Marketing Automation Connector (MAC)
See video consumption metrics at an individual level in your MA platform - powered by Parmonic.
The Parmonic-Marketing Automation Connector Add-on allows you to connect Parmonic with your MA platform. Once the two platforms are connected, Parmonic can automatically push video consumption and engagement data to your MA platform. This opens up several new possibilities for advanced analytics, lead scoring, precision targeting, customer journey mapping and more.
This new capability allows marketers to measure and show impact of their video marketing activities across the entire funnel. Parmonic's intelligent connectors allow marketers to act based on micro-engagement data that was not available with ancient tools.
When a viewer watches a video on your website Parmonic collects the consumption analytics and sends them to the MA system in real time. You must embed the Parmonic video embed code on your webpages for this to work.
Parmonic's connector is unique and intelligent as it's able to distinguish between different video types (trailer, moments, full videos, etc.)
Connectors for Marketo, Hubspot, Eloqua and Pardot are now available.
What data is fed from Parmonic into MA systems?
Consumption time
% watched
Content metadata
How does it work?
After the connector is set up and configured (which is super easy), Parmonic creates an object in the MA system that is able to receive information about the content and consumption metrics from Parmonic.
On the viewer side, Parmonic ties video consumption data to the MA cookie associated with the viewer. For Parmonic customers using Marketo as the MA tool, Parmonic ties consumption data to the Munchkin ID of a web visitor and sends that to Marketo. This makes it possible for you to view this data as an activity at an individual level and as part of reports and Smart Lists. It works similarly with Hubspot, Pardot, etc.
Parmonic does not store or access any PII data. However, you will be able to see de-anonymized data and analytics in your MA system by using the connector.
How long does it take?
Configuring the Connector takes less than 30 mins. Please book a call with your Product Happiness Specialist to complete setup. Admin access to your MA tool is required to complete setup so please have an Admin attend the configuration call.
Step-by-step instructions -