Marketo Attribution Models: Choosing the Right Model for Your Campaigns

She explains that Marketo Measure (formerly Bizible) is a valuable tool for tracking the effectiveness of campaigns and understanding which touchpoints contribute most to revenue generation.

“We usually pull multiple models… We use revenue full-path attribution, but we also look at campaign performance from a multi-touch perspective.”

This article will explore the different attribution models available in Marketo and how businesses can choose the right model based on their specific goals.

Understanding Attribution Models in Marketo

Robyn’s team uses a combination of attribution models to get a well-rounded view of how their campaigns are performing. 

First-touch attribution helps them understand where leads first engage, while last-touch attribution focuses on the final interaction before conversion. 

Additionally, multi-touch attribution gives a more holistic view of how each touchpoint in the customer journey contributes to revenue. However, attribution data accuracy challenges often arise due to the complexity of tracking data from different platforms and touchpoints.

“You can’t rely on just one model because it won’t give you the full picture—especially with long sales cycles or complex customer journeys.”

By utilizing Marketo Measure, Robyn’s team can track the entire customer journey and assign value to each touchpoint. This process can be further enhanced with Marketo consulting, helping teams make data-driven decisions about future marketing investments.

This helps them understand which channels and campaigns are driving the most revenue, allowing them to make data-driven decisions about future marketing investments. 

Conclusion

Using multiple attribution models in Marketo allows businesses to get a comprehensive view of campaign performance.

Robyn’s approach to first-touch, last-touch, and multi-touch attribution provides insights into how different touchpoints contribute to revenue, helping marketers optimize their strategies.