Eloqua’s Campaign Canvas
Eloqua 101 – Mastering the Basics
Eloqua is the key to driving magical, hyper-personalised experiences. With the right knowledge and expertise, you can deliver truly amazing customer experiences that will leave your recipients spellbound. So, let’s get the basics down and start delivering some magic!
Why this topic?
Multi-step campaigns are at Eloqua’s heart. The campaign canvas takes, what can be complex and provides a visual interface empowering marketers to design hyper-personalised experiences.
The objective of this User Group was to serve as an introduction to newer and more seasoned Eloqua clients.
In the time available it’s not possible to take a deep dive, however, the replay will serve as an excellent introduction to Eloqua.
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Eloqua makes it easy to create personalised content and send it out to your customers or prospects. You can also use Eloqua to segment your audience and send targeted emails, but why settle for simple emails when you can deliver such amazing experiences?
With Eloqua, the sky’s the limit when it comes to customer experience, so let your imagination run wild and start creating some magic today!
The heart of any great marketing campaign is a beautiful, well-executed multi-step campaign… and that’s exactly what Eloqua does best.
The campaign canvas takes what can be a complex process and provides a visual interface that empowers marketers to design hyper-personalised experiences.
Over the years, we’ve seen some newer users feel a little overwhelmed with the range of options presented by the campaign canvas.
That’s why we created this User Group – to serve as an introduction to newer and more experienced Eloqua users alike.
We provided an over of the Campaign Canvas, exploring a number of key elements, and showing you how to create exceptional customer experiences that will leave your audience wanting more.
So whether you’re new to Eloqua or a seasoned pro, we trust you enjoy this month’s replay and the detail provided in this blog.
We asked registrants a range of questions, and here’s what we learnt.
When you run events on a regular basis, you have the opportunity to ask different questions to help build the profile of your audience. As our subscribers register for the monthly Eloqua User Group webinar, we ask a range of questions. Some are the same, others are displayed using Eloqua’s Progressive Profiling.
This dashboard relates specifically to those who registered to join us this month.
Overview of the key areas of the Campaign Canvas.
Many years ago when I started using Eloqua, I was provided with some advice by one of our senior technical team members.
They said, “The campaign canvas is extremely logical, it will do exactly as you ask it to do. The key is to make sure you know what you’re asking.”
Part of the objective for this episode was to introduce people to the Campaign Canvas and potentially show them parts of a multi-step campaign they weren’t aware of or were unsure how to use.
Understanding canvas steps/elements.
On the left-hand side of the canvas, you have four key areas containing multiple steps.
You can read more about each of these steps here in the Eloqua Help Centre.
We cover a few of main steps during the webinar plus a few of the less used steps.
Drive a magical CX.
The key to having a successful campaign is first having a defined strategy and objective.
The User Group is a great example. Each month we arrive at a topic we believe will resonate. We then determine the content we plan to share.
From there, we build the content to suit. However, the method of delivery is the same. We use a Campaign Canvas template to ensure you, our subscribers have a consistent experience each month.
What about “Evaluation Periods”?
We covered use cases for evaluation periods during the webinar.
The Evaluation period is the time period in which you want to evaluate for your chosen criterion.
You will generally use the evaluation period in place of a Wait step after your email send.
The evaluation period is the amount of time you allocate for Eloqua to ask the same question over and over at set intervals. The intervals are listed here:
- If the evaluation period is set to 0, Eloqua will evaluate the contact immediately.
- If the evaluation period is set for 24 hours or less, Eloqua will retry the evaluation every 10 minutes.
- If the evaluation period is set for more than 1 day, Eloqua will retry the evaluation every 30 minutes.
- If the evaluation period is set for more than 1 week, Eloqua will retry the evaluation once every hour.
If a campaign member successfully meets the criterion for your step e.g. they opened an email, they move in the positive direction i.e. they follow the green line within 10, 30 or 60 minutes.
Using Evaluation Periods – stop and think…
Use of an evaluation period, in place of a Wait step, means your audience will begin to break up and move through the campaign at a varying cadence. In essence, you’re now in a position to engage with campaign members as they engage with you.
This means you need to consider that when a person opens an email, they move immediately to the “Opened Email?” step with an evaluation period of e.g. 2 days. That means within 30 minutes Eloqua will observe that and move them to the next step.
What is the next step?
If your next step is an email, the person will be sent two emails in the space of around 30 minutes. If this falls within your campaign objectives, that’s great.
If not, you should consider using a Wait step following the Opened Email? step to manage the cadence of your email sends.
Canvas Apps & integration with CRM.
We’ve highlighted a range of apps we use at Marketing Cube. This list will vary for every Eloqua client.
Your Eloqua Administrator can add apps to Eloqua as easily as you add apps to your smartphone.
Apps will appear in the Audience, Decision and Actions steps on your canvas. The general objective is to automate more and improve data quality with the goal of enhancing your marketing automation.
Are you using the Contact Washing Machine App?
“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.”*
*SOURCE: Oracle Eloqua Help Centre
What’s news? What’s coming soon?
We didn’t have time to cover the 22C release details, however you will find more details and links to Topliners in last months blog post.
- Auto Open and Auto Click Reporting: Auto Open and Auto Click metrics now expanded to more subject areas
- You can now track who clicks on a phone number or “mailto:” link in the Design editors
- Oracle Eloqua SMS Enhancements for the Keyword Management, Folders and Asset Management, and Reporting feature
- The long-awaited ZOOM App 2.0 is now in Controlled Availability. The program is currently closed, meaning no additional users can gain access until it’s GA – “Generally Available”. We anticipate that being November 2022 or February 2023.
- Integration Enhancements and more!
Marketing Automation Agency Services
Since 2007, Marketing Cube has been a trusted partner for marketing automation clients, specialising in Eloqua. In 2018, we expanded our expertise to include services for Salesforce Marketing Cloud clients. Our team excels at implementing your chosen platform and providing comprehensive agency services.
With a track record of assisting nearly 150 customers across diverse industries and geographies, we offer traditional application support and efficient help desk services.
If you’re seeking agency services, such as strategic guidance, end-user coaching, training, campaign support, and more for Oracle CX Marketing or Salesforce Marketing Cloud, reach out to us today to discuss how we can best assist you.