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.
IMPORTANTTouchpoint 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.
- 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