My team and I are confused about first touch revenue attribution.
When FT revenue is attributed to a program, does that just mean that the program was the first time we achieved a "success" with that prospect? Or, does it have something to do with acquiring the name through that program?
For example, say that we have been emailing a prospect for the last year (so its not a new name) and we've never registered a success, but then that prospect finally downloads a white paper via a content marketing program. If that white paper eventually leads to a sale, does the whitepaper campaign get FT credit for the revenue (or at least a portion of the revenue)?
Oddly enough, I was just reading some Marketo documentation about this today: Understanding Attribution - Marketo Docs - Product Docs
Found it insanely helpful. Based on your example, if that lead eventually becomes an opportunity, that pipeline (and hopefully closed/won deal!) - based on FT attribution - wouldn't be attributed to the content campaign. It would be attributed to whatever the acquisition program was (ie: how you acquired his/her email address in the first place).
As Marketo explains it:
First-Touch (FT) attribution answers a simple business question, "Which programs are good at acquiring profitable new names?"
Another great way to understand the differences is to remember that FT is Acquisition Attribution and success in the program is not required. MT is Success attribution.