Topic 8: Closed-Loop Reporting

Question 1

What does “Lead Creation” refer to for revenue attribution?

Answer 1

A response a contact has made against a campaign.

Question 2

For closed loop reporting, you set up ‘get contacts’, ‘get opportunities’, and ‘get opportunities and link to contacts’. In what order should they be run?

Answer 2

1. Get contacts
2. Get opportunities
3. Get opportunities and link to contacts

http://topliners.eloqua.com/docs/DOC-2853

Question 3

What are the options for revenue Attribution models inside of Eloqua?

Answer 3

First Touch, Last Touch, Even, Custom

Question 4

What is the difference between “influenced” vs “attributed” as it relates to closed-loop reporting and ROI?

Answer 4

Influenced refers to all campaigns to which a contact responded. Attributed refers to the specific attribution method configured for your database.

Question 5

What is the formula for the ROI attribution? Does it include: budgeted cost, actual cost, expected revenue?

Answer 5

Total “Closed” Revenue (per attribution model) / Total “Actual” Costs of campaign

Question 6

Which metric provides a realistic forecast of revenue that will become Closed-Won?

Answer 6

Attributed Revenue

Question 7

In CLR, one-way reporting from Elq to CRM is: contact, campaign, response, or opportunity

Answer 7

Campaign