This is how I analyse my Eloqua campaign performance

When planning for a new year, one aspect I find that helps me focus my energies is the range of Insight reports I have access to with Oracle Marketing Cloud Eloqua. It means having to set aside time to review the performance of campaigns and trying to work out why something has worked and something has not. 

My starting point

After looking at various campaign reports in Insight, I’ve determined there are few key areas we can focus on in the new year. Insight enables me to look at various campaigns and compare their performance against each other.

For example, we hold a Marketing Automation Meetup every other month. It’s a face-to-face event held of an evening and focusses on a range of topics of interest to Digital Marketers or Marketing Technologists. 

One thing I picked up was a spike in interest around one Meetup where we mentioned the focus on a case study. While each Meetup is different, I think it was the mention of the case study that caused a spike in interest. 

Without spending time looking at “the numbers”, this little nugget may have been missed.

Which Insight Report?

As a starting point, I find the Campaign Analysis Overview report one of the best. You can choose a time period e.g. the last 12 months and Eloqua will return to you all campaign in that period or you can reduce the report to include only the campaigns you’ve created.

This is how I analyse my Eloqua campaign performance
This is how I analyse my Eloqua campaign performance

Analyse the Data

The Campaign Analysis Overview report gives you all of the analytics you need to analyse your campaigns.

I find it best to export the report directly to excel. Then you can apply filters and start to identify trends.

The first thing I do is add a new row at the bottom of the data to capture the average of each column. e.g. What is the average unique click-through, average opens, average form submissions etc.

Then I sort each column in descending order and highlight the above average data in green. Once you complete this exercise you can start to identify those campaigns that have out performed others.

This is how I analyse my Eloqua campaign performance

Dashboards are really helpful

Regardless of the size of your organisation, applying filters to each campaign can be really helpful. The filters you apply at the Campaign level feed directly into your Insight Dashboards.

There are three filters you can apply to each campaign:

  1. Product
  2. Region
  3. Campaign Type

The content of these three filters can be whatever you need them to be. You create pick lists in settings, just as you do for forms.

It would be wise to look at the current reporting within your organisation and then mirror the filters in Eloqua.

For example, under region you can be as micro or macro as you need. Is NSW, VIC, QLD, TAS, NT, WA, ACT & SA appropriate? Or, would you go a level below to e.g. “Northern NSW”, “Southern NSW” etc? 

This is how I analyse my Eloqua campaign performance

In the case of Campaign Type, we have chosen to use our Email Group names as the “Types”. Given the thought process we went through to arrive at our email groups, it made sense to carry that same logic to our Insight reporting.

This is how I analyse my Eloqua campaign performance

For larger organisations

If your organisation has marketing teams in various regions around the world, the region breakdown enables you to look at campaign performance for your team.

The values you choose to filter by are accessible to all Eloqua users. So, make sure you take a global view when you consider the values you want to use in the pick lists.

Additional Insight Support

You can find detailed information covering all of the various Insight Reports from the Oracle Eloqua Help Centre

UPDATE: March 2018

In late 2017 Eloqua released a new version of Insight. The “Insight” referred to above is now known as “Classic Insight”. Classic Insight is  to be retired by the end of 2018 and as of mid 2018 will be in read-only mode.

The fundamentals of what is outlined above are still relevant for Insight.