20190827 HERO IMAGE AUG Eloqua User Group 1200x675.001

Data, data, data – you just can’t do your job without it. Data from your CRM, ERP, Social sites and more, it’s easy to feel like it’s an onslaught of data. How do you manage that data and have the confidence to personalise campaigns from that same data? 

The value of data to Modern Marketers

Eloqua gives you the right tools to help manage your data, gain insight and to personalise your campaigns. 

There’s something in this webinar replay for everyone. If you’re an Eloqua Administrator, there’s some additional insight. If you’re a user, building Campaigns, email, landing pages and forms, there’s insight here to help you realise how data can help personalise your campaigns and act on the data provided by your campaign members via form submissions or simply from their Digital Body Language™.

The value of data to Modern Marketers

Data Tools – Two main tools to help you manage data quality.

Deduplication rules and handlers make it easy to remove duplicate records in an automated way; validation rules ensure that data uploaded into Eloqua or submitted in a form meets your format requirements.

Deduplication rules

“Deduplication rules are rules that let you check data entities (contacts and/or accounts) to ensure that there are not duplicate records in the database. You can create a deduplication rule that uses multiple fields, partial matches, and phonetic matches to identify contacts or accounts that are duplicated.”* 

*SOURCE: Eloqua Help Centre

Validation Rules

“Using validation rules, you can ensure that data uploaded into Eloqua or submitted in a form complies to a specific criterion (validation type). You can validate whether there is a submitted or uploaded field value, the data type and length, and whether the value is in a specified data set. In addition, you can replace particular values with values that you specify (for instance, to normalise data before its stored in your marketing database).”*

*SOURCE: Eloqua Help Centre

The value of data to Modern Marketers

Why use custom objects?

In essence, custom objects allow you to compile and use unique data that is relevant to an account or contact but is not necessarily static information about the account or contact themselves. 

Two of the most common custom objects created for Eloqua users are Campaigns and Opportunities. These two custom objects sync data between your CRM platform and Eloqua. These two examples show the 1:N (one to many) relationships of the data to your contact.

For example, a single Lead or Contact in your CRM platform would likely be a campaign member of many campaigns over time and the same logic applies to Opportunities. In order to have a specific conversation with a person via email and to personalise your communications, custom objects ensure you have the most current information to use for segmentation and field merges.

The value of data to Modern Marketers

There are many ways to keep an eye on your data, ways to keep it clean, ensuring it’s suitable for personalisation and segmentation.

Contact Washing Machine on the Campaign Canvas.

In this section of the webinar we walked through the range of settings and option you have available with the Contact Washing Machine, one of the most popular Eloqua Apps.

The Contact Washing Machine enables cleansing of contact fields. You are able to define one or more contact fields as inputs, then run actions such as trim, concatenate, adjust case (propercase or lowercase), and perform lookups to populate fields.

The data can then be mapped back to that same field or a separate field. Keeping data clean improves the accuracy of scoring, segmentation, and personalisation.

The value of data to Modern Marketers

Most of the 19C highlights were covered in the July User Group

Eloqua Release 19C Campaign End Date Default change 900pxl

Now that we have access to Eloqua Release 19C, there was one other enhancement we missed.

The default campaign end period is now 3 months, previously it was 12 months. The major benefit of this change is reporting.

When users would not enter the actual campaign end date and use the end date default of 12 months, any campaign “Active” reporting was rarely accurate. e.g. if the Canvas sends one email and the campaign ends in 12 months – that’s clearly not real.

A 3-month default is better, but still not real.

The best option is to manually select a real end date for your campaign, this will ensure far more accurate reporting.