Executive summary
Employment Hero had Marketo Measure, but no one was using it. Years of an incomplete setup had filled Salesforce with thousands of duplicate touchpoints, created conflicting data across tools, and eroded trust in marketing attribution across the business. When Senior Marketing Operations Manager Greg Beazley took ownership of the problem, he knew the platform had potential; he just needed the right partner to unlock it.
After engaging Attributa, Employment Hero underwent a full implementation overhaul. The result: a clean, production-ready Marketo Measure instance, a standardized attribution framework, a single source of truth in Tableau, and a team that finally trusts its marketing data.
Company profile
Employment Hero is a leading HR, payroll, and benefits platform helping businesses across Australia, New Zealand, the UK, and Southeast Asia manage the entire employee lifecycle. With a rapidly scaling marketing function and a complex tech stack, the team needed attribution data they could actually rely on.
The challenge: An unused tool and a business demanding answers
Employment Hero had invested in Marketo Measure, but the implementation had stalled years before Greg joined. With no one actively managing it, the team had fallen back on first-touch and last-touch attribution through Marketo fields and Salesforce campaign memberships. It wasn't enough.
"We kept hearing echoes of the business saying, 'We need better reporting. We need to understand what influence marketing is driving on revenue.' It was just too hard to identify with the current setup."
In the absence of reliable attribution, teams began spinning up alternative tools (Funnel.io, Datorama, Tableau) in search of answers. Instead of clarity, the result was system sprawl: multiple platforms, conflicting numbers, and a growing loss of confidence in the data.
"Every time you presented something, someone would say, 'This MQR rate doesn't match what it says in Salesforce. Why is that?' It created a lot of noise and a lot of distrust."
The solution: Expert eyes from day one
Greg's team began working through Marketo Measure's documentation and engaged implementation specialists, but some fundamental questions kept going unanswered. A Google search eventually led him to the Attributa blog, where Drew had written in detail about the exact challenges they were facing.
"We found the Attributa blog and realized: this Drew guy seems to know his stuff. Let's reach out."
From the very first session, Attributa identified critical setup issues that previous consultants had missed. The most urgent: Marketo Measure was syncing simultaneously to both Marketo Engage and Salesforce, creating thousands of duplicate touchpoints that had been accumulating since 2022, consuming storage, inflating costs, and making every report unreliable.
"That was the big aha moment. I thought: Why didn't the other consultants pick up on this? These guys definitely know what they're talking about."
Over the following six months, Attributa worked through a complete overhaul: defining channel rules, segmentation logic, attribution stage mapping, and Salesforce data flows, while running hands-on training sessions to bring stakeholders along for the journey.
The results: Clean data, restored confidence
Employment Hero now has a production-ready Marketo Measure instance with clearly defined rules across every dimension of the platform. Tableau serves as the single source of truth, giving all stakeholders consistent, reliable attribution data for the first time.
"I'm very confident in what the setup looks like now. The data we're seeing in Salesforce and other reporting tools is far more accurate than it's ever been."
Beyond the technology, the engagement delivered something more lasting: organizational trust. Hands-on training sessions where Drew walked stakeholders through building their own reports inside Salesforce have given teams the confidence to answer attribution questions themselves.
"I'm getting feedback from stakeholders saying, 'That was so valuable. I now understand how to answer these questions.' It's giving them a lot of personal confidence."
For Greg, the lesson is clear: Marketo Measure is not a tool you can implement alone.
"If you get it set up the wrong way without the experience of the ins and outs of the tool, you could be setting yourself up for failure. The small investment you make to partner with Attributa will have a big impact, with your confidence in knowing you've done it right the first time."