Attribution is how Marketo gives credit to the programs that help influence sales and opportunities. Test your knowledge with the following exercises:
Acquisition Attribution
How many acquisition opportunities are created and what is the acquisition pipeline amount for Tradeshow A?
Tradeshow A will get the acquisition credit for Michael since it acquired him. It doesn’t matter if Michael achieved success in Tradeshow A.
Since the opportunity amount is $0, the FT pipeline will be $0.
Success Attribution
Michael achieves success in Webinar B. How many MT Opportunities are created and what is the pipeline amount for Webinar B? Remember Michael was not acquired by Webinar B. Michael did not achieve success in any other programs.
Webinar B will get MT credit for Michael since it didn’t acquire him but he did reach success. Michael must be attached to the opportunity after he reaches success for a program to receive pipeline credit.
Acquisition Attribution
Tina is acquired by Webinar A. Her co-worker Tom is acquired by Webinar B. An opportunity is created and both are attached to it. How many FT Opportunities are created and what is the pipeline amount for each webinar?
Each webinar will share the acquisition credit since both contacts are associated to the one opportunity.
Success Attribution
Tina achieves success in Webinar A. Her co-worker Tom achieves success in Webinar B. An opportunity is created and both are attached to it. How many MT Opportunities are created and what is the pipeline amount for each webinar? Tina and Tom did not achieve success in any other programs.
Each webinar will share the success credit since both contacts are associated to the one opportunity.
Success Attribution
John achieves success in Webinar A. He also achieves success in a Seminar B. An opportunity is created. How many MT Opportunities are created and what is the pipeline amount for each event? John did not achieve success in any other programs.
Each event will share success credit since John reached success in both programs before he was associated to the one opportunity.
Success Attribution
Betsy achieves success in Webinar A. Her co-worker Jody also registers for Webinar A but doesn’t reach success. Separate opportunities are created for each person. How many MT Opportunities are created and what is the pipeline amount for the webinar? Betsy and Jody did not achieve success in any other programs.
Webinar A will get MT credit for Betsy but not credit for Jody since she didn’t reach success.
Acquisition Attribution
Aaron is acquired by Webinar A. His co-worker Sam also is acquired for Webinar A. Two opportunities are created for Aaron but none for Sam. How many FT Opportunities are created and what is the pipeline amount for the webinar?
Webinar A will get credit for both of Aaron’s opportunities.
Acquisition & Success Attribution
Zak is acquired by Webinar A but doesn’t reach success. An opportunity is created for Zak. How many FT & MT Opportunities are created and what is the pipeline amount for the webinar?
Webinar A will get acquisition credit for but no success credit since Zak didn’t reach success.
Success Attribution
Zak achieves success in Webinar A. How many MT Opportunities are created and what is the pipeline amount for Webinar A? Zak did not achieve success in any other programs. Zak was not associated to the opportunity. Note: The Marketo attribution setting is Explicit.
Webinar A will not receive opportunity credit since Zak is not associated to the opportunity.
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