Using Marketo Programs instead of emails in Engagement Programs: Channel Attribution

[Dan_Stevens_]

When leveraging Engagement Programs to nurture our leads, we want to ensure that:

1. no one receives an email that they may have already received – whether that’s part of the nurture program or a program outside of the nurture, and
2. no one receives an email that promotes content that they’ve already downloaded/viewed (e.g., via a page on our website).  

We understand that the latter would require us to build dedicated email programs (not the new “email program”, but traditional programs) to include the appropriate smart campaigns to track this. We also must accurately report on the other channels that are contributing to program success.  So if we setup a single program to accommodate all of this (as well as engagement from other channels), just the email channel would get credit for the success, when in fact, other channels can be driving leads to this program (website promotion, search, social, display advertising, etc.

I'd be interested to learn how others are setting up their programs that are used within the Engagement Program.  Are you setting up a single program?  Which channel is this program based on - and what are the program statuses within that channel?

[Anonymous]

Dan:

We set up a new channel for Content programs. All references to that piece of content use that content program. I understand what you are saying about attribution, so anxious to hear how others are handling that. Below is what we set up for progressions. Converted and Engaged being set up as Success:

• Content – use when marketing any piece of content
  • Invited to Download – email sent with link to LP
  • Visited or Responded – audience visited LP (organic from web or via email link)
  • Converted – audience submitted form
  • Engaged – audience clicked link in asset delivery email
  • Unsubscribed – audience unsubscribed to email

Mike

[Dan_Stevens_]

Thanks Mike.  This is very similar to our existing "Email with Landing Page" channel with the following program statuses:

• Delivered/Touched
• Clicked/Visited Landing Page
• Converted/Filled Out Form
• Engaged/Downloaded Content

Almost all of our campaigns are focused on either CONTENT or an EVENT.  That's why we don't consider content a channel.  For example, if we run a PPC campaign to promote specific content, we have a dedicated PPC channel defined.  I wish there was a clear solution on how to properly attribute the success of other channels though - especially so that we can use some of the advanced analyzers eventually like the "Program Effectiveness Analyzer".

[Anonymous]

I hear you Dan. Attribution is a real challenge with content.