Program Opportunity Analysis Report's First Touch and/or Multi Touch Attribution is Not Accurate

Version 4

    Issue Description

    The Program Opportunity Analysis report in Revenue Explorer is not showing the expected First Touch (FT) or Multi-Touch (MT) attributions for a program when a member of the program has a role on an opportunity and a success status within the program.

     

    Issue Resolution

    Marketo using the following method to determine Program Attribution of Opportunity dollars and units

     

    • There are 2 types of attribution for FT and MT Attribution metrics:
      • Attribution towards opportunity creation and they are:  Expected Revenue, Opportunity Units, Pipeline Generated, Pipeline Open
      • Attribution towards opportunity closed-won and they are:   Opportunity Units Won, Revenue, Revenue To Investment

     

    • For a program to qualify for FT Attribution towards opportunity creation, the following must be met:
      • Lead is acquired by the program and the acquisition date is on or before opportunity creation date.
      • The acquired lead is associated to the opportunity (when it is associated does not matter)
    • For a program to qualify for FT Attribution towards opportunity closed-won, the following must be met:
      • Lead is acquired by the program and the acquisition date is on or before opportunity close date
      • The acquired lead is associated to the opportunity.
      • Opportunity is closed won.

     

    • For a program to qualify for MT Attribution towards opportunity creation, the following must be met:
      • Lead reached success in the program and the success date is on or before opportunity creation date.
      • The lead is associated to the opportunity.
    • For a program to qualify for MT Attribution towards opportunity closed-won, the following must be met:
      • Lead reached success in the program and the success date is on or before opportunity close date.
      • The lead is associated to the opportunity.
      • Opportunity is closed won.

     

    Review the activity log of the record in Marketo to verify when the opportunity was created. Compare this to when the record became acquired by a program and/or reached a success status within the program. If the opportunity was created prior to either of these activities taking place, then the attribution for created and the associated revenue will not be applied. Additionally if the opportunity is closed prior to the record reaching a success state within the program, the closed-won attribution will not be applied.

     

    Who This Solution Applies To
    Instances with Revenue Explorer/RCE