
Data Readiness:
- ChatGPT requires structured data; a raw
spreadsheet won't suﬀice.
Individualized Processing:
- Segment each lead for targeted analysis.
Optimized Data Structure:
- Structure data in a format conducive for
precise ChatGPT responses.

17
Crafting your Prompt for ChatGPT
Using the right prompt is crucial for achieving accurate results with ChatGPT.
Example Prompt:
“You are an Data Analytics assistant in a Marketing Automation and Operation Agency. I'm
going to send you the anonymized information of which emails a lead received, the
datetime it was received and the datetime it was opened. Your job is to respond when is
the best time to send an email to the specific lead to maximize the chance of the lead
opening the email. For example, the hour the lead most opened emails can be a best
parameter. Try your best to determine a best send hour. Respond only with the best send
hour in a 24 hour clock. If you can't define the best send time respond with -1.”

18
Optimizing Marketo Campaigns
Data-Driven Recommendations:
- Leverage ChatGPT to determine the best email send times for each lead.
Intelligent Campaign Execution:
- Integrate ChatGPT's insights into Marketo's smart campaigns.

19
Optimizing Marketo Campaigns
Advanced Timing Strategies:
- Utilize advanced wait steps in Marketo to precisely deliver emails at optimal times.

20
ChatGPT & API: Calculating Costs

21
Understanding Tokens in ChatGPT
Token Basics:
- Think of ChatGPT's tokens as its "coﬀee" – vital for its operation.
Token to Word Ratio:
- Typically, 1 token covers approximately ¾ of a word.
Monitoring Usage:
- Track token consumption in the API response for each request.
Tools & Resources:
- Use the OpenAI Tokenizer to count tokens in your input.
Quick Reference:
- On average, 100 tokens equate to about 75 words.

22
Token Pricing Across Models
Variable Pricing:
- Diﬀerent models have distinct token pricing structures.
Complexity Costs:
- Generally, advanced models have pricier tokens due to increased capabilities.
Model-Specific Rates:
- GPT 4: $0.03 per 1,000 Tokens.
- GPT 3.5: $0.0015 per 1,000 Tokens.
- Fine-tuned Davinci: $0.03 per 1,000 Tokens.
For Comprehensive Pricing:
- Visit OpenAI Pricing for a detailed breakdown.

24
Chat GPT Data Privacy
Is ChatGPT Confidential?
No.
Is ChatGPT Safe to Use?
Yes, when used appropriately and knowledgeably.
Data Retention with OpenAI:
Via the API: OpenAI does not use your data to improve its models.
Via the Browser: Data may be used for model improvement, but there's an option to deactivate this.
Note: OpenAI retains data for 30 days for operational and security purposes.
Recommendations:
Always ensure compliance with local data regulations.
Anonymize data whenever possible.

08.2023_Marketo Engage User Groups Housekeeping Slides-merged.pdf

More Related Content

Similar to 08.2023_Marketo Engage User Groups Housekeeping Slides-merged.pdf (20)

Recently uploaded (20)

08.2023_Marketo Engage User Groups Housekeeping Slides-merged.pdf