Gerard Donnelly
If your goal is just to have a permanent record of the UTM history for the lead, that is accomplished fairly simply using a UTM history field and token concatenation.
E.g., create a field called UTM history and then every time the UTM fields change, you have a campaign that adds the new values into the history field.
Trigger: Data value changes, utm_medium
Flow: Change Data value: UTM History, New value = {{system.datetime}}: {{lead.utm_medium}}, {{lead.utm_source}} [....] | {{lead.utm history}}
(Obviously replace with tokens for your field names).
The last token is the critical one as it brings in the current field value (all existing history) and lets you append the new values to it. There are lots of flavors of this approach in the community that you can find.
All this being said - I don't find this approach particularly useful for aggregate analysis and reporting. It is a neat way to see some of the touch history for a specific lead, but it is very difficult to do meaningful attribution based on that field. If getting an aggregate view of the impact of your marketing channels and assigning attribution is your goal, I would not use this approach.
Ideally, you would have a Marketo program (or SFDC campaign) for each utm_campaign value that you deploy, and when a person acquires that utm_campaign value they would get added to the program. Now you have a flexible and relatively scalable way of modelling the different campaigns that are represented by those utm_values and you can run attribution reports in Marketo or the analytics tool of your choice, as most of these are based on programs/campaigns.
It is also possible to create your history field as structured data (like a JSON array) using a tool like FlowBoost. The JSON can be ingested into an external database and analyzed more flexibly by a BI tool.
A lot depends on your what you are trying to do with the data.
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Justin Norris | Perkuto
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