Attribution is how Marketo gives credit to the programs that help influence sales and opportunities. If you use the Marketo modeler, attribution can also give credit for moving someone forward in your business model.
Attribution helps you measure program success. Some programs are intended to generate new names, while others are intended to drive sales. By having a system of attribution, you can make educated decisions on what programs to invest in.
First-Touch (FT) attribution answers a simple business question, "Which programs are good at acquiring profitable new names?"
Multi-Touch answers a complicated business question, "Which programs are most influential in moving people forward in the sales cycle over time?"
There are three rules of attribution:
In the following examples, you can apply these rules and understand everything you need about measuring program success.