The sheer volume of your first-party data can seem overwhelming.

Combined, Eloqua Insight Analytics & the Program Canvas are powerful tools for data management & insights

May Eloqua User Group 


With the renewed focus on first-party data, knowing how to extract reports from Oracle Eloqua Insight analytics is crucial. In addition, data cleansing tools like Eloqua’s Program Canvas help round out this episode’s key objective.

Why this topic?

With the imminent arrival of the new Eloqua Insight, this episode provides a refresher for Eloqua users on how to run reports and how to build a custom report. We also showed what’s possible with Insight Dashboards.

The new Insight is natively Redwood Experience and built on Oracle Analytics Server. It brings enhanced features while maintaining the same general UX. 

Reminder: what is first-party data again?

First-party data is information an organisation collects directly from its customers and website visitors.

It can be explicit data e.g. they fill in a form and tell you their name is “Joan Citizen” or it can be implicit data e.g. Eloqua digital body language captures the website page and your Eloqua Landing Page visits.

You may capture purchase history, survey responses, and webinar attendance, these are all first-party data.

It’s valuable because it’s reliable information specific to your audience.

A disciplined approach to data quality  

To get the best possible outcome in your campaign reports, good quality first-party data can make a considerable impact. Eloqua’s Program Canvas and Eloqua Data Tools can help you get your data in good shape ensuring your Insight Analytics are as accurate as possible.


First things first, who has access to Insight?

The good news is that pretty much anyone you want can get access to Insight. There are two types of licences for Insight:

Oracle Eloqua Insight Reporter User


All Eloqua users have access to Insight as a “Reporter” user. This is a read-only level of access and this is the level of access the vast majority of your users will have.

The reporter user has access to 200+ pre-configured reports providing exceptional detail about the engagement of your contacts across various campaigns and their engagement with your assets i.e. emails, landing pages, forms and website.

Oracle Eloqua Insight Analyzer User.


The Analyzer user has all of the same access as the Reporter. An Analyzer user is typically the more data-savvy digital marketer. Across your organisation you probably have business analysts, they would take to Insight like a duck to water. They just get it.

Analyzer users can configure custom reports and build dashboards within Insight for the wider marketing team. 

What are the subject areas you can report on?

  • Campaigns
  • Forms
  • SMS
  • Contacts
  • Landing Pages
  • Email
  • Website

PRO TIP: Not everyone using Eloqua needs Analyzer access. In my experience, most users with Reporter access don’t feel limited by “read-only” permissions. Reporter users can still gain valuable insights by exploring the many reports available and applying filters to find the data they need.

You can export your Insight report to a range of formats.

The reporter role allows users to run reports, export reports, manipulate report columns (such as filtering and sorting), and create agents.

If reporter users need to manipulate a report further, they can export the report and manipulate it in Microsoft Excel. 

Or, if the Reporter user finds that they’re constantly exporting a report and spending time adjusting the report repeatedly, speak with your Eloqua Administrator and ask them to produce a Custom Report.

Figure 1.0 Edit - Refresh - Print - Export - Add to Briefing Book - Copy | This menu is located in your report's bottom far left-hand corner. Click on the "Export" hyperlink to reveal the menu shown below in Figure 2.0
Figure 1.0 Edit – Refresh – Print – Export – Add to Briefing Book – Copy | This menu is located in your report’s bottom far left-hand corner. Click on the “Export” hyperlink to reveal the menu shown below in Figure 2.0

PRO TIP: If you’re unsure about your Insight user license type i.e. Reporter or Analyzer, there’s an easy way to confirm this. The giveaway is the “Edit” hyperlink shown in both screenshots. Only an Analyzer user can edit a report. If you don’t see “Edit” on your screen, you’re a Reporter user. Of course, you can always ask your Eloqua Administrator to confirm your Insight end-user assigned license.

Figure 2.0 The most common format users access is Excel.
Figure 2.0 The most common format users access is Excel.

It’s easier to watch the webinar replay than to explain this in detail here in the blog

The essential advice I’d give someone about creating a Custom Report would be to start with one of the 200+ out-of-the-box reports.

Find an existing report that contains almost all of the data you need.

From there, you can “save as” the report and customise it as needed. This usually means removing subjects/columns or adding new subjects/columns.

If you’re short on time or can’t quite get the report or dashboard looking as per your brief, contact us today for assistance.

When we talk about data lakes, data warehouses & more, the Program Canvas is a safe harbour

“Program Canvas is an easy to use, drag-and-drop whiteboard that allows you to transform data within Oracle Eloqua in real-time. Using Program Canvas, you can build programs that automate repetitive manual tasks related to various marketing functions like CRM integration, data cleansing, and security label management. You can also download apps from the Oracle Marketing AppCloud to help simplify and extend your data workflows.”*

Why use the Eloqua Program Canvas?

The first question should be, “Can I do what I need to do using the Campaign Canvas?”

If the answer is no, then the Program Canvas is likely the solution. You can Add/Move Program members to a Campaign.

Program Canvas use cases

We could keep you scrolling through an infinite list of use cases, but in a nutshell, these are the more common ones:

  • Integration with 3rd-party platforms, the CRM being the most common
  • Always-on Data Cleansing: Cleansing data on a set schedule helps deliver better segmentation, messaging, and more. Remember, a Program has no end date; it’s always on, unlike a Campaign, which must have an end date. 
  • Tailored Campaign Experiences: Validating a Contact’s profile and engagement data before routing them to a specific campaign/s
  • Data Cleansing: The Contact Washing Machine App can be used on the Program Canvas for e.g. ad-hoc data cleansing requirements
  • Eloqua Forms: You can add Contacts to a Program from the Form Submission Processing Steps, e.g. “Add to CRM”.
  • Data enhancement: You can combine a Program with Data Tools to apply logic to new data. If someone tells you they’re based in Germany, you can automatically update the Region field with a value of “EU”. 

We filter through Eloqua Release details then deliver what you need today.
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Oracle Eloqua Releases take place once per quarter, typically in the second month of the quarter i.e. February, May, August & November.

As details become available, our Customer Success team reads through the documentation and consolidates the most important information into this subscription.

Oracle Analytics Server, the new home for Eloqua Insight

We initially expected the new Insight to arrive soon after the March 2024 Eloqua Release 24A.

However, the date has slipped, and while Oracle won’t be held to a launch date, the words “diligently finalizing the timelines” are being used.

Given the first release of OAS will be mostly like-for-like, the delay is not something to lose sleep over. 

However, if you do get excited about BI tools and analytics in general (like we do), keep reading…

Now generally available. A RESTful API* built on the ODATA Protocol (short, but not much shorter for “Open Data Protocol”), the Eloqua Reporting API will allow your organisation to pull directly from the Oracle Insight data warehouse where you can access the rich set of data with built-in business logic that Oracle has from subject areas.

FAQ from Oracle Cloud Customer Connect | Topliners

Q: Do we have to rebuild our existing custom reports/dashboards and agents? Is there any other action required?

A: At present, no action is required from your end. We will keep you informed of any necessary steps as the transition progresses.

Q: Will there be new features?

A: While the upgrade won’t introduce entirely new features, we’re exploring enhancements and enabling new OAS capabilities for future releases!

Q: Will the user interface change?

A: Yes, the UI will adopt the Redwood look and feel, but the functionality will remain the same. Learn more here and watch the video to turn on the Redwood Experience for your Eloqua user profile.

*INFO: RESTful API is an interface that two computer systems use to exchange information securely over the internet.

What’s news? What’s coming soon?

Release 24B is live for all Eloqua clients and has many new features. One big one is access to Insight data via updated APIs.

If you use Simple Email Campaigns, you can request access to the new Simple Campaign Guided Process built in Redwood. 

We’ve looked closely at the Eloqua Guided Campaigns add-on and will have more details in the coming months.

The target audience for Guided Campaigns will be sales team members in a high-value/B2B environment who need to target larger audiences where Outlook/Gmail, etc, just don’t cut it anymore. The investment for Guided Campaigns is similar to other Sales Tools like Profiler and Engage.

Release Highlights

  • Eloqua’s new Redwood Experience: Simple campaign guided process now available in Eloqua’s Redwood Experience (open controlled availability) along with some refinements to previous additions (Contacts/Campaign launcher). Learn more about Redwood Experience here.
  • Reporting API: Now generally available, the Eloqua Reporting API is a RESTful API* built on the ODATA Protocol (short, but not much shorter for “Open Data Protocol”), that allows your organisation to pull directly from the Oracle Insight data warehouse. You can access that rich set of data with built-in business logic that Oracle has from various subject areas.
  • Oracle’s Zoom App for Eloqua: Attended and Registered Decision Steps added to check whether Contacts attended or registered for the Zoom webinar (follow-up emails)
  • Generative AI Enhancement: Generate engaging text content powered by AI within the email, landing page and SMS editors in Eloqua (Limited CA for those with the AI Add-on and SMS add-on where applicable)
  • Audience Split Decision Step: Responding to customer feedback, now updated to provide more random outputs
  • Guided Campaigns Add-on For Eloqua: Usability updates and now aligns with Eloqua apps and Sales Tools supported languages.