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When I joined the Marketing Automation Team on the company, and after weeks of meetings and discussions, I realized that the goal was clear to achieve: it is possible to improve our performance based on what has been done before.

 

Current Marketing Challenge

 

With this statement, I decided to search on our recent campaigns to analyze, and identify what I think are considered as key points to be focused on. Here is what I found:

 

Issues with the metrics when the reports are pulled from insights tool

 

After looking at the reports, a question came to my mind: What would you do if you realize that the segment of contacts and a segment of a seed list have similar numbers in their records? Here is what I think it can happen:

 

• The numbers could be similar on the results (see image below)

• The real numbers would be low (in case that both segments are included on the same mail)

• It could be used as a final list instead of a test list

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Report Results Image.

 

Low level of filtering criteria for the segments creation

 

On past campaigns, I saw that setting only some of the compare filters (within industries or email accounts for example) wasn’t enough to find out what we were looking at all (see image below).

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Filter Criteria Image.

 

Large number of campaign steps on the canvas

 

To have accurate information around your contacts behavior (opened an email, clicked on a link, or even submit a form) you must be as specific as you need when you configure the assets, actions, or decisions of your campaign to make it work accordingly. Because of this, I figured at the end that there were too many items on the canvas and it could easily make a mistake on any update.

 

Campaign start date missing information

 

There was a requirement from one of the marketers… and it was to check the start date of our campaigns during this year. When I searched them in Eloqua, I realized that there wasn’t available at all, due to the following reasons:

 

• The campaign date was different than the date of the first mail

• The send immediately option was selected on the campaign

• The campaign was deactivated and activated several times

 

At the end, we had to rely on the Hard Bouncebacks from insights to figure this out, since the Operational Reports and the Campaign Audit only allow you to see the records of a maximum time of 3-month period, and not greater.

 

Forms with same fields for each campaign

 

When I was checking the flow for each campaign to understand how they were built, I realized that there were different forms but with the same list of questions. Is not this redundant? Couldn´t this turn complicated when the reports are pulled from insights to see which contact has reached which form? And what if the list of questions must be updated at some point? It must be applied to ALL of them?

 

Initiative Description

 

With the explained scenario, some tips can be used and applied to improve the key points. However, they not solve entirely, but it is a good point of start from my perspective.

 

Tip 1: Always keep your seed lists short

 

No matter how many members from your team ask you to be included on the seed list. If it is necessary, split as many as you consider, but always keep them short because it will be easy to identify them on the reports (see image below).

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Report Results Image.

 

Tip 2: Create balanced criteria filters

 

You can create and apply as filters as you might consider, but you need to be careful on this. After creating criteria filters you must have a balance. Bouncebacks and Unsubscribes filters helps you too to gather accurate information. Not as much to make it highly restricted (having no records at all on your result), but not too generic because you probably will have the same contacts like no action has been performed. (see images below).

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Filter Criteria Samples.

 

Tip 3: Split your campaigns for easy management

 

As a good practice, you can split, combine, and connect your campaign canvas as you need. The image below describes an example where the main campaign has been connected to another related to a PDF asset that has been included on the emails:

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Figure 1 - Main Campaign Image.

 

Performing this action, it will be easy to edit, duplicate, remove, among other actions on your campaigns in an organized and simplified way. As you can see, we can crate shared filters separately to track and follow if anyone has just clicked on the PDF Asset:

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Figure 2 - PDF Asset Campaign Image.

 

Tip 4: Use a wait step between the segment and the email

 

Although it is just an action that has no relation at all with the fact that you can setup your campaigns to active or deactivate them at the date and time that you need, we discovered that placing a wait step before the email is a useful resource. As I said before, it saves a lot of time and helps you figuring out when a campaign has started even if it happened from more than 3 months (see image below).

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Wait Step before Email 1 Image.

 

Tip 5:  Use query strings on landing page links

 

Since we are using the same form on different emails, adding query strings is the best option, avoiding you to create them every time from scratch. Here is an example of what you can add on your link:

 

linkofyourlandingpage.com/?yourdetailedrstring&elqTrackId...

 

When the campaigns are complete, the report from insights tells you which user has submitted the form from which email, using the same form and even the same landing page (see image below)

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Report Results Image.

 

Expected Business Results

 

Since we recently build our awareness campaigns, the total results to share are not available yet. However, I discovered that the Bounceback Rate in one of our campaigns is lower between emails (see image below).

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Report Results Image.

 

We will need to wait in a couple of months how it goes and take new reports, but I can say that we are going on the right way on this improvement.

 

Oracle Marketing Cloud Academy Influence

 

Complete and detailed resources are available in Eloqua to solve your concerns to decide which is best option. I must say on this case, that the following helped me the most:

 

• Eloqua 10: Advanced Segmentation

• Eloqua 10: Data Cleansing

• Eloqua 10: Testing Campaigns and Assets

• Eloqua 10: Uploading HTML Email

• Eloqua 10: Advanced Editing and Form Processing

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