When the new year arrives it’s generally time to take stock & review the past year & plan for the new one. Oracle Eloqua Insight and Dashboards are filled with the data you need to make informed decisions. What worked well? What didn’t work so well? Then you can uncover some gems to shape campaigns only possible through reviewing campaign data.
Finding gems in your own data
When you consistently run campaigns based on static lists i.e. a fixed segment, you’re probably missing opportunities to present your products or services to potential customers.
How do you find these gems?
You need to analyse your data by applying filters, using both profile and engagement data. Try this as an example. I promise you, you will find a group of contacts in your Eloqua database that you haven’t emailed for at least 12 months. Trust me, they’re always there.
Create this Segment in your instance of Eloqua
You’ll notice in the example above we’ve also excluded certain contacts based on subscription status i.e. exclude all Global Unsubscribes and Hard Bouncebacks. In addition, you might have a value stored against your contact that shows them as inactive.
Essentially, you want to arrive at a number of contacts who can be emailed, but for some reason have not been emailed for at least e.g. 12 months. This is your “hidden gem”. Now you need to develop a campaign to re-engage this audience. The most obvious campaign would be one that invites them to visit your Subscription/Preference Centre. Ask them what they’d like to hear about and perhaps incentivise them with some great content, should they update their details.
This is an example of a campaign that would probably never come to fruition in a brainstorming or planning session. It comes about because you’ve made time to look at your own data.
If you share with us what interests you, we will then share more tailored content.
Start by understanding how Insight works
There are key “Good to know” points about the various Insight reports that you should familiarise yourself with.
Creating Custom Insight reports
The best approach to building custom reports in Eloqua Insight is to start with one of the 200+ pre-built reports, look for a report that gives you almost everything you need.
Then run the report and access the edit link in the bottom left-hand corner (see screen grab below) of the report. If you don’t see the edit link, you need to have an Analyzer license added to your Eloqua user profile.
Once you’re in edit mode you can now add additional attributes and metrics, adjust columns – add more, take some away. You can view the report in preview mode with real data. Once you’re happy with the report you can “save-as” the report using the 3.5″ floppy disk icon in the top right hand corner of the screen.
Dashboards, done well, offer additional insight. Poorly configured, they deliver very little insight.
If your Campaign Analysis Overview dashboard looks like this, you’re in a good place.
If your Campaign Analysis Overview dashboard looks like this, you’re behind the eight ball and there’s some work to do.
What I’ve learnt about Apps
It’s my experience that customers generally don’t look for or add apps until they have a “problem” or something that is causing a challenge. In other words, most people don’t casually review the available apps. It’s a bit like your smartphone. Do you cruise the app store for cool apps, or do you see an ad for an app and then source it or perhaps someone shares a specific app with you and you think “That’s a winner, I like that” and then you load it to your phone.
We cover a few Eloqua apps in the webinar replay that you may want to look at to help you save time.
What are you doing manually today, that could be automated?
With limited time we didn’t get as much time to spend on this topic during the webinar. However, there are some quick wins for Eloqua users, “Always On” types of campaigns that are easily built and improve your CX (Customer Experience).
Some examples of “Always On” campaigns
The idea behind an Always On campaign is to work as a hook to grow your databases with net-new contacts/leads e.g. “Subscribe to our Blog“, “Subscribe to Future Events” or as simple as “Contact Us” etc.
Or, an Always On campaign could be set to respond to specific changes in data stored against a Contact.
- Contact Us forms and assignment of leads to Sales or Service
- Administration communications, holiday trading hours & more
- Notification Emails only sent to specific CRM Account or Contact owners.
How’s your ‘Contact Us’ form?
The Contact Us form is the most common form for marketers and in some cases the most underutilised. Try some of these suggestions:
- Keep the profile data to a minimum e.g. first name, last name and email address and perhaps company/organisation.
- Ask about the nature of the person’s enquiry by presenting a single select picklist with no more than 5-7 options. Make one of these options “general enquiry”. (you want to avoid ‘other’ followed by a free text field). Stick to the single-select picklist.
- We’re based in Australia, a long way from the EU however from a GDPR compliance point of view we’ve added “Country” to all of our forms. You may want to consider this for your forms.
Release 20A, due mid February, has some significant updates
Oracle Eloqua Release Highlights
Eloqua Release 20A
- Account Engagement Dashboard – Visualise marketing metrics by account rather than leads, channel, or product.
- Marketing Operations Center – Readily identify potential system issues and receive guidance to take corrective actions.
- HTML-to-go – Now export the responsive HTML from Eloqua’s email and landing page Design Editors (Controlled Availability)
- Updates to Facebook Lead Ads App – Field mapping support for questionnaires, multi-page forms and more
- Datafox Integration – Bringing account data enrichment for Marketing and Sales execution into Eloqua (Controlled Availability) [requires a subscription to Datafox]
- By Popular Request – “Recently Accessed By Me” and “Recently Modified” options have been restored in the Emails, Landing Pages and Forms areas.
NOTES: “Controlled Availability” means you need to log a Service Request with My Oracle Support and request early access to this feature before it’s made “GA” Generally Available.
Getting the best from your browser
Ensuring you get the best possible Eloqua experience,
- Chrome 79 and Firefox 72 are the A (Best Choice) browsers for Oracle Eloqua.
- IE 11 has been downgraded from B (Functional) to C (Limited) support.
- Microsoft’s new Chromium Edge is now considered as C (Limited) support.
The Supported Environments area of the Eloqua Help Centre provides official details of:
- Operating system support
- Browser support
- Profiler, Engage, and Mobile Campaign Manager supported environments