Our marketing challenge involved enhancing and improving personalization and the customer journey experience with our company’s events. Currently, event campaigns are not necessarily always with informational campaigns. The overall objective was to better integrate events into omnichannel orchestration, and Eloqua plays a significant role in aiding that on a technological level. To understand event campaign nuances and Eloqua technical capabilities, I needed to understand how Eloqua is used to manage events and the current state of our event management in Eloqua. This relates to current campaign structure, emails, registration pages, landing pages, and other parts of a customer’s digital interaction, and how this plays out in different regions. I also needed to know how we gather events data for analysis. Ultimately, I needed a solid understanding of Eloqua's technical capabilities and how we utilize them when designing and executing event related campaigns.
Because this was a strategic initiative, the overall goal was transformational in nature. However, I needed understand the current state and determine how to improve our future state. I wanted to understand how events and associated campaigns are currently conducted using Eloqua, and how we can improve upon the process to improve personalized messaging for events campaigns. To that end, I spoke to Eloqua users at my company to learn about Eloqua’s events capabilities, in addition to my learning from the Eloqua training. I also wrote business use cases related to the events process and segmented them according to event stage, and identified which user stories can be executed using an Eloqua tool or function. These user stories were circulated with Eloqua users and technical implementation experts for confirmation.
To build my proposals, I needed to start from the basics. For example, I wanted to understand how Eloqua is used to build event campaigns, and how events are included in existing campaigns. Furthermore, I wanted to determine how we can integrate events into existing campaigns, and segment audiences to serve content that's relevant to their interests. My goal was to determine if event campaigns perform better than informational campaigns, and whether integrating events into informational campaigns will improve informational campaign performance.
As part of my analysis, I measured campaign performance for events versus non-events. I wanted to quantify the case for events personalization. My goal was to see if event campaigns perform better in terms of open rates, click throughs, and form submits versus non-event campaigns. I pulled six months of active global campaign data, segmented the campaigns based on keywords related to events, and trimmed the data based on how many people received the campaign emails (6,000 or fewer emails delivered to segment for small and medium size events). Then, I compared the events campaign data to non-event campaign data to measure differences.
I discovered that there is a difference in performance between event and informational campaigns. Total open rates were 7% higher, and unique form submissions were 14% higher. Clickthrough rates were the same for event and informational campaigns, but customers are more likely to complete forms when they are related to events.
Based on these results, my future goal is to improve integration techniques between event and informational campaigns, and use the event digital interaction data to accurately conduct customer engagement scoring. Ideally, personalization will transcend every aspect of event journeys: pre-event, during event, and post event. For example, personalized content will be offered based on session attendance, based on content downloaded, or based on a meeting. Testing this will involve pilot events where we will use the Eloqua Campaign Canvas to build campaigns and the Events Module to execute events. This will be conducted in the future.
Since events data is robust, my long term goal is to prioritize events interactions, and pass this data to other tools in our tech stack to create fully integrated omnichannel digital experiences for the customer.
The marketing cloud courses that directly influenced this project was the B2B Engagement section because it featured specific details about the events management tool, the B2B Fundamentals course because it showcased the basics for campaign creation, and the B2B Analysis section because it diagrammed how to analyze data from campaigns.
While the strategic initiative is ongoing, the business impact will ultimately result in a more personalized event campaign experience. For example, personalized content could be served to a customer after attending certain event sessions, or event offers could be served to a customer based on their activity within other journeys or campaigns. By integrating events campaigns and content into other types of campaigns and journeys, personalization efforts become more efficient and event ROI could be positively impacted. Ultimately, events data passed from Eloqua to other platforms helps our organization create a fully omnichannel digital marketing experience for our customers.