As a marketing manager in my previous work, I always struggled to draw insights from the tremendous amount of data available using the marketing automation tools on hand. Wouldn’t it be nice if I turned on my analytical tools in the morning while I sip my coffee and immediately I’d already be able to tell what operational risks might be present, what opportunities are being realized, and crucially, what the next move should be? In my current role of helping enterprise marketers adopt Eloqua over the last 4 years, I have observed marketing executives endure that same frustration.
Marketing executives are constantly facing the challenge of transforming mountains of isolated data points into insightful information that enable sound business decisions. This challenge continues when using Eloqua, a wonderful platform with many strengths, but where there is no central dashboard where marketing managers can go to insights and answers in real time. This is definitely a pain point for one of my enterprise clients who operates globally. Eloqua has a lot of great out-of-the-box analyses and dashboards, but they are not laid out in the way that my client wants to consume them. What he wanted was a visually friendly and informative dashboard that shows all the improvement to be addresses and new feasible marketing initiatives for the short and long term.
Setting goals and success indicators
To know whether a project or campaign is successful, you have to first establish what would success ‘look like’. It helps to understand the goals of the project. Initial discussions with clients were essential for developing user requirements and specifications for the dashboard that would need to pass user testing:
- One single dashboard
- Visually appealing design
- Simple, intuitive navigation
- Clear, understandable data
The goal was ultimately understood that we needed to create a visually friendly and easy to navigate, one stop dashboard that would allow the management to easily identify the opportunities and improvements.
Understanding current state
When we looked at the software as implemented there were a lot of reports with overlapping information, and there was no central place for the management to have a comprehensive view of marketing activities.
- First, we audited the existing reports and identify the most relevant ones: what’s needed and what’s not.
- I engaged in discussions with marketers and executives on which reports are most relevant and business critical.
- Identified which reports and data would be incorporated into a dashboard
Initiatives taken and steps followed to implement:
To start, we categorized the marketing activities into four categories.
- Key Performance Indicator (KPI): this showcases the number of campaigns we run which turned into the number of new contacts coming into the system and number of qualified A1, A2, B1, B2 leads that we have passed on to the sales.
- Output: contains the number of emails we sent out and the frequency of delivery to existing contacts and new contacts, the forms that had been built, as well as landing pages.
- Opportunities: covers the email sends, opens, click through and by device, we also added the form submission by email and form submission trend.
- Improvements: we also wanted to identify the areas where we could make short and long term improvements. For short term improvement, we have added email bounce back overview. For the long term, we have landing page form abandonment rate and contact fields’ value.
- We had extensive discussions with the stakeholders about the reports needed with references provided by Eloqua’s building blocks page
- We refined the reports and removed the overlapping reports.
- We identified the following reports to be most relevant to the dashboard:
- Campaign Analysis Overview
- Total New Contacts
- Lead Score by Contacts
- Email analysis Overview
- Email Frequency by Month
- Email frequency by month - New contacts
- Email Open Overview
- Email Click Through Overview
- Email Open by Device Platform Trend
- Form Submission by Email
- Form Submission Trend
- Form Submission by Email
- Campaigns by landing page form Abandonment Rate
- Contact Field Value
- Email Bounceback History with Messages
We fine-tuned the analysis so that each analysis would not have overlapping attributes and matrix. We also selected the analyses that are relevant but did not produce so much data that could impact the performance of returning the data. We saved all the newly created analysis under my Folder so that they can be accessed by the dashboard in Step 3.
Put it all together on a dashboard.
- Click on New=>Dashboard. We named it Marketing Initiatives and Opportunities Tracker and saved it under My Folder.
- Access the Gear icon in the top right hand corner to get the Dashboard Properties to add the 4 pages and named them “KPI”, “Output”, “Opportunities” and “Improvements”.
- Drag “Section” onto the Canvas, go to the gear icons to configure the format of the Column. Then Gear icon in the Section, to rename, format and select additional capabilities to allow the user to interact with the reports.
- Under Catalog, click on My Folders to add all analyses whether in table view or graph view. The analysis can be side by side giving the size of the report. Giving the size of the Email Bounceback History with Messages report, instead of having the whole report, we just embedded a link in the dashboard, so the user can be taken to the report itself.
- Configure the agent to deliver the dashboard.
- Preview and Save. Remember to save every step of the way so that no work is lost.
- Published to the manager’s dashboard.
- Lastly, go to My Account to change the starting page to Marketing Initiatives and Opportunities Tracker, so that whenever you log into the Insight, the first thing you will see would be this dashboard.
By auditing the existing reports, not only does it allow us to build relevant, business critical reports, it also allows an opportunity to retire the overlapping and irrelevant reports and gave us a cleaner database. Stakeholders gained a clearer picture of the reports available and relevant to them. These timely delivered reports allowed management to make informed decisions.
Some quantitative statistics can also help demonstrate success:
- Managed the hard bounce below 3%
- Based on the results from the reports, we have adjusted the frequency of the email sending to our contacts, the email call to action location, the length of the form based on the industry best practices, all of the efforts combined resulted in a 10% increase in clickthroughs and reduced form abandonment rate by 5%.
It’s been a month and my client has been enjoying opening up Eloqua and seeing the performance of the marketing team. And he’s able to publish the positive results to showcase his work to his management, a true win-win situation.
A Few Additional Tips
- Condition for dashboard section is a classic design and currently only available for the change of number of rows. This is not very useful for any analysis and dashboard.
- The analyses that have been saved in my Folders will only be displayed if the new dashboard is also saved under my Folders.
- When you add a report on the right hand side of another report, make sure to drag the report until you see a blue line.
Marketing Cloud Courses That Helped
MM: Leadership Metrics
B2B: Conversion (OnDemand)
B2B: Engagement (OnDemand)
Additional Resources That helped
Eloqua Product Update Insight one stop shop: A New Look for Eloqua's Reporting Has Arrived!
New Insight: Report Building Blocks
New Insight: Report Matrix