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Use the CData ODBC Driver for Marketo in SAS JMP

You can use the CData ODBC Driver to integrate Marketo data into the statistical analysis tools available in SAS JMP. This article shows how to use Marketo data in the Graph Builder and Query Builder.

You can use the CData ODBC Driver for Marketo to integrate live data into your statistical analysis with SAS JMP. The driver proxies your queries directly to the Marketo API, ensuring that your analysis reflects any changes to the data. The CData ODBC Driver supports the standard SQL used by JMP in the background as you design reports.

The Marketo API supports bidirectional access. This article shows how to access Marketo data into a report and create data visualization. It also shows how to use SQL to query and manipulate Marketo data from the JMP Query Builder.

Access Marketo Data as an ODBC Data Source

If you have not already, first specify connection properties in an ODBC DSN (data source name). This is the last step of the driver installation. You can use the Microsoft ODBC Data Source Administrator to create and configure ODBC DSNs.

Both the REST and SOAP APIs are supported and can be chosen by using the Schema property.

For the REST API: The OAuthClientId, OAuthClientSecret, and RESTEndpoint properties, under the OAuth and REST Connection sections, must be set to valid Marketo user credentials.

For the SOAP API: The UserId, EncryptionKey, and SOAPEndpoint properties, under the SOAP Connection section, must be set to valid Marketo user credentials.

See the "Getting Started" chapter of the help documentation for a guide to obtaining these values.

When you configure the DSN, you may also want to set the Max Rows connection property. This will limit the number of rows returned, which is especially helpful for improving performance when designing reports and visualizations.

Import Marketo Data with the Query Builder

After you have created the Marketo DSN, you can use SQL to invoke the capabilities of the Marketo API. Follow the steps below to execute some supported queries in the Query Builder:

  1. In SAS JMP, click File -> Database -> Query Builder. The Select Database Connection dialog is displayed.
  2. Click New Connection.
  3. On the Machine Data Source tab, select the DSN. In the next step, the Select Tables for Query dialog is displayed.
  4. In the Available Tables section, select a table and click Primary.
  5. As you drag Available Columns to the Included Columns tab, the underlying SQL query is updated.
  6. Click Run Query to display the data.
  7. To refresh the results with the current data, right-click Update from Database and click Run Script.

Manipulate Marketo Data

You can execute data manipulation queries from JSL scripts such as the one below. To execute a script, click New Script in the toolbar. To connect, specify the DSN. You can then use the standard SQL syntax:

Open Database( "DSN=CData Marketo Source;", "INSERT INTO Leads (Country) VALUES ('U.S.A.');");

Visualize Marketo Data

After importing, you can use the Graph Builder to create graphs visually. To open the Graph Builder, click the Graph Builder button in the toolbar.

  1. Drag a dimension column onto the x axis. For example, Email.
  2. Drag a measure column onto the y axis. For example, AnnualRevenue.
  3. Select a chart type. For example, a bar chart.