The Marketo Measure Activities Attribution feature allows customers to create touchpoints from Activity records in your CRM. This method of creating touchpoints is flexible in that it allows you to create rules based on Task or Event fields to inform Marketo Measure which Activity records it should produce touchpoints from, and subsequently receive attribution credit.
The most common use case for this feature is to craft rules which incorporate Sales interactions into your Buyer touchpoint data. Activities Attribution makes it possible for you to align your Sales and Marketing data into one journey.
For many Salesforce instances, the Activity object can house a variety of record types, so it is important that your Activity rules are specific and tailored to the records you’re trying to translate into touchpoints. The following best practices will help to ensure that you are creating meaningful and valuable touchpoints via your Activities attribution.
Whether you’re defining Activity rules for the first time or just reviewing Activity rules that have been previously setup, keep the following best practices in mind.
It is NOT recommended to track Sales Activities that happen after the Opportunity is created as tracking a Sales Executives process will not offer much insight. The goal is track Sales influence alongside Marketing influence, primarily in the development of a new Opportunity/pipeline generation
Reviewing your Activity Attribution rules at least twice a year will ensure that your Activity touchpoints are accurate and up to date. You want to make sure these rules are not creating unwanted touchpoints that are diluting your Buyer Attribution data. A review of how your rules are defined will help you and your team feel confident in your Activities Attribution and its role in your Marketo Measure data.
Other reasons to that might trigger a review your Activity rules include…