October 28, 2013
When you log in to Eloqua today, you should notice some differences immediately. Eloqua is a bit fancier, it has new icons and an updated foldering structure. After poking around, you’ll discover that these updates extend way beyond the user interface.
Yesterday, Eloqua released the Fall ‘13 updates to their platform. The update has targeted a better UI experience, deeper reporting, and more flexibility in customizing the platform. Below are the five features I’m most excited about.
- Visual click through report
With nearly 300 votes for this feature on Eloqua’s Support Portal, it’s no wonder this made it to #1. With the visual click through report, you’ll be able to analyze what links in your email led to click-throughs. You’ll see a snapshot of your email, overlaid with performance metrics. Those on E9 are already privy to this report, as it was a feature removed when E10 was introduced.
There are improvements in the release in E10. For example, if you use the same link throughout the email, you’ll be able to see aggregated statistics for that link.
- Lead score history
If you’re using Eloqua’s Lead Scoring capabilities in E10, you will now be able to track a lead’s historical scores. You can see the associated activities that have pushed the lead to a new score.
A pain point for users around lead score history has been the overwhelming amount of data points that are given in the summary. Every time the lead scoring program runs, the history is there. For many leads, this can mean the same score shown on the screen. Now you no longer see the history every time the scoring runs, but instead when they change.
The productized lead scoring is being used more and more by clients, as with each release, it becomes more powerful. Specifically, the speed of the engine is activity driven, instead of pulling data (like the program builder). It is also much simpler and easy to create and modify. For some clients, the program builder will still be the best option, as it is more robust. It has the capability to be more granular.
- The Unique Identifier is not just for emails
For Eloqua, the Unique Identifier for contacts is the email address. This makes sense for most customers as it is how they reach out. For those that are sharing contacts through business units, product lines, or have contacts sharing an email address, such as a couple. This, again, is a feature only release on E10.
Multiple Identities is a huge change to the data model. Store the same individual by different ID, for example, SFDC Lead ID, SFDC Contact ID. This is great for anyone that has an inquiry-based model, where an inquiry creates a lead.
- First-party cookie support option
Eloqua has always used third-party cookies. The benefit is that they can track across domains and different properties, giving marketers a holistic view of of their buyers.
The support for first-party cookies is being driven by the growth of third-party cookie rejection. This change is coming from both users blocking or deleting third-party cookies and browsers not supporting them. Apple’s Safari has been defaulting to blocking third-party cookies for some time, and Chrome, Firefox & IE have stated that they will as well.
With first-party cookies, marketers can continue to track a lead’s digital body language and should see an increase in mobile traffic visibility.
- Sandbox to Production
Although a “sandbox” has been available for Eloqua, it was, in essence, a separate instance with no link to its production counterpart. This was limiting, as keeping the two in synch was a manual effort. With this release, admins and IT users have on-demand replication of production to sandbox for a true testing environment.
Keep in mind that unlike Salesforce, there are no changesets to push changes from sandbox to production. Meaning that changes to the sandbox have to be recreated in production manually. Hopefully, that will be a feature in future releases.
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