Let’s break down Touchpoint Positions! The first step is understanding that Touchpoints are meant to be a record of engagement or interaction that a person had with your company. Read here for more detail.
Touchpoint Position is a custom Adobe Marketo Measure (formerly known as Bizible) field that lives on both custom Marketo Measure Touchpoint objects (both the BT and the BAT). See notes at the bottom for more information on BT/BAT custom object definitions.
I like to think of Touchpoint Position as a way to understand where the interaction fell chronologically in the journey. Out of the box, all customers start with the following four standard Touchpoint positions. Note that these cannot be altered (changed, removed, etc).
- First Touch (FT ) - The very first interaction a person has with your company.
- In the CRM, the value will display as just FT
- In the CRM, the value will display as just FT
- Lead Creation (LC) - The very first time a person self-identifies that Marketo Measure “sees”. Because self-identification is the definition, recognize that BOTH Leads and Contacts can have this Touchpoint Position value.
- Important to note that this does not have to be the same as the actual date the Lead/Contact was first created in your CRM.
- In the CRM, the value will display as just LC
- Opportunity Creation (OC) - The interaction that happened most recently to the Opportunity being created in the CRM.
- In the CRM, the value will display as just OC
- You will ONLY see OC on BAT reports (never on BT reports)
- Closed - The interaction that happened most recently to the Opportunity being Closed in the CRM (Won or Lost)
- You will ONLY see Closed on BAT reports (never on BT reports)
A couple things to note:
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A Touchpoint can have multiple positions. For example, if a person comes to your website for the very first time that Marketo Measure JavaScript “sees” and also fills out a form in that session, that would qualify for both FT and LC so you would see something like the below:-->Building on the point above, you could have an Attribution Touchpoint that ends up with FT, LC, OC (for example), as the Touchpoint position. This is expected if there haven't been any Touchpoints prior to the Opp being created other than the initial FT,LC Touchpoint.
FT LC example
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If you ever see a value of “Form” in the Touchpoint Position field, just ignore it. It’s a confusing holdover from our legacy product and doesn’t necessarily mean that the Touchpoint was a form fill (see, I told you it’s confusing!).
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Instead, leverage the Touchpoint Type column if you’re trying to understand if it was a form fill, CRM campaign, etc.
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Read here for more information on the “PostLC” value that you may see in a BT report (you won’t see this in a BAT report).
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Read here for more information on the “Pending” value that you may see in a BAT report (you won’t see this on a BT report).
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If you have access to the Custom Attribution Model feature, you can add up to 6 additional Custom Stages to the above. MQL is a common example. Read more about setting up the Custom Attribution Model here.
- Note that the Machine Learning Model does not push to the CRM. It is available in the Marketo Measure account only to help you define the Custom Model weighting.
BT vs BAT:
- Documentation on BTs vs BATs
- Please note that BT previously stood for "Bizible Touchpoint" but is now "Buyer Touchpoint". Similarly, BAT previously stood for "Bizible Attribution Touchpoint" but is now "Buyer Attribution Touchpoint".
- These naming changes are already reflected in the Marketo Measure account and are rolling out to the CRM in waves.
- These changes are due to the name change to Adobe Marketo Measure. See more here.
How can I leverage the Touchpoint Position field?
- It's quite handy for reporting!
- If you are grouping a Touchpoint report by a value such as Lead ID, Contact ID, or Opportunity ID, pulling in Touchpoint Position as a column in your CRM report will allow you to easily decipher the "story" or timeline of that record.
- Alternatively, you could filter a given Touchpoint report in the CRM with logic such as Touchpoint Position contains [desired value, FT for example] to understand Channels/Subchannels/Campaigns/etc that are influencing that Touchpoint Position.
- Several other uses but these should get you started!
Last Updated 4/5/20224
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