Closed Loop Reporting Flashcards
Who does a lot of the configuration with closed loop reporting?
Professional services.
/module 1/ What percentage of marketers find that economic conditions place greater pressure to measure, analyze, and report on effectiveness?
79%
Percentage of CEO’s and CFO’s requiring marketers to show potential ROI.
65%
Closed loop reporting measures campaign performance in terms of: ____
closed revenue.
What are 4 metrics of campaign performance?
Cost per lead, cost per opportunity, influenced revenue, attributed revenue.
The visual flow of CLR goes: Campaign > Contact > Response > Opportunity > ______
Campaign > Contact > Response > Opportunity > Revenue
The visual flow of CLR goes: Campaign > Contact > Response > ______ > Revenue
Campaign > Contact > Response > Opportunity > Revenue
The visual flow of CLR goes: Campaign > Contact > _____ > Opportunity > Revenue
The visual flow of CLR goes: Campaign > Contact > Response > Opportunity > Revenue
Campaign ROI =
Revenue divided by cost of campaign
The visual flow of CLR goes: Campaign > ____ > Response > Opportunity > Revenue
Contact
The visual flow of CLR goes: _____ > Contact > Response > Opportunity > Revenue
Campaign
Revenue is reported on in your . . .
CRM
A contact associated to a campaign who will be targeted with a specific marketing offer
Campaign member
building blocks of a campaign - example, webinar, invitation email . . . online and offline
assets
inbound action on a campaign, examples email click throughs, form submissions, event attendance
activity
a specific activity, defined in advance, that indicates interest in an offer; a conversion evenet
response
the entity that stores campaign response history associated with a contact; created and associated to a contact upon first campaign response.
Lead
The difference between activity and response is…
a response is a specific activity connected to a campaign objective
A synonym for response is…
conversion event.
Can you get responses of different priorities? Give an example.
Yes. For example, event attendance would trump event registration.
____ > Activity > Response
Asset
Asset > ____ > Response
Activity
Asset > Activity > ____
Response
Overview of configuration requirements: 1. ______, 2. lead management, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua
campaign management
Overview of configuration requirements: 1. campaign management, 2. ______, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua
lead management
Overview of configuration requirements: 1. campaign management, 2. lead management, 3. _____, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua
Campaign measurement
Overview of configuration requirements: 1. campaign management, 2. lead management, 3. campaign measurement, 4. _____, 5. SFDC campaigns integration: CRM to Eloqua
Campaigns integration: Eloqua to CRM
Overview of configuration requirements: 1. campaign management, 2. lead management, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. ____
SFDC campaigns integration: CRM to Eloqua
can some organizations associate opportunities to accounts and others to contacts?
yes.
Can you change marketing attribution models after implementation of closed loop reporting?
Yes.
Configure financial details is done in what step of configuration?
Campaign management
To drive data through Insight tool, what needs to be done with currency?
Convert to US dollars.
Configuring external assets is done in what step of configuration?
Lead Management
Default response rules =
how you tie contacts to campaigns
Default response rules are configured in what step of configuration?
Lead management
Do we manage opportunities in Eloqua?
No.
To forecast revenue delivery, what data do we need to re-create from the CRM?
Opportunity stages.
Opportunity stage details are set up in what stage of configuration?
Campaign measurement.
Default revenue attribution method is configured in what step of configuration
Campaign measurement.
/slide 15 needs more info
/slide 15 needs more info
Configuring 4 external calls and enabling internal events is done in what step of configuration?
/ / (see slide 15)
Who does what? Configure financial details
Eloqua professional services
Whod oes what? configure external assets
Eloqua professional services
Who does what? Configure response rules
Eloqua professional services
Who does what? Configure opportunity stage details
Eloqua professional services
Who does what? Configure revenue attribution
Eloqua professional services
Who does what? Configure 4 external calls
Eloqua professional services
Who does what? Configure “Get Campaigns” program
Eloqua professional services
Who does what? Modify CRM Program
Eloqua professional services
Who does what? Configure 3 auto synchs
Eloqua professional services
Who does what? Create campaigns
Your users and admin
//slide 16 needs more info
//slide 16 needs more info
Insight is what kind of tool?
BI (business intelligence)
//module 2 - campaign management//
//module 2 - campaign mgmt
A ______ is the anchor to closed loop reporting
campaign
A specific set of communications intended with the objective of moving a potential buyer forward in the evaluation process is a…
campaign
campaign vs. Campaign…
A larger campaign may include several smaller ones
A campaign canvas ID in Eloqua will align with…
a CRM campaign ID.
You can cluster campaigns through…
reporting in Insight.
What will help you cluster campaigns?
Naming conventions.
If the Campaign is modified in CRM, can you update campaign fields in Eloqua?
Yes.
What happens when you create a Campaign in Eloqua?
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
How often are campaign fields updated?
Daily
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…
“Get a cup of coffee” rule
Set up custom Campaign fields in the…
Campaign Settings area.
If you need to group campaigns into one for reporting, you may be able to use…
Custom fields in the Campaign Settings.
The ______ is generated in the CRM and synched back to the Eloqua campaign
Campaign ID
Three campaign settings you can use for filtering CLR reports:
Region, Product, Campaign Type.
Save campaign attributes when, and why?
Before you save the end date for Campaign Reporting, because after that, some fields cannot be edited.
Eloqua continues to count responses against a campaign for how long?
For up to one year after the campaign reporting end date.
When testing campaign responses, the campaign start date must . . .
have occurred or be set to today.
What’s very important in calculating campaign costs?
Consistency
Where do you create custom fields for campaigns?
Setup > Database > Fields & Views
Why would you create read-only fields for campaigns?
If you’re pulling in fields from your CRM
IF a campaign wont’ activate what is one thing to check?
Whether required fields are missing in your campaign settings
Can a single form on multiple pages be attributed to multiple campaigns in Eloqua?
Yes
When reusing an asset across multiple campaigns, make sure…
the Eloqua campaign ID is passed via a hidden form field.
//module 2 //Step 1 - configure external asset types and add activity types, Step 2 - configure response rules, Step 3 - upload external assets to campaign
//module 2//
External Assets can be leveraged to report on Assets that are ….
not generated in the Eloqua application.
2 examples of external assets are…
trade shows, webinars.
Each external asset must have…
specific activity types.
Where do you configure external assets?
Settings > Setup > Assets and Activities
Response activities should be organized into…
rules which help to prioritize leads.
Campaign member statuses can be mapped to…
Campaign Response Activity
Can you create new campaign member statuses in Eloqua?
Yes, but it’s generally more advisable to reuse the ones in your CRM.
Is it worth creating campaign response rules even if you’re not using closed loop reporting?
Yes, because they’re used in other areas of the platform - for example, lead scoring.
Can you drive lead scoring based on external activities against your campaigns even without closed loop reporting?
Yes.
Name 2 places campaign response rules be used, other than in closed loop reporting?
Lead scoring and filtering for segmentation.
Responses associate contacts to a…
campaign
External assets are simply…
a CSV file containing contacts from an event.
2 places where you can upload external assets are…
The Campaign launch pad or the Campaign Canvas.
If you’re uploading external assets from the Campaign launch pad, you need to include . . .
a column with the Eloqua Campaign ID in the CSV file.
Where do you upload external assets to a campaign?
Settings > Upload External Assets
During the upload wizard, Eloqua maps…
External Asset fields and Contact fields
The CSV file for external assets should contain what fields?
Contact fields, date field, external asset type, external asset name, external activity
If the date field is missing from your external asset CSV file what does Eloqua use?
The date of the upload.
(quiz) every asset type must have a corresponding…
activity
Responses are conversion events that tie a contact to a…
campaign
//slide 61//
//slide 61//
//module 3 - campaign measurement//
//module 3//
to associate closed revenue to campaign performance, must define a…
revenue attribution model
a revenue attribution model defines how revenue is attributed across…
campaigns and contacts.
in the context of CLR we think about the campaign as the ____
investment
in the context of CLR we think about the opportunity as the ____.
return
An opportunity can be attached in the CRM to…
a contact, multiple contacts, or an account
if an opportunity is associated to an account, we need to…
cascade the opportunity from the account object to the linked contacts.
Revenue attribution model options are…
First touch, last touch, even, or custom.
Influenced revenue does or does not adhere to your attribution model?
Does not, and is always given an equal spread.
Attributed revenue does or does not adhere to your attribution model?
Does.
Describe how a custom revenue attribution model attributes revenue.
Customized attribution to the first and last campaign, with the remainder evenly split among the rest.
Eloqua’s benchmark report shows that what proportion of deals are tied to a single campaign?
2/3
what are 3 options for associating account to an opportunity?
primary contact associated to crm opportunity, all contacts associated to opportunity, account associated to opportunity
What are the 2 things to consider in revenue attribution?
Attribution model and opportunity to contact association
Opportunity fields include: ______, account name, opportunity ID, opportunity stage, opportunity amount, created date, close date, forecast to close date
opportunity name
Opportunity fields include: opportunity name, _______, opportunity ID, opportunity stage, opportunity amount, created date, close date, forecast to close date
account name
Opportunity fields include: opportunity name, account name, ______, opportunity stage, opportunity amount, created date, close date, forecast to close date
opportunity ID
Opportunity fields include: opportunity name, account name, opportunity ID, ______, opportunity amount, created date, close date, forecast to close date
opportunity stage
Opportunity fields include: opportunity name, account name, opportunity ID, opportunity stage, _____, created date, close date, forecast to close date
opportunity amount
Opportunity fields include: opportunity name, account name, opportunity ID, opportunity stage, opportunity amount, __ date, ____ date, ____ date.
created date, close date, forecast to close date
Where do you define contact to opportunity setting for a campaign?
Campaigns launchpad: Opportunity settings:
If you’re using an account to associate opportunities in Eloqua, you must have…
Contact to Account linkage setup in your database.
The relational linkage between Contacts and Accounts is…
set up once in Eloqua.
Opportunities are fully created and managed in…
the CRM.
Eloqua ties Revenue to Campaigns through which entity? Contact, Account, or Campaign?
Contact
//Module 4//CLR integration
Module 4
4 Internal Events are created in the install how?
Automatically with the CLR wizard.
4 Internal Events require creation of what?
4 External API calls and 3 Auto Synchs to be created manually.
The external push of data to the CRM is created where?
In Program Builder.
The External Calls are configured by whom?
One time by professional services.
//slide 86 needs more detail
//slide 86
CLR report definition: new leads
unique individuals who have never responded to a campaign
Where do you find closed loop reports on cost of opportunities and revenue in Insight?
Campaign Cost Metrics
Where can you find information in Insight on how campaigns influenced opportunities?
Opportunity Influence Analyzer
If you’re regularly observing gaps in your data, check…
campaign inputs.
If the metrics in Eloqua don’t match your CRM, 2 things to consider…
CLR looks at campaign responses made in Eloqua, not in CRM. Also Eloqua may have different attribution models than CRM.
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.
Standard campaign field select lists
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.
standard campaign field population values
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.
campaign naming convention
A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, _______, campaign cost structure, attribution metrics.
custom campaign fields and select lists
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.
campaign cost structure
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, _____.
attribution metrics.
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