Marketo definition for "Acquisition Program" | Community
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Anonymous
October 16, 2015
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Marketo definition for "Acquisition Program"

  • October 16, 2015
  • 2 replies
  • 6708 views

Hi - Can anyone give me the Marketo definition for "Acquisition Program?" thx!

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Best answer by Josh_Hill13

It is the program that acquired the lead - the net new lead where the lead became a member of the program AND was first "known". A lead can become Acquired at ANY status in the Program.

For Multitouch, the lead must reach a SUCCESS in the program.

More detail is in the University and at docs.marketo.com.

2 replies

A
Anonymous
October 20, 2015

Just to clarify, there are two ways to calcualte acquisition program.

the first is called first touch acquisition, meaning the prgram that acquired the name\email address for us is the acquisition program.

Then there is multi-touch acquisition.  In this case acquisition is divided up between all of the programs that successfully engaged the lead, based on your own success criteria. 

A
Anonymous
January 26, 2016

Hi Jamie - how does Acquisition Program function when you use Multi-Touch? Do you allow Marketo to overwrite the value in the Acquisition Program field every time they become a "success" in a program? How/where is the credit divided?

Nicholas_Manojl
Nicholas_Manojl
New Participant
January 27, 2016

The field doesn't get overwritten. Multi-touch is another way of saying the credit is divided against any programs the lead touched and the success criteria was met. Ie., if you say that your success criteria is opening an email in a program, then a lead with an opportunity or revenue is going to get credit in a multi-touch model only if they open the email. Just being sent the email is not enough.

This is how I like to explain why multitouch is a better way of thinking about things:

Think of two ways of doing things.. the traditional way many businesses operate is they add up all the marketing they did and then divide the income.. it's a horrible way of doing things:

What if I double my Print? Does that have an impact on my bottom line? What if I double my event budget? Anything? Can I ditch Display advertising?

In a multitouch model you can give credit based on what you consider success of a program:

Is it a net new name? or is it opening an email? is it a web-search in the minutes after your TV ad was on? In an aggregate sense, you'll be able to see that most of the income is credited against particular activities, whilst others are less effective.

Understanding Attribution - Marketo Docs - Product Docs

Josh_Hill13
Josh_Hill13Accepted solution
New Participant
October 17, 2015

It is the program that acquired the lead - the net new lead where the lead became a member of the program AND was first "known". A lead can become Acquired at ANY status in the Program.

For Multitouch, the lead must reach a SUCCESS in the program.

More detail is in the University and at docs.marketo.com.

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