Marketo Measure attribution stories hinge on two processes:
In order for you to get the most out of Marketo Measure, you should work with your Marketo Measure rep to customize both processes to suit your organization’s needs.
Touchpoint Generation Methods
The touchpoint generation process answers the question, “How is Marketo Measure going to know that this occurred?” Depending on your feature set and the types of interactions your prospective customers can have, there are up to three ways Marketo Measure can pick up on an interaction and create a touchpoint to represent it.
|Type of Interaction||Example||Touchpoint Generation Method|
|Offline; Online not on your site(s)||Tradeshows; Content syndication partner delivers a list of Lead who engaged with your content||CRM Campaign membership synced to Marketo Measure, either by setting the Campaign Sync Type directly in the campaign or by setting rules on the Campaigns page in Marketo Measure|
|Sales activity||Outbound call by SDR||CRM Activity (Task or Event) record synced to Marketo Measure, through logic on the Activities page in Marketo Measure|
Touchpoint Mapping Methods
The touchpoint mapping process answers the question, “Once this touchpoint’s been created, how is Marketo Measure going to know what channel and subchannel it belongs to?” Each method of touchpoint generation has its own method of touchpoint mapping.
|Type of Interaction||Generation Method||Mapping Method|
|Offline; Online, not on your site(s)||CRM Campaign membership sync||Through the Offline Channels page in Marketo Measure, by referencing Campaign Type|
|Sales activity||CRM Activity sync||Through the Online Channels page in Marketo Measure, by referencing the Campaign Name assigned on the Activities page|