Touchpoint Generation and Mapping
- Topics:
- Touchpoints
Marketo Measure 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
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.
IMPORTANT| Type of Interaction | Example | Touchpoint Generation Method |
|---|---|---|
| Online, on your sites | Form fill | Marketo Measure JavaScript |
| Offline; Online not on your sites | Tradeshows; Content syndication partner delivers a list of Leads 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 sites | 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 sites | 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 |
- Mapping Online Touchpoints to Marketo Measure Channels/Subchannels
- Syncing CRM Campaigns from within SFDC
- Syncing CRM Campaigns from within Marketo Measure
- Mapping CRM Campaigns to Marketo Measure Channels/Subchannels
- Creating Touchpoints from Sales Activities
- Activities FAQ and Mapping Activities Touchpoints to Channels/Subchannels