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Eloqua Reporting Review

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Eloqua Review—Reporting & Business Intelligence

The Eloqua marketing system includes over a dozen interactive dashboards. Dashboard panels can be filtered by regions and other criteria. Dragging the cursor over charts or visual depictions causes a mouse hover-over to drill down on a particular segment or display the underlying data definition of the view.

Eloqua includes nearly 2,000 packaged reports with the system. Standard reporting functionality includes parameter selections (date ranges, data types, etc.), table or chart displays, drill-down viewing and export to email, Excel, CSV, Word, PDF and HTML file formats. Reports may also be used to create or modify dashboards.

Eloqua makes reporting on key performance data such as web site analytics, email and form conversion metrics, and revenue and cost data very interactive. Reports display along with object parameters such as accounts, assets, campaigns, contacts, emails, forms, territories and the like. Manipulating standard and custom reports with an available list of additional objects further interrogates the data for improved learning and insight. Applying graphs or charts and additional filtering, or even inserting calculation expressions such as totaling or averaging, can further modify report formats to their desired presentation. Many reports support drill down viewing to further investigate more precise data sets as well as scheduling and emailing reports—where report scheduling can specify day of the week and time of the day.

Because Eloqua does not capture cost data, such data must be obtained from the CRM system, imported from other systems presumably using the API, or manually entered. For revenue data, Eloqua can use the CRM opportunity record data, however, as sales deals often don't close at the forecasted opportunity amount it is incumbent on the sales person to update the opportunity amount when the deal is complete (a seemingly simple task that is easier said than done). As far as attributing revenue back to campaigns, Eloqua can credit revenue to the first lead source campaign, the last campaign or split equally among campaigns.

Reporting is extensive, but Eloqua does not offer a custom report writer, data warehousing, online analytical processing (OLAP), data mining or any predictive analytics. Reports also do not consolidate lead activity data by company although this may be accomplished in the CRM system.

The marketing reports and analytics tend to be more flexible than most, and clearly designed to show the value of marketing performance in business terms. A unique report we like is Eloqua's email deliverability report, which also compares the results with industry benchmarks.

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