Maximizing Marketo Custom Objects with JSON-Packed Textarea Fields

When working with Marketo’s Custom Objects (COs), efficiency is key. Some use cases require storing and accessing large datasets within a single record. Instead of creating multiple CO records for every data point, a smarter approach is to pack more values into a single CO record. This optimizes performance, keeps data structures clean, and reduces API calls.

One of the most effective ways to consolidate data is by using a Textarea field to store a JSON array of objects. This method allows you to store and parse large datasets efficiently within Marketo.

Use Cases for JSON-Packed COs

Here are some scenarios where this approach is particularly beneficial:

1. Multi-Touch Attribution Tracking

   • Store multiple touchpoints, interactions, or attribution data in a single record.

[
  {"date": "2024-03-27", "channel": "Email", "utm_source": "newsletter"},
  {"date": "2024-03-28", "channel": "Webinar", "utm_source": "registration"}
]

This enables you to track the full journey without multiple CO records per touchpoint.

1. Product or Subscription History

   1. Instead of creating a new CO record for each product purchased, store the entire history in one JSON object.

[
  {"product": "Marketo Pro", "purchased_on": "2024-01-15", "price": 499},
  {"product": "Add-on: AI Insights", "purchased_on": "2024-02-10", "price": 199}
]

Processing JSON in Velocity Scripting

Marketo’s Velocity Scripting enables you to parse and manipulate JSON stored in a Textarea field. Here’s how you can extract and use the data:

#if( $lead.PackedData__c.isEmpty() )
#set( $lead.PackedData__c = '[]' )
#end
#set( $ParsedData = '#set( $ParsedData = ' + $lead.PackedData__c + ' )' )
#evaluate( $ParsedData )

${ParsedData[0].Category}       ## Example output: "Pass Holders"
${ParsedData[1].CustomerEmail}  ## Example output: "darshil@example2.com"

Optimizing Data Storage: The Global ID Factor

Marketo’s Float type is a 32-bit Single-precision floating-point number, which has limited range and precision. This can cause issues when dealing with large or highly precise numerical values. Instead, JSON allows for standard numeric values that will be parsed as a Double in Velocity, preserving full precision. Using a Textarea to store numbers in JSON format ensures that numerical data remains accurate and avoids the constraints of Marketo’s Float type.

TL;DR
Packing more data into a single Marketo Custom Object (CO) record using JSON in a Textarea field improves efficiency, scalability, and performance. Instead of multiple CO records, store structured data (e.g., attribution tracking, order history, cart details) as a JSON array and parse it using Velocity scripting. This approach reduces API calls, enhances segmentation, and ensures data accuracy—especially when avoiding Marketo’s limited Float type.

Happy Marketo’ing! 💜