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Operational Programs and Multi-Touch Attribution

Question asked by a69d4368e03c7a55bcd4a54a247012f41fd51861 on Jun 5, 2015
Latest reply on Aug 4, 2015 by Lucho Soto

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?

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