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Tracking CTAs Click Activity within Landing Pages

 

Challenge:

By default, when gathering data for reporting on a Landing Page, it only tracks overall details of the page. When it comes down to the items/URLs found within that Landing page, there is a limitation to track any data activity generated from that traffic; this Blind For Fix will capture that missing data.

 

Goals:

To track additional activity data within the Eloqua’s Landing pages for a more effective and detailed report.

 

Process:

To gather the activity data of any URL found within the Landing Page, the URL(s) must be ‘redirect’ through a blind form in order to capture it. Here are the steps in order to solve this.

 

Documentation:

The most basic approach using the “Blind Form” fix is to provide accurate data of the clickthrough per email address and the date stamp for each click it receives.

 

Impact:

Having this ready, it’s a matter of relating to your campaign tactics and business goals in order to hand-tailor the values and metrics you need for a more robust data gathering and reporting stats.

 

Steps:

 

1. Creating the Blind Form:

Go to >Forms>Create New Form > Blank Form  

Add the specific campaign name and then make sure the HTML Name is the same as a best practice.

Define the fields from the Landing Page that you want to track down and then proceed to create a hidden field for each of them.

Click on Custom Fields, the floating window will show the available objects; drag and drop a hidden field.

 

Rename the hidden field(s) accordingly.

Make sure the Field Label (Display Name) matches the HTML Name (Advanced Settings).

Under the Field Validation and set the Maximum # of valid characters to be 100 at least and the Minimum at 2.

 

 

Go>to PROCESSING screen. (Upper right corner of the screen)

On the left hand-side of the screen click on the + and select: Redirect to Webpage

Click on the Conditionally icon (Processing Steps Executes…)

 

 

Make sure the name matches the URL on your Landing Page so it will be easily located when creating the report.

Next,  select the “Send to an External URL” and copy the URL you want to track.

 

 

As a best practice make sure you grab the Tracked link from the Components screen

 

 

Go>to Action> View Form HTML…

 

 

2. Creating the BLIND FORM tracking URL:

To construct the tracking URL, you must find the details listed below.

They can be found under the menu >Action >View Form HTML where you can search each value:

When the Form Integration Details screen appears, look for these values and construct the string as follows:

 

  1. https://XXXX.t.eloqua.com/e/  > Action= from Eloqua’s Server
  • ?elqSiteId=0x0x0x0  > EMERSON’s Site ID within Eloqua
  • &elqFormName=19E_NA-en_AWR_EthanolBioRefining_1_FM_Blind > Form using Hidden Fields
  • &email=~~eloqua..type--emailfield..syntax--EmailAddress~~  > Field Merge                    
  • &btn=btn1_mass_balance > The name you created for the CTA you want to to track on the Landing Page

 

https://XXXXX.t.eloqua.com/e/f2?elqSiteId=x0x0x0x0&elqFormName=19E_NA-en_AWR_EthanolBioRefining_1_FM_Blind&button=btn1_mass_balance&email= ~~eloqua..type--emailfield..syntax--EmailAddress~~

 

As a best practice Do NOT use the & on any of the names/naming conventions.

 

3. Final step

Grab this link and put on the Landing Page on the CTA you want to track. In order to view this activity just review the form submission data where all the individual records will be found.

 

Commentary:

Putting together this guide, I saw all the videos found on the Oracle Training site regarding Acquisition Data. The reason I needed this is because we work with a lot of white papers and technical PDFs. As many people are behind the creation of these very important and detailed information, a need to understand better the channel specific traffic this information was generating, we wanted to get a hang of their Persona data. This fix helps towards that and broads our understanding of how they interact on this Libraries of landing pages while watching how they appear on each of their lifecycle stages.

We were looking for a solution for reporting the number of contacts qualifying for a given segment, and for monitoring segment growth over time.

 

The ‘Fundamentals of Segmentation’ ‘Program Canvas’ and ‘Insight - Advanced Criteria Functions’ were used to formulate a solution to this problem.

 

The solution chosen was to use a Program to write to the Contact Record—using the Program ‘Update Rules’ function.

 

Program canvas.jpg

 

Because the segmentation criteria are dynamic, meaning a contact can qualify for (or get disqualified from) the segment at any time, we had to re-evaluate the segment result regularly.  The ‘Re-evaluation Frequency’ setting on the segment icon in the Program was set to ‘1 Day(s)’ to achieve this.

re-evaluation.jpg

Each contact should be updated using with either a ‘Yes’ or ‘No’ value for the segment, at each re-evaluation.

 

To ensure all contacts receive a value of either ‘Yes’ or ‘No’, we created 2 versions of the segment;

  1. The ‘Engagement last 6 months’ segment was set up using Shared Filters.
  2. The ‘NO Engagement last 6 months’ is a version of the above the segment, using the same Shared Filters, but in this segment the Shared Filters are set as ‘exclude’ criteria. This segment has only one ‘include’ criteria which is ALL contacts in the database (email address not blank).

 

In this way, the ‘NO Engagement Last 6 months’ segment becomes the opposite of the ‘Engagement Last 6 months’ segment, and ALL contacts in the database receive either a ‘Yes’ or ‘No’ value.  Per the Eloqua Masters course, Shared Filters should be used with caution, because any update to a Shared Filter is reflected in every segment the filter is used, but in this case that is exactly the intention—changes to the criteria are reflected in both the ‘Engagement Last 6 months’ and ‘NO Engagement Last 6 months’ segments, at the same time.

 

Insight can be used to report on the custom field on the contact record. Custom fields can be found in the Contact / Attributes / Contact Custom Text subject area.

 

Insight report.jpg

 

Insight reports can be scheduled to run, for example monthly, and the result can be plotted over time.  This solution allows us to monitor growth of the segment over time.

 

In addition, having a single field on the contact record that reflects the multiple and complex segmentation criteria, means that building permutations and combinations of the original segment—segmenting using the custom field instead—is quick and easy.

Preface

In my current role as a Marketing Specialist, I work with a team that focuses on Product Alerts, Newsletters, Webinars, Events and Nurture campaigns. We work in a fast-past industry that is ever changing and we strive to be on the forefront of the newest strategy.

 

The Challenge

By looking for new strategies to test my campaign effectiveness, I stumbled upon A/B testing in topliners from people similar to me; looking for answers to simple questions, like these:

  1. What is the best time to send out a post event email?
  2. What time of day do people consume your newsletter most?
  3. If  the majority of time your customers open your emails on Desktop vs. Mobile view, which view should you make sure the email displays best in?

 

I wanted to focus on changing our mind from “I think” to “I know” by testing out different techniques for our email campaigns. One set of emails we send out often are for events. Now these events can be small trade shows that we have a booth at or a larger event that we may be sponsoring.

 

My company typically sends 3 email touches for the smaller events. This consists of:

  • Pre-Show Email
  • Day of Event Email
  • Post Show Email

 

I decided to run a test to see if sending out the post show email 3 days after an event vs. sending it a week after the event makes a difference in overall email performance.  In reality, I want to know if waiting for the event sponsor to send out the post show list is worth the wait, or if I should just use the scrubbed list from the pre-show send because it is just as efficient.

 

Hypothesis

My hypothesis is that sending the email out 3 days post event, will gain more traction and overall better email stats than sending it out 1 week later when we have the post event list.

 

In my mind, if we wait over a week to send a post show email, our customers/prospects will no longer make us a top priority because of the amount of time that had passed. Maybe they are going to another event next week and they forgot that they even stopped by our booth because we didn’t reach out to them sooner. Or maybe the post show list from the sponsored event didn’t have a large increase of contacts vs. the pre-show list making the delay in our email send pointless.

 

Below are a few of our mobile friendly event emails I am A/B testing.

2019-10-28_00-57-13.png

 

Results

After testing out my hypothesis, I found that sending out post show communications 3 days or less after an event yields a higher unique open and unique clickthrough rate than if I were to send a post-show email out 1 week or more following the event.

 

I went through the list of event campaigns and found the ones that were sent 3 days post event vs. 1 week post event. I then grabbed the average of the unique open rate and unique clickthrough rate to get total average of each test.

 

2019-10-28_02-24-48.png

 

By having a higher clickthrough rate, we have a potential to increase the number of demo requests which increases our chance to a potential sale. After finding out that the post-show email sent 3 days after yielded better, I thought of a few more things I could potentially test in the future. Such as:

 

  • Testing the length of post show email copy
  • Testing a text hyperlink vs a CTA button
  • Testing a logo vs imagery

 

Key Take-Away

Marketing your company is customizable to your needs. Just remember the strategy for your company may not be the same strategy for another. When seeing a result of an A/B test, don’t assume that it will work the same way for your company. You may have a different structure, or target audience.

 

The best thing to do, is test it out for yourself and see if this to will help you in your future event campaigns like it has helped mine.

 

Helpful Resources & Courses

Title: Strategic Eloqua Omni Channel Campaign implementation on Event A held in Abu Dhabi 2019

Goal: To acquire new customers, drive registrations and onsite conversions with increase in customer satisfaction (NPS – Net promoting Score)

Course: Oracle B2B

Benchmark: Increase in Event A Net Promoter Score with +20

Strategy:

No matter the increase of online pre-registered visitors if we are not able to bring them on the show floor. Our focuses efforts were to build Omni Channel campaigns with strategic content and data driven approach using 7 behaviours and sector/feature interests from pre-registration and survey data.

After analysis of 2017 and 2018 results, and following the critical situation we were into for Event A 2019 reaching -30% on pre-reg visitors one month prior the event, we decided to set up a task force meeting daily, first to go back to growth for pre-reg, and also to focus on conversion to make sure visitors will come to the event.

 

With Eloqua being a master tool for marketing automation, we are able to track customer interaction and behavior alongside a complete visitor cycle with 360o insight. To scope with our existing database structure with its complexity, we were successfully able to deploy the Campaigns – Newsletter, Acquisition, Retention, and Conversion, along with theses campaigns we also implement other features as below:

 

   1. “Eloqua Forms” for Lead generation –Eloqua forms into website to acquire new leads and have them to drive straight into the Acquisition campaigns based on the sector of interest (segmented).

       Eloqua Feature used: ELOQUA FORMS

 

  2. “LinkedIn Acquisition Campaigns” – Omni channel approach to be able to target the customer over different channel like LinkedIn

         Eloqua Feature used: LINKEDIN APP

 

3. “Gleaning Dashboard” – an innovation with conversion campaigns to be able to generate new leads via social connections.

       Eloqua Feature used: CDO Field Merge

      Gleanin is a referral-marketing platform designed to facilitate high-value social connections across the entire event registration experience and when integrated with Eloqua conversion campaigns, it has increased the possibility to reaching to new leads and achieved conversion          rate of 1.86%  with only just 2 email campaigns.

 

4. Data driven content strategy approach” – using 7 behaviors and sector/feature interests  

       The content for the conversion campaigns has been driven from the registration data, where the visitors have expressed their interest and main visit objective (7 behavior) – The right content to the right audience.

Example:

Visitors who have shown interest in the paid conferences were directed to upsell Eloqua campaign.

In the online registration form, one the key question is the 7 behaviors which defines the purpose of the visitors to attend the show and the content for conversion campaign is based on it. For eg. If visitors choose “Gather industry knowledge and learnings through talks or presentations”, then the content was more focused on forums, conference and industry insights.                                          

In the online form, they have to chose their main sector as well, for ex water, waste, energy, etc. This info has been taken into consideration to segment conversion campaigns, and highlight specific exhibitors/products from the sector, in addition to forum specific content.

               

5. “Omni Channel approach”

The campaigns were launched across all channels, SMS, social media and email campaigns along with website updates. This created a story and synchronization across all channels.

For email campaigns, integration has been done between Info Salons and Eloqua, to push the pre-registered visitors in conversion campaigns automatically, already split across the 6 main sectors of the event.

             

Results

 

Event A 2019 has delivered proven results with 51.45% of conversion rate, online (pre-reg & online registrations during the event days) to onsite attendees with growth of 8.25 pts compare to last edition (already 12 pts higher in 2018 versus 2017, so constant progression in 3 editions).

As a final impact, the combination of targeted acquisition campaigns with targeted and data driven conversion campaigns, Omni channel approach,  all driven by data and analysis, led to more visitors onsite and better quality of visitors, with a direct impact on exhibitor NPS, as EVENT A jumped from -1 to +22 as a cluster.

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One day, as he was visiting a market, a woman stopped him and asked for a small drawing. He scribbled a quick piece of art, handed it back, and requested a million dollar fee. The woman, alarmed, exclaimed 'But it only took you thirty seconds!'. Picasso responded 'It took me thirty years to draw that masterpiece in thirty seconds!'.

 

Whether or not this exchange occurred, it speaks to the gains in efficiency, and improvement in skill, that develop when we invest in ourselves, and our craft. Education is just this, an investment in our ability to be better, faster, and more innovative in our daily lives. If you are looking for ways to justify an investment in an Oracle University Cloud Learning Subscription, consider the following:

 

Accreditations

The accreditations available within Oracle University help you showcase your knowledge and skills with opportunities to earn career-boosting, industry-recognized accreditations. Earning the badge allows you to demonstrate your knowledge and skill (either on LinkedIn, or in your email signature) and lets some teams ensure that new-hires know what they're doing when they get access to the tool.

 

Release-Based Training

SaaS applications are constantly changing. Features are being deprecated and new ones are being deployed. To stay on-top of these updates, and ensure you're utilizing them in the most strategic way, you can rely on the release-based learning paths that go-live at the same time as the product release.

 

Continuous Content

The learning subscription is dynamic, not static. New courses are being released nearly monthly, with consideration for the more advanced users. Whether you're interested in learning more about APIs for Modern Marketers, need help Designing Effective Emails, or need a deep-dive of RPL, our team is constantly working with experts to exceed your expectations.

 

Supportive Resources

Courses are supported with a number of additional features that enhance the educational experience, like:

  • On-Demand lab access to a sandbox environment
  • Searchable transcripts
  • Ask the Instructor feature, which routes questions to our team of experts
  • eKits
  • Quizzes
  • Progress tab of consumption history

 

Innovation in Education

We never want your training to feel dull or tired, so we are always investing in ways to bring heightened engagement and curate value. For example, our Expert Applied Learning Series includes courses developed by marketing consultants in the field.

 

There are stories of the success that education brings (like this, or that) - but why not see for yourself! Similar in cost to a trip to a conference, but with 24/7 access to a growing catalog, take a closer look at the new-and-improved CX Marketing learning subscriptions:

 

Marketing challenge

Our challenge is to find a process to create a streamlined event journey cycle for any event campaigns that can be executed seamlessly by Eloqua recruiters that host multiple events across the globe.

 

Goals

The goal is to use Eloqua to track, manage, and create event campaigns. The event campaign will:

  • Sync data and capture contacts from our CRM to Eloqua
  • track contacts throughout the campaign at different stages – invited, registered, attended
  • create automated emails to be associated with the event – event reminders, notifications, and thank you
  • Increase registration, attendance, and awareness

 

The solution

  • To automate this process, we took the following steps:
    1. Built a multi-step event campaign template
    2. Use ‘Add to Program Builder’ to sync campaign members to our CRM
    3. Use the ‘Wait’ step to trigger automated email notifications and reminders
    4. Use ‘External Activity’ to update the status of the contact to your CRM
    5. Create event templates to be associated with the campaign
  • The multi-step event template can be used for any type of event. Having the template can also allow users to customize when reminders and notifications should be sent to their contacts according to when their events will occur
  • We created a guideline and trained our Eloqua recruiters on how to use a multi-step campaign
  • It took a few weeks for everyone to understand the process, once we did a few test runs and held training sessions, the recruiters were able to use this strategy to increase event registrants, awareness, participation, and engagement

 

Screen Shot 2019-09-30 at 3.48.12 PM.png

 

Results

Having this multi-step event template has efficiently cut down time and saved manual work process that users otherwise would have to do each time they want to promote an event. By creating segment member lists, we were able to target different audience members that would be interested in attending our events. We also measured the success of the events by analyzing the email metrics, by promoting the event and sending out email reminders, more guests were registering to the events.

 

Having standardized process minimized user errors and it also made trouble shooting easier to identify, as we were able to find which step we got errors or got stuck on.

 

Having a solid foundation for event campaigns helped our team promote events across the globe, contacts were able to receive reminders at the right time (as we had contacts from all different time zones), and we were able to measure and track the stages of each contact during their event journey. it made a positive impact on the guests as they were getting proper notifications and communications.

 

Reflection

Currently we are using another platform to host our events, moving forward I think it would be more beneficial to use the forms in Eloqua so that it can be integrated into the multi-step campaign. We’d also like to be able to use the social sign on app for event registrations.

 

Resources use

Fundamentals of the Campaign Canvas

Measuring email deliverability

Marketing Challenge:

 

Due to an expansion on a new market, a new business unit had the requirement to set up an individual IP that should have been used for their own marketing activities.  The challenges were few:

  • Adding a new IP to the existing email backend configuration without impacting the current setup.
  • Warming the new IP according to the Deliverability best practices.
  • Educating the end users to utilize the new configuration.

 

Goal

Having the new IP warmed and the new business unit being able to use it for their next monthly marketing campaigns.

 

Solution

Adding a new IP to the existing email default configuration involved the intervention of the Oracle Operations team via a Support Service Request.  While the new IP was provisioned, the default From and Bounce back email address domain to be used by the new business unit were agreed.  The IT department configured the authentication keys (Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting & Conformance (DMARC) for the new domain, and the correct set up was tested by using the free-tool MXToolbox.

 

In addition to the above configuration an additional service ‘Oracle Eloqua Premium Branding and Configuration Cloud Service’ was required at a cost to allow IP routing.

 

As the new IP was provisioned in a cold state, a plan for IP warming was put in place.  First an analysis of the average of emails expected to be sent in the next month was done as this information would have influenced the IP warming plan and ramp-up process, we focused on the campaign volumes and the number of the ISP-hosted email addresses. We followed the advice for the warm-up schedule and ramp schedule contained in the document in Topliners – Global Deliverability group ‘Deliverability _IP Warm Up Guidance.pdf’ see images below:

 

IP_Warming.jpg

Ramp_Up.jpg

 

We started with low volume campaigns and did not sent any large campaign in the first three weeks, we targeted in our campaigns the most engaged recipients (most active contacts in the last 3 / 6 months).  As email assets we created emails avoiding complicated HTML code or a large number of images.

 

After each campaign launches we monitored the KPIs especially bounce rates (we wanted to be sure that they were as per the recommended rates of  less than 2% for the hard bounces and less than 3% for the soft bounces) plus the open rates and click-throughs rates.  To monitor these KPIs we used three Insight reports:

 

  • ‘Email Analysis By Email’ to check open rates, click-throughs and bounces rates metrics;
  • ‘Email Bounceback History with Messages’ to have a better understanding of the reasons of the hard and soft bounces;
  • ‘Email Unsubscribes Overview’ to monitor the SPAM unsubscribes for complaints.

 

During the warm-up period we made also use of Return Path's Sender Score to monitor the reputation of the new IP, however we relied more on the information we had from the Insight reports metrics to monitor the email deliverabilty.  The reason of this is that we were aware of the evolution in the industry that makes the reputation score as a single metric to evaluate a good or poor deliverability is outdated (for further information on this topic refer to the article in Topliners ‘The Demise of the Deliverability Reputation Score’).

 

Before starting the new IP warming a basic training was put in place remotely and with the help of a custom training guide with the purpose to educate the end users that would create future emails assets in choosing the correct settings for the emails to avoid impacting the deliverability of each business units and their respective IP addresses since they had multiple Bounceback Addresses and Virtual MTA to choose from, due to the IP routing.

 

Results:

At the end of the warm-up and ramp-up period each business unit was using their own IP for their marketing activities with no impact to the deliverability of the original brand.

 

Marketing Cloud courses useful for this project:

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