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Luminary Tenets > E10: Advanced Segmentation > Flashcards

E10: Advanced Segmentation Flashcards

1
Q

When working with campaigns, you need to start by:

A

Defining your audience

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2
Q

Can a campaign have more than one segment?

A

Yes.

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3
Q

Can you use segments on the campaign canvas in places other than as the first element?

A

Yes.

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4
Q

What are programs used for in Eloqua?

A

To automate data workflows.

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5
Q

What are 2 types of data workflows that programs can be used to automate in Eloqua?

A

Data cleansing and CRM integration.

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6
Q

Can you add members to a program manually as well as automatically in Eloqua?

A

Yes.

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7
Q

______ are used to automated data flows.

A

Programs

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8
Q

To add members to a Program:

A

create a step and add members to the step.

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9
Q

A segment in a campaign or a program can include three types of building blocks:

A

Individual contacts, lists, and filters.

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10
Q

What are the seven categories of information sources for defining segments?

A

(1) Automation; (2) Visitor and referring sources, (3) Engagement, (4) Subscription and deliverability (5) Campaign Canvas, (6) Program Builder, (7) Custom Data Services Actions.

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11
Q

Automation can define segments through what four things?

A

Forms, Integration, Campaign Canvas, and Program Builder.

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12
Q

Visitor and Referring Sources can define segments through what three things?

A

Query String Values, Social Referrals, and Search Queries.

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13
Q

Engagement can define segments in what three ways?

A

Website/Microsites, Lead Score, and External Assets.

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14
Q

In what three ways can subscription and deliverability be used to define segments?

A

Deliverability, unsubscribes, and inactive status.

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15
Q

How can the Campaign Canvas define segments?

A

Add to Shared List, run Cloud Connectors

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16
Q

How can Program Builder define segments?

A

Add or remove from shared list, run Cloud Connector, run Data Tools, update Database records

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17
Q

How can Custom Data Services Actions define segments?

A

Add or Remove from Shared List, run Data Tools, update database records.

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18
Q

What are the six stages of the sales funnel?

A

Suspect, Prospect, MQL, SAL, Sales Qualified Opportunity, Revenue

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19
Q

When data flows from the CRM system into Eloqua, what kind of synchronization is it?

A

Inbound synchronization, or “autosynch.”

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20
Q

When data flows from Eloqua into the CRM system, what kind of synchronization is it?

A

Outbound synchronization.

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21
Q

By default, data is pulled into Eloqua:

A

Nightly.

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22
Q

What data is pulled into Eloqua in inbound synchronization?

A

New or modified Lead, Contact, or Account records.

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23
Q

What data is written into the CRM through outbound synchronization?

A

New or modified records, and any event in Eloqua.

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24
Q

Describe the timing of outbound synchronization.

A

Lead, Contact, and Account records follow Program Builder timing and logic. Other events like clickthroughs, website visits, and form submits are written in near real time.

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25
Q

You can pull data from your CRM and define…

A

how the data should be used in Eloqua.

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26
Q

An example of an autosynch that can be used in segmentation is to pull in leads with a status of not qualified and push them to:

A

(1) a shared list of unqualified leads, or (2) a nurturing program.

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27
Q

Where in Eloqua can an Administrative user set up CRM external calls?

A

Setup > Integration > Inbound tab > Get Started > Create Data Sources dropdown list > Create Data Source with External Call > opens External Call Wizard.

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28
Q

For identifying traffic sources, the key Insight reports are (1) _____, (2) Social Media Breakdown, (3) Search Query Breakdown

A

Query String Value Overview

29
Q

For identifying traffic sources, the key Insight reports are (1) Query String Value Overview, (2) _____, (3) Search Query Breakdown

A

Social Media Breakdown

30
Q

For identifying traffic sources, the key Insight reports are (1) Query String Value Overview, (2) Social Media Breakdown, (3) ____

A

Search Query Breakdown

31
Q

What percentage of marketers use report using email as a marketing channel?

A

64%

32
Q

What percentage of marketers use report using social media as a marketing channel?

A

42%

33
Q

How can you compare traffic from all banner ads?

A

Set up a query string parameter for Banner Ads, for example, bID

34
Q

How do you create a segment based on query string?

A

Run the Query String Value Overview report, drill down to see the values of the sources, filter to exclude unknown email addresses, export the contacts from the report as a .csv file, and then import the file into Eloqua as a Shared List.

35
Q

How do you create a segment based on Search Query values?

A

Run the Search Query Breakdown report, drill down into the specific channel to get the sources, filter the report to exclude unknown email addresses, export the contacts from the report as a .csv file, and then import the file into Eloqua as a Shared List.

36
Q

How do you identify all visitors routed from a specific social media site?

A

Run the Social Media Breakdown report, drill down into the specific channel to get the sources, filter the report to exclude unknown email addresses, export the contacts from the report as a .csv file, and then import the file into Eloqua as a Shared List.

37
Q

True or false? Eloqua suppresses any emails to contacts identified as hard bouncebacks or unsubscribes, at the time of sending.

A

True.

38
Q

If you are configuring a segment to show people who have unsubscribed from an email group, which criteria should you use?

A

Unsubscribed from Groups.

39
Q

If you are configuring a segment to show people who are “sitting on the fence” about one email group, what should you do?

A

Configure two filter criteria, one for Subscribed to Groups and the other for Unsubscribed to Groups, and set each to Switch to Exclude.

40
Q

The common criteria for inactive contacts is to check in the last six months if they: (1) have been sent at least 3 emails (2) have not opened email (2) have not clicked through email (3) have not visited landing pages and (4) _____.

A

have not submitted forms

41
Q

The common criteria for inactive contacts is to check in the last six months if they: (1) have been sent at least 3 emails (2) have not opened email (2) have not clicked through email (3) ______ and (4) have not submitted forms.

A

have not visited landing pages

42
Q

The common criteria for inactive contacts is to check in the last six months if they: (1) have been sent at least 3 emails (2) have not opened email (2) _____ (3) have not visited landing pages and (4) have not submitted forms.

A

have not clicked through email

43
Q

The common criteria for inactive contacts is to check in the last six months if they: (1) _____ (2) have not opened email (2) have not clicked through email (3) have not visited landing pages (4) have not submitted forms.

A

have been sent at least 3 emails

44
Q

The common criteria for inactive contacts checks activity in what time period?

A

The last 6 months.

45
Q

What’s are 2 good things to do with an inactive segment?

A

(1) Suppress it against regular email distributions (2) Run a re-engagement campaign

46
Q

What filter criteria would you use to find inactive records, and what boolean would you use?

A

Sent Any Email, Not Opened Any Email, Not clicked Any Email, Not Visited Any Landing Page, Not Submitted Any Forms - and you would use “and”

47
Q

How would you exclude inactive records from regular email sends?

A

Configure a Shared Filter to capture inactive records and set it to “Exclude”

48
Q

You would not want to drop any contacts that have (1) _____ (2) visited your booth in a tradeshow or (3) registered for and attended a webinar.

A

visited your website

49
Q

You would not want to drop any contacts that have (1) visited your website (2) _____ or (3) registered for and attended a webinar.

A

visited your booth in a tradeshow

50
Q

You would not want to drop any contacts that have (1) visited your website (2) visited your booth in a tradeshow or (3) _____.

A

registered for and attended a webinar

51
Q

True or false? Eloqua allows you to track and log external activities like event participation.

A

True.

52
Q

What tool does Eloqua provide to track visitors to specific web pages or types of web pages?

A

Page Tags.

53
Q

What filter criterion would you use to capture visitors to specific areas of your website?

A

Visited Page Tags

54
Q

To start using external assets in a Segment: (1) _____ (2) Set up Campaign Response Rules for the asset (3) Upload response lists for the asset (4) Use filters to create the segment

A

Add the External Asset

55
Q

To start using external assets in a Segment: (1) Add the External Asset (2) _____ (3) Upload response lists for the asset (4) Use filters to create the segment

A

Set up Campaign Response Rules for the asset

56
Q

To start using external assets in a Segment: (1) Add the External Asset (2) Set up Campaign Response Rules for the asset (3) _____ (4) Use filters to create the segment

A

Upload response lists for the asset

57
Q

To start using external assets in a Segment: (1) Add the External Asset (2) Set up Campaign Response Rules for the asset (3) Upload response lists for the asset (4) _____

A

Use filters to create the segment

58
Q

To create a segment filter to find out who attended a trade show, what filter criteria would you use and what would you have to make sure was done first?

A

Attended Tradeshow of Asset Type, and you would have to complete the filter criterion definition first.

59
Q

What are the two dimensions of lead scoring?

A

Fit and engagement.

60
Q

To capture contacts with a particular lead score what filter criteria would you use?

A

Compare Lead Score

61
Q

True or false: the Compare Lead Score filter criteria allows you to select a range of lead scores.

A

False.

62
Q

Define “Trim”

A

A segmentation strategy that removes overlapping contacts

63
Q

Define “Intersect”

A

A segmentation strategy that finds all overlapping contacts

64
Q

Define “Merge”

A

A segmentation strategy that combines all contacts in two groups.

65
Q

To use Trim, Intersect, or Merge, what do you do?

A

Select two building blocks in a segment and right-click A new list appears with the details.

66
Q

What does right-clicking on a Segment building block allow you to do?

A

Export the list to your email address or save it as a shared asset.

67
Q

You should use Insight reports to search for ______ and then use this information to segment and target your visitors.

A

how prospects are routed to your website

68
Q

Segment and target customers based on engagement, ____, and _____

A

subscription, and deliverabiity.

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