Eloqua Review—Campaign Management
Eloqua is clearly one of the best multi-channel campaign management systems in terms of creating and automating nurture campaigns. The ability to replicate campaign profiles, use and reuse components, insert flexible decision trees and route leads based on a variety of conditions grants marketers maximum control.
Campaign setup includes the normal profile data such as campaign owner, effective dates, security permissions and various attributes. The campaign designer makes use of the previously described Visio-like editor for a graphical pictorial of the process, however, users do have the option to view and edit campaign steps in a table or grid display.
Defining the campaign target population is done by filtering lists with inclusion and exclusion conditions or manually inserting leads. Eloqua displays the number of matching leads based on the specified filter conditions, but does not support an ability to limit the number of leads in a campaign to a fixed amount. A campaign manager can specify particular email domains to exclude, or an administrator can create a master list of domains to exclude from all lists. The system will automatically exclude duplicate emails in a list if they exist. Lists can be initially selected and remain static or update on request. The same leads may also reside in multiple campaigns simultaneously. Lists need not be forced to a campaign and can be used on their own for a single distribution.
Lead segmentation is a strength. The combination of easy to use demographic and behavioral filters help define the best targets for your offers by applying hundreds of contact attributes. Multiple filters, each defining a precise segment or number of prospects, can be merged or intersected to further refine target audiences. Simple but flexible segmentation can achieve precision targeting and the impressive conversions that we know come from this level of rigor.
Campaign execution is then defined with a sequence of steps linked by decision rules. The decision rules are shared across campaigns. The user defined rules are flexible, may include on-event conditions or wait periods and can direct the next action to any step in the same process (not just the next sequential step) or to any step in a different campaign process (not just the first step). Sequential steps can also include manual intervention with a choice of predefined actions and can randomly route leads to alternate paths for A/B testing. Campaign managers can optionally choose whether to deliver (fixed) messages to lead owners as actions occur.
Campaign actions can include:
- Processing campaign business rules;
- Processing data management business rules, such as validate, integrate or deduplicate;
- Creating or updating lead record data;
- Inserting or removing contacts or leads from campaigns;
- Sending messages via email, direct mail, SMS or fax;
- Creating PURLs (personalized URL).
Support for a wide variety of distribution channels also gives Eloqua a leg up on many other marketing systems that cannot support both the traditional and digital channels.
Multi-channel marketing makes this product a strong contender for marketers wanting to perform integrated, multi-channel marketing campaigns using email, personalized microsites, RSS feeds, instant messaging, direct mail, fax, SMS and call center outbound voice messages—and have the reporting that measures campaign responses and sales conversions across channels.
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