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Acquisition Program attribution

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Acquisition Program attribution

If I set up a "Visits Web Page" trigger in a smart campaign, and I put "Change Acquisition Program IF Acquisition Program is Empty" in the Flow step, would anonymous leads that visit the page and later fill out a form be assigned the acquisition program? Or should I have the change acquisition program step in the "Filled Out Form" campaign?

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Re: Acquisition Program attribution

Hi Devraj,

Anonymous leads will not trigger smart campaigns anymore

This is not 100% correct. In fact, Marketo will replay some of the triggered campaign when the lead become known (a mechanism known as lead promotion). Not all triggered campaign will be replayed though. Read more here: Anonymous Lead Promotion to Known Lead – Munchkin V2 Behavior

The replay will occur chronologically with the correct date / time. 

Only specific flow steps will be processed, though. Namely:

  • Change Score
  • Interesting Moment
  • Change Data Value
  • Add to List
  • Remove from List

So the "change data value" on acquisition program should work.

-Greg

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Re: Acquisition Program attribution

Nick,

Anonymous leads will not trigger smart campaigns anymore, so they will not execute the flow step at all. If you would like only known leads to qualify for the smart list, you can include the filter of "Lead was created".

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Re: Acquisition Program attribution

Hi Devraj,

Anonymous leads will not trigger smart campaigns anymore

This is not 100% correct. In fact, Marketo will replay some of the triggered campaign when the lead become known (a mechanism known as lead promotion). Not all triggered campaign will be replayed though. Read more here: Anonymous Lead Promotion to Known Lead – Munchkin V2 Behavior

The replay will occur chronologically with the correct date / time. 

Only specific flow steps will be processed, though. Namely:

  • Change Score
  • Interesting Moment
  • Change Data Value
  • Add to List
  • Remove from List

So the "change data value" on acquisition program should work.

-Greg

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Re: Acquisition Program attribution

Good points Greg, appreciate the clarification. Yes, I knew the leads would essentially replay the smart campaigns once they become known, I was just under the impression that while the lead was anonymous that they would not qualify at all.

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Anonymous
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Re: Acquisition Program attribution

Hi Greg,

I have 2 smart campaigns that make up the tracking program: 01-Visited, and 02-Filled Out Form. Does is matter which one I put the Change Data Value - Acquisition Program in?

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Re: Acquisition Program attribution

Hi Nick,

AFAIK, "Visited" will most of the time (excepted for Cookie Opt-Out visitors) fire first in the replay anyway.

Also note that if the lead becomes known on the for fill out and the LP hosting the form belongs to a program or if the form is in a program, then this program will become the acquisition program by default.

So I would probably put it in both, but with a choice in the change data value flow step "if acquisition program is not empty then do nothing"

-Greg

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Anonymous
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Re: Acquisition Program attribution

Thanks Greg, I appreciate the feedback!