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

7963

100%

First Name

3606

45%

Company

4064

51%

Country

6724

84%

Industry

6563

82%

Job Role

218

3%

TOTAL Contacts

7963


Average Profile Completeness


61%

 

Consider using a bar chart for a helpful visualization:

ProfileCompleteness-1.png

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:

 

E10-MonitorScoring-01.png

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

 

E10-MonitorScoring-06.png

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:

 

E10-MonitorScoring-07.png

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

 

E10-MonitorScoring-08.png

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:

 

ProfileCompleteness-2.png

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:

 

ProfileCompleteness-3.png

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:

 

ProfileCompleteness-4.png

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).