I worked in Silverpop (later known under different names like “IBM Campaign Automation (Watson)” and “Acoustic Campaign”) for a while, and there was a feature named “Field Value Report”. Similar to querying people in the database, you could also do queries on all values in a field. Pretty nice.
In Marketo there is no such feature, but in “People Performance Reports” you find something that gives you a similar result. (People Performance Report is the most underrated Marketo report type anyway.)
How does it work and what can you expect?
Go to “Analytics” and “People Performance”. First thing I recommend doing always is to “save as”. Report Actions –> Save As –> Save to Group –> Select a Folder (or probably create one upfront, if you like this kind of report. “Field Values” would be a decent name for this folder), and choose “By Country” as the name. Then under “Group By” select “Country” from the database. As you can see you can choose any database field here, so you can create similar reports on “Industry”, “Job Title”, “Language”…
For this particular report we always set “Person Created At” to “All Time”, as we don’t want to filter here. We want to see the whole database drama!
Leave “Smart List” empty and here’s what you get:
And this report instantly has a ToDo for you – which always happens if you start reporting on anything! – because you see two different values for the United States. Yikes, not nice, as these two values obviously try to represent one country. So you might think about normalization.
And as a side note: Here’s my current example database if you scroll down further down in this report:
Pretty ugly, isn’t it? The question is now how deep you want to dive down into this rabbit hole. What’s the cost/effort of eliminating that empty space in ” Nigeria” relative to the gains? But either way: If your segmentation filter says “Country equals Nigeria”, the person with the blank in the Country name won’t be on the list.
That’s it. Make a few clones and try different fields to group by. “Registration Source Type” e.g. is a good one!