GDPR compliance presents challenges to organizations, especially if they operate in multiple countries.
As GDPR compliance D-day was approaching, Sage was still in the process of unifying all of our marketing tools in different regions to a centralised structure. For the particular case of Spain, which hadn’t yet migrated to the global tech stack, the challenge was to automatically inform the owner of the local CRM when a Spanish contact unsubscribed in the central Eloqua instance. They could then unsubscribe that same contact in their local system.
The approach we took was simple and easy to implement.
Each time a contact unsubscribed globally, the following had to happen:
- A notification email would be instantly sent to the owner of the local CRM system.
- A Google Sheet would be dynamically edited with a new row containing the data for that particular record as well as a timestamp.
- Local stakeholders would follow their standard procedures to unsubscribe the contact from their local systems.
A Program Canvas was used to allow contacts to enter more than once with a recurring segment. Here's the complete flow:
- The relevant data of globally unsubscribed contacts from Spain needed to be continuously pulled in by a segment in the canvas each time a contact globally unsubscribed from our Eloqua instance, and contacts should be able to enter the canvas more than once, in case their subscription status changed.
The segment criteria was configured like so:
- We used the cloud app Form Submit action.
This is the configuration window for that app:
- The Eloqua form the data was being submitted to, as described in the previous step, was configured with just two fields: Email Address and Country, and the form processed each record with just two actions: Send Notification Email and Post Data to Server.
For the first action, Send Notification Email, a simple email template was created which included a field merge that pulled the unsubscribed contact email address, as well as a link to the Google sheet for further reference.
The second processing step in the form is Post Data to Server, by which we re-post the Eloqua form data of each unsubscribed contact to a Google Form which is configured to add this as a row to the Google sheet which in turn adds a timestamp each time a record is submitted.
- The Google spreadsheet was used to keep a record of unsubscribed contacts, as local stakeholders dealing with opt-outs did not typically have to have access to Global Eloqua. Still a “move to shared list” step was configured in the Eloqua canvas in case future actions needed to be carried out with those unsubscribed contact, as well as a Form Submission Errors wait step.
This simple integration leveraging various Eloqua functions allowed us to continue performing our marketing activity safely both locally and globally, without losing pace or business opportunities. There was no extra investment required. It also allowed us to give all stakeholders an answer to their concerns and provide them with a clear process in a transitionary period when the management of customer privacy across our systems represented a big challenge.
This is an example of a relatively straightforward configuration of an Eloqua Program Canvas, form processing steps and integration that serves an important purpose.
In our case, the data that we required to be submitted for each unsubscribed contact was just the Email Address and the Country, but other fields could come into play if required, like Name, Phone Number, etc.
Integrating Eloqua with other applications, such as Google Forms can be used for tons of business use-cases. The possibilities are endless. I encourage you to dive into these Eloqua functionalities and maybe explore their integration capabilities with other applications to expand the possibilities of automation in your business.
I will also be happy to answer any questions or hear any ideas you might have to take this a step further or apply to your project.
The influence of the Oracle Eloqua Luminary courses
The Luminary courses that have been of great help to me to come up with these ideas and also apply basic functionalities are many. I would highlight the following:
- B2B: Convert with Custom Objects, especially the Configure Campaign Canvas module where a great example of the use of the cloud app form submit action is explained
- B2B: Prioritize and Process