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The Key to Understanding the Calculations behind First Touch and Multi Touch Attribution

Level 10 - Champion Alumni
Level 10 - Champion Alumni

Whether you came to my talk on the Analytics that Matter at Summit 2018 or not,  the real key to understanding how First Touch and Multi Touch Attribution is calculated in Marketo lies in this document.  Or rather your post Summit 2018 homework. Yes . . . I was that kinda TA. What happens when you reach success after the opp is created?  What happens if a person is acquired after the opp is created by placed on the opp before it closes?  All those questions you have will be answered by doing these word problems. 

This is used in Program Analyzer, Performance Insights, and Advanced Report Builder (aka Revenue Explorer/RCE)

You don't need a Marketo login.

Just take this document.  The Key to Finally Understanding how FT and MT Attribution are Calculated

  1. Print it out.
  2. Book a room for yourself and anyone who wants to do math word problems together for 45 minutes.  (Think college study group) Heck, make it a party and order pizza, or take one of your marketing team meetings and do it together. 
  3. Grab a pencil.
  4. Do the exercises.

This will be the most important 45 minutes you will ever spend if you really want to understand how attribution is calculated in Marketo.  You don't even have to read the first 2-3 pages.  The important thing you need to know lies in these rules below and the 20 exercises in the workbook attached.

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Note:  FT Rule #5 and MT Rule #4 are only applicable if you choose the Explicit setting. 

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Let me know how it goes.  Would love to hear what you guys think and if it was helpful.