Operational Programs and Multi-Touch Attribution

[Anonymous]

If a program is tagged as an Operational Program, will Marketo still include in the multi-touch attribution model if the lead reaches a success step. Similarly, if you add the Analytics Behavior tag and make it Operational, will the system include the program in multi-touch attribution.

Example 1

- Email Nurture campaign tagged as operational

- Prospect Webinar tagged as Event/Webinar

A lead reaches the success step in both of the programs. A opportunity related to the lead then closes at $1,000. Will each program get $500 or will the Webinar receive all $1000 because the Email Nurture program is operational?

Example 2

- Advertising campaign tagged as PPC

- Company Event tagged as Event/Roadshow (marked as operational in program setup, see screenshot)

A lead reaches the success step in both of the programs. A opportunity related to the lead then closes at $1,000. Will each program get $500 or will the Advertising campaign receive all $1000 because the Company Event has been tagged as operational?

[Josh_Hill13 · Accepted solution]

All Operational Programs are excluded from Reporting, including non Operational Channels that you select as Operational, as shown in your screenshot.

If a lead reaches Success in an Operational program, it is not counted for Attribution.

What exactly are you trying to do? You should use Operational Channel for anything not related to real marketing activity. There should not be a need to set the report type to Operational on an Email Send or other type of Program Channel.

[Lucho_Soto]

Follow up question to this: will it show up in MT attribution if the operational program acquired the lead? More specifically, we're referring to an operational program that captures leads created in our CRM that were synced to Marketo. We want to keep track of acquisition but don't want it to take away MT pipeline from other programs.