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SmartStart150x200.jpgSmartStart is one of the best ways to rapidly build the foundation for your entire marketing automation operation. However, it’s important to understand that it’s still just a foundation. Now that SmartStart is finished, it’s time to start building the structure that will ultimately make your marketing automation efforts payoff.


In their newest, comprehensive White Paper, 4Thought Marketing has detailed the exact steps organizations need to take over the next six months once their SmartStart implementation is finished. This includes the three BIG first steps for long-term marketing automation success.

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The E10 Lead Scoring module is a great tool; it simplifies the setup of your scoring criteria and allows you to make changes easily as you continue to refine your scoring model.  However when it comes to analyzing our lead scoring data the ‘Lead Scoring Dashboard’ report gives us a holistic view of the entire database – but what if we want to get more granular than that?


The solution I am about to show you focuses on creating a custom report that will allow you to run a specific Lead Score report based on a specific region, country, job title, etc – the possibilities will be endless!


Use Cases:


-  Report on multiple Lead Scoring Modules in one report

-  Distinguishing patterns across each model and how each model is scoring a specific set of contacts

-  Report on contacts that fit a specific criteria

-  Identifying trends by region or product line, are there troughs within the scores that need to be addressed


Please Note: You will need an Analyzer License for this


Step 1:


Once you launch Eloqua click on ‘Insight’:

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Step 2:


When Insight opens up click on ‘New Report’ under the ‘Create’ section:

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Step 3:


Click on ‘Blank Report’

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Step 4:


In the design mode navigate to ‘Attributes -> Contact -> Lead Scoring”

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Step 5:


In this Lead Scoring folder you will find three different data points:


-  Contact Model Definition

-  Engagement

-  Profile


Now the fun part begins, as we start to actually make our report. First drag the ‘Contact Model Definition’ into the first column.

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Next let’s take our ‘Profile’ data attribute and drag it in to the column beside ‘Contact Model Definition’

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Finally, let’s take the ‘Engagement’ data attribute and drag it into the column beside ‘Profile’

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Step 6:


On the left hand side click on ‘All Objects’ in order to get back to the root folder of all the data attributes.

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Then in the search bar type in ‘Total Contacts’

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Once the ‘Total Contacts’ metric shows up underneath the search bar, drag it into the metrics column on the right.

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Once the reporting grid looks like the table above, click on the ‘Save As’ button in the Tool bar:

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Step 7:


Once you’ve finished saving, click on the ‘Run newly saved report’ once it prompts you or open the report from the actual folder you’ve saved it in:

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If everything went well the report should look something like this:

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At this point this gives us the flexibility to customize this report by adding filters and conditions in order to narrow down our results in order to focus on only the contacts that we want to.


Step 8:


We have a lot of options here; in the most common cases we would navigate to the ‘Add Condition’ button and start adding individual filters.

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First filter that you would want to put in place is the one that will focus on the Lead Scoring model you want to see (if you have multiple ones)

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The rest of the criteria that we want to filter on will depend on what you’re trying to do. Just remember that you always need to add in the actual data point that you want to segment on in order to filter on it. For example, in order to create the filter that focuses on everyone that lives in the UK – you would need to go into Design mode and search for the field that you want to filter on, in our case ‘Country’ or ‘Normalized Country’.

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Right click on the ‘Normalized Country’ and chose the option called ‘Add to Filter’ – which should allow you to either type in the value ‘UK’ or select it from the list of available values:

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By applying this filter, the report will only show you the scored contacts that have a Normalized Country value of 'UK'.


From here it totally depends on you - adding State or Province, Industry, Job Title, etc. are possibilities and you have the control to filter in order to get down to the specific contacts that you’re trying to report on for Lead Scoring.


Do you market to BIG Companies, with multiple divisions and acquisitions? How do you treat them in your data?


You can treat them all as a single company -- and risk losing the kind of personalization you want in your marketing.


Is there another alternative?


What's the right way to handle these situations? How do you leverage Eloqua and your CRM systems to market to these organizations, providing the kind of personalization that's needed, while still getting the 'big picture' information for your own managers and executives?


Download this whitepaper and learn how.

I have an Eloqua Specialist Opportunity in the Boca area with a global fortune 500 company!


Our client is looking for a Marketing Campaign Specialist in Eloqua Version 10 to join their Business to Business (B2B) marketing team. This role requires a unique blend of strategic and tactical skills- someone who has a great attention to process and detail, yet is able to draw "big picture" conclusions and makeactionable business recommendations based on an understanding of strategic marketing goals using Eloqua marketing automation software. You will be responsible for Building campaigns and lead-nurturing programs using marketing automation tools; setting up and executing tactical tasks associated with customized landing pages, e-mail campaigns and lead scoring rules. As well as deploying online marketing lead-generation efforts and e-mail marketingprograms/campaigns (list pulls, e-mail blasts, etc.).


If interested in finding more about this great opportunity please fell free to reach out to me at 954-689-6440 or by email


Thank you,

Tyler Lewitt

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