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The challenge and the initiative

Being a Campaign Manager in an events business is challenging but a fulfilling role. The main goal is always attracting and enticing visitors to attend the event, to convert and meet exhibitor’s needs by ensuring that your company achieves its targets. Panic mode always sets in, especially in the last few weeks before the time any of our events goes live.

 

Imagine this scenario, is sunny October, 3 weeks before one of our events, down on numbers, panic ensues, action needs to be taken. Solution? Behavioral communications which will create a new path for campaigns and a blur for the business.

 

Goals and success?

Our goal was to use Eloqua to run a behavioral campaign based on the website activity recorded by the platform in order to hit the targets.

 

Campaign plan and step by step implementation

In order to achieve the goal, the below steps has been followed:

  1. Touch-points definition: Website (a list of most relevant pages has been created), LinkedIn platform (LinkedIn campaign manager app has been configured), Facebook business page (data has been extracted and manually imported into the platform).
  2. Email comms were created to match the audience and the content of our data was researched on our website.
  3. Customer journey had been mapped out and a visualization was created to support input and activity from all the involved teams.
  4. Eloqua segments were created for all the relevant groups by using activity filter criteria.
  5. De-dupe criteria was applied for all segments created, by rank.
  6. Automated canvases were created to support previously defined plan and exclusion filters were used across all the live canvases for the 2019 campaign in order to avoid duplication in data. The behavioral campaign were defined as main, so all relevant data was moved to the automated canvases that had previously been created.
  7. All the segments were setup to add members regularly until campaign is deactivated, with a re-evaluation frequency of 4 hours (governed by our internal set-up).
  8. A series of 3 emails was added to each canvas with email 1 being triggered after a max of 24 hours after the website visit has been registered and the following emails after 48 hours at first stage and reduced time closer to the deadline.  Emails were scheduled to be sent every day between 7am and 10pm.
  9. Campaign was activated and daily Eloqua Insights reports were setup and sent straight to our inboxes for close monitoring. No changes was made until the end date, as the results exceeded our expectations.
  10. All unengaged data was moved to a LinkedIn re-targeting campaign where the messaging has been aligned with the one in the email communication. The campaign brought us a significant number of conversions, at a cost of under £7 per conversion, a great achievement for a first time social campaign run through Eloqua by us.
  11. Bounceback data were used on Facebook to create Lookalike audiences and bring new contacts to our show floor and also grow our database.

 

How has this campaign impacted our business?

By having an automated flow that responded to our customers’ needs and gave them accurate deadlines and vital information, the campaign helped us to hit our targets and increased the overall engagement. Also, is saved us time and gave us the opportunity to focus on other channels, and minimize the manual work and reduce the potential mistakes.

 

What we achieved?

  • - Open rate increase by 189%
  • - Click-through rate increase by 713%
  • - Click to open rate increase by 176%
  • - Conversion rates increase by 31%

On the back of the great results I’ve obtained by running the behavioural campaign, the business understood the need and are now changing the way we engage and communicate with our customer. The results reinforced the message “customer first”.

 

Marketing cloud courses that have supported this campaign:

Background: I am marketing automation director from a marketing agency; working for a client (a global networking technology company) and completing the B2B luminary course to explore features available in Eloqua to help our client promote their products and services and automate marketing communications.

 

Objective: Reach out to top 100 accounts immediately to close deals by the end of quarter.

 

Goal: Personalize content and provide deals to set of audiences shared by the Sales team.

 

The Challenge: Sales team wanted to send personalized emails to top 100 accounts. Each account manager had engage account. However, this is a tedious job if each Sales Account Manager has to send personalized emails to contacts from 100 different accounts. It could easily take several days to complete this activity.

 

Solution & Implementation:

Signature Rules: Using Signature rules, emails can be sent on behalf of many different people at once in a batch email deployment. The senders are dynamically defined based on the recipients of the message. Rules link a specific sender to a contact based on the field values in that contact's record or custom object. Click here to know more.

 

Signature layouts: Signatures layouts are templates for automatically inserting Oracle Eloqua sender information into emails. You can create a standard signature layout that defines how signatures should look and what information they should contain. This allows you to maintain consistency in corporate branding, and it makes it easier to generate signatures for a large number of employees. A single signature layout can be created which then dynamically pulls in the details of the sender. Click here to know more.

 

  • Signature Rules
    • There are four key fields which can be utilized:
      • Sender Display
      • Sender Display Address
      • Reply-to Display Name
      • Reply-to-Address

 

  • Signature Layouts

Step 1: Creating Signature Rules: Setting-up a Signature Rule:

  1. Path: Eloqua > Assets > Email Setup > Signature Rules
  2. Click New  in the top right corner
  3. Add the name and use standard naming convention

create signature rules.png

 

Follow the steps mentioned below:

 

1.      Select a Default Sender

a.      Eloqua will send email using Default sender details only if any of the target contact is not mapped to account manager/sales person details or Email Sender value is blank

2.      Pick from a set Key Field that defines Email Sender:

a.      Contact Field (choose this)

                                                              i.      Select ‘Email Address’

b.      Custom Object Field

c.       Event Registration Field

3.      Select Personalize Email Headers

a.      Sender Display

b.      Sender Display Address (“From”)

c.       Reply-To Display Name

d.      Reply-To Address

 

 

4.      In the top right corner if you click the it will add a row for manually adding contacts (email address) and Account Managers (First and Last name).

 

5.      In the top right corner click the chevron (>>) “Actions” and select the Upload Mapping

a.                                                   In Excel create two field headers and name the first on Field Value and the other Email Sender

b.      Add the customer email addresses to the first column

c.       Add the Account Managers email address to the second column

d.      Back in Eloqua upload list through the step-by-step wizard

                                                              i.      Pick Data Source - add Excel list you created

                                                             ii.      Review – make sure data is correct (customers first and Account Managers second) and also you’re only using email addresses

                                                           iii.      Map Field - be sure that Source Field and Target Field match

                                                           iv.      Finished

 

 

Explanation: Adding contacts to a Signature Rule: You can add contacts manually by clicking on the plus ‘+’ icon or upload them file using ‘Upload Mappings’ option under action menu in Signature Layout.

 

upload mappings.png

 

 

Upload Mappings ( bulk upload signature mappings:): Create an excel sheet and place target contact details under ‘FieldValue’ column and map them to account manager details by updating account manager email addresses under ‘Email Sender’ column. Once, your file is ready, go to Signature Rule File > Assets > Upload Mappings and upload the file. Please make sure to map the fields correctly.

 

excel mapping.png

 

Now, you are ready with the signature rule file.

 

Step 2: Signature Layout: Adding Signature Layout to an Email

 

Choose from an existing layout or create a new one

  1. Create an email
  2. To add a signature click on the Signature icon
  3. Search for the signature layout name and drag-and-drop the name to where you want it in the creative/code view.

 

signature-layout-in-email.png

 

Create a new signature Layout:

 

  1. Create a new layout click New button in the top right corner
  2. Name your layout
    1. Please follow standard Naming convention
  3. On the right-hand side you can select: 
    1. Images (you can add logo of your company)
    2. Contact Fields (Select fields First Name Last Name, Job Title, Company, Business Phone and Add company website url on the layout)
    3. Create links
  4. Save, and you’ll be able to access your layout in the Email section

 

signature-layout-fields.png

 

Step 3: Signature Rule/Layout Testing

  1. Test Send:
    1. In the Email, section click on the chevron (>>) and select Test Content
    2. (2) Select a User from whom to send
    3. (3) Select a testing Email Address

email test.png

 

Step 4: Email Canvas Setup

  1. On your canvas add an Email Step
  2. Open up the Email Step and add the email name and select Signature in the bottom Nav
  3. Check the box for Using a Signature
  4. Click Send using a dynamic signature rule
    1. Choose the signature rule you created
  5. Finished

canvas-email-setting.png

 

Final Email output:

Note: the sender name and the name is signature is different than what was showed in example above. I had to use the real contact in eloqua to perform the test and show the results. Thanks

Final email.png

There you go! And this helped us send personalized emails in just few hours.

SarahTwoNames

Program builder be gone!

Posted by SarahTwoNames Nov 27, 2019

I am a gal who likes to keep her Eloqua instance clean, tidy and efficient. The old lead allocation program builder I inherited was none of those things.

 

For the uninitiated, lead allocation is a workflow that assigns MQLs from Eloqua to an active salesperson in a CRM based upon criteria. In this case, leads were segmented based upon company size (above or below 250 FTEs) and then by industry sector groupings (known was verticals). Within the verticals leads were then assigned to salespeople based upon the first letter or number of their company name.

 

A single change in the sales team meant that in Eloqua I had to naturally change the program builder by:

  • updating 36 match rules (A-Z, 0-9)
  • then waiting over an hour for test data to trudge its way through many, many program steps (priority mode ain’t exactly zippy) only to land in Salesforce (SFDC) and reveal that I had made a mistake and had to rinse and repeat the whole process.

 

Tedious and time-consuming. The above are just problems that surfaced when making changes:

  • sudden departures from the Sales team and the consequent user deactivation in SFDC resulted in Create Lead external call errors generated by the program builder stacking up in Eloqua;
  • misallocated lead mysteries were fiendish to unravel as I had a) no record of what the data looked like at the time of passing through allocation and b) no record of the path a lead took through allocation;
  • the alphabet-based Sales territories resulted in unfair lead allocation, leaving one salesperson drowning in potential commission and another parched;
  • the labyrinthine nature of the program builder meant that Sales management had not a clue on how it worked or how they could make it work for their overall strategy.

 

What I needed was a lead allocation program that was robust, easy to maintain, auditable, quick to amend, didn’t require a degree in rocket science to understand and handed out leads fairly.

 

Enter the Eloqua Luminary Technology course and the wonder of program canvas. It automated repetitive tasks! It processed contacts, fast! It took decisions based on the contact record and performed actions! It looked like campaign canvas so I knew what I was doing!

 

Technology also put me wise to the fact that I could use an auto synch to populate a picklist with inactive Salesforce users.

 

And imagine my delight when the Targeting course revealed the Contact Washing Machine app and its almost magical math function. I now had a random number generator that could replace lead assignment based on company name. Much fairer (you wouldn’t believe the number of companies that start with ‘T’).

 

Finally, a shout out to the Engagement course for introducing me to the App Cloud, without which I wouldn’t have the Form Submit app.

 

More on the above later.

 

To give you an idea of the unfair state of the lead allocation program builder, here’s the lead allocation by salesperson in 2018:

2018 data.png

Prior to commencing the rebuild I showed the above to Sales, as well a breakdown of how long basic maintenance was taking, and the reaction was, well:.

 

This was perfect ammunition for making the case for an allocation rebuild. Sales were rather wedded to alphabet-based allocation (they had been doing it for years), thinking that it was the only way to do things. Revealing that I had a fairer method of allocation up my sleeve was definitely a light bulb moment for them.

 

“What’s in a rebuild?!” I hear you cry. Naturally, the first step was to validate the current program builder with Sales. What was working, what wasn’t and what was required to make the allocation program fit for Sales’ goals in 2019 (not 2016, when the program builder was created)? I steered Sales away from making suggestions on exactly how the new program should work (avoiding a repeat of 2016) and encouraged them to focus on what allocation needed to achieve. With Luminary learnings under my belt, I was much better placed to tackle the ‘how’.

 

With a clear vision of the end result I could set about incrementally designing a shiny new allocation program. The beauty of program canvas is that the drag and drop interface means that you can easily place elements on to the workspace and play around with the best order to connect them up in. You can also save your draft and come back to it later with even better ideas.

 

To ensure the new program was both easy to use and understand, I created a modular build. Breaking the allocation program up in to its constituent parts avoided creating one enormous and crowded canvas which required a map to navigate. The new canvases were:

  • Canvas 1
    • Removes bad data, cleanses data, allocates specific lead segments to specific salespeople and sends leads on to either canvas 2 or 3
  • Canvas 2
    • lead allocation for the sub-250 FTEs Sales team
  • Canvas 3
    • lead allocation for the 250+ FTEs Sales team

 

The key to creating a fair allocation program was crafting those all-important contact washing machines (CWMs). Using the math function, you can turn them into random number generators and the number generated decides which salesperson is allocated the lead e.g. if a lead could potentially go to three salespeople, the CWM randomly assigns a number between one and three to the lead, and so each salesperson receives an even slice of the pie (person A gets number one and so on). Even better, if a salesperson needed 50% of leads in a territory and the remaining 50% needed to be shared between the rest of the Sales team, the CWM can easily be set up to accommodate this.

even random number.png

non even distribution.png

 

But what if those CWMs sent leads to someone who wasn’t in the business anymore? My regularly updated (thank you auto synch!) picklist of inactive users had my back. One final check on all leads before they were sent to Salesforce – if they were assigned to an inactive user an update rule would reassign them to a central queue.

 

Finally, I used the Form Submit app to make the program auditable. Each exit from the canvas or transition was preceded by a form submit that added the lead, their all-important data at the time of passing through and the name of the exit/transition point to a custom object. Now, each lead creates a paper trail as it flows through allocation.

form sub 1.png

form sub 3.png

form sub 5.png

form sub 6.png

form sub 7.png

Now, it was time for the big reveal, and much to Sales’ delight they understood (possibly for the first time) what lead allocation was doing.

 

We went from this (note the many, many collapsed branches):

prog builder.png

To this:

prog canvas.png

 

And imagine their surprise when during the presentation I carried out some on the fly editing when they needed to swap a couple of salespeople around. Gone were the days of snail pace amendments and the lead allocation program not reflecting the Sales team structure.

 

Even more gratifying is the fact that lead distribution is now much more even:

better distribution.png

2 years ago, Alcatel-Lucent Enterprise defined a new strategy call Vision 2020 aiming to position the company as an impactful B2B IT player in Industries such as Education, Transportation, Healthcare, Hospitality, and Local Government. The marketing team was reorganized around  Vertical program including the design of contents and the definition of Demand Gen Programs. Meanwhile the sales organization had a strong target to address new logos.

While many marketers believe that Inbound and Outbound are two different approaches we believed that it made for the sense to work into a single and consistent stream integrating Contents Syndication, retargeting and Outbound integration.

The marketing stack we are using is ELOQUA for marketing automation, Sitecore as CMS, Salesforce as CRM, Sales Navigator as sale support synced with ELOQUA and Salesforce and LinkedIn insights and Facebook pixel for targeting and Leadforensic when and where regulation authorized to use it.

 

The phase I of the operation was to build the list of accounts to build our ABM Strategy we wanted to target with Sales Leaders. Then we mapped the contents we built with the account list and worked with an agency to start the Cost Per Lead program based on Intent data mechanism and account mapping to make sure that our prospects will be in contact with our contents.

 

The phase II was to integrate the leads from the publisher and to integrate them into a specific nurturing stream. One of the major benefits of Oracle Eloqua is that rather than requiring an ABM module or add-on to the core solution, the capabilities to work with an ABM strategy are built natively within the tool.

 

 

 

The leads were integrated into ELOQUA by using Converter application and then we used the external activity ELOQUA module providing records of outbound and inbound activity data that are not natively tracked by the platform. Oracle Eloqua will automatically track certain activity that it manages, including email sends, email opens, email click-throughs, form submissions website visits. External Activities show up in Profiler.

abm1.png

 

Then we build the workflow to discriminate the leads depending on their languages (English, German and French), the topic of the contents they consumed and the stage of the buying cycle to enter them into existing Outbound campaigns linked to Mobility, IoT and Cloud for vertical. They were redirected to 8 Outbound campaign.

To elaborate this campaign we used the Oracle ELOQUA B2B Modules and the Oracle ELOQUA AppClouds.

ABM2.png

 

 

What we learned during this campaign is really how to build a bridge between CPL and Outbound initiative leveraging multiple skillsets.

As per the results we had 2000 leads on CPL and we converted 30% in opportunity. The click rate and open rate doubled compared to industry benchmark as we used a specific targeted approach.

 

ABM3.png

One of the clients I work for has been using Shared Lists as an exclusion method for their campaigns for a while now.

They add contacts to a list as a ring-fence and remove them after a period of 1,3,6 months.

 

They wanted to automate the process of adding and removing of contacts to Shared Lists.

They also wanted to track which contacts were added to which lists for reporting purposes.

 

After reviewing their request, I came up with an automated solution which has been documented below.

 

The solution addresses the following requirements:

  1. Allow contacts to be added to an exclusion pot
  2. Timestamp exclusions to allow length of exclusion to be defined within segmentation
  3. A historical view of which contacts were in the exclusion pot.

 

The solution utilises the following Eloqua Assets:

  1. Campaign Canvas
  2. Form Submit (Cloud App)
  3. Segments
  4. Shared Filters
  5. Forms
  6. Custom Data Objects (CDO)

 

 

SOLUTION SUMMARY

 

Using the above mentioned assets, a campaign was be created on the campaign canvas.

Based on the criteria for exclusion, contacts were added to a "Form Submit" step which stored contacts into a CDO.

 

New Shared Filters were created to query the CDO and identify customers who had been excluded.

The Shared Filter could then be added to a segment as an exclusion to remove contacts for a period of 1, 3 or 6 months as desired.

 

STEP 1 - Eloqua Form

 

Created a basic form to capture the email address and a ringfence reason field. This allowed marketers to specify a description of why someone is being excluded.

E.g: They might want to flag anyone who has entered a nurture campaign in the last three months and exclude them from offer emails.

 

Within the processing steps, a CDO was linked to store the information that will be captured on the form.

The CDO has three fields; email address, ringfence reason and a date field to capture when the record is stored.

 

The important element in the configuration is to ensure the email address is NOT used as the key field.

This will allow the contact to exist within the exclusion CDO for multiple ringfence reasons.

Example:

A date stamp is applied to the date field to store when records are captured.

 

 

 

 

STEP 2 - Storing Excluded Contacts into Custom Object

 

On the campaign canvas, a Form Submit step is added to allow contacts to be pushed from the campaign, via a form and into a CDO.

 

The configuration can be done as a one off setup and will sit within your campaign.

As seem below, the ringfence reason is being defined as a static variable.

 

Depending the business requirements, the "ringfence reason" could be written to a contact field at the point of exclusion using a Contact Washing Machine and later nullified using an update rule.

 

When the campaign canvas is activated, the excluded contacts are pushed into the CDO with their email address, ringfence reason and a date stamp of when that record was captured.

 

 

STEP 3 - Applying Exclusions to Segmentation

 

After records have been placed within the CDO, exclusion filters can then be created for the different periods needed

 

Based on your requirements, this could be done in two ways

  1. Exclude anyone in the CDO with a date stamp in the last 6 months
  2. Exclude anyone in the CDO with a date stamp in the last 6 months and also has a ringfence reason of "Luminary"

 

NB:The powerful thing about creating segmentation this way is; after the 6 month period, the exclusion

will evaluate to false so anyone who was previously excluded will fall back into your target segment.

 

You can create multiple filters for different activities

 

  • Welcome Ringfence - 1 Month
  • Welcome Ringfence - 3 Month

 

You can also enhance your segmentation by combining multiple ringfence reasons

E.g: Exclude anyone who has had a welcome email and has also had a newsletter in the last 2 months.

This segmentation can be applied using AND and OR operators to really extended your campaign targeting.

 

The exclusion can now be added to any segment and will allow you to identify how many customers are being excluded based on your criteria.

 

Conclusion

 

The ask for automating the ringfence was initially geared towards ad-hoc marketing activities like up-selling, cross selling and offer based campaigns.

Since going live a few months ago, there has been a demand to roll this out across all trigger based campaign activities like welcome, nurture, retention etc.

 

The data held within is the CDO is not only being used for exclusion but marketeers are coming up with new campaign activities and using the data for customer targeting.

A recent activity was an offer campaign targeting ex-customers(contact level information) who were sent  a retention communication(cdo information) before they expired but have still not renewed their subscription.

 

Having the data all in one place makes it easier to segment instead of looking for the campaign and email names used for the retention communication.

This way, you could have 4 different retention campaigns and your target segment could only refer to "Retention" in the CDO

 

 

Final Note

 

Oracle recommends a CDO limit of 5 million records so to ensure the data is managed, I recommend using a program canvas to automatically delete records older than a certain point.

The CDO data can also been backed up into your data warehouse for future insight and reporting.

Please ensure you are abiding by any data retention policies your business is bound by.

 

Hope you find this useful.

 

 

References

Oracle Eloqua: Fundamentals of Segmentation

Oracle Eloqua: Fundamentals of the Campaign Canvas

Oracle Eloqua: Fundamentals of Forms and Landing Pages

Oracle Eloqua: Program Canvas

Expert Applied Learning Series

The marketing challenge:

 

I have been working on the company Customer Thought Leadership Event that had a lot of visibility due to company leadership team attending it in Oxford, UK this year. The event target set for the customer event was 50 MQLs and prospect attendees from the Key Target Accounts. I knew that hitting this number or higher would considered to be success.  At the end of the campaign, we have achieved 80 MQLs and 8 marketing influenced opportunities.

 

The campaign steps and things we have done differently:

 

Advanced Segmentation: Focusing on the key Targeted Accounts and levering the Account Attributes segmentation available in Eloqua. We knew that the event content will be relevant to technical and business audience, so we have used the job function, job title and job level fields to invite these relevant audiences and our key personas for the UK and Ireland since the event took place in Oxford, UK. In addition to this, we have used event and behavioral specific segmentation to invite the folks who have attended the event within the last 3 years to increase the likelihood of hitting the event attendance goals and generating MQLs.

 

Campaign Tactics:

 

We have set the 5 email touch campaign that included the key touches such as save-the-date, email invites and Thank you and Missed you email.  Our campaign included the marketing segment that was pushed through SFDC via the Sales Campaign Association app to the campaign in SFDC for the sales guys to add and remove campaign members. This way the sales reps have added the valuable contacts as well.  After each email invite, we have used Eloqua External activity loops to register the external activities ( registration touches in SFDC) and the evaluation steps in Eloqua to check if people have registered to the event or not to make sure we only email to the people who have not registered to the event before. We followed email best practices to improve the email engagement rates and form submissions – such as CTA above the fold, short and concise emails that looks good on the mobile, personalization with the field merge in the email copy and subject line. We have set up a beautiful multi-tab landing page in Eloqua where we promoted our compelling event content. The campaign canvas example. Please note that the campaign sensitive data has been hidden:

 

Eloqua+Campaign.jpg

 

The Eloqua courses that have helped me to improve my knowledge in Eloqua and have contributed to the campaign success are as follows:

Eloqua Luminary Profile & Target, Engage & Enrich courses.

 

All the stakeholders involved have been very pleased with the campaign results and event success.

CHALLENGE:

Being a higher education institution, our challenge was to streamline the orientation process for online students. As the orientation process is run by the call center for online students, connection rates and orientation have been a challenge historically. Our role was to create an automated process that reduces time spent on orientation while increasing the number of people that attend orientation.

 

Note: at the time this campaign and process were set up, the zoom integration was not live. We are currently exploring this as an option to further optimize the campaign.

 

GOALS:

  • Utilize Eloqua to send out orientation registration links
  • Automate the orientation process (thank you emails, reminder emails, etc.)
  • Retain orientation information that the call center can use to communicate to students and help them keep track of where each student is in the process in order to make data-driven decisions on their outreach campaigns.
  • Increase orientation attendance and connection
  • Going from a one-to-one orientation connection to a session-based orientation multiple times a week.

 

CAMPAIGN IMPLEMENTATION:

In meeting with the teams that run our online orientation process, I gathered their requirements in running the orientation and began to create a plan. Once this was complete, we decided that it was best in our situation to create two campaigns, 4 reports that we automated with agents, and two update programs to keep the reports accurate in case of anomalies. Some of these steps were added after the initial launch. As we began to run the process, we noticed gaps in our process and adjusted our strategy.

  1. The first campaign.

The first campaign we created was simple. Create a space where we can send an introductory email to each student based on their assigned assistant (call center rep). Despite having multiple similar emails, we did not use dynamic content in this situation. Each student receives an email from their assigned call center rep.

 

     2. The second campaign.

This campaign proved to be the biggest challenge. Its purpose is to send a reminder email, use decision steps to filter out records and place them into the 4 different reports, send notifications for upcoming orientations, and thank you emails. In hindsight, some of these may be split into different campaigns with their own specified purpose. Through trial and error, we ended up with many adjustments to this campaign that make it seem visually complicated.

 

Online_Orientation_Schedule.jpg

 

     3. Reports

From the requirements gathering, it was determined that we need 4 primary reports to run this effectively. An “unresponsive” report, an “attended” report, a “no-show” report, and a “registered” report.

  • Unresponsive: Those who have not clicked or opened any of the content. The list will be used for further call campaigns in attempts to reach students.
  • Attended: Keeps track of all who attended.
  • No-Show: Those who attended but did not attend an online orientation for various reasons. Members will be called/emailed by a call rep. to attempt to reschedule their orientation.
  • Registered: The registration list sends daily and contains records that have an orientation scheduled within 1 week of the current date. This will give everyone a status on what and who to expect in each orientation. This report contains the time and date of each student's registration.
  • Lastly, we created a monthly report that these four primary reports feed into.

 

     4. Programs

After some trial and error, we noticed that some people that have waited too long to register were placed on the “unresponsive” report prior to their registration. This meant that people can potentially miss important notification emails as well as that our reporting would be inaccurate. To remedy this, we created two programs: an “unresponsive shared list removal” and a “no show shared list removal” program.

  • Unresponsive Program: Based on the unresponsive list that is created by the second campaign, this program checks the list through decision steps to identify if there are people that have been placed on the unresponsive list that have a status of “attended” in the Custom Object that contains the registration information. If the criteria is met, the record is removed from the unresponsive list and placed on the “attended” list.
  • No Show Program: Based on the no show list, this program checks for people who have been labeled as “registered” in the Custom Object that contains the registration information that has a future orientation date. (i.e. a no show is considered someone who is registered yet has a past orientation date, indicating that they missed their scheduled orientation). If the criteria is met, the records are removed from the no show list and placed on the appropriate list.

Through this, we can ensure that our call center reps have up-to-date information and the monthly report is accurate.

Screenshot_3.jpg

 

IMPACT ON BUSINESS:

Through the creation of this campaign and process, through many updates and lessons learned, we have been able to run the orientation process for our online students more efficiently and effectively than we have previously. One of the biggest effects of this is the vast amount of time that we saved the call center reps by creating an automated batch orientation process rather than a one-to-one call. Not only did we reduce the amount of time spent on orientation, but also the number of people required to run the orientation. In addition to this, we can now more accurately report on the performance of our online orientation.

In this article, we will explore ways to use Eloqua web data lookup to get more from your marketing cloud, e.g. Google Marketing Cloud.

First of all if you haven't used web data lookup before, it is an easy way to use client side JavaScript APIs to retrieve information from Eloqua about a website visitor in real time! Key information types that can be retrieved are contact fields, visitor profile fields, custom data record fields, email group membership, etc. To start using web data lookup, please read these articles: Creating web data lookup, Using web data lookup, Web data lookup examples.

 

Now after this quick intro to web data lookup, let's explore the use of web data lookup beyond form pre-population and web page personalization. Today's web analytics tools such as Google Analytics & Adobe Analytics provides powerful data visualizations but sometimes limited visitor data available. Our marketers would wish these web analytics tools has more information about these visitors like Eloqua fields from "contact (e.g. Industry)"/"visitor profile (e.g. Company)"/"custom data (e.g. lead source)" records. Using Google Analytics (GA) as an example, this is how you can do it with the following steps:

  1. Setup web data lookup and add the JavaScript code to web pages. Please also make sure that Google Analytics analytics.js is installed on these web pages.
  2. Create desired custom dimensions on GA to store data value that you will be retrieving from Eloqua in the next step.
  3. Use the web data lookup JavaScript API calls to retrieve "data value" of desired Eloqua fields, after the web page finishes loading for a visitor.
  4. Use the ga("set", ..., "data value") function in GA analytics.js on the web page to send "data value" as value of custom dimension to GA.

 

With these Eloqua field data stored as custom dimensions in Google Analytics, you can now run Google Analytics report to answer questions like:

  • Visitors from which industry has the highest/lowest eCommerce/goal conversion rate?
  • How many page views & users from targeted companies?
  • Do visitors from different industries/companies/job roles shows different behavior flows on your website?

 

In addition to the above, you can also create Audiences in GA using these custom dimensions. For example, you can define audience in GA by combining data from Eloqua (e.g. industry) via web data lookup with standard GA fields (e.g. source/medium/visitor type). You can then publish these new audiences to your Google Ads account to target visitors more precisely via customized ad copies & keywords, all thanks to these additional data from Eloqua web data lookup!

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