Capture interactions with paid and unpaid advertising in programs

[Morgan_Corbett]

Can users have multiple "influenced" statuses in Marketo programs?

I set up our paid and unpaid advertising programs to capture leads with specific UTM parameters. However, the programs are super general - i.e. Unpaid Twitter program says - anyone that fills out a form with the UTM parameters "source=twitter" and "medium=social" then mark as "influenced" in the program status.

However, I want them this program to receive credit every time someone meets this criteria. Any suggestions?

I have a similar issue with other touch points that I just want to capture - such as: visited our resource center on our website.

Thanks!

[Josh_Hill13]

A Program can have multiple Success Statuses (if that's what you mean by Influenced). Although it's best to choose one or two max per Program Channel.

If a lead fills out the same form or Program twice, this would NOT be reflected if their Status = Success already. Even if you change to a new Status that is a Success.

Not sure why you'd really want to mark them twice or more. I get it, but within Marketo's world, it's the FT/LT and MT that matter....even if the lead keeps downloading the same whitepaper. If that happens, I can only assume they forgot they had it and it's  not really that big a deal for attribution.

If you'd prefer to tag them for every Touch, you need to leverage SFDC Campaign Member Object more often or create a new Object.

[Morgan_Corbett]

Josh Hill​

Thanks for the quick response. Here's an example:

This month, we promote a webinar through an organic Twitter post. Ashley clicks and fills out the form for the webinar.

Next month, we promote a whitepaper through another organic Twitter post. Ashley clicks the new twitter post and fills out the form for the whitepaper.

I want our "unpaid twitter" channel to receive credit TWICE. These are two unpaid touchpoints that our team wants to capture. 

I'm thinking I have to setup two Twitter programs in Marketo - one for each campaign (webinar and whitepaper)

Could you explain how you would use the SFDC campaign member object?

Thanks!

[Josh_Hill13 · Accepted solution]

That's a lot clearer. You need to create one program per asset.

see

Marketing Attribution Systems - Marketing Rockstar Guides

[Justin_Norris1]

Hey Morgan Corbett​,

Josh Hill​ has done some excellent work on attribution and you will do well to start with reading his stuff.

A first principle to consider is that you generally need to create a unit of attribution (Marketo program, SFDC campaign, etc.) at the level of granularity you want to report at - that may be one program per channel, or for each asset promoted within a channel, or at the keyword level, etc. All depending on your reporting requirements.

However, a limitation of this data model is you cannot be a member of a program more than once. So if someone engages with the same program twice, the second time is lost. If your programs are granular enough this often is not an issue but it can cause problems, especially if you are tracking organic search and other channels that are hard to parse out into more granular units.

It is interesting to contrast a program/campaign-based data model with the data model used by Bizible, where the main unit of attribution is a "touchpoint". This data model essentially allows tracking of unlimited interactions even through the identical channel/asset.

There are pros and cons to both approaches.

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Justin Norris | Perkuto​​