Skip navigation

Data Quality is a constant thought in most marketer's minds -- or at least it should be. Recently Eloqua started compiling figures on the impact to Lead Quality for clients who leverage Data Validation and the figures are very promising. Clients who are leveraging Data Cleansing have seen a substantial increase (upwards of 3x) in the number of Leads who are considered Qualified.

 

While it’s great to talk about the benefits of Data Cleansing the hard question is how do you begin the process of analyzing, preparing and implementing a Data Cleansing program?

 

In this 3 part series we will go through those 3 phases (Analyze, Prepare and Implement) and provide you with guidance and knowledge to develop your own Data Cleansing process.

 

 

 

Analyze

 

 

When looking at your data you should ask yourself some of the following questions:

 

  • What data is crucial to my business processes (Lead scoring, Lead Creation, Nurturing, etc)?
  • What fields do I want standardized? ex. title, country, etc.
  • Do my Eloqua standardized field values match the standardized values from my CRM?

 

Once you have answered these questions then you can begin using Eloqua reporting to investigate your data quality. Two of the reports I recommend as starting points are:

 

 

 

Contact Field Values

 

 

 

This report will display all the values in a specific field and the percentage of total contacts that have that value.

Contact Field Values.jpg

 

This data is invaluable for assessing whether there are values in your system that are not part of your standardized lists or irrelevant to this particular field.

 

There are also two variations of this report “by Contact Filter” and “by Contact Group” which allow you to segment your data if you wish to contain this analysis to a specific group of contacts instead of your whole database of contacts.

 

 

Contact Field Completeness

 

This report is useful for determining if your data is being populated at all within specific fields. This report functions best when you create a “Contact View” with the fields you need to report on. Once your contact view is created you can run this report and select the contact view you just created.

Contact Field Completeness.jpg

The percentage is a total against all the contacts in your database. In this screenshot above the Job Role field is only populated in 7.5% of all contacts and that can include bad data. If Job Role was integral as part of your Lead Scoring you can see how this could severely skew your Lead Scores/Ratings.

 

These two reports are a good start to begin the analysis of your data and selecting some of the fields you will need to incorporate into your Data Cleansing program.

 

In our next entry (Prepare) we will look at how to create the different components required for your Data cleansing program and also discuss data entry points.

[Originally posted by David Seaton on the Eloqua Artisan blog]

 

Essentially, Cloud Connectors allow anyone in the Eloqua community to build their own steps within Program Builder. If you're an interested developer, the instructions for building Cloud Connectors are here, but for now, we'll focus on installing one that's already built. Here's a step by step guide to getting your first Cloud Connector installed and ready to go.

 

1. Enable Eloqua Account

First you need to have your Eloqua account set up correctly. Please ensure that your company is enabled for API usage and that the user account you plan on using is enabled as an API user. To confirm your company has the API enabled please contact an Eloqua Product Specialist at 1 866 327 8764. If you are a customer administrator for Eloqua you can go to the user management tab and ensure that the user has the API User role enabled as well as one of Advanced User - Marketing or Basic User - Marketing User Role. Please feel free to contact an Eloqua Product Specialist if you require assistance setting up an account.

 

2. Enable Cloud Connector Account

The repository of Eloqua Cloud Connectors is located at https://cloudconnectors.eloqua.com. Think of it as the translator between Eloqua and the other piece (WebEx, Jigsaw, Adobe Connect, etc.) you're connecting to. Go to https://cloudconnectors.eloqua.com and create an account then proceed to step 3. [This site was formerly known as Black Starfish]

 

 

3. Find a Connector

With an API-enabled, account, you're now ready to set up a connector. If you have built one already, or have a third party you're working with, great. For this example, we'll use one of the connector prototypes that Eloqua has built, but the same sequence of steps is used for whatever connector you're looking to install.

 

Each connector is identified by a unique code, and a URL. These should either be displayed in the connector's setup screen, or provided to you by your Cloud Connector provider. You will need to copy the Unique Code and Configuration URL into Eloqua.

blackstarfish_code.jpg

 

4. Install Connector In Eloqua

To install this Cloud Connector in Eloqua go to System Management and you will see the Cloud Connector Manager on the left side. (Setup -> Management -> System Management -> Cloud Connector Manager). Note: this requires that your account have Customer Administrator access level.

 

Name your Cloud Connector in the service name field, copy the Configuration URL from cloudconnectors.eloqua.com into the service URL field and copy the Unique Code from the provider into the Unique ID field. Click add - you have now created a Cloud Connector!

 

cloudconnectorsinELQ.jpg

 

5. Implement Connector

With this Cloud Connector installed, it will now be an available option within a step in Program Builder. You can use it once, twice, or as many times as you like, as you would a normal Program Builder step. To implement the connector go to the Program Builder module in Eloqua. In a program you need only create a new step and set the default action to Cloud Connector. Then use the drop down menu to select the Cloud Connector you have created.

ConnectorInProgramBuilder.jpg

 

6. Configure Connector

While editing the default action of your cloud connector step you will need to configure the external program that the Cloud Connector connects to. Simply click on the configure button, login and a window will open that connects you to the login for the Cloud Connector's configuration screen.

CloudConnectorConfigurationScreen.jpg

 

You have now installed and configured your first Cloud Connector!

The control buyers have in the way they wish to shop, demands us marketers to always ask, "What's next".  In other words, if my audience responds to this first email, this one call to action, what's the next thing I want to give or promote?  And how quickly can I get it in front of them?

 

Digital Body Language is extremely useful, but more useful when you sort and categorise your content, and then follow-up with the right message to the right audience, in real or near time

 

In Eloqua, one point where an individual's explicit details (i.e. Email, Name, Phone, etc.) are married to  their online visitor profile (i.e. visited content A,C,D & F but not B & E) is during an Eloqua-integrated form submission.  Which means, at the moment they've responded to one call to action (i.e., submitted the form), you can evaluate instantly, "conditioning" your immediate auto responder based on recent activity or set of activies, called "Segments".

 

Let's get started. In my example, I've decided to page tag the Topliners Community, distinguishing between "Imagine It", "See It", and "Do It".  Based on how frequently visitors look at these areas, I'm going to add to my next form, a promotional email I think will prove useful based on the audience's most frequently accessed content. I could easily switch it up and target the opposite audience, sending a promotion based on what they ARE NOT naturally drawn towards!

 

I've created three (3) conditions and then added them to three individual segments. (1) Has visited 'See it' >= 50, (2) Has visited 'Do it' >= 50, and (3) Has visited 'Imagine it' >=50.**  Here's a screen cap of my segment. 

 

Screen shot 2011-03-08 at 17.43.41.png

**NOTE: 50 is actually 50%, but you don't add alpha characters.

 

I'm going to my form now, to create a 'Segment' field to evaluate whether, on form submit, an individual is a 'See'er',  'Do'er', or an 'Imagine'ator', by checking to see which area they visit, on average, at least 50% of the time they have visited 'Topliners'.  There will be three (3) emails for each audience, a.k.a. Segment.

 

How: Go to Automate > Forms > Create New or Edit Existing form.  From within the form, in the upper right hand corner, drop down 'Fields' > New Segment Field. 

 

Screen shot 2011-03-08 at 17.39.44.png

 

Give it a meaningful Display Name, leave Data Type = TEXT, and pick your Segment.  Define values.  If 'in segment', or rather has 'Done it' greater then or equal to 50%, then populate 'TRUE'.  If less then 50%, then populate 'FALSE'.  It is only the positive value we care about in this example.   

 

Screen shot 2011-03-08 at 17.47.09.png

 

Setup the autoresponder, go to Processing Steps > New Processing Step > Send Email. Describe for which segment THIS email is intended. Click ADD. Complete the usual settings. 

Screen shot 2011-03-08 at 17.49.02.png

NOTE:  With this type of communication, likely you DO NOT want to resend continuously. Promotions they should receive once, but only once. Making sure not to inundate your audience should be considered when you configure autoresponders of this nature.

 

Below, set your 'Condition' for this processing step. Pick your Segment Form Field, and have it equal to TRUE.

 

Screen shot 2011-03-08 at 17.49.36.png 

 

Done! This email will be sent to only Topliner Do'ers, once, when they submit this form. 

 

This example assumes you have experience creating page tags, profile fields and segments. Unsure how to do this?  Visit the Customer Central knowledge base for the exact 'How to', looking under 'Web profiling' for various articles. Remember, you have to have either advanced or administrator user rights to setup profile fields and segments, BUT any marketer who can create a form can USE profile fields and segments like exampled above. If you're struggling, no worries, reach out to your company's Eloqua administrator or to the Eloqua Support team.

 

Happy Marketing, all!

If you're trying to find out who in your organization has uploaded contacts to your database, it's easy to get a report on this.

 

For both Eloqua9 and Eloqua10, do the following:

Setup Integration Inbound tab. Under the Reporting drop down, select "Upload History".

 

By sorting on "Source", you can see which uploads were done manually (most are typically automatic uploads that are coming from your CRM). Sort on Source and look for those with a Source of "General (.csv)". This report also allows you to see the specific details on how fields were mapped and the other properties of the upload. For example, you can see which fields you mapped from a spreadsheet to the Eloqua fields. This may be helpful if you're troubleshooting an issue. As per below, you can click on the link in the first column and select "View Upload Details".

 

3-2-2011 12-27-42 AM.png

Filter Blog

By date: By tag: