Configuring Multi-Touch Attribution Model in Marketo for a Leading Software Organization

The customer, a leading software company, used Marketo for their marketing operations but were struggling to determine the specific lead journey as they had a single-touch marketing attribution model. They wanted a multi-touch marketing attribution model to be set up in Marketo so as to gain insight into the lead journey, i.e, the traffic source, forms filled, and landing page visits.

Download this case study to learn how the customer was able to:

• Successfully set up a multi-touch marketing attribution model
• Effectively create custom fields in Marketo
• Efficiently assign credit to specific marketing touchpoints
• Easily gain pragmatic insight into future marketing investment