Touchpoint Generation and Mapping

Marketo Measure’s attribution stories hinge on two processes:

  • Touchpoint generation, which creates touchpoints that represent a person’s interactions with your marketing and sales efforts
  • Touchpoint mapping, which credits touchpoints to the appropriate channel and subchannel

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
Online, on your site(s) Form fill Marketo Measure JavaScript
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
Online, on your site(s) Marketo Measure JavaScript Through the Online Channels page in Marketo Measure, by referencing UTM values, landing page, and referring page information
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

On this page