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3 Posts authored by: Justina Allen-Oracle

Segmentation is important because relevancy counts.  People want to get content that is relevant to what they are interested in.   When you define your target audience you should filter on everything you have available to find the contacts that are interested in a particular topic. 

 

Six Segmentation Ideas:

  1. By Lead Source – Example:  Segment by tradeshow, online ad or webinar attendees
  2. By Behavior – Example: activity on your website, click-throughs on emails, responses to particular offers, event attendance
  3. By Lead Stage – Where are they in the buyer’s journey – in the beginning as a net-new contact in your database, or someone that is already talking with sales
  4. By Contact Type – By customer versus prospect versus partner
  5. By Demographics – By region, job function or industry
  6. By Past Purchase History – great opportunity to cross sell.  If they have product X, then we should inform them about product Y that compliments it.

 

Segment on any of these and/or combine criteria. Provide your contacts with only assets that fit their interest.  Segmentation is easy to do and yet so powerful.  The more relevant the message, the higher the open and click through rates and ultimately, the results will be campaigns with higher conversion rates. Use segmentation to your advantage!

Shared Items on Eloqua:

  1. Shared Content
  2. Shared Lists
  3. Shared Filters

   4.  Dynamic Content (can be shared)

 

  1.    Shared Content

Shared content is reusable content snippets that you can create once, then reuse in different emails and landing pages.  It allows you to ‘build once, re-use everywhere’ for your most common pieces of content. 

 

Example: Biography on a company person that speaks often at events or on webinars.

Example: “About” company information; ABC company is a global leader of …..

Example: Common product ‘blurbs’. 

 

Check this post for more info:

http://topliners.eloqua.com/groups/eloqua-product-documentation/blog/2012/05/03/shared-content-overview


2.    Shared Lists

Shared lists are a group of contacts with something in common (like a tradeshow list) and sharing the list allows others in your company using Eloqua the ability to add to this list or email to this list.

 

Example:  NA-TRADE-ABCshow-Nov2012 is a Shared Lists.  I uploaded the contacts I got from the recent tradeshow into a shared list so the marketing communication manager can send the follow up email to this list of contacts.

 

Check this post for more Info:

http://topliners.eloqua.com/message/2503#2503

 

3.       Shared Filters

Filters that are created using profile (like industry) and/or engagement (activity filter like everyone that opened this email in the last 60 days) that are shared so the whole marketing team and use them. 

 

Check this post for more info:

http://topliners.eloqua.com/groups/eloqua-product-documentation/blog/2012/05/02/shared-filters

 

4.       Dynamic Content (which can be shared!)

Dynamic content allows different email or landing page content to be substituted depending on rules and associated criteria. 

 

Example: Show a different list of training sessions based on region or city.

Check this document for more info:

  https://eloqua.box.com/s/de44dd63fe1badca1ccb

So what is a Custom Data Object record? Custom Data Object (CDO) records or CDOs store data elements in the Eloqua system that are not part of your account or customer contact record. Custom Data Object records can also go by the name data cards.

 

Custom Data Objects allow you to define data elements that share one-to-many relationships with a contact or an account record.  This data is stored, linked to the contact or account record and made available for many other uses (see below). Custom Data Object records are created in Custom Data Objects (also known as Custom Objects or Data card Sets).

 

Custom Data Object Examples:

  • Point of Sale Information
  • Product Purchase History (Mary Jane has product X, Y and Z)
  • Licensing/entitlement information
  • Subscription/membership data
  • Event/webinar attendance data
  • Social media data associated to a contact
  • Opportunity data, Warranty, Service Contracts, Competitive Intel, BU Segmentation Data (ie RUM/RAD)

 

Custom Data Object Example = Subscription Renewal Information
Custom Data Object fields in the Subscription Renewal object could be:
Renewal Product Name
Renewal Date
Renewal Fee

 

Uses for Custom Data Object Records:
By storing and accessing this data, workflows can be better defined and aligned to what the prospect or customer is interested in.

 

  • Segment and filter contacts for inclusion into an email campaign.  For example, point of sale information stored in a data card shows that Mary Jane bought tickets to Bon Jovi, so now we can offer similar tickets.
  • Build out more sophisticated lead scoring (if they own product ZZ, score higher)
  • Build rules for lead routing (if product X and product Y, send lead/contact to PowerQualifierGroup)
  • Segment into specific nurture or drip campaigns (if contact has product X, drop into Campaign CrossSell)
  • Remove from a specific nurture campaign if a contact has an opportunity stage of ‘sales qualified lead’.
  • Send emails to contacts that have tweeted about a certain topic
  • Send follow up communication to webinar attendees based on the time they spent at a webinar (used as part of a Cloud Connector process).
  • Send subscription renewal emails with all the relevant information including the renewal date, product and renewal fees.

 

Recommendations:

  • How many Custom Data Objects can you have? There is no defined system limit on the number of Custom Data Objects allowed
  • How many records are recommended?  The smaller the better for optimum performance.  Here are some good rules to go by:
  • 1M to 3M per object is good and reasonable
  • 3M – 6M is acceptable
  • 6M- 10M is fine, but if you can keep it below this threshold, that’s better.
  • It is not recommended to go over 10M.
  • How many records can I have in total?  It is not recommended to exceed 20 million
  • You should design a process to clear out old data cards to keep them below the numbers mentioned above.

 

Posts to reference:

 

Recommended Eloqua Education Courses*:

  • *Course: Program Builder – not specific to custom data objects, but most people will use CDOs when building out programs in Program Builder.

* Requires an Eloqua All Education pass

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