One advertising partner, multiple channels

[Anonymous]

I've heard various debates on the topic of tracking advertising lead sources. I think we're moving towards a SINGLE (annual?) program for each of our advertising parners, with a trigger within based on querystring collected. We would also create some logic to set/reset the acquisition program to the correct advertising partner, since the entry point (the forms) live within our content programs. 

MY question: What if your advertising partner has MULTIPLE channels you may utilize. For example a sponsored email, a banner ad on their website, a banner inside an email newsletter. I know we can set the program itself to the ONLINE ADVERTISING channel for broad analytics, and then tag each lead with the specific channel using hidden fields and our UTM codes. I haven't tried this yet, so was curious if this makes most sense OR if we should create an individual program for each of these channels? 

I realize that in the case of a single program we wouldn't be able to use Marketo to quickly establish ROI for each of these specific channels since the cost is attributed to the entire program and the "online advertising" channel. 

Very interested to hear the community's thoughts on this advanced technique.

[Josh_Hill13]

Naor,

I'd advise you to look at this article
http://perkuto.com/blog/marketing-automation/marketing-attribution-model-for-marketing-automation
download this paper on the front page
http://revenginemarketing.com/

Essentially what you want to do is create paired LT/FT source and offer fields:

• FT Original Lead Source
• LT Lead Source
• FT Source Platform
• LT Source Platform
• FT Offer Type
• LT Offer Type
• FT Offer Name
• LT Offer Name

etc...

Then use flows to add a person to a specific Program or SFDC Campaign. I prefer creating Campaign Member Objects, which you can then report ROI on. If you use Marketo's Programs, you'll get detail in RCE, however, that's a lot of Programs. Full Circle CRM can help report on this type of system. I've asked Marketo to consider adding this functionality as well.
 

[Anonymous]

I'm with you 100%. I've implemeted the LSM8 "system" from revenginemarketing - and that blog you shared is exactly how I was thinking (and getting tripped up) on the OFFER vs. CHANNEL discussion. I prefer to not have to create a unique program fro every single ad campaign we run. I think we will start with just a single "Online Advertising" channel program for each of our advertising partners and use the fields as you've mentioned above to dig deeper. The $$$ amounts won't align to each specific ad or tactic, but at least we will have 98% of the metrics we need. 

Thanks for your input!