My current organization just moved to Marketo a year ago, but have been on Salesforce since inception (4 years). We were planning to use RCE as our current attribution platform so I wanted to retroactively add the data required to explore first-touch attribution.
From what I gather from the docs, that means I need each lead to have an Acquisition Program and a Program Status within that Acquisition Program.
The issue I'm running into: every person record has multiple campaigns associated. And while I have the data in SFDC that shows which campaigns the record was part of (and I see that Marketo has a "SFDC Campaigns" field on the records) I don't know how I can manipulate that particular data via SmartCampaigns to assign those leads correctly.
A few things I've thought I might be able to use:
- Lead Source fields - currently ours are a little scattered - and not entirely accurate - so they don't map correctly to every SFDC campaign.
- Registration Source Info - works for some leads
I feel this is too piecemeal - and was hoping there would be a more definitive way to grab each record's first campaign association so I can run their program-specific SmartCampaigns to add Acquisition Program correctly. Any thoughts? I feel like I'm missing something obvious!