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Luminary Tenets > Closed Loop Reporting > Flashcards

Closed Loop Reporting Flashcards

1
Q

Who does a lot of the configuration with closed loop reporting?

A

Professional services.

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2
Q

/module 1/ What percentage of marketers find that economic conditions place greater pressure to measure, analyze, and report on effectiveness?

A

79%

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3
Q

Percentage of CEO’s and CFO’s requiring marketers to show potential ROI.

A

65%

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4
Q

Closed loop reporting measures campaign performance in terms of: ____

A

closed revenue.

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5
Q

What are 4 metrics of campaign performance?

A

Cost per lead, cost per opportunity, influenced revenue, attributed revenue.

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6
Q

The visual flow of CLR goes: Campaign > Contact > Response > Opportunity > ______

A

Campaign > Contact > Response > Opportunity > Revenue

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7
Q

The visual flow of CLR goes: Campaign > Contact > Response > ______ > Revenue

A

Campaign > Contact > Response > Opportunity > Revenue

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8
Q

The visual flow of CLR goes: Campaign > Contact > _____ > Opportunity > Revenue

A

The visual flow of CLR goes: Campaign > Contact > Response > Opportunity > Revenue

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9
Q

Campaign ROI =

A

Revenue divided by cost of campaign

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10
Q

The visual flow of CLR goes: Campaign > ____ > Response > Opportunity > Revenue

A

Contact

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11
Q

The visual flow of CLR goes: _____ > Contact > Response > Opportunity > Revenue

A

Campaign

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12
Q

Revenue is reported on in your . . .

A

CRM

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13
Q

A contact associated to a campaign who will be targeted with a specific marketing offer

A

Campaign member

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14
Q

building blocks of a campaign - example, webinar, invitation email . . . online and offline

A

assets

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15
Q

inbound action on a campaign, examples email click throughs, form submissions, event attendance

A

activity

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16
Q

a specific activity, defined in advance, that indicates interest in an offer; a conversion evenet

A

response

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17
Q

the entity that stores campaign response history associated with a contact; created and associated to a contact upon first campaign response.

A

Lead

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18
Q

The difference between activity and response is…

A

a response is a specific activity connected to a campaign objective

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19
Q

A synonym for response is…

A

conversion event.

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20
Q

Can you get responses of different priorities? Give an example.

A

Yes. For example, event attendance would trump event registration.

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21
Q

____ > Activity > Response

A

Asset

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22
Q

Asset > ____ > Response

A

Activity

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23
Q

Asset > Activity > ____

A

Response

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24
Q

Overview of configuration requirements: 1. ______, 2. lead management, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua

A

campaign management

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25
Q

Overview of configuration requirements: 1. campaign management, 2. ______, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua

A

lead management

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26
Q

Overview of configuration requirements: 1. campaign management, 2. lead management, 3. _____, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua

A

Campaign measurement

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27
Q

Overview of configuration requirements: 1. campaign management, 2. lead management, 3. campaign measurement, 4. _____, 5. SFDC campaigns integration: CRM to Eloqua

A

Campaigns integration: Eloqua to CRM

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28
Q

Overview of configuration requirements: 1. campaign management, 2. lead management, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. ____

A

SFDC campaigns integration: CRM to Eloqua

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29
Q

can some organizations associate opportunities to accounts and others to contacts?

A

yes.

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30
Q

Can you change marketing attribution models after implementation of closed loop reporting?

A

Yes.

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31
Q

Configure financial details is done in what step of configuration?

A

Campaign management

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32
Q

To drive data through Insight tool, what needs to be done with currency?

A

Convert to US dollars.

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33
Q

Configuring external assets is done in what step of configuration?

A

Lead Management

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34
Q

Default response rules =

A

how you tie contacts to campaigns

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35
Q

Default response rules are configured in what step of configuration?

A

Lead management

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36
Q

Do we manage opportunities in Eloqua?

A

No.

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37
Q

To forecast revenue delivery, what data do we need to re-create from the CRM?

A

Opportunity stages.

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38
Q

Opportunity stage details are set up in what stage of configuration?

A

Campaign measurement.

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39
Q

Default revenue attribution method is configured in what step of configuration

A

Campaign measurement.

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40
Q

/slide 15 needs more info

A

/slide 15 needs more info

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41
Q

Configuring 4 external calls and enabling internal events is done in what step of configuration?

A

/ / (see slide 15)

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42
Q

Who does what? Configure financial details

A

Eloqua professional services

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43
Q

Whod oes what? configure external assets

A

Eloqua professional services

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44
Q

Who does what? Configure response rules

A

Eloqua professional services

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45
Q

Who does what? Configure opportunity stage details

A

Eloqua professional services

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46
Q

Who does what? Configure revenue attribution

A

Eloqua professional services

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47
Q

Who does what? Configure 4 external calls

A

Eloqua professional services

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48
Q

Who does what? Configure “Get Campaigns” program

A

Eloqua professional services

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49
Q

Who does what? Modify CRM Program

A

Eloqua professional services

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50
Q

Who does what? Configure 3 auto synchs

A

Eloqua professional services

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51
Q

Who does what? Create campaigns

A

Your users and admin

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52
Q

//slide 16 needs more info

A

//slide 16 needs more info

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53
Q

Insight is what kind of tool?

A

BI (business intelligence)

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54
Q

//module 2 - campaign management//

A

//module 2 - campaign mgmt

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55
Q

A ______ is the anchor to closed loop reporting

A

campaign

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56
Q

A specific set of communications intended with the objective of moving a potential buyer forward in the evaluation process is a…

A

campaign

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57
Q

campaign vs. Campaign…

A

A larger campaign may include several smaller ones

58
Q

A campaign canvas ID in Eloqua will align with…

A

a CRM campaign ID.

59
Q

You can cluster campaigns through…

A

reporting in Insight.

60
Q

What will help you cluster campaigns?

A

Naming conventions.

61
Q

If the Campaign is modified in CRM, can you update campaign fields in Eloqua?

A

Yes.

62
Q

What happens when you create a Campaign in Eloqua?

A

An internal Event is generated and a Campaign is created in the CRM within 5-10 minutes after the initial Campaign is saved in Eloqua

63
Q

How often are campaign fields updated?

A

Daily

64
Q

When creating your Campaign in Eloqua, save once and do not save again until the CRM Campaign ID has populated in the Campaign Settings. This is referred to as the…

A

“Get a cup of coffee” rule

65
Q

Set up custom Campaign fields in the…

A

Campaign Settings area.

66
Q

If you need to group campaigns into one for reporting, you may be able to use…

A

Custom fields in the Campaign Settings.

67
Q

The ______ is generated in the CRM and synched back to the Eloqua campaign

A

Campaign ID

68
Q

Three campaign settings you can use for filtering CLR reports:

A

Region, Product, Campaign Type.

69
Q

Save campaign attributes when, and why?

A

Before you save the end date for Campaign Reporting, because after that, some fields cannot be edited.

70
Q

Eloqua continues to count responses against a campaign for how long?

A

For up to one year after the campaign reporting end date.

71
Q

When testing campaign responses, the campaign start date must . . .

A

have occurred or be set to today.

72
Q

What’s very important in calculating campaign costs?

A

Consistency

73
Q

Where do you create custom fields for campaigns?

A

Setup > Database > Fields & Views

74
Q

Why would you create read-only fields for campaigns?

A

If you’re pulling in fields from your CRM

75
Q

IF a campaign wont’ activate what is one thing to check?

A

Whether required fields are missing in your campaign settings

76
Q

Can a single form on multiple pages be attributed to multiple campaigns in Eloqua?

A

Yes

77
Q

When reusing an asset across multiple campaigns, make sure…

A

the Eloqua campaign ID is passed via a hidden form field.

78
Q

//module 2 //Step 1 - configure external asset types and add activity types, Step 2 - configure response rules, Step 3 - upload external assets to campaign

A

//module 2//

79
Q

External Assets can be leveraged to report on Assets that are ….

A

not generated in the Eloqua application.

80
Q

2 examples of external assets are…

A

trade shows, webinars.

81
Q

Each external asset must have…

A

specific activity types.

82
Q

Where do you configure external assets?

A

Settings > Setup > Assets and Activities

83
Q

Response activities should be organized into…

A

rules which help to prioritize leads.

84
Q

Campaign member statuses can be mapped to…

A

Campaign Response Activity

85
Q

Can you create new campaign member statuses in Eloqua?

A

Yes, but it’s generally more advisable to reuse the ones in your CRM.

86
Q

Is it worth creating campaign response rules even if you’re not using closed loop reporting?

A

Yes, because they’re used in other areas of the platform - for example, lead scoring.

87
Q

Can you drive lead scoring based on external activities against your campaigns even without closed loop reporting?

A

Yes.

88
Q

Name 2 places campaign response rules be used, other than in closed loop reporting?

A

Lead scoring and filtering for segmentation.

89
Q

Responses associate contacts to a…

A

campaign

90
Q

External assets are simply…

A

a CSV file containing contacts from an event.

91
Q

2 places where you can upload external assets are…

A

The Campaign launch pad or the Campaign Canvas.

92
Q

If you’re uploading external assets from the Campaign launch pad, you need to include . . .

A

a column with the Eloqua Campaign ID in the CSV file.

93
Q

Where do you upload external assets to a campaign?

A

Settings > Upload External Assets

94
Q

During the upload wizard, Eloqua maps…

A

External Asset fields and Contact fields

95
Q

The CSV file for external assets should contain what fields?

A

Contact fields, date field, external asset type, external asset name, external activity

96
Q

If the date field is missing from your external asset CSV file what does Eloqua use?

A

The date of the upload.

97
Q

(quiz) every asset type must have a corresponding…

A

activity

98
Q

Responses are conversion events that tie a contact to a…

A

campaign

99
Q

//slide 61//

A

//slide 61//

100
Q

//module 3 - campaign measurement//

A

//module 3//

101
Q

to associate closed revenue to campaign performance, must define a…

A

revenue attribution model

102
Q

a revenue attribution model defines how revenue is attributed across…

A

campaigns and contacts.

103
Q

in the context of CLR we think about the campaign as the ____

A

investment

104
Q

in the context of CLR we think about the opportunity as the ____.

A

return

105
Q

An opportunity can be attached in the CRM to…

A

a contact, multiple contacts, or an account

106
Q

if an opportunity is associated to an account, we need to…

A

cascade the opportunity from the account object to the linked contacts.

107
Q

Revenue attribution model options are…

A

First touch, last touch, even, or custom.

108
Q

Influenced revenue does or does not adhere to your attribution model?

A

Does not, and is always given an equal spread.

109
Q

Attributed revenue does or does not adhere to your attribution model?

A

Does.

110
Q

Describe how a custom revenue attribution model attributes revenue.

A

Customized attribution to the first and last campaign, with the remainder evenly split among the rest.

111
Q

Eloqua’s benchmark report shows that what proportion of deals are tied to a single campaign?

A

2/3

112
Q

what are 3 options for associating account to an opportunity?

A

primary contact associated to crm opportunity, all contacts associated to opportunity, account associated to opportunity

113
Q

What are the 2 things to consider in revenue attribution?

A

Attribution model and opportunity to contact association

114
Q

Opportunity fields include: ______, account name, opportunity ID, opportunity stage, opportunity amount, created date, close date, forecast to close date

A

opportunity name

115
Q

Opportunity fields include: opportunity name, _______, opportunity ID, opportunity stage, opportunity amount, created date, close date, forecast to close date

A

account name

116
Q

Opportunity fields include: opportunity name, account name, ______, opportunity stage, opportunity amount, created date, close date, forecast to close date

A

opportunity ID

117
Q

Opportunity fields include: opportunity name, account name, opportunity ID, ______, opportunity amount, created date, close date, forecast to close date

A

opportunity stage

118
Q

Opportunity fields include: opportunity name, account name, opportunity ID, opportunity stage, _____, created date, close date, forecast to close date

A

opportunity amount

119
Q

Opportunity fields include: opportunity name, account name, opportunity ID, opportunity stage, opportunity amount, __ date, ____ date, ____ date.

A

created date, close date, forecast to close date

120
Q

Where do you define contact to opportunity setting for a campaign?

A

Campaigns launchpad: Opportunity settings:

121
Q

If you’re using an account to associate opportunities in Eloqua, you must have…

A

Contact to Account linkage setup in your database.

122
Q

The relational linkage between Contacts and Accounts is…

A

set up once in Eloqua.

123
Q

Opportunities are fully created and managed in…

A

the CRM.

124
Q

Eloqua ties Revenue to Campaigns through which entity? Contact, Account, or Campaign?

A

Contact

125
Q

//Module 4//CLR integration

A

Module 4

126
Q

4 Internal Events are created in the install how?

A

Automatically with the CLR wizard.

127
Q

4 Internal Events require creation of what?

A

4 External API calls and 3 Auto Synchs to be created manually.

128
Q

The external push of data to the CRM is created where?

A

In Program Builder.

129
Q

The External Calls are configured by whom?

A

One time by professional services.

130
Q

//slide 86 needs more detail

A

//slide 86

131
Q

CLR report definition: new leads

A

unique individuals who have never responded to a campaign

132
Q

Where do you find closed loop reports on cost of opportunities and revenue in Insight?

A

Campaign Cost Metrics

133
Q

Where can you find information in Insight on how campaigns influenced opportunities?

A

Opportunity Influence Analyzer

134
Q

If you’re regularly observing gaps in your data, check…

A

campaign inputs.

135
Q

If the metrics in Eloqua don’t match your CRM, 2 things to consider…

A

CLR looks at campaign responses made in Eloqua, not in CRM. Also Eloqua may have different attribution models than CRM.

136
Q

A few ways to improve CLR: _____, standard campaign field population values, campaign naming convention, custom campaign fields and select lists, campaign cost structure, attribution metrics.

A

Standard campaign field select lists

137
Q

A few ways to improve CLR: Standard campaign field select lists, ________, campaign naming convention, custom campaign fields and select lists, campaign cost structure, attribution metrics.

A

standard campaign field population values

138
Q

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, ______, custom campaign fields and select lists, campaign cost structure, attribution metrics.

A

campaign naming convention

139
Q

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, _______, campaign cost structure, attribution metrics.

A

custom campaign fields and select lists

140
Q

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, custom campaign fields and select lists, ______, attribution metrics.

A

campaign cost structure

141
Q

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, custom campaign fields and select lists, campaign cost structure, _____.

A

attribution metrics.

142
Q

//key points slide, 114

A

//key points slide, 114

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