Operational Programs with 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?

[Anonymous]

As far as I know, Marketo includes operational email in multi-touch attribution but marking nurture email as operational is just wrong. It's bad user experience. I would love to know about your compelling use case.

[Anonymous]

Hi Thomas Rosen​,

Great question! To generate more feedback, please MOVE your discussion to Products & Support! You can easily move it by selecting the MOVE option on the right hand panel.

Thanks!