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March Eloqua User Group Webinar | Working with the data that matters.
 

Image Credit: Photo by Zlaťáky.cz from Pexels

Overview

Last month we covered the data that matters. We provided tips and ideas to help you capture the data that really matters. This month, we provided tips to help you maximise the data you’re capturing and suggest ways you can use that data more effectively in your Eloqua campaigns.

Why this topic?

The most basic personalisation we can do is to address a person by name, however, some marketers find this basic step a little nerve-racking because they lack confidence in their data quality.
 
If we consider hyper-personalisation, we generally think about low-value consumer-oriented campaigns where perhaps we buy some jeans and the next email we receive suggests t-shirts, belts or shoes that might go well with the jeans we just purchased.
 
How do we action hyper-personalisation in a more high-value environment? Is it as simple as adding an Eloqua field merge to an email? Or is there more to it? We believe there is much more to it. 

Hyper-personalisation takes many forms & Eloqua users have access to a range of tools to help deliver a more magical customer experience.

To really take advantage of the personalisation options in Eloqua, there needs to be a paradigm shift in your thinking. If your focus is on “Lists”, a static group of people that you upload to Eloqua from another system, then you are already behind the eight ball.

A Modern Marketing approach

If we take newsletters as an example, you will typically have two groups of people that you can communicate with. Those who have expressly subscribed, hopefully, you’re using Eloqua’s Email Groups to capture that group. The second group of people are those you identify through working with the Segment filter criteria. It could be people who have recently viewed pages of your website that relate to the content in the newsletter. It could be people who have engaged with recent campaigns that also relate to the newsletter content.

Don’t create one email, create many unique emails, personalised to each contact.

At about 33 minutes into the webinar, we shared some suggestions to help you develop a more personalised newsletter. This involves understanding your audience. It could be as rudimentary as content written for customers vs. content written for prospects. The topic may be the same, but the manner in which you present the topic to either party could differ.

This means your copywriters need to be aware of these audiences and develop copy to better suit.

A focus on identifying the data that matters

Eloqua is the perfect tool for marketers who want to get more out of their content. With forms and other capture methods, Eloqua makes it easy to collect valuable insights from your content, no matter where it comes from.

Which of your data is key to delivering a Marketing Qualified Lead (MQL)?

As we think about the data we capture via form submissions and perhaps what the CRM is able to add to a Lead or Contact in the CRM, there is often a minimum amount of data needed. If marketing is merrily asking the same questions of people each time they reach a form, they’re missing an opportunity to grow the profile data stored against your leads.

Basic profile fields you’ll want to collect

  • First and Last name (Last name is often a required field for the CRM, however, it’s rarely used in Marketing Automation campaigns.
  • Company Name 
  • Geographical details Country, State
  • Email address – of course

What are the basics of better data management?

When your objective is to clean or scrub data, there are essentially two scenarios: 1. Eloqua is integrated with a source of truth system like a CRM e.g. Oracle Sales CX or Salesforce or it is not integrated with anything. Given 90%+ of our clients have Eloqua integrated with a CRM platform, the three points below are important for you to understand. 

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Take an enterprise-wide view of your data. Don’t think or act in a silo.

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Know the source of your data. Or, know how to determine the source of your data.

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Understand the impact of the corrections/edits you may make.

This month’s Eloqua Hack!

Under the Settings area of Eloqua, there is a little known tool to help you review and then cleanse your data. If your access levels permit, you access it from the SETTINGS area (image 1.0) and then click on MANAGE FIELDS & VIEWS. Then you need to search for the Contact or Account field that requires your attention (image 2.0). When you find the field in question, scroll down and click on the VIEW button under FIELD POPULATION DETAILS (image 3.0). Eloqua will then open a new browser window for you.

What you’re looking at (image 4.0) is all of the data populating a specific field. What you’re looking for is bad data. Select EDIT from the downward arrow adjacent to the Contact Card icon and you will then see the BULK EDIT FIELD pop-up window.

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There are a variety of ways Eloqua can help you check the quality of your inbound data.

Once you understand where your data is coming from you can set processes in place to wash and scrub the data. Eloqua has two specific tools called Deduplication and Validation Rules. In addition to these, you have the Contact Washing Machine, a free App from Oracle Labs that your Eloqua Administrator can download and activate for you. Click here to read further about how to use the app. Click here to discover the many “actions” the Contact Washing Machine can do.

Combine the Contact Washing Machine with the Eloqua Program Canvas & you’re on a roll.

If you want to have a series of “Always-on” data cleansing processes running, you can combine the Contact Washing Machine and the Program Canvas.

EXAMPLE: If you have a set of data where X always = Y, then the Contact Washing Machine will be very helpful. If you capture a person’s country value via a Form or from the CRM, as “Australia” and in your business, anyone in “Australia” is in the region of “Asia Pacific”, Eloqua can update the Region field with the value of “Asia Pacific”.

Another common use case for the Contact Washing Machine is on the Campaign Canvas. Use it between the Segment and the Email to ensure the value in the First Name field is Propercase and not lowercase or UPPERCASE. 

Deduplication & Validation Rules

“Eloqua’s Deduplication and Validation Rules are powerful tools for helping ensure the quality and accuracy of your Eloqua data. 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.

You can access Eloqua’s Data Tools under the Audience menu in the Eloqua toolbar. Only users with sufficient permissions to configure data tools will be able to view the Data Tools option.”*

*SOURCE: Eloqua Help Centre

Complete the Design for Automation mini-assessment today to identify strengths and gaps in your marketing automation strategy and processes.

What does hyper-personalisation look like?

It can be a mix of things, but those “things” must relate to the people you’re targeting in your campaign.

Areas of Eloqua where you can use your data to hyper-personalise.

  • Expressed (a form submission) or implied (they’ve visited specific pages on your website) interest in a product or service is a good place to start. Based on what the person has told you, you can adjust their experience, present different images and/or copy.
  • Profile data is another common way to hyper-personalise. You can use a Field Merge to bring the value of a Contact or Account field into the email or the landing page. In addition, you can create your audience/segment by filtering on profile data. Click here to see some examples of Field Merges.
  • The use of Personas can help you not just tailor the language of your campaigns, but also the imagery with the use of Dynamic Content & Field Merges.

Segmentation, the building of your audience, is probably where the hyper-personalisation begins. Using Segment filters to define your audience by a mix of profile data, account data and their Digital Body Language™ is the nirvana state.

Oracle CX Marketing Eloqua Release 22A | Delivered February 2022.

What’s new? What’s coming?

With each new release of Eloqua, comes a range of new functions as well as updates or enhancements to existing functions. In this release, we see a new Decision step for the Campaign Canvas – Audience Split. In addition, Eloqua’s SMS App (an Eloqua add-on, for a fee) brings rich reporting and analytics to the SMS channel for marketers.

Release Highlights

Tell us what interests you, and then we’ll share more tailored content to get you thinking.