Eloqua Segmentation - Tips I wish I knew as a beginner

Dear Eloqua users,

I know the platform can be overwhelming at the beginning, so here are a few segmentation tips I wish I knew when I started my marketing journey.

Use Segmentation Templates

If you identified a segmentation pattern, move it to a template and reduce your configuration effort next time.

Apply Exclusions

We are so focused on identifying the right audiences that sometimes, we forget about System and Master Exclusions. If you want to communicate more accurate reachable audience sizes to your managers, exclude the unsubscribes, hard bounces, master excluded records (which can be a long list of evaluations), competitors, or any other unwanted categories.

Use Shared Lists

Are you working on a webinar with multiple sessions? Then store the registrants in separate Shared Lists. This way, if you want to send custom email communications per session, you can quickly build your target audiences using the Shared Lists. Also, you do not need to process manually the form submission data to provide registration numbers per session.

Are you planning to build a nurture stream with multiple stages? Create Shared Lists for the Entry, Current Members, and Exit campaign points. To manipulate the "Current Campaign Members" Shared List, use the "Add to Shared List" step at the beginning and "Remove from Shared list" at the end of your flows. These Shared Lists are very useful for reporting purposes, investigations and segmentation. You never know when you have to target people who finished a specific nurture stream in another campaign. Better safe than sorry.

Share Local Filter Criteria

If you worked hard on a Filter Criteria at the segment level and realized it can be used at the campaign canvas level or in another segment, do not waste your time transferring the logic manually into a Shared Filter.

Use the Share option instead. Right-click on your Filter Criteria and select "Share...". This will convert your Filter Criteria into a Shared Filter.

Stamp a Record Date in your CDOs

Custom Data Objects are very versatile and useful for segmentation and journey personalization. However, there is a downside - you cannot use the "Date Created" and "Date Modified" fields to filter the CDO data. So how can you limit the evaluation to a specific time range? By creating a custom "Record Date" field.

If the CDO is alimented by a form, you can populate the "Record Date" through a processing step. Check the picture below for more details:

I hope you find these useful.

Let's continue the conversation! ☺️ What other tips would you add to this list?