Marketo Measure: Touchpoint Removal vs. Suppression

Marketo Measure allows users to remove or suppress Buyer Touchpoint (BT) and/or Buyer Attribution Touchpoint (BAT) data from CRM. Overall, both could be helpful in freeing up storage in CRM and to tidy-up things so you only have what you need in there,

However, a lot of users get stumped on deciding which of the both they should configure in Marketo Measure to remove unwanted data from the CRM!

The key to this essentially lies in knowing the exact difference between both types of rules in the realm of Marketo Measure.

1️⃣ Touchpoint Removal-Marketo Measure would remove/purge the matching touchpoints from the CRM. However, the touchpoint data would still be available to report on in the Marketo Measure ROI dashboards, i.e., this will not alter your set attribution model.

2️⃣ Touchpoint Suppression-Similar to removal, Marketo Measure also removes/purges matching touchpoints from the CRM. However, unlike removal, touchpoint data is not available in the Marketo Measure ROI dashboards to report on. Essentially, the identified touchpoints would not receive any attribution credit and hence would not show up in the reports.

Needless to say, in both cases, touchpoint data that fits the rule criteria would not be available to report on in the CRM (as Marketo Measure would remove it from the CRM).

Now that you know the difference, it should be easier to choose the correct one among the above two while removing touchpoint data from the CRM!

In a nutshell, if you still need to use data in the Marketo Measure ROI dashboard after deleting it from the CRM and don't want to alter your attribution model, go with Touchpoint Removal, else Touchpoint Suppression is the way to go.