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!