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Eloqua Luminary > Relevance & Retention > Flashcards

Relevance & Retention Flashcards

1
Q

How do you add members to your data cleansing Program?

A

Creating a step and adding new members to that step.

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2
Q

What three things do a segment in a campaign or a program include?

A

Individual contacts, Lists with multiple contacts, and filters that are used to dynamically find individuals who fit certain criteria.

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3
Q

What kinds of automation information does Eloqua provide to define segments?

A

Forms, Integration, Campaign Canvases, and Program Builder.

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4
Q

What kinds of Visitor and Referring sources information does Eloqua provide to define segments?

A

Query String Values, Social Referrals, Search Queries.

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5
Q

What kinds of Subscription and Deliverability information does Eloqua provide to define segments?

A

Deliverability (Hard Bouncebacks), Unsubscribes (global unsubscribes or email group unsubscribes), and inactivity.

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6
Q

What kinds of Engagement information does Eloqua provide to define segments?

A

Website activity (page tags) or micro sites, lead score, and external assets

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7
Q

What kinds of Campaign Canvas information does Eloqua provide to define segments?

A

Add to shared list, and form submit action could app.

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8
Q

What kind of Program builder information does Eloqua provide to define segments?

A

add or remove from shared list, run data tools (used to manipulate and update data in data tables that may be used for segmentation), and update database records.

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9
Q

what kind of custom data services actions do Eloqua provide to define segments?

A

add or remove from shared list, run data tools (used to manipulate and update data in data tables that may be used for segmentation

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10
Q

What is a processing step that adds the form submitter to a list so that other users can access and use the list?

A

Add to Shared List

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11
Q

When updating contact information with form data, how does Eloqua know if the new data can overwrite the existing data?

A

Each contact field has update logic instructions that determine when new data is allowed to overwrite the existing data

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12
Q

In a typical integrated Sales and marketing approach, the marketing team uses Eloqua to generate what?

A

Marketing Qualified Leads (MQL)

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13
Q

What happens when a Marketing Qualified lead does not get converted?

A

the leads are marked as unqualified in the CRM, and then pushed to Eloqua where they are captures as a shared list. Marketing then uses this list to start a nurture campaign.

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14
Q

What happens with inbound synchronization?

A

Newly created or modified leads, contacts, or account records in your CRM system are written into the Eloqua database.

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15
Q

Can inbound synchronization settings be changed?

A

yes, it can be scheduled and configured.

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16
Q

How often is data pulled into the Eloqua database through inbound synchronization?

A

Nightly.

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17
Q

What happens with outbound synchronization?

A

Newly created or modified records in the Eloqua database are written into the CRM system, or any activity that occurs in Eloqua is written into the CRM system.

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18
Q

How is the creation and updating of data handled by Eloqua in outbound synchronization?

A

Eloqua’s program builder module, and follows program builder timing and logic

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19
Q

What is included in event writing outbound synchronization?

A

click-throughs, Website visits, form submissions, email opt-outs, and email bouncebacks in real-time updates

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20
Q

to create an inbound synchronization in Eloqua, what do you use?

A

An External Call wizard

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21
Q

What does an external call wizard allow you to define?

A

Data entity to identify the table referred to in the CRM, Fields to identify the mapping between the CRM and Eloqua fields.

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22
Q

What can you create to schedule the inbound synchronization to run automatically?

A

Auto Synch

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23
Q

T or F? You can schedule your synchronization to run automatically.

A

True

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24
Q

What are the three kinds of insight reports you can use to optimize significant sources of traffic?

A

Social media breakdown, Query string Value overview, and search query breakdown.

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25
Q

what are the steps to identifying the visitors that are routed from a specific social media site?

A
  1. Run the social media breakdown report
  2. Drill down the specific channel to get the sources
  3. Filter the report to exclude all unknown email addresses
  4. Export contacts from the report as a .CSV file
26
Q

What is the purpose of Query strings?

A

Help understand where visitors come from by showing the most popular string values (ex. which ads have the most clicks).

27
Q

What are the four steps to create a segment based on query strings?

A
  1. Run the query string value overview report
  2. Drill down to see the specific values of the sources
  3. filter the report to exclude all unknown email addresses
  4. Export the contacts from the report as a .CSV file
28
Q

How are the four steps to create a segment based on Search Query values

A
  1. Run the search query breakdown report
  2. drill down the specific channel to get the sources
  3. filter the report to exclude all unknown email addresses
  4. export the contacts from the report as a .CSV file
29
Q

What does the Search Query breakdown track?

A

different values entered to search for your web pages in a search engine.

30
Q

T or F? while working on a report, you can filter unknown email addresses.

A

True

31
Q

What are people who are referred to as “fence sitters”

A

people who have neither unsubscribed or subscribed from emails.

32
Q

Eloqua allowing you to segment contact records based on respective filters allows you to

A

identify the number of contact records that fall under each category, identify the number of recipients (excluding hard bouncebacks and unsubscribes), use the unsubscribed segment to identify and implement changes to future emails, and use the inactive contacts segment to run a nurturing campaign.

33
Q

how does Eloqua deal with emails being sent to contacts identified as hard bouncebacks or unsubscribes?

A

at the time of sending, Eloqua suppresses the email marketed to those contacts

34
Q

What is a hard bounceback?

A

a contact record with incorrect email addresses.

35
Q

What will having excessive hard bouncebacks do to your sender status?

A

give your account a spammer status and result in it being blacklisted by an ISP.

36
Q

how to find if a contact is sitting “on the fence”?

A

In preferences in a contact record, if a contact has a value of No Status under the status column.

37
Q

What are some of the common criteria to identify inactive contacts?

A
  • has been sent at least three email in the last six months
  • has not opened one or more emails in the last six months
  • has not clicked through one or more emails in the last six months
  • has not visited one or more landing pages in the last six months
  • has not submitted one or more forms in the last six months
38
Q

You should never drop a contact who has done one of what three things?

A
  1. visited a booth in a tradeshow
  2. Visited your website
  3. Registered for and attended a webinar
39
Q

what five things must you do to use external assets for lead scoring?

A
  1. define a campaign
  2. create external activity and identify the contact records to be uploaded
  3. Set up campaign response rules for the asset
  4. Upload contact records with external activities into the campaign
  5. configure a lead scoring model based on the external activity
40
Q

what are the 6 mandatory fields in an external data file upload?

A

external asset type, external activity, email address, external asset name, campaign ID, and external asset date

41
Q

what allows you to track visitors to specific web pages or types of web pages, and pull easy to read reports grouped together?

A

Page Tags

42
Q

what are the two dimensions of a lead score?

A

fit and engagement

43
Q

what is the explicit information you know about a prospect’s role, company, industry, and revenue, determining if the prospect is the ideal person to sell to in a lead score?

A

fit

44
Q

what is the implicit information you know about a prospect’s activities, favorite topics, and level of interest helping you determine if the prospect will buy in a lead score?

A

engagement

45
Q

T or F? You can tag multiple landing pages with the same page tag.

A

True

46
Q

T or F? you need to create twelve External Assets (1 for each month) for a monthly webinar conducted every month.

A

false

47
Q

what are the three types of combining contact lists

A

trim, intersect, and merge

48
Q

What does trimming do to merging contact lists?

A

removes all overlapping contacts

49
Q

What does intersecting do to merging contact lists?

A

Finds all overlapping contacts

50
Q

What does merging do to merging contact lists

A

combines all contacts in the groups

51
Q

what is an immediate tangible benefit for having a preference center?

A

improved segmentation of the database according to content types.

52
Q

What benefits of the preference center can manifest throughout the relationship and buyers journey?

A
  • increased/accelerated conversion through stages of the marketing funnel
  • higher levels of engagement
  • increased sales accepted leads (SAL’s)
  • Shorter sales cycles since leads are better primed for sales conversions
53
Q

T or F? There are no regulations in North America requiring businesses to comply with legislation regarding email marketing practices.

A

FALSE

54
Q

what 3 main things does a preference center provide contacts a choice in?

A
  1. the content they receive
  2. Preferred marketing channels
  3. Frequency of communication
55
Q

CAN-SPAM is the law regulating protecting contacts in what country?

A

United States

56
Q

what is the difference between a transactional email and a commercial email in the eyes of CAN-SPAM?

A

Transactional email confirm details of a transaction, a commercial email is one that advertises and promotes products.

57
Q

CASL is the anti-spam law in which country?

A

Canada

58
Q

Directive on privacy and electronic communications is the anti-spam law in which country?

A

EU

59
Q

T or F? If a contact opts out globaly, they WILL NOT receive a confirmation email after the submission of a form.

A

False

60
Q

T or F? If a contact opts out globaly AND is on the Master Exclude list, they WILL NOT receive a confirmation email after the submission of a form.

A

True

61
Q

You are obligated to send what to all customers?

A

Security breaches

62
Q

T or F? Program builder can override any exclusion status.

A

True

Eloqua Luminary (15 decks)

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