2 Replies Latest reply on Aug 4, 2015 8:41 AM by Lucho Soto

    Operational Programs and Multi-Touch Attribution

      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)

      Screen Shot 2015-06-03 at 4.27.17 PM.png

       

      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?