Segmentation Fundamentals

Question 1

Name 2 characteristics of all customers within a segment

Answer 1

1. Have similar tastes, demands, and preferences; 2. respond in a similar way to an offer

Question 2

Why does email effectiveness increase as campaign size shrinks?

Answer 2

Because the smaller campaigns are run on more highly targeted segments.

Question 3

What is the simplest definition of a Segment?

Answer 3

Your target audience.

Question 4

What decisions do you need to make to create a Segment?

Answer 4

Who should be included, and who should be excluded

Question 5

In segment creation, what happens if a contact matches the criteria for both the Include and the Exclude?

Answer 5

The contact will be excluded from the segment.

Question 6

In segment creation, what happens if a contact fits 3 different include criteria? How many times will that contact be counted in the Segment?

Answer 6

Only once. Eloqua de-duplicates Segments and only counts contacts once.

Question 7

Name the three Segment building blocks.

Answer 7

Individual Contacts, Lists, Filters

Question 8

In segmentation, what is a local asset?

Answer 8

An asset available only for the Segment for which the asset is created

Question 9

In segmentation, what is a shared asset?

Answer 9

An asset available to all Eloqua users that can be added to any Segment

Question 10

What are the three ways to begin creating a Segment?

Answer 10

1. Use a blank Segment; 2. Use a Segment template; 3. Copy an existing Segment

Question 11

How do you copy an existing Segment?

Answer 11

Segment Chooser > right-click Segment to get context menu options > click Copy.

Question 12

What is a Contact Record?

Answer 12

The entire set of data for an individual

Question 13

What is a Contact Field?

Answer 13

A container to store a particular piece of contact information like first name, last name, etc. A Contact Record is made up of multiple Contact Fields.

Question 14

What is the unique identifier that defines a Contact Record?

Answer 14

Email address

Question 15

How many Contact Fields are there in Eloqua?

Answer 15

300+, including 50+ Standard Contact Fields and 250 Custom Contact Fields

Question 16

Where can you configure the Data Type format for a Custom Contact Field?

Answer 16

From Settings, Fields & Views area

Question 17

Can all users create, configure, and modify Custom Contact Fields?

Answer 17

No, only administrators can do this.

Question 18

How many Contact Fields do you need to store a business phone, a mobile phone, and a home phone?

Answer 18

Three.

Question 19

What are the six tabs on the Edit Contact window?

Answer 19

1. Summary 2. Field Details 3. Preferences 4. Campaigns 5. Activity Log 6. Scoring

Question 20

In Edit Contact, what tab do you use to examine the contact’s recent activity, subsciptions, and sales activity?

Answer 20

Summary

Question 21

In Edit Contact, what tab do you use to edit the contact’s information?

Answer 21

Field Details

Question 22

In Edit Contact, what tab do you use to manage the contact’s subscription and address?

Answer 22

Preferences

Question 23

In Edit Contact, what tab do you use to examine detailed information on the contact’s campaign activity?

Answer 23

Campaigns

Question 24

In Edit Contact > Campaigns or Activity Log, how do you narrow down the information to a particular timeframe?

Answer 24

Using the calendar drop-downs.

Question 25

In Edit Contact, what tab do you use to examine detailed information on the contact’s activity?

Answer 25

Activity Log

Question 26

In Edit Contact, what tab do you use to examine the contact’s current lead score?

Answer 26

Scoring

Question 27

In Edit Contact, how do you see the historic progression of a contact’s lead score?

Answer 27

Under Scoring, double click the lead scoring model.