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The next step of the journey to completing your Data Cleansing Program is the Preparation phase. Probably the most time consuming phase of this process as you will need to create lists of values for both the “incorrect” values and their corresponding “correct” values for each field in your program.

The values for the incorrect fields can be supplemented with the information you gathered by analyzing your current data using reports (as seen in the Phase 1 Blog Post). Also there are two invaluable Blog posts on Topliners already by Chad Horenfeldt:

Normalizing the Title Field

Normalizing the State/Province Field

These posts are great for step by step information on how to setup individual fields. In the theme of this series I will not go into detailed steps for every area but instead try to provide accompanying information for your data cleansing program.



The preparation phase requires a bit of work but first ask yourself these questions before forging ahead:

  • What lists (one per field) do I need to build?
  • What fields do I need to create (Contact, Prospect or Company)?
  • Have I collected all the “incorrect” values I need to account for?


Below are some Tips/Tricks to help you answer these questions.


List Creation

Creating lists for your Data Cleansing program can be a arduous process if done from scratch but thankfully, (well thankful only in this case ••J), we already have a great source of “incorrect” values in our respective Eloqua databases.

If you export one of the reports we looked at in “Phase 1” called "Contact Field Values" for each field you need cleansed then you have a great starting point for your cleansing lists.

Field Value Sample.jpg


This example shows Country values in both Full name and Code format, but let’s say we wanted to make sure all our Country values were in Code format.

The first step would be to export this file so we can manipulate the data in Excel. In the top left corner of the reporting area you should see an Export dropdown which provides various formats, but I would recommend exporting to CSV.


Export Sample.jpg


The exported report when opened in Excel should appear as below. The highlighted yellow areas can be removed from the excel file:


CSV sample.jpg


Now remove any values that are actually formatted in the manner that is correct. In our example we would remove all the Country code values that are correct such as “TR”,”ES”,”DE”, et cetera.

The remaining values should be the “incorrect” values that need corrected. At this point, go ahead and rename the column header to a header name that makes more sense, such as “Incorrect Field Value”. Also add a second Header value called “Correct Field Value”.


At this point you will want to begin filling in the correct match for each incorrect value:


Country Sample.jpg

Once you have completed your list you will need to now upload these lists into Prospect/Company Groups. There should be one group for each list of values and each contact field that will be normalized.


This approach is applicable to any of the standardized fields that you are looking to cleanse and should help provide a good starting point for your list creation.


Field Creation

As mentioned in the Chad’s Blog Posts you will need to create a field on the Prospect/Company record for both the “incorrect” and “correct” values.The same pair of Prospect/Company fields will be used across all the Contact fields that need to be standardized. There is no need to create more than a pair of Prospect/Company fields.


When you are uploading the lists of bad values I would strongly recommend, (enforce it if I could), that you upload each list into its own Prospect/Company group. This helps you have a natural way to segment out the Prospect/Company records from other records.

Uploading into a group becomes critical when creating a Match rule as you specifiy which group of Prospects/Companies contains the corresponding Incorrect/Correct record list.


Read the final Phase 3 blog coming out shortly and I would always recommend you accompany this information with our Eloqua University Resource Center.

Chris Petko

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Posted by Chris Petko Oct 13, 2011

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If all of your current web forms are not integrated with Eloqua, you are 'driving blind' missing some valuable intelligence about your site visitors. In this article we will discuss how to connect an existing form on your website with Eloqua.


Eloqua has to have a receptacle for all of the data on your web form. Thankfully there's an easy way to make this happen!


To get started in Eloqua10, go to Assets > Forms and press Integrate following the Wizard.  However, we do suggest watching this The specified item was not found..


In Eloqua9, to begin, go to Automate > Forms > Forms (tab) > Manage Forms (menu) > New Form.  Enter a Display Name for your form and place it in a folder if you wish.  Leave the two radio buttons on Yes and click Create Form.


Scroll down to the Field Definition section and enter the full URL of the page where your form is currently located, then click Capture Form Fields.

Screen Shot 2011-10-03 at 17.51.44.png

You will see all of the fields on your form. You must select which fields you want to add into Eloqua. The easiest thing to do is to click the top checkbox in the first column which will then check all of the lower boxes.

Screen Shot 2011-10-03 at 17.53.55.png

Click Create Fields at the bottom of the field listing, then click Close.  Click Save.  You are done!


What to send to your Webmaster

Your webmaster will need to make some edits to the form on the website in order to point it to Eloqua.


RECOMMENDED: Ask your webmaster to make a copy of the current form and place it on a web page that is not linked to anywhere else. You can use this form for testing, then when everything works correctly you can copy the code to the real web page.


In Eloqua10 this will be presented at the end of the wizard.  In Eloqua9, on the Form Details page click the Integration Details button.

Screen Shot 2011-10-03 at 17.50.50.png

You need to send the following items to your webmaster: the two lines in the first box (Form Integration Fields); the action line in the second box (Form Integration Destination). Note: If you do not have Eloqua tracking scripts on your website or if you are reposting from a 3rd party, you will also need the code on the lower half of the page, although this is rare.


Screen Shot 2011-10-03 at 17.45.06.png Screen Shot 2011-10-03 at 17.56.47.png

Form Processing Steps


All of the work of a form happens in the Processing Steps. We have linked to a more definitive list and explanation of all of the possible processing steps. We will cover a couple of basics here to get started.


  • Save to Contact Table OR Update Contact: Every form needs to have this step. It places the email address of the submitter into the Eloqua database and in Eloqua10 will allow you to map your standard fields, such as First Name, Last Name, Phone ,etc.. In Eloqua9, do not add any additional parameters to this step.


  • Update Existing Record OR Update Contact - Custom: Almost all forms have this step.  In Eloqua9 this will include standard form fields as well as custom, whereas in Eloqua10 this will only map custom field values. These mappings from form fields into Eloqua fields will then ultimately pass to your CRM system (if the two are integrated).  


  • Add to Program Builder: Use this step if you want to have all of your form submission data go into your CRM update program and then on to your CRM system.


Eloqua9: Form Processing Steps - Complete Definition

Eloqua10: Form Processing Steps - Complete Definition

Verifying the Integration


In order to verify that you have correctly integrated your form, use the Form Data report to view the form submissions, in Eloqua10 by the Gear menu or in Eloqua9 by the drop down arrow next to the form name in the left-hand tree column.

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