Hi Stephen:
The Opportunity Analyzer requres a few things to provide accurate information:
1. By default, it shows activities of Contacts that have a Contact Role on the Opportunity. If your sales team does not use Contact Roles, you will have to manually select the relevant Contacts that are associated with the Account.
2. The analyzer will show the history of Interesting Moments and Program Successes of the selected Contacts only.
3. To record Interesting Moments, you have to go into the Marketing Activities section of your Marketo instance, and find the Interesting Moments folder. You should see a set of Campaigns there, which you can activate. Alternatively, you can import a new Interesting Moments Program from the Marketo Program LIbrary. Go through all the campaigns, tweak and activate them as needed. Feel free to create more, but don't get too carried away - you don't want to overwhelm your sales team and yourself with too much information.
These Interesting Moments are very important for the Sales Insight plug-in in Salesforce. They help sales understand the recent intersts and behaviors of the leads and contacts they are following-up on. If they use Contact Roles on the Opportunity, and you have Sales Insight installed on the Opportunity Layout, sales can also see as summary of recent behaviors of everyone with a Contact Role.
4. Every Program is using a Channel. The Channels are set-up in the Marketo Admin, under "Tags". Every Channel has Statuses that you can use to track the depth of interactions a person has with the Program.
At least one of these statuses is flagged as a "Success" status. "Success" means that the person has interacted in a way that influenced his purchase decision. This means: they have received some information that moved them closer to trusting your company to do business with. This is not always a specific type of action (e.g. Form Fill-out), but the last action the person took to get the information. Examples: Clicked over to a blog article, downloaded a pdf, or attended an event. Filling out an event registration is NOT a success - attendance is. Filling out a content download form is NOT a success - downloading the document is.
In order to set these statuses, you need to use campaigns with flow steps that change the program status.
5. Make sure all your marketing programs (not the operational ones - only the ones that interact with your audience) have Period Cost assigned. At the Program Level, go to the "Setup" tab and add at least one Period Cost tag. I recommend adding at least $1 - even if you have no external cost for the Program. By default, Marketo Analytics will not include the Program in reporting, if it doesn't have period cost. If you can'd add period cost, you can change the Analytics behavior in the Program, or you can change it in the Channel for all Programs using the Channel. It takes 24 hours for your analytics data to update, though.
I hope you find this helpful.