Adjusting to the new normal, or preparing for the future? Most of our clients are working harder than ever “on” their businesses, we suggest it’s a great time for some data cleansing!
While our working environments have changed, perhaps it brings an opportunity to focus on some much-needed data cleansing.
With the tremendous focus on personalisation and even hyper-personalisation, there’s an underlying need to have your data in good shape to support that overarching objectives. At the same time, I’d suggest that the cleanliness of your data is a moving target. It’s something that you need to dedicate time to on a regular basis. In this month’s Eloqua User Group we took a look at some basic tips and ideas to help you work on cleansing your data.
Before you begin cleansing your data, you need to understand your data architecture
For most clients, Eloqua is just one part of a larger network of systems. The most common connection is Eloqua and your CRM. For other clients, they may connect an ERP (Enterprise Resource Planning) system and perhaps have automated feeds of data on a set schedule via SFTP (Secure File Transfer Protocol) from additional systems.
SFTP is an economical and secure way to integrate data with Eloqua. You may have third party data sources that help enrich your own data. For example, in the financial services industry, membership-based bodies or associations provide up to date details about members i.e. certifications, licences and professional development data and more that can be accessed by API (Application Programming Interface) or even SFTP. The end state is that the profile data of your most valuable contacts is kept up to date.
3rd party data sources like this help to enhance your 1st party data. However, the addition of 3rd party data to your platform requires an over-arching understanding of source-of-truth and decisions need to be made about how the data will be managed once it enters Eloqua.
Know your source-of-truth
When you determine it’s time to scrub your data, it’s critical that you do it at the source. While CRM is usually the source-of-truth, it can vary from field to field delivered to Eloqua.
So, if you manually update profile data in Eloqua, it’s likely your changes will be over-written during the next integration cycle with the integrated source system. Your Eloqua Administrator should be able to confirm this for you.
A few tips to start cleansing
- I usually find it easier to identify data that requires cleansing in Eloqua using Segments filter criteria
- When you export your “to be cleansed data” from Eloqua be sure to include the CRM Account ID, Contact ID and Lead ID. These three unique identifiers are somewhat common across most CRM systems. You will need those ID’s and usually the email address for Leads and Contacts to import the data into the CRM.
We’re in the age of data
More valuable than oil, data reigns in today’s economy
“Oil has reigned for centuries as one of society’s most valuable resources. Throughout history, those who have controlled oil, have controlled the economy. However, in today’s “data economy,” it can be argued that data, due to the insight and knowledge that can be extracted from it, is potentially more valuable. Like oil, raw data’s value comes from its potential to be refined into an essential commodity.”*
*SOURCE: Therese Fauerbach, The Northbridge Group
Someone needs to “own” your organisation’s data, that would be someone with a job title like “Data Steward”
When personalisation is high on your priority list you need to reference data stored on the Eloqua Contact or an Eloqua Custom Data Object (CDO). Managing the cleanliness of that data is an ongoing process, it’s rarely a “set & forget” process, someone needs to be the Data Steward.
Watch the webinar replay for tips on how to do the following:
General Data Quality improvements
The first step is to determine where the data resides that should be cleaned, your CRM/source system or Eloqua. Then start with the fields that you use most frequently for Field Merge or dynamic content, these are critical to your personalisation objectives.
Manage your Eloqua Contact database
Creating and maintaining a business process to first identify those Contacts you can’t email i.e. those who have globally unsubscribed/opted-out or those marked as a Hard Bounceback, is the best place to start. This status should also be captured and displayed in the CRM.
Is your opt-out process helping you avoid calls from the ACMA*?
Regardless of the regulatory body in your jurisdiction, Eloqua provides you with global best practice standards. Go through your own opt-out process yourself, ensure the experience is as you expect.
*The Australian Communications and Media Authority
We suggest you take a good look at your data model to ensure you’re not in the same situation as Woolworths.
A key lesson all marketers should take from the Woolworths case is to NOT ASSUME that a single email being shared by multiple people can be managed by a CRM or similar system as multiple profiles.
The ACMA ruling is clear – an opt-out request captured by a person with access to a shared email address applies to everyone with access to that shared email address.
If your data model reflects the Woolworths scenario, this blog post will explore contact data models and ideas about baseline data processes you may wish to consider for your business.
Woolworths hit with record $1 million fine for spamming customers
“Groceries giant Woolworths has been slapped with a record fine after breaching spam laws more than 5 million times and ignoring repeated consumer requests to unsubscribe from its marketing mailing lists.”
“The Australian Communications and Media Authority has found the supermarket giant unlawfully spammed more than 1.2 million customers between October 2018 and July 2019.”*
*SOURCE: www.smh.com.au July 1, 2020 — 11.45pm
Oracle CX Marketing Eloqua – Release 20C due mid-August
Release 20C will roll out to most clients on the 14th – 15th August (PODS 1,2 & 7) or 21st – 22nd August (PODS 3, 4 & 6). Most A/NZ Eloqua clients are on PODS 1 or 7. The updates for PODS 1, 2 & 7 will start at 12:00 pm AEST Saturday 15th August.
What can you expect from this third release in 2020?
Program Canvas Improvements: You can now move or add contacts to a program on the Program Canvas directly from the Program Builder.
Video Embedding: You can now embed Vimeo or YouTube video thumbnails into your responsive emails using a new video content cell.
Content Block Enhancements: Now you can lock blocks so only certain components can be edited, add descriptions to your blocks, and use multi-row grouping.
SSL Certificate Management Now Generally Available: Previously limited to customers who paid for SSL Certificate Self Purchase add-on. Install and manage your own SSL Certificate.
Email HTML Export: Custom CSS is now included when exporting email HTML.
Email header and footer are now included when exporting HTML when the Include Eloqua Elements toggle is off.
Eloqua now uses X-XSS-Protection to protect against cross-site scripting attacks.
Watch the replay to see discover additional detail around updates to Apps including a range of enhancements for Salesforce CRM & Eloqua customers.