Let's talk Channel Mapping on the "Offline Channels" page of the Adobe Marketo Measure (formerly known as Bizible) account!
First, what is this page for?! This page handles the Marketo Measure Channel and/or Subchannel mapping for "Offline Channels". For Marketo Measure's purposes, "Offline Channels" means CRM Campaign Touchpoints or Marketo Program/Activity Touchpoints. More info on Touchpoint types here.
So, what I like to do is take any digital-like Campaign Types -- or just any Campaign Types where it doesn't make sense to sync the corresponding CRM Campaigns for Touchpoints -- and map them to a channel called "DO NOT SYNC". This is helpful because it's a visual cue that the Campaign Type is more or less irrelevant in the context of Offline Channels. I used to recommend "NULL" as the channel value but over time I've found that "DO NOT SYNC" is just much more clear/explanatory.
Using this trick will also act as a diagnostic flag in your reporting because if you ever see "DO NOT SYNC" pop up as a channel value in a report, you'll instantly know that you need to take corrective action. Either someone accidentally synced a CRM Campaign (or Marketo Program/Activity) that they shouldn't have, or the Campaign Type was wrong on the Campaign (or Marketo Channel was wrong on the Program). Having this channel value (DO NOT SYNC) is easier to spot than a value such as "Other", because there will more than likely be genuine data in the "Other" channel so it would be harder to pick apart.
Here is a visual of what this would look like in the Offline Channels section of the Marketo Measure account:
I hope this helps!
Read here for more about Offline Channel Mapping in general
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