Filling in the blanks for full Campaign Attribution

Full campaign attribution has been as mythical as a Unicorn and just as elusive.  It’s been made even more so by modern marketing techniques.

Campaign Attribution is a key component of determining the effectiveness of your marketing campaigns. When measuring campaign effectiveness, you want to be able to ascribe leads and/or opportunities to specific campaigns.  In the Oracle Eloqua world, this is easily done when the prospect or lead clicks on an email, or submits a form.

But what happens to campaigns that are not tied directly to emails or form submits?  Eloqua tracks Banner Ads, Social Media, and other inbound clicks in the Visitor Profile table, but since the visitor is anonymous, they aren’t included in Campaign attribution for Closed Loop Reporting or any other campaign reporting.