First and Multi Touch Attribution

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Anonymous
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First and Multi Touch Attribution

Hello,

I am working on Program Opportunity Analysis report in RCE and noticed First and Multi Touch Attributions. Based on the articles provided in community I understand that the FT attribution is for acquisition of a lead and MT is attributed after the lead is acquired till an opportunity is created.

I would like to know what is FT opportunit won, revenue won etc.. when FT is an attribution only for acquisition"?

Thanks,
Swetha
1 REPLY 1
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Level 6 - Champion Alumni

Re: First and Multi Touch Attribution

Hi Swetha,
 
Have a look at this article and see if that clarifies:
https://community.marketo.com/MarketoArticle?id=kA050000000L59HCAS#
 
I pasted here a couple of paragraphs: 
 
Acquisition-related measures are labeled FT, for first-touch attribution. Acquisition-related measures give credit to the program through which a lead’s contact information – especially the all-important email address – are first obtained
 
Success-related measures are labeled MT, for . Success-related measures give credit to all the programs which contribute to a lead’s progress toward a purchase. Using multi-touch attribution reflects the cumulative nature of sales success. A lead does have to achieve success in a program for success credit to be awarded.

This other article is a lot longer but it goes into specifics on how it works. 

https://community.marketo.com/MarketoTutorial?id=kA250000000KyvhCAC#