Closed-Loop Reporting Flashcards
Define: Campaign response
A specific, high value activity defined in advance by the user to indicate interest in an offer.
Define: Revenue attribution
The process of assigning revenue to the marketing efforts of your company
Name the three ways of attributing revenue to a Campaign
First Touch revenue attribution model; Last Touch revenue attribution model; Multi Touch revenue attribution model
Does the First Touch revenue attribution model track all Campaign activity?
No, only responses.
When is the First Touch revenue attribution model recommended?
If your marketing campaigns mainly focus on awareness, generating new interest, and connecting with early-stage prospects.
Where does the Last Touch revenue attribution model attribute revenue?
To the last Campaign a prospect responded to before an opportunity was identified.
When is the Last Touch revenue attribution model recommended?
If your primary challenge is to find and drive buying processes in a large marketing organization.
Where does the Multi-Touch revenue attribution model attribute revenue?
To all Campaigns that a buyer has responded to.
Is there only one way to distribute revenue attribution in a Multi-Touch revenue attribution model.
No. Each organization has its own calculation for distribution.
How do you track the cost of a campaign?
Enter Actual and Budgeted Cost of a campaign when you create a new canvas.
What’s important in tracking campaign costs?
To formulate a consistent method of calculation for calculating all Campaign costs.
What’s the equation for ROI?
(Closed Revenue Attributed to Campaigns – / Total Campaign Cost / Total Campaign Cost)
How do you access closed loop reporting in Eloqua?
Insight: Reports & Dashboards: Closed Loop Reporting
What area of the Campaign Canvas contains things that you need to configure for closed-loop reporting?
Campaign Settings
How do you calculate the cost per response?
Divide the Actual Cost by the Total Campaign Response
