Segmentation Fundamentals Flashcards
Name 2 characteristics of all customers within a segment
- Have similar tastes, demands, and preferences; 2. respond in a similar way to an offer
Why does email effectiveness increase as campaign size shrinks?
Because the smaller campaigns are run on more highly targeted segments.
What is the simplest definition of a Segment?
Your target audience.
What decisions do you need to make to create a Segment?
Who should be included, and who should be excluded
In segment creation, what happens if a contact matches the criteria for both the Include and the Exclude?
The contact will be excluded from the segment.
In segment creation, what happens if a contact fits 3 different include criteria? How many times will that contact be counted in the Segment?
Only once. Eloqua de-duplicates Segments and only counts contacts once.
Name the three Segment building blocks.
Individual Contacts, Lists, Filters
In segmentation, what is a local asset?
An asset available only for the Segment for which the asset is created
In segmentation, what is a shared asset?
An asset available to all Eloqua users that can be added to any Segment
What are the three ways to begin creating a Segment?
- Use a blank Segment; 2. Use a Segment template; 3. Copy an existing Segment
How do you copy an existing Segment?
Segment Chooser > right-click Segment to get context menu options > click Copy.
What is a Contact Record?
The entire set of data for an individual
What is a Contact Field?
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.
What is the unique identifier that defines a Contact Record?
Email address
How many Contact Fields are there in Eloqua?
300+, including 50+ Standard Contact Fields and 250 Custom Contact Fields
Where can you configure the Data Type format for a Custom Contact Field?
From Settings, Fields & Views area
Can all users create, configure, and modify Custom Contact Fields?
No, only administrators can do this.
How many Contact Fields do you need to store a business phone, a mobile phone, and a home phone?
Three.
What are the six tabs on the Edit Contact window?
- Summary 2. Field Details 3. Preferences 4. Campaigns 5. Activity Log 6. Scoring
In Edit Contact, what tab do you use to examine the contact’s recent activity, subsciptions, and sales activity?
Summary
In Edit Contact, what tab do you use to edit the contact’s information?
Field Details
In Edit Contact, what tab do you use to manage the contact’s subscription and address?
Preferences
In Edit Contact, what tab do you use to examine detailed information on the contact’s campaign activity?
Campaigns
In Edit Contact > Campaigns or Activity Log, how do you narrow down the information to a particular timeframe?
Using the calendar drop-downs.
