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"Execution Efficiency"

Posted by lupsdell Nov 29, 2011

Hello! My company is completing our RLC Marketing Measurement workbook exercises and in #5 - Performance Benchmarks - one of the benchmark metrics listed to measure is something called "Execution Efficiency"


Could anyone provide more information on this and shed some insight on what precisely to measure here having already worked through this workbook?


Thanks in advance for your help!

Helen Wallhead

CRM Intergration

Posted by Helen Wallhead Nov 25, 2011

Our CRM system is at the top of the hierarchy when it comes to data. However, when somebody completes a form (they already exist in CRM), I think the info in that form should overwrite what is held in CRM so we are capturing the most up to date details from source. Can we make the form data overwrte what is in CRM? If so, how? Is this advisable?

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Generally, I avoid using the same words to define a term as are actually in the term, but simply put, "Profile Completeness" is an assessment of how complete your contact data is against your defined complete contact profile.  I briefly described Profile Completeness in my article 6 Key Metrics for Monitoring Your Database – here you'll find some additional depth and reporting on this metric.


Profile completeness helps you understand the quality of your data (not just quantity, like some of those other metrics). It can help you answer questions such as:

  • How accurately will I be able to segment my lists against my buyer persona?
  • How effective will I be at automatically assigning leads to the right salesperson?
  • How valuable will my lead scoring criteria be?


Knowing the quality of your data ahead of your campaign deployment will make that process that much smoother. It allows you to very quickly see where you have data gaps. Let's jump into how we get to this metric.


1. Define a set of Contact fields for your complete profile.

To help you go through this exercise, refer to your Buyer Personas. If you haven't yet developed these, there's a great Power Hour on Creating Buyer Personas, and if you have an Eloqua All-Access Education Pass, register for the course "Contact Management Essentials" in Eloqua University.


Now, given the key attributes in your Persona(s), what are the Contact fields in your database that contain this information? What are the fields you use most frequently to segment your lists? What fields do you often use for personalization? Keep this list of fields manageable, say in the 6-10 fields range, to start.


We'll use the following list of fields for our example of a "complete profile":

  • Email Address
  • First Name
  • Company
  • Country
  • Industry
  • Job Role


2. Measure the profile completeness.

This metric analyzes the percentage of Contacts in your database have a value for each of the fields in your complete profile. Here's what the underlying math looks like:


Contact Field

Contacts with Field Value

Field Completion Rate

Email Address



First Name












Job Role



TOTAL Contacts


Average Profile Completeness



Consider using a bar chart for a helpful visualization:


Right away, you can see there's a potential issue here – "Job Role" is only at 3% completion. This may make it difficult for me to segment for my next campaign. Further, "First Name" completion is quite low at 45%, which means my "Dear {First_Name}" salutation may not be as personalized as I'd hoped.


Now I know exactly where my data gaps lie, I can easily apply the right tactics to build completeness for these fields, such as progressive profiling, data appending services (consider Cloud Connectors), and calling campaigns.


"Average Profile Completeness" is a helpful at-a-glance view of your Profile Completeness, but you'll want to benchmark at the individual field level as well. Since it's an average, it can mask trouble spots like those described above.


So how do you obtain this data from Eloqua? The reporting methods are a bit different for Eloqua10 versus Eloqua9.


Monitoring Profile Completeness in Eloqua10


Create a new Segment, and using your list of Contact fields, add a Filter criteria for each to identify the presence of any value in each of those fields, like so:



Select the Filter Criteria from the right menu “Compare Contact  Fields”. For Contact fields with free form, your rule will look like this:



An asterisk (*) is called a "wildcard" in this context, and it tells Eloqua to look for any type or number of characters in the field.


This might also be an opportunity to measure quality as well as completeness – for example, checking that Email Address follows the format *@*.* (without quotes).


For Contact fields using a Select List, your rule will look like this:



For Contact fields with a Data Type of "Numeric", your rule might look like this:



Once you've added all of your rules for the Contact fields, also include a rule to bring in all Contacts (you may already have a Shared Filter you can use) – you'll need this value if you want to calculate the percentage completeness.


Label each of the Filter criteria with the appropriate Contact field name. Here's what your final Segment might look like:



From here, you'll have to move the numbers above into another tool, such as Excel, to calculate the completeness. See the table and chart above for an example – they use the same values as you see in the Segment above.


Monitoring Profile Completeness in Eloqua9


Create a Contact View that contains those fields in your complete profile by navigating to Evaluate>Database Management(menu)>Database Setup(tab) and under the menu "Contacts", select "New Contact View", like so:



Find the report "Contact Field Completeness" by going to Evaluate>Reporting(menu)>Report Console(tab) and searching. Configure the report by selecting your Contact View.


Your resulting report might look something like this:



Hover over the bars to see the exact percentage of completion for each field. You will again have to take the data into another tool to calculate Average Profile Completeness. (Aside: this report is from a different database, so the numbers don't match the Eloqua10 example above).


Capture your numbers centrally – this will be very important information as you roll out efforts to improve completeness to see how successful these programs are. Maintain these benchmarks on a periodic basis.


For a more in-depth discussion on Profile Completeness in the context of lead scoring, take a look at the post E10: Monitoring Your Lead Scoring Program Results.


For a complete list of best practice benchmarks you should be monitoring, check out the Eloqua Success Plan (Topliners Insiders Group membership required).

A common reporting question from marketers is how to track visitors that come to their landing pages from a variety of sources such as email, websites, direct mail, social media, banner ads, etc. The key to achieving this is through creating explicit unique links to that landing page. In other words, if you use the same link for each source, there's often no way to distinguish from where visitors came. We need a way to make the URL unique, and this can be achieved through Query Strings.


Query Strings are an addition to your landing page URL, and they are quite easy to construct. Even better, you can capture out values from the Query String in your URL into your Forms, allowing you to write those values to the Contact record, and ultimately synch them to your CRM system. You've likely seen them before but may not have realized their value.


Here's a quick example to illustrate: today I visited and clicked on a banner ad for Zulily's Festive Frocks deal. This takes me to their landing page, and note the URL used:


The part that is highlighted in green is the Query String. There are two elements to it: 1) the parameter (effectively the name of the Query String) which is "tid", and 2) the value (the unique value assigned). Zulily appears to have incorporated a lot of information into this value: "aol" is the referring website, "hmpg" might describe the banner size or placement, and "festivefrocks" is the content of the ad on which I clicked.


To further illustrate, I find another Zulily ad on, this time for Crocs. The URL of the landing page that this takes me to is:


Note the parameter is the same, "tid", but the value is different: "aol" is captured again, but the information about the banner ad and the offer is changed. Zulily can use this information to see how I came to their landing pages in terms of the referring website, the banner ad, and the offer.


This is all extremely actionable information, and as a visitor, I haven't actually done anything yet – I'm still an unknown visitor. Zulily wants to me to be a known visitor by driving me to complete a form. My conversion tells Zulily that this was a good referring source and an appealing offer, and they can also pass this data into their system used to track me to eventually becoming a customer (i.e., CRM system). Thus the marketing operations team can close the loop on reporting right back to that original referring source. Yay for festive frocks!


So how do you execute this tracking in Eloqua?


1. Create your Query String:

1.    In Eloqua10, go to Setup>Query Strings

2.    In Eloqua9, go to Automate>Web Profiling>Query Strings


From here, the interface is the same: select from the "Query Strings" menu, "New Query String Parameter". Provide a Display Name (consider employing a standard naming convention if you will be using this method frequently) and Parameter (this needs to be unique to the Query String).


Although you have other options here, it's unlikely that you'll need to configure anything else on this page. Click the Save button when done.


In E9, you also have the option of also creating a Display Map, which allows you to map your values to more descriptive terms for readability in your reports. For E10 users, this capability is on the roadmap.


2. Create your Parameter values. Make a list of all of the elements you want to capture in your reporting, such as referring website, banner ad creative, offer type, etc. You can also use a Query String to capture a Campaign ID to use for reporting in your CRM system. Make a list of unique values for each that are short and have no spaces or special characters -- these are your Parameter values (note that these values should be captured locally; optionally, you can capture them in a Display Map).


3. Create your landing page URLs with the Query String detail. First, you'll need to get the base URL to your landing page. Let's assume your page is hosted in E10; the URL might look like This part will be the same for all your referring sources (note the Zulily example above). Adding the Query String will make a unique link for each source.


Construct your URLs using the following format (no brackets):


{base url}?{Parameter name}={Value}


For example, say I have four referring sources, and my Query String Parameter name is "source". Using the base URL above, my landing pages URLs will look like this:


These are the links you'll use from each of your referring sources. For example, if you're hosting a banner ad on a third-party site, this is the link you'll need to provide to the ad manager for that site with your ad creative.


4. Create your landing page Form, including a hidden field for capturing the Query String. Make note of the HTML Name of that field, like so in E10:


And in E9:


You also need to make note of the HTML Name of the Form itself. In E10:


And in E9:


5. Add Javascript to your landing page to capture the Query String value from your URL into the hidden field in your Form. This Javascript is linked from the Eloqua Artisan blog post here: Follow the instructions in the article to update the code with your HTML Form Name, hidden field HTML Name, and Query String Parameter.


In Eloqua10, you'll be placing the final Javascript into the Page Snippet Tools under "JS", like so:


In Eloqua9, the best place is in a Page Header Script, found here:


If your landing page is hosted outside of Eloqua, you may need to speak with your webmaster to add the Javascript.


6. Capture the Query String value to the submitter's Contact record. If you want to pass the value to your CRM system, you'll need to capture it to a field on the submitter's Contact record. You will need to complete the following steps:

1. Find or create an Eloqua Contact field for the data and a CRM Lead/Contact field.

2. Update your External Calls to map the Eloqua Contact field to the CRM Lead Contact field.

3. Add or update a Form Processing Step to write the value from the Form Submission to the Eloqua Contact field.


You may also want to add a Processing Step to your Form to add the Contacts to a Shared List, which may make it easier for segmentation and reporting for this audience going forward.


7. Test. Find a few friends or colleagues to help and give each a unique URL to your landing page. Ask them to click through and submit the Form, and then check that all of the data is captured appropriately.


A few caveats about this method:

  • It relies on Javascript; some visitors may have this disabled in their browser, and you will therefore not capture any source value for them.
  • The Query String Parameter value can only be captured if the Form is on that landing page for the URL. In other words, if the visitor clicks through on your URL containing the Query String, navigates around your site, and then comes to the landing page, the value is no longer in the URL and thus won't be captured.


Now that everything is in place to capture your referring source data, you'll of course want to report on it. If you chose to do your reporting in Eloqua, here's where you'll go:


MetricEloqua10 report
Eloqua9 report
Number of visitors to landing page by Query String value (referring source)Query String Parameter ValueQuery String Values
Number of landing page form submissions by Query String valueForm Submission Data (in the Settings menu for the Form itself)Form Field Values or Form Submission Data
Landing page conversion rate by Query String value# Form Submissions / # Visitors (you’ll have to do the math)As with Eloqua10


If you've captured the referring source to the Contact record, you now have the ability to do a lot of other interesting reporting, for example, looking a Job Titles by referring source, or even using that information in your Lead Scoring criteria. By passing the source to your CRM, you can also look at qualified leads, sales opportunities, and closed deals generated by referring source.


Query Strings are a powerful tool for capturing a variety of data out of URLs, including Google AdWords keywords, and you can also use the values to conditionalize a next step from your campaign landing page, such as Dynamic Content in a follow-up email. They can also be a great way to re-use one form for multiple campaigns – unique landing pages could popup the form or have it embedded in an iFrame so the visitor experience is seamless. Keep them in mind as you scale your campaigns!

Have you ever sent out a large email blast and then received email replies saying one of your links is broken?  YIKES!  It happens to the best of us.


Luckily, if you use redirect links in your Eloqua emails, you can repair a link after an email has been sent. Any future clicks on this link will magically work...even emails that have already been delivered! This method is super simple but can be a little scary if you're not comfortable with HTML.  Don't let the code scare you, though, especially since we won't be editing it at all.



When you insert hyperlinks into your emails, the Insert as Redirect Link box has to be checked, or this method won't work for you.





How to Update Your Link in 4 Simple Steps

  1. Open the source code of your email.  This can be done with the Edit Source button at the bottom of your email or with the Source Editor selection from the drop-down menu at the top your email. (The method depends on whether your email was setup using templates or imported as HTML.)

  2. Search for lid= in the HTML code next to the link you need to update.  Make note of the number after the equal sign. You'll need this!


    HTML newbies, don't be afraid! Just use Ctl+F in your browser to search for lid=, and then look for the human-readable text afterwards that matches the link text in your email.  You can do this!

  3. From the Get Started bar, select Tools & Content Components > Redirect Links. Then search for the number you found after lid= in the Start from Link ID (Optional) box. Select the magic carrot next to to the number and click Edit.


  4. Now, just enter in the correct URL in the Redirect URL field and click Save Redirect Link




Ta da!  Even though your email is already sitting in your recipients' inboxes,  all future clicks to this link will work - without some of them even  knowing it was broken in the first place. Yay!



Many thanks to Tarek in Customer Support for helping me figure this out. This method works for Eloqua 9...not sure about Eloqua 10.

You’ve spent time developing a lead scoring model – but are you monitoring your results? In today’s business, things can change quickly: your target buyer personas, your market, your marketing campaigns, your website content, your CRM data, your sales model, etc. Is your scoring model still aligned?


In this article, I’ll describe how to get quick insight into the results of your lead scoring program using Segments in Eloqua10. For the purpose of this exercise, I’ll assume you’re using Eloqua’s best practice Co-Dynamic Lead Scoring model (for an overview of this model, read the Eloqua Grande Guide to Lead Scoring). This outputs scores such as A1, A2, B3, D4, etc., but you can easily apply this method to your own scoring model.


This article is lengthy, so here are some quick links to the different topics we’ll be covering:



Overall Lead Score Results

First, you’ll need to identify which Contact field is capturing the score. For those using the best practice model, this is named “Lead Rating - Combined”. Next, go to Contacts>Segments in the main menu, and create a New Segment.


For each value in the scoring model, create a unique Filter Criteria to identify that value, like so:


Select the Filter Criteria from the right menu “Compare Contact Fields”, select the Contact field that contains the score, and enter the value, like so:


Repeat this process for each of the values in your scoring model. Also add a Filter to find Contacts that have no value (blank) in this field. Give each Filter Criteria a descriptive label.


Depending on how many scoring values you have, this can be time consuming, but you only have to do it once. Don’t forget to save your Segment!


Here’s what your final Segment should look like:


Right away, in this example, we can see the scoring results are out of whack: 5,020 Contacts out of the total 5,149 have a score of “D4”.


When you have a good spread across the values, it can difficult at a glance to see inconsistencies like this. In this case, I suggest creating a quick chart from the values in Excel or similar, like so:



Implicit and Explicit Breakdown

You can use this same Segment method to further break down the Co-Dynamic scores for monitoring. Again, you’ll need to identify the Contact field containing the values for each (for those using the best practice model, these are “Lead Rating – Profile (Explicit)” and “Lead Rating – Engagement (Implicit)”). The resulting Segments from our example look like this:


Profile (Explicit) Breakdown


Engagement (Implicit) Breakdown



Note that in the Explicit Segment, I used Shared Filters – you may find that some of these Criteria are already set up as Shared Filters in your Eloqua install – take a look at what you have before proceeding.


This breakdown gives a little more insight into what’s happening at the micro level in your scores between the Profile and the Engagement.



Evaluating Profile Completeness and Engagement

When lead scoring results are so strongly skewed to the lower ratings as in our example, the recommended next step is to investigate the completeness of the criteria used. In other words, how many Contacts are in your database that can actually meet your scoring criteria?


“Profile Completeness” is defined as the percentage of Contacts that have a value for the fields in your definition of a complete profile, in this case, those Contact fields you’re using in your lead scoring criteria. As with the previous exercises, we’re going to use Segments to assess this metric.


Create a new Segment and add a Filter criteria to identify the presence of any value for each of the Contact fields used in your scoring criteria.


For Contact fields with free form, your rule will look like this (click any of the follow images to enlarge):


An asterisk (*) is called a “wildcard” in this context, and it tells Eloqua to look for any characters in the field.


For Contact fields using a Select List, your rule will look like this:


For Contact fields with a Data Type of “Numeric”, your rule might look like this:


Once you’ve added all of your rules for the Contact fields, also include a rule to bring in all Contacts (you may already have a Shared Filter you can use) – you’ll need this value if you want to calculate the percentage completeness.


Here’s what our resulting Segment shows:


We can see at a glance in this case that the completeness for each field is quite low; to demonstrate further, you may want to calculate the percentages like so:


Contact Field
Contacts with
Field Value

Field Completion

Job Role1322.5%
Type of Retailer1252.4%
Number of Stores160.3%
Annual Revenue160.3%
TOTAL Contacts5,194
Average Profile Completeness


Conclusion: the scoring criteria may be accurate, but it’s difficult to assess the quality of the results due to highly incomplete profiles. Your next steps will be to develop programs to improve the completeness of your profiles, for example, assets requiring a form submission with those fields, list purchases, or manual data append projects.


For Engagement completeness, you can quickly create a Segment to assess your engagement scoring criteria by re-using the Shared Filters already in use by your lead scoring Program. Going back to our example, here are the Segment results:


Again, it’s fairly easy to see that there aren’t many Contacts that meet the criteria for each of these Shared Filters. In table format with percentages, this is what we see:


Contacts in Filter
Engagement Rate

Form Submission - Last 3 Days


Form Submission - Last 7 Days


Form Submission - Last 30 Days


Visited High Value Web Content - Last 3 Days


Visited High Value Web Content - Last 7 Days


Visited High Value Web Content - Last 30 Days


3+ Website Visits - Last 3 Days


3+ Website Visits - Last 7 Days


3+ Website Visits - Last 30 Days


Email Click-through - Last 3 Days



Email Click-through - Last 7 Days



Email Click-through - Last 30 Days



High Touch Event Attendance - Last 6 Months



TOTAL Contacts


Average Engagement



For most new Eloqua customers, your results will look quite similar to the above because you don’t have activity history yet for your Contacts. Make sure you’re rolling out campaigns to your database (emails with links to landing or other web pages) and driving traffic to your website that is likely to result in an Eloqua Form submission. Not only does this drive up your overall engagement, but it also performs the critical step of turning an unknown visitor to a known visitor, i.e., a Contact.


If you’ve been using Eloqua long enough to have history against your scoring criteria, your rules just may be too tight. Perhaps you don’t send out email campaigns as often as the Email Click-through criteria warrants, or drive as many return visits as you expect. Consider changing the time ranges or the activity quantity (e.g., 2 visits rather than 3) in your criteria.



Auditing Your Scoring Program

A common question from customers is how often they should audit the results of their scoring program. Our best practice recommendation is at least every 6 months.  As I mentioned, things can change quickly!


Periodically benchmark your results following the instructions above to identify trends – are the overall scores trending up or down? As part of your audit, you should further assess your results anecdotally by interviewing your sales team (is the scoring working/helpful?), reviewing against conversion rates (does an A1 truly move through the funnel more quickly than a C3?), and of course against any additional goals you set out in developing your scoring criteria.


We'd love to hear about some of your recommendations and best practices for monitoring and auditing your lead scoring programs. What are some of the benchmarks you use?

Just getting started with reporting in Eloqua Insight? Here are some great beginner tips to help you hit the ground running with your reporting!


Use the “Search” to find your reports

Try searching on a keyword if you’re having trouble finding a report by browsing through the folders. You might be amazed at what you discover!


See a definition of a report metric by mousing over the column name

Not sure how “click-to-open rate” is calculated in a report? Simply hover over that column header, and you’ll see the data used, like so:


Correctly define time ranges in your prompts

Make sure you’re pulling your report date ranges correctly: you have the option of either a time span (e.g., last 2 months) or a time range (Oct 1 - Oct 31). But you have to configure only one!


Another important note on time ranges: if you’re looking at the Email Analysis report, the engagement metrics (open, click, etc.) captured in the report covers all time, even though you've configured a time range. In other words, if you look at the Analysis report for emails sent on Oct 1, but there is open activity on Oct 2, it will all be captured in this report. In contrast, if you look at the Email Open Overview report for Oct 1 for that email, it will only show opens for that date.


Use Filters to narrow your report results

After you’ve run your report, take advantage of Filters to see just the data you need. For example, assuming you have a strong naming convention for your Emails, and you want to report on engagement for just your demo invites, create a Filter rule that looks for Email Names containing “Demo”, like so:


Send yourself a report as a file attached to an email.

Need to export report data to yourself or a colleague? Simply run the report, go to the Home tab, and click “Send Now”, like so:


Capture Forms and Landing Pages used in your Campaigns onto the Canvas for easy reporting

As you develop your Campaigns on the Canvas, make sure that you drag over the respective Assets from the left pane and select your Form(s) and Landing Page(s) linked from your Emails. Eloqua Insight will automatically capture all your Campaign engagement activity into one report (Campaign Analysis) if you do this!


Have some other quick tips you’d like to share with other new Insight users? Post them below!

How do you mange email communication preferences in your Eloqua database? Eloqua provides you with an option to create an Email Subscription center that you can use to help your email recipients receive email that they are truly interested in. This post will provide information on how to set this up in E10 (it's very similar to E9).


Go to: Setup > Email Groups & Subscriptions


1. Preview the Subscription Management Page: On this page, select the Edit and Preview Page" button to review how your subscription management page looks like. From this window, you can make some minor changes to the text and styles as well as preview how the subscription page will look like. You'll choose the email groups that will appear on this page in the next step so if you don't see an email preference, don't be concerned.

11-2-2011 9-23-35 AM.png


After you have finished previewing the page, you can also select which Email Group(s) will appear on the Subscription Management Page by selecting the Email Group from the left side of the page and then checking off the checkbox as is done below. You’ll then need to provide a descriptive name that email recipients will see on the subscription page as indicated below. It's important to remember that you need to group all emails that you want to control the email preferences for into a specific Email Group that will appear in your Subscription Management page so choose carefully. In addition, this may mean that you need to change your email creation process and ensure that those who create emails, add them to the correct Email Group. Please note: you can still maintain your email foldering structure that you have setup as folders and Email Groups are separate.

11-2-2011 9-24-31 AM.png

Don't worry about the Confirmation Page options at the top of the page as they aren't needed for the Subscription Management process.


This is an example of what a completed Subscription Page looks like:

11-2-2011 9-24-48 AM.png

As a final step, adjust your email footer so you’re linking to the subscription center:


Go to Assets > Component Library > Email Footer


Per below, enter text such as Manage my email subscriptions and choose the options below that will link to the subscription page you just created.


11-2-2011 9-25-08 AM.png


Now that you're done, remember to test the process out. In addition, as mentioned above, for the Subscription Center to work and to have Eloqua automatically remove those that have unsubscribed from a particular Subscription Group, you'll need to ensure that when creating emails, they are added to a designated Email Group that is represented on the Email Subscription page. Don't fall into the trap of collecting email preferences and then not respecting them. That can lead to spam complaints which can impact your overall email deliverability as well as an increase in unsubscribes.


If you have technical questions, please contact the Eloqua Support team.


A question that often comes up is: How does the Email Subscription Center work with my nurturing campaigns? I typically recommend that you create your nurturing campaigns in one Email Group that is separate from your Email Subscription center groups. In the footer, give email recipients the option to unsubscribe from the specific nurturing campaign (Unsubscribe from the Email Group) as well as the option to Globally Unsubscribe. In this way, you have less of a chance of losing email subscribers if they're not happy with the automated nurturing path they're in and you don't need to worry about how you're nurturing emails will fit in with your email subscription groups.

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