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Attribution Exercises (Understanding Attribution)

Brian_Law_MKTO
Marketo Employee
Marketo Employee

Attribution is how Marketo gives credit to the programs that help influence sales and opportunities. Test your knowledge with the following exercises:

Acquisition Attribution (FT) for Pipeline Credit

Acquisition attribution (FT) gives credit to the program that acquires the contact. Which program receives acquisition attribution pipeline credit when two or more programs touch the same contact, resulting in an opportunity being created?

In all the diagrams below the order is of when the touches occurred.

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The program that acquired the contact receives 100% of the acquisition pipeline credit since the acquisition took place prior to opportunity creation. It doesn’t matter if the record reaches success in Program A.

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Acquisition Attribution (FT) for Revenue Won Credit

Acquisition attribution (FT) gives credit to the program that acquires the contact. Which program receives acquisition attribution revenue won credit when two or more programs touch the same contact, resulting in an opportunity being closed?

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The program that acquired the contact gets 100% of the acquisition attribution revenue won credit since the acquisition took place prior to opportunity close.

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Acquisition Attribution (FT), Contact Acquired after Opportunity Created

What acquisition (FT) pipeline credit will Program A receive when it touches the contact after an opportunity is created?

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The program that acquired the contact gets 0% of the pipeline credit because the opportunity was already created.

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Success Attribution (MT) for Pipeline Credit

Success attribution (MT) gives credit across all programs evenly in which a contact reached success. Which program receives success attribution (MT) pipeline credit when two or more programs touch the same contact, resulting in an opportunity being created?

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All programs in which the contact achieves success prior to opportunity creation will get an equal portion of the pipeline credit.

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Acquisition and Success Attribution Pipeline Credit

Which program(s) receives acquisition and success attribution credit when two or more programs touch the same contact, resulting in an opportunity being created?

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The program that acquired the contact receives 100% of the pipeline credit since the acquisition took place prior to opportunity creation. The programs that the contact  reached success in before the opportunity was created will share success pipeline credit.

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Multi-Touch Attribution for Revenue Won Credit

Multi-touch attribution gives credit across all programs evenly in which a contact reached success. Which program receives MT attribution revenue won credit when two or more programs touch the same contact, resulting in an opportunity being closed?

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All programs in which the contact achieves success prior to opportunity close get an equal portion of the revenue credit.

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Continue to Part 2 of exercises.

RCE Attribution Reporting Overview and Best Practices. Read article.

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4 Comments
John_M
Marketo Employee

This is really cool. I like how you broke this down. Well done.

Jessica_Ruffalo
Level 4

This has made my life so much easier.  Thank you Brian Law

Jason_Hamilton1
Level 8 - Champion Alumni

Great post Brian!

Anonymous
Not applicable

Excellent Post!