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Project Preface:

 

Our Users were facing issues where Signature of email based on different signatory was becoming a big list as per different country and region. The manual update on every email asset was a pain. Every time user needs to check the deployment country of campaign then find the user associated to that country and finally configure it in Email asset.

 

We aimed to make this configuration centralized So that it can be managed from a single location and can be used solely in the canvases, also email asset creator doesn’t need to configure the settings on the email asset.

 

Requirement:

 

We have Worldwide always-on campaigns. And while sending out emails to our Worldwide customers, we need to map country/region-based signatures from regional leads’ various ReplyTo and From addresses.

 

This was requiring manual efforts of configuring signatures, as it does vary per the country.

 

  1. E.g. Contact Country = US (United States)

From Name: Example Inc

From Address: update@connect.example.com

Reply-to: Example Inc

Reply-to Address: Sales_US@example.com

 

Contact Country = IN (India)

From Name: Example Inc

From Address: update@connect.example.com

Reply-to: Example Inc

Reply-to Address: Sales_IN@example.com

 

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Idea based on My Oracle Eloqua Online Course Learning:

Signature rule provision of Eloqua gave me an idea to implement this automated global solution.

 

 

Solution Implementation Details:

I suggested to use Eloqua Dynamic Signature rule feature to overcome the manual effort of mapping country-based user on email step of canvas.

 

We created a Dynamic rule of signature which will work on the country of target contacts while sending out the emails. This will reduce all of efforts of manual mapping and changes in signature on standalone assets.

 

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User Set up in Eloqua

 

  • To make the signature work dynamically, we need to create multiple users based on country/region so that they can be mapped in the signature rules.
  • Created users in Eloqua with all required information related to Signature will be mapped in Signature rule configuration.
  • Sender Display Name
  • Sender Display Address ("From')
  • Reply-To Display Name
  • Reply-To Address
  • The Only purpose of these dummy user creation is to map “Reply-to” and “From Address” as per the country/region of contact in Eloqua.

 

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  • Signature related information will be entered in “General Info (Signature fields)” tab. It includes all the details related to the User signature.

 

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Signature Rule

 

  • Created a signature rule to send emails on behalf of different regional leads from different country in Single deployment.
  • Senders will be dynamically define based on the country of contact on runtime.
  • Rule links the specific sender to a contact based on the field values in the contact’s record.
  • Also, we have a provision to configure Default Sender, just in case if no country gets assigned to a contact or no condition gets match with signature rule then, Default sender signature will execute.

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  • This will work on real time based on country of Contact.
  • We also can create conditions based on CDO or Event fields (if required).

 

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  • Once we done this mapping, then we simply need to use this Email step of campaign canvas.

 

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Now we can ignore the Signature configuration in Email asset because Dynamic rule will take care of this in campaign canvas.

 

Note: For this project, the most helpful Eloqua courses for understanding the related functionalities to implement this solution were Signature rule with contact and CDO, Email fundamentals and helped me a lot in order to implement this. It was also important to have Eloqua Help Center to research Email asset setting.

 

Testing:

 

We pulled test emails including all countries through a test campaign canvas and results were as desired. Every email contained different from and reply to address based on test customer country in Eloqua database.

 

Summary:

 

We mapped this dynamic signature rule under our campaign templates so that every user is using the dynamic signature rule under email step configuration in campaign canvas. We also rolled out a quick training so that this option is not modified on campaign canvas. Today, none of our users are worried about replyto and from addresses that are tied on our emails as that is dynamically mapped based on customer country automatically. This resolved a major manual step which was required on each email / campaign.

 

Thanks,

Mukesh Satija

Getting access to a rich library of resources is sure to magnify your marketing efforts and introduce you to new and innovative ways to utilize the technology available. It's important to make sure you are taking advantage of everything available so you can maximize the time you spend learning! Here are a few of the offerings to ensure you explore!

 

Release Content

Oracle Marketing Cloud applications follow a quarterly release schedule signified by the year and quarter. For example, the release for the first quarter of 2019 is the 19A release, while the release for the second quarter of 2019 is the 19B release.


The Oracle Marketing Cloud education teams work closely with Product Development teams to provide training that helps end-users stay up-to-date with all changes and enhancements to the application. Make sure you're always visiting the subscription around release time to stay in-the-know!

 

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To sign-up for a live virtual class:

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All courses that are taught as live virtual classes are also recorded, so that you can watch them on your time if you can't make a class. To ensure you get the same hands-on experience as attending the live virtual classes, you also have the option of reserving a lab environment and practicing the exercises while you watch the course. To sign up for a lab, simply click the Lab button in the Resources section. Labs are always supported by exercise guides, which are accessible via the Student Guides button.

 

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Included in your subscription is the chance to pursue two types of recognitions - accreditations (e.g. the Eloqua Master or Eloqua Luminary) and certifications (e.g. Oracle Eloqua Marketing Cloud Service 2019 Implementation Essentials).

 

Accreditations

Accreditations, like the Eloqua Master, enable marketers to demonstrate their proficiency with the application. Each year, subscribers can take the required training and pass the associated exam to earn a badge, which can then be added to collateral, like LinkedIn or a resume, to signify their achievement and skill with the application.

 

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Included in the cost of the subscription is a first free attempt at the certification exam, along with correlated content to prepare for the exam. To learn more about the benefits of Oracle Certification and the process for taking your exam, visit the Certification homepage on the Oracle University website.

 

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If you wonder about the best time of day or night to send emails, Send Time Optimization can take out the guesswork. But the question is, can you achieve this report in Eloqua Insights? Today in this blog, I will be sharing a customized “Email Open Report” which can be used to determine the best time/phase to send an email to achieve high open rate.

 

Marketing Challenge: To understand the best time/phase when a contact opens the email.

Goal: To find the top two hours of the day where the email open rate is maximum.

Current Benchmark: As per the blog post of campaign monitor, the best time to send an email is “Afternoon”.

 

Marketing cloud courses that helped you achieve campaign success

The following marketing cloud courses really helped me to achieve campaign success:

1. Insight for Reporters

2. Insight for Analyzers

3. Advanced Criteria Functions

4. Working with Pivot tables

5. Advanced Dashboard Functions 

 

Creating your own report:

To create a personalized send time optimization report, a user needs to have access to Oracle Eloqua Insights.  These are the following steps needed to create your own report.

  1. From Eloqua home page, navigate on Analytics and click on Insights.
  2. Navigate to report catalog and click on an email.
  3. Navigate to “Email Open Overview” report, click on more and copy the report.
  4. Paste the report in the “My Folders” and rename if needed.
  5. Click on the edit button. Now, the default “Email Open Overview” report is there.
  6. Firstly Remove all the default filters and click on filters and add “Email name” filter and provide email name which is taken as a reference to achieve send time optimization. In this case, I have considered “Email name is equal to test-email” where “Test email” is the name of the email. More than one email can be added however for the start, lets select one recently deployed email.
  7. To customize the report, go to the subject area and drag any field to subject area section. In this case, “Time Span” is dragged from “Email Open calendar” folder.
  8. As we need a custom field, click on the gear icon of “Time Span” field and click on “Edit Formula”.
  9. Now, we need to add one SQL formula. Before that let’s understand the basics. Here, we are considering different phases of days as following:

Time

Phase of the Day

Time

Phase of the Day

06AM – 08AM

Early Morning

04PM – 06PM

Late Afternoon

08AM – 10AM

Morning

06PM – 08PM

Early Evening

10AM – 12PM

Late Morning

08PM-10PM

Late Evening

12PM – 02PM

Early Afternoon

10PM-02AM

Night

02PM – 04PM

Afternoon

02AM-06AM

Late Night

 

The formula is explained below for one phase “Early Morning”:

CASE

When “Email open date” is between 06AM and 08AM

Then Change the value of custom field to “Early Morning”

Else change to “Night”

END

 

To clean the data we are casting column name as time and extracting hour value from the column and again casting the value as an integer. Then adding different phases of the days in the “When” and “Then” statements. Please download the attached text file to view the complete formula for all phases of the day.

 

10. Copy and paste the below formula in the Column formula section and rename the Column heading as “Best Phase to Open Email” by clicking on custom heading checkbox. For the convenience, the full formula is attached in the separate document to reduce the length of the blog.

11. Now, Click on Result tab and a customized “Email Open Overview” report will be displayed in the compound layout.

12. Click on “New View” and create a pivot table. Click on the edit icon and sum all the unique open against “Best Phase to Open Email” column. To represent the data cleanly, we have excluded the other columns from the report.

13. Now, Pivot table is ready.

14. With the help of “Graph Pivoted Results”, data can be presented cleanly using the pie chart. Click on “New View” and navigate to “Graph” and change the chart type to pie chart to get a simplified view of data.

15. This is the final step to customize the pie chart. Click on “Edit graph properties” [xyz] icon and update “Legends” and “Data Markers” from title and Label.

Hence, our customized “Email Open Overview” report is ready with the pie chart representing the best phase to open an email. Going forward the send time can be optimized during the data of this report.

 

Step by Step explanation:

Send time optimization report from insights.gif

 

Conclusion:

Send Time Optimization allows marketers to send emails at the optimal time for each contact. The optimal time for contact is when they are most likely to open the email based on historical data of their email open times. In this report, we are collecting the open time of the contacts based on the data of previously sent campaign and utilizing that data to find out the best time to send next email. The powerful capability of insights is utilized for this report which will provide additional metrics for new school marketer in optimizing their campaign. In this case, Best phase to send email comes “Late Afternoon” (04PM – 06PM) however this change campaign to campaign and email to email. To get a more precise report, we can add multiple emails in the filter criteria or create a send time optimization report to a specific campaign. Also, analysis can be customized based on which day email has been sent or at what time email has been sent.

Introduction

 

  1. We all Experience on a daily basis while shopping online, we go to the website, select a product, check into the cart and get a filled form along with product and your details and simply make payment.
  2. My recent project requires to do the same thing with our promotional emails. As we are in the software business So should do this for better customer experience and My company also introduces an eCommerce website to make the payment method easy.
  3. Information in the Externally hosted form contains Products details and Customer profile information.
  4. Product details are stored in a CDO So, we choose to do this with the help of Field merges of Contact and Custom Object (CDO).

 

Challenge

 

The Promotional email will be having a CTA button with a link which consists of some set of parameters(External Form fields name) of the Externally hosted form to retrieve those value from Eloqua. We needed to get those values for specific customers from Eloqua contact Object and Custom Object and pass it to the variable(External Form fields name) in URL.

 

Solution

 

I suggested using field merges directly in the URL. Eloqua Values will be stored in a Field Merge and then we can use those field merges in External form field placeholder in the URL.

Ex:

External Form Field name = Prod (Supposed to contain Product value Like Prod = Product Code from Eloqua)

 

This field is looking for a product value from Eloqua So, we need to create a field merge. Eloqua CDO/Contact field merge will be having product value and we need to place it in URL.

This provides a quick, easy and simple solution for email deployment. In the example below, you’ll find a way to do this.

 

Field Merges

 

For each data point about the event necessary in the URL, a field merge was created from CDO/Contact(Product name, Product description, date, contact address, etc.). This field merge used the last created information, so the contact will receive their registration confirmation email with the most up to date information from their latest form submission.

 

Prod.png

The Email  CTA LINK

 

It is important to know the Field Merge syntax and code used to achieve personalization of URL.

Eg. Below span tag is the field merge code for Product. (The same is obtained by dragging and dropping a field merge field on the email)

<span class="eloquaemail" >Product12</span>.     Here Product12 is the Eloqua Internal field Name.

 

Create the span tag of all field merged which you want to use in URL and place in place holders of link. So, the CTA link finally will be:

Link: https://www.example.com/us/en/webstore/commerce.html?prod=<span class="eloquaemail" >Product12</span>&ctry=<span class="eloquaemail" >CountryCode1</span>&email=<span class="eloquaemail" >EmailAddress</span>

Here, Prod,ctry and email are the fields name of form where this URL will be redirected.

 

Note: The External form field variable in the URL query string must be exact same as what is in External form if the wrong variable placed in URL then it will not populate data in Non-Eloqua Form.

 

Non-Eloqua Form

A script to read the values from URL Query string is implemented on Non-Eloqua form

After the above configuration, URL consists of the field merge value in the URL query string as below.

Converted URL:

https://www.example.com/us/en/webstore/commerce.html?elq_cid=54529&prod=W2130UU-1XY&ctry=US&email=xxx.gupta@xxxxt.com

Below form fields will read data from the above URL query string and populate in the form and Customer can review and go ahead.

InkedPicture1_LI.jpg

 

Note: For this project, the most helpful Eloqua courses for understanding the related functionalities to implement this solution were Creating field Merge with contact and CDO, Email fundamentals and Field merge with Query String helped me a lot in order to implement this.It was also important to have Eloqua Help Center to research Creating custom objects and Creating field merges with custom objects.

 

Results:

 

With Field merge feature of Eloqua, Customers who are redirecting to Non-Eloqua form start getting a pre-filled form to purchase the product. That reduced a couple of steps for a customer to fill the form and we could keep using Non-Eloqua forms with no changes applied in any of the interfaces, all leads running in the new infrastructure. This was required by the stakeholder.

First of all, congratulations on passing your B2B Master exam and achieving the B2B Master accreditation from Oracle University! It's an accomplishment that takes time, focus, and dedication. But you might be thinking: Now what? Great question. The answer truly depends on what role you've taken on at your organization. So, we've compiled four simple questions that will help you determine the next steps in your Oracle Eloqua journey.

 

Ask Yourself The Following 4 Questions:

 

1. Do I want to learn more about how Eloqua can support my specific job role? If the answer is yes, consider diving into one of the role-based learning paths:

 

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2. Have I explored all the features within the Eloqua platform? If the answer is no, consider attending or viewing the following courses:

 

3. Do I run reports and analyze the data within the reports? If the answer is yes, consider attending or viewing the following courses:

 

4. Is my team ready for a new or updated marketing strategy? If the answer is yes, consider attending or viewing the following courses:

 

 

If you're feeling really ambitious and want to take your marketing skills to the next level, pursue the Eloqua Luminary Accreditation. And don't forget -- you can always reach out to an education expert with more specific questions. Happy learning!

Marketing Challenge

 

Traditionally, B2B marketing teams struggle with being able to automate customer communications and at the same time offer the relevant content and personalisation that is so important in relationship-driven marketing.

This becomes even harder in the financial industry where you have highly complex regulations and silo data sources on top of long sales cycles with multiple decision-makers and influencers, just within one customer or prospect organisation.

Mapping these and getting the right message to the right decision maker, at the right time, is hard.

 

Project Overview

 

The objective was to automate digital marketing campaign design and implement Eloqua in highly regulated global financial company to initiate Marketing transformation. We were
up for the challenge and wanted to make a real difference to how we communicate to our customers. We also wanted to make a change in how we manage campaigns in much more efficient, data-driven and effective ways for our Marketers across the globe.

 

It is a multi-phased, multi-country implementation of Eloqua programme, covering:

  • Evaluating countries’ readiness for marketing automation from regulations and resources point of view
  • Onboarding countries to Eloqua (from marketing and business requirements to setting up preference center, defining contact strategy, reporting, providing templates, best practices, etc.)
  • Core committee of people (internal & external) dedicated to deliver the result
  • Transitioning and transforming the current digital marketing campaign design processes by enabling Eloqua functions and up skilling people.

 

Today, we’ve completed all these steps for 14 markets and we see this achievement as the first milestone of our digital transformation journey.

 

Approach

 

Behind this success was a small global team who:

  • Conducted Eloqua onboarding globally and in the countries
  • Trained users and new joiners
  • Onboarded partners for day-to-day support
  • Created digital assets and templates
  • And defined the role that Marketing Automation would play in the future of our B2B contact strategy.

 

This was the first agile project in our B2B Marketing done in technology area, and in the months that followed, the programme transformed from a simple marketing automation tool to a robust programme with multiple channels and a strategy that forms the global Marketing Transformation Programme.

 

Impact

 

The journey has started with 3 countries, the early adopters of Eloqua, quickly followed by other countries in the different regions. As of now 14 countries are able to create multi – step campaigns, get valuable insights using Eloqua BI and improve marketing outcome. But the most important change is to enhance customer experience. And this whole roll out has been completed in 18 months.

One of the most acknowledged benefits of the technology rollout is consistent brand communication. The availability of approved branded templates offers our customers a more consistent brand
experience across multiple channels.

 

The success of Marketing Automation is recognized globally:

  • 14 countries are live on Eloqua
  • With over 60 trained users
  • Who have designed +150 campaigns in H1 2019, 60 of which are currently live and active
  • With a global CTR over the industry benchmark
  • And a month-on-month increase in customer engagement

 

Results

 

We’ve designed and rolled out multi-step & multi-channel campaigns; events, webinars, acquisition, awareness, conversational or informative ones. And this is just the start. We’re personalising those campaigns and continually learning more about our customers and building this insight into the future campaigns.

 

Helpful Eloqua University Resources during our journey:

 

User Management

Database Security

Custom Subscription Management

Insight - Advanced Dashboard Functions

App Cloud/

MM: IP Warming Basics

Lead Scoring/

Insight - Advanced Dashboard Functions

Introduction:

Build a Campaign Association Custom Data Object (CDO) to capture all form submissions for all contacts. This operates as a filing system, eliminating campaign engagement data loss.

 

Setting the Stage – Multi Product Buyers Journeys:

Over the last half decade, our company has seen growth in the form of acquisitions. Very quickly we shifted from a single to multi-product company through acquisition.

 

Non-linear buyers journeys are common today, and this means you will experience an increased frequency and velocity of parallel activity consumption. Your MAP and CRM need to be prepared to capture and report on each touch point across multiple journeys in a multi-product demand funnel.

 

Marketing Challenge:

Our existing technical setup with beginning to show wear and it was time we addressed some of the most important challenges, one of which is accurate campaign tracking.

The single biggest challenge was our 2-hour sync which would mean only the last activity on the Contact record was written to SFDC. This results in a loss of critical data affecting engagement metrics and ultimately negatively impacting our Campaign ROI.

 

Strategy Includes:

  • Custom Data Object
  • Buyers journey
  • Multi-product demand funnel
  • Campaign Association
  • Campaign ROI

 

Goals:

  • Capture and memorialize 100% of form submissions
  • Ability to perform advanced segmentation on Form Submission data
  • Eliminate campaign status overwrite issue
  • Improve sync speed

 

Benefits:

  • Centralized database and processing for all form submits
  • CDO triggers unique sync for each new record!
  • Replaces the unreliable failsafe (briefcase step)
  • Enables Multi-product Form Submission tracking
  • Enables us to build complex campaigns leveraging past form submission data

 

 

 

Custom Data Object Record & Fields

 

 

Processing Step: Update Custom Data Object – With Form Data

 

 

Form Submission CDO Work Flow:

 

 

Impact:

  1. Sync Speed
    1. Down from 2 hours to 7 minutes!
    2. Improved contact engagement visibility to field sales
  2. Accuracy
    1. Reduced error incidents reported by 90%
    2. New campaign response audit
    3. Program safety timer and feedback loop
  3. Reliably
    1. Solved campaign member status overwrite issue
    2. Improved operation efficiency
  4. Scalability
    1. Supported on all forms
    2. Future proof
  5. Advanced Segmentation
    1. 141,479 new records created
    2. We can now do advanced segmentation based on Form field data

 

Conclusion:

With the launch of the campaign association CDO we have greatly improved our operational efficiency enabling us to better track our Campaign ROI. Every form submission is now memorialized with a new CDO record being created for each form submission. Another important milestone is we now have the ability to build custom segmentation based on field values from the actual form submission itself. Incredibly powerful! This has been instrumental as we create increasingly complex campaigns that require us to rely on form submission data.

 

Helpful Eloqua University Resources:

 

 

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