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

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QuestionQ22

Section 3: Reporting and Attribution

An Adobe Marketo Engage Architect at Cookieless Monsters Inc. is building a report in Revenue Explorer to track Marketing Influence on Closed-Won Opportunities using both the First-Touch (FT) and Multi-Touch (MT) attribution models available in Marketo Engage.

Which two factors should the Architect keep in mind when configuring the FT and MT attribution reports in Revenue Explorer?

Choose two
  • A FT attribution answers, “Which programs are most influential in moving people forward in the sales cycle over time?” and MT answers, “Which programs are good at acquiring profitable new names?”
  • B Credit is split evenly, and credit cannot be given for something that happened in the past.
  • C Credit can be manually assigned, and credit can be given for something that happened in the past.
  • D FT attribution answers, “Which programs are good at acquiring profitable new names?” and MT answers, “Which programs are most influential in moving people forward in the sales cycle over time?”
  • E Credit is not split evenly, and credit cannot be given for something that happened in the past.
Explanation

Per Adobe's Marketo Engage documentation on attribution, First-Touch attribution is designed to answer "Which programs are good at acquiring profitable new names?" because it assigns 100% of the credit to the first program a person engaged with, while Multi-Touch attribution answers "Which programs are most influential in moving people forward in the sales cycle over time?" because it distributes credit across every program a contact was a member of while the opportunity was open. Additionally, Marketo's attribution engine operates under a documented set of rules, two of which are that credit is split evenly among the qualifying programs and that credit cannot be given retroactively for something that happened in the past (attribution is calculated only going forward from when a person becomes a member of a program). These two facts — the business questions each model answers, and the underlying rules governing how credit is calculated and allocated — are the key considerations an Architect must account for when building FT and MT reports in Revenue Explorer.

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