AD0-E556: Adobe Certified Master - Adobe Marketo Engage Architect

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QuestionQ17

Section 2A: Marketo Data Architecture Design

A key revenue source for Unicorn is "skips" — customers who initially engage with Unicorn but then "skip" to receive services directly from a consortium bank. Unicorn wants to attribute this revenue to their campaigns, and Unicorn IT has already done the due diligence needed to gain access to this data.

For Marketo's revenue attribution model and overall data architecture, where should this data be made available to Marketo?

Explanation

Marketo's revenue attribution model calculates ROI and multi-touch attribution based on Opportunity revenue data synced from Salesforce through the native CRM integration. Because "skip" transactions represent actual revenue events that need to be attributed to originating campaigns, this data must be represented as Salesforce Opportunities (with associated Opportunity-Contact Roles) so that it syncs natively into Marketo and becomes part of the revenue attribution/ROI reporting engine, rather than sitting in a custom object or on the Person record where it would not be picked up by Marketo's attribution calculations.

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