Many marketers have so much data available to them, that it possibly causes as many issues as having so little data did 5 years ago.
Start at the beginning and keep it simple
Oracle Marketing Cloud Eloqua customers have a wide range of reports available to them via the INSIGHT reporting module. I work with Eloqua customers everyday and I think it’s safe to say there’s a little dust on some of those reports, more time needs to be set aside to understand and digest the analytics Eloqua provides.
Where to start?
I’m facilitating a Lead Scoring workshop this week and as part of my preparation I access the Website reports from Eloqua’s INSIGHT.
Eloqua 10 Website Reports:
- Entry Pages by Page View
- Exit Pages by Page View
- Page Details
- Page Navigations
- Page Tag Breakdown
- Query String by Geography
- Query String Parameter Overview
- Query String Value Overview
- Search Engine Breakdown
- Search Query Breakdown
- Social Media Breakdown
- Subsite Page View Trend
- Visitor Click Depth
- Visitors by Salesperson
- Website Overview
- Website Performance Trend Website Visitors
- Website Visitors by Geography
Click here to access a range of Eloqua 10 User Guides from Marketing Cube.
The reason I’m accessing these reports for a Lead Scoring workshop is because we need to understand the high value pages from a scoring and weighting point of view. I use the Visitor Click Depth, Page Navigations and Entry Pages by Pageview.
I find this data provides a solid foundation for a robust discussion. It’s helps avoid “gut feel” and “motherhood” statements from the team and focusses on the reality of your website activity.
Google Analytics has a role to play here and, at the moment, provides some additional data not available in Eloqua. Most notably, the devices people are using to visit your digital properties e.g. iPhone v’s Galaxy, iPad or desktop etc.
Campaign Activity Dashboard
Dig deep into the data to gain the insight you need
Each Eloqua user will have different needs. Various Dashboards, like the one above, provide a high level view into the campaign performance, landing page activity and email performance.
For marketers who want to understand the more traditional activity at an email by email level, you can access the Metrics reports as shown below.
Email Analysis Overview
I use these reports in a few different ways. I have a rolling “Last 30 days” report delivered to my inbox on the first day of the month as an excel file. It contains all email activity from the past month and prompts me to take a moment to look at the higher and lower performing emails.
In a nutshell
The secret to any degree of success with analytics is analysing them. I know that probably sounds obvious, but my experience is that marketers don’t set aside enough time to analyse the performance of their campaigns in order to maximise overall campaign performance.
Where you’re goal is to drive a unique Customer Experience (CX) you need to constantly review what you’re doing and be clear on how your prospects and customers are engaging with you.