Oracle Eloqua Classic Insight Dashboards

Transcription

1 Oracle Eloqua Classic Insight Dashboards User Guide 2017 Oracle Corporation. All rights reserved 16-Oct-2017

2 Contents 1 Classic Insight dashboards 4 2 Benchmark Dashboard Benchmark Metrics Dashboard Elements 9 3 Campaign Activity Performance Dashboard Dashboard Book Overall Activity Source & Geography 16 4 Database Health Dashboard Prompt Page Details Contact Details General Dashboard Tips Date Range for the Dashboard Frequently Asked Questions Glossary Performance Dashboard Prompt Page Details Dashboard Book Overall Performance Overview Top 10 Overview 32 6 Form Performance Dashboard Prompt Page Details Campaign Region, Product and Type Form Performance Conversion Trend Top Countries by Conversion Field Abandonment 36 7 Lead Scoring Dashboard 37 8 Website Traffic Analysis Dashboard Oracle Corporation. All rights reserved 2 of 43

3 8.0.1 Prompt Page Details Page Views by Source Type Overall Traffic Top 10 Source Domains 41 9 Landing Page Analysis Dashboard Campaign and Engagement Analysis Dashboard Oracle Corporation. All rights reserved 3 of 43

4 1 Classic Insight dashboards Note: These dashboards are only available in Classic Insight. For more information on the Oracle Eloqua's new dashboard solution, see dashboards. The following Classic Insight dashboards are available: Benchmark Dashboards Benchmark Dashboard: This Classic Insight dashboard shows your performance trend compared to other Eloqua clients. Campaign Dashboards Campaign Activity Performance Dashboard: Provides a view into the overall success of an entire campaign or set of campaigns. Campaign Opportunity Analysis: Shows attributed revenue by month and by campaign, clicking on a specific campaign will show you details about its associated opportunities. Campaign and Engagement Analysis: Provides a visual overview of how all of your various campaigns are performing so you can find the s that are driving those results. Marketing Campaign ROI: Shows cost vs. pipeline dollars revenue to determine the profitability of all campaigns.. Closed-Loop Reporting Dashboards Opportunity Influence: This dashboard shows the influence (i.e. responses) that a particular contact or set of contacts has on an opportunity Oracle Corporation. All rights reserved 4 of 43

5 Return: Revenue Performance Dashboard: This dashboard features overall revenue results, overall campaign revenue performance, and top and bottom performing campaigns. Revenue Analysis by Campaign Region: This dashboard details results by campaign region including attributed and influenced revenue, ROI, and Top 10. Revenue Analysis by Campaign Product: This dashboard details results by campaign product including attributed and influenced revenue, ROI, and Top 10. Revenue Analysis by Campaign Type: This dashboard details results by campaign type including attributed and influenced revenue, ROI, and Top 10. Contact Dashboards Database Health Dashboard: This dashboard shows trends and details on the health of the contact database including active/inactive contacts, field completeness, and communication frequency. Lead Scoring Dashboard: This dashboard displays contacts by lead score, profile score, and engagement score. Dashboards Performance Dashboard: This dashboard shows the overall performance and trends as well as performance against benchmark. Form Dashboards Form Performance Dashboard: This dashboard shows the form conversion rate trend, top form performance by campaign and by country, as well as form field abandonment. Landing Page Dashboards Landing Page Analysis: This dashboard provides a weekly overview of landing page views, split by campaign type. You can use this dashboard to discover trends and make comparisons by interacting with the various data points Oracle Corporation. All rights reserved 5 of 43

6 Landing Page Performance Trend: Trend report that shows the average page views by visit and visitor for visits in the date range specified. The user chooses the fiscal or calendar time frame they want to see the trend for, when they run the report. Landing Page Performance Dashboard: This dashboard shows landing page performance and trends in a summary and broken out by referring sources. Website Dashboards Website Traffic Analysis: This dashboard shows the website traffic performance and trends including top pages by traffic volume and traffic by referring sources. Website Trends Analysis: Shows the trend of web page views for the date range selected, and allows users to see the distribution of visits by page tag groups and page tags. Clicking on a page tag in the treemap will show a series of trend lines for URLs with that Tag. Visitor Click Depth: Shows the number of page views per visit to the website. Website Performance Trend: Shows the average page views by visits and visitors by week for the date range selected. The 2017 Oracle Corporation. All rights reserved 6 of 43

7 2 Benchmark Dashboard This Classic Insight dashboard shows your performance trend compared to other Eloqua clients. What does the term "benchmarking" mean to you and your organization? A report card? A set of metrics? A high water mark? A continuous improvement process? It's all this and more, but I think it is best summarized by the title of the landmark book by Dr. Robert Camp, entitled "Benchmarking: The Search for Industry Best Practices That Lead to Superior Performance". After reading this article, you should be able to: Understand why the Eloqua Benchmark Dashboard able is able to give you results that are based on facts. Understand how each metric is calculated Be able to read the dashboard elements to draw meaningful decisions to pursue superior performance For many years, the only tools available to marketers to determine where and how to improve their performance has been survey based analyst reports and a gut hunch. If I wanted to know what a good campaign response rate was, I would need to wait for someone to conduct a survey, collect and analyze the results and then distribute it to me. And after all that, how could I be sure that the survey participants were reporting accurately? That things had not changed in the interim? That when I measure my own results to compare, I am using the same definitions that they did? The Benchmark Dashboard addresses this problem with our own unique solution: the most comprehensive set of enterprise marketing funnel data on the market. We have literally been building our products for over a decade by looking at the cold hard results our customer have been achieving to figure out what works and what does not. The benchmark dashboard is an Classic Insight dashboard which allows you to: see your results right in-line with that of your peers, so you can be sure that you are comparing apples to apples 2017 Oracle Corporation. All rights reserved 7 of 43

8 look at your own improvement over time and benchmark against your own previous period results Your results and that of the benchmark are updated every single day so that you have the very latest information to make decisions with Benchmark Metrics The following metrics are provided in the benchmark dashboard: Metric Definition Contact Management Total Contacts Total number of contacts in your database, including bouncebacks and unsubscribes. Contact Growth % [Total Contacts as of today / Total Contacts as of the beginning of the period] - 1, expressed as a percent % Reachable Out of the total contacts in your database, the percentage of contacts who have Contacts % Active of Reachable Contacts (last 6 months) Opt out % of not been flagged as bounced back and/or have not unsubscribed. Out of your Reachable Contacts, the percentage of contacts that have had inbound activity over the last 6 months. The portion of unreachable contacts that are unreachable due to having been unreachable Bounceback % of globally unsubscribed. The portion of unreachable contacts that are unreachable due to their contact unreachable record having been flagged as bounced back (i.e. hard bounceback). Campaign Management Total s Sent Total number of s sent in reporting period. Includes s sent from campaign canvas, program builder, and sales tools. Unique Open Rate Number of unique total opens from s received in the period / number of unique total s received for period being measured, expressed as a percent. Unique Click-Through Number of unique total click-throughs from s received in the period / Rate number of unique total s received for period being measured, expressed as a percent Oracle Corporation. All rights reserved 8 of 43

9 Metric Definition Unique Click-to-Open Number of unique total click-throughs from s received in the period / Rate number of unique total opens for s received for period being measured, expressed as a percent. % of DB Contacted by Unique recipients / Total Contact in database, expressed as a percent. Lead Management Total Unique Visitors Total unique visitors to your Eloqua tracked pages in the reporting period. Uniqueness determined by Visitor ID (set by CustomerGUID or cookie) Total Form Submits Total number of Eloqua Form submissions recorded in reporting period Dashboard Elements Dashboard Modifier Choose between This Month, Last Month, This Quarter, and Last Quarter. The dashboard will update to reflect your choice. In the case of "This Month," or "This Quarter," the dashboard metrics will reflect results for the calendar month or quarter - up to date as of that morning. For example, on December 10th, I run the report with "This Month" selected. Then, the results (both the actual and the benchmark) will reflect data from Dec 1st to Dec 9th, inclusive. Index Modifier Choose from one of Eloqua's many Benchmark Indices including: Eloqua Global Education & Non Profit Financial Services High Tech Insurance Life Sciences Manufacturing 2017 Oracle Corporation. All rights reserved 9 of 43

10 Media and Publishing Services Telecommunications Travel, Transport & Leisure Tab Selector Navigate between Contact Management, Contact Management, and Lead Managemen tabs to access metrics from each category. Actual Your actual results for that metric for the selected period - units vary. Rates expressed as a percentage have "%" in the name of the metric. Improvement Shows the change in your actual results for the selected time period, as expressed from the time period immediately preceding Oracle Corporation. All rights reserved 10 of 43

11 3 Campaign Activity Performance Dashboard Provides a view into the overall success of an entire campaign or set of campaigns. The data shown is for all activity on the campaigns selected. That activity is shown in summary metrics, trend reports, results compared to benchmarks, as well as where the activity came from (geographically and the originating source). Note: You can use the new reporting dashboards to easily get a read on your campaign performance and make real-time adjustments as needed. For more information, see dashboards. To request access to this feature, please log in to My Oracle Support ( and create a service request. Learn more about insight attributes and metrics. Prompt Page Details This dashboard runs with the following default settings. However you can re-prompt the dashboard to change any of these settings in order to see the data that you want on the dashboard. Campaign Active Date: Default is set to last 3 months A campaign is considered active if the campaign start date or end date lies within the date range, or the start date is before and the end date is after the date range. Note: This does not mean the actual status of the campaign is active. The start and end dates are what you enter in the "Campaign Reporting Runs From:" fields on the campaign canvas screen before you save the campaign. If the campaign start and end dates meet the criteria above, then the campaign will be included in the dashboard. Important: All activity for the campaign will be shown, regardless of the date range chosen on the prompt page. This dashboard is meant to show you how your campaign did overall and not activity in a particular time frame Oracle Corporation. All rights reserved 11 of 43

12 e.g. You have a campaign that started Jan 1, 2013 and you run the dashboard on April 1, 2013 to show the last month. The campaign ends June 1, 2013 so it's considered active on April 1 and is included in the data set. But all activity from Jan 1 " April 1 is shown on the dashboard, and not just the activity that occurred in the last month. Campaign Active Start and End Date prompts: Default is blank. If you want to run the dashboard for a particular date range, ensure that you set the previous Campaign Active Date time span prompt to none. Then enter in the start and end date/time you want to use. If you do not enter the start and end date/time, and keep a time span as well, the dashboard pulls campaigns that meet both the time span and time range prompts because it is an OR operator between the time span and time range prompts. Select Campaign to Display: Default is none in the selected box, however that means that it will run for all campaigns that meet the date range criteria you set above. If you want to select particular campaigns, then search for them and move them to the selected box. Note: There is an AND operator between the date prompts and this prompt. Therefore the campaigns that meet both prompt criteria will be shown. If you select a campaign that is not also active in the time span/range you selected, it will not be included in the dashboard. Created by User: Default is none in the selected box, however that means that it will run for all users. If you want to select specific users that created the campaign, select those users and move them to the selected box. Note: There is an AND operator between the date prompts, the campaign name prompt and this prompt. Therefore only campaigns that meet the time span/range and campaign name and Created by User prompts will be included in the dashboard Oracle Corporation. All rights reserved 12 of 43

13 3.0.1 Dashboard Book When you run the dashboard you will see that there are two tabs at the top: Overall Activity and Source & Geography. There are two dashboards shown in the same dashboard 'book' so that it is convenient to switch between them Overall Activity The purpose of the Overall Activity dashboard is to provide you with a high level overview of the activity that occurred on the campaigns selected for the dashboard. The date range shown in the top right corner of the dashboard shows the date range that was selected on the prompt page and it determines the set of campaigns that were used in the dashboard. All activity for those campaigns is shown, regardless of when the activity occurred. Therefore the activity numbers shown on this dashboard are not just the activities that occurred in the date range shown in the top right. Campaign Region, Product, and Type At the top of the campaign dashboard you will find drop-down selectors for Product, Campaign Type, and Region Oracle Corporation. All rights reserved 13 of 43

14 These are the three standard campaign fields. If you filled in the values for your campaigns, you can then use those values to filter the dashboard to provide a deeper analysis of your campaigns. You can customize the values that are display for each of these fields. For example, you could choose to see the results of campaigns for Region = North America, Product = Enterprise, and Type = Webinar. You can choose one or multiple values in each of these fields providing the ability to see many different views of your campaign results. By default, All is chosen for all three of these fields. Click the drop-down and select from the fields available to change this setting. The dashboard will refresh the data after each selection is made. Activity Summaries This area provides you with the main activity metrics for s, forms and landing pages that were part of the campaigns selected for the dashboard. Note: The s, forms, landing pages must be on the canvas prior to the activity occurring for the activity to be attributed to the campaign. If you are sharing landing pages and forms across multiple campaigns, you must pass the Eloqua Campaign ID properly, or else no activity will be recorded at the campaign level, although it is still recorded at the asset level). Clicking the Full Campaign Analysis Report link at the bottom of the summary tables opens in a new window, and provides you with the report for the campaigns that were selected for this dashboard. Trend Reports The trend report graphs allow you to view different activity rates by different time frames Oracle Corporation. All rights reserved 14 of 43

15 Rates: Open Rate: Total Opens / Total Delivered, based on the s sent for the Campaigns included. Clickthrough Rate: Total Clickthroughs / Total Delivered, based on the s sent for the Campaigns included. Click to Open Rate: Total Clickthroughs / Total Opens, based on the s sent for the Campaigns included. Form Conversion Rate from Total Form Submissions / Total Delivered, based on the s sent for the Campaigns included. For example, if you select Month for the Open Rate trend report, and you see an open rate of 20% in January 2013, that means that for the s sent in the month of January 2013, the Total Opens / Total Delivered for those sends is 20%. It does not matter if the opens or delivery of the occurred in January, The time frame for where the rates are shown is dependent on when the send occurred. The could be sent on Jan 31, 2013 at 11:59:59 pm and considered delivered on Feb 1, 2013 at 12:00:00 am. Then the open could have occurred at 12:00:01 am on Feb 1, That open and delivery would be included in the January 2013 rate as the send occurred in the month of January Time frames: Week Month Quarter Fiscal Quarter Note: How far back the data goes on these trend reports is dependent on the campaigns that are included on the dashboard. For example, if you select a time span of the last three months for the Campaign Active Date prompt on the prompt page, it pulls in all campaigns that were active in the last three months. However, those campaigns may have been active for a long 2017 Oracle Corporation. All rights reserved 15 of 43

16 time before the last three months as well. The trend reports show all activity for all the campaigns included in the dashboard. Benchmark Gauges At the bottom of the dashboard are gauges that show you how you are doing with regards to the Eloqua benchmark. The Eloqua benchmark is calculated by looking at the aggregate data across ALL clients. Red indicates below the average range Yellow indicates the average range Green indicates above the average range Source & Geography The purpose of this dashboard is to provide you with a high level overview and shows where the activity is coming from geographically, as well as the sources of the traffic. The data shown is for all activities on the campaigns that were selected to be used in the dashboard. The date range in the top right shows the date range used to determine the active campaigns to select for the dashboard, not the activity that occurred in that date range. Campaign Region, Product and Type These three fields work the same as they did on the Overall Activity dashboard. However, since this is a separate dashboard, your selections from Overall Activity are not passed here. You need to make those selections again if you want to see the same values used here. Campaign Activity The table shows the web activity and form submissions based on the IP address of the visitor. By default the selected geography is Country. You can change that to Province/State or City. This data is all based on the IP of the visitor and no the address information on the contact record. Beside the table is a graphical view Oracle Corporation. All rights reserved 16 of 43

17 Note: A contact can have more than one visitor. For example, if you visit from your work computer and your home computer, your contact will have 2 visitor profiles. The last one that you visited from is usually your current visitor profile. Campaign Traffic Page Views by Source Type: This pie chart shows a quick view into the breakout of traffic by source. The source can we a website, , search engine, social media or no referrer (i.e. direct traffic to the page). Top 10 Referring sources: This graph shows the top 10 sources for the web traffic related to the campaigns selected for the dashboard. Campaign Traffic Trend: This graph shows you the trend of total visits and total visitors based on the period you choose. You can toggle total visits or visitors on or off and can choose day, week, month, quarter, fiscal week, fiscal month or fiscal quarter as your period. The default is to show both total visits and visitors by week. As with the trend reports on the Overall Activity dashboard, the activity displayed here is all the activity for the campaigns selected for the dashboard. Therefore the length of date shown on the x-axis is determined by when the activity on those Campaigns occurred. Breakout by Source Each graph shows the top items that sent traffic to your campaign. It shows the top s, top search engines, top social media sites and top websites Oracle Corporation. All rights reserved 17 of 43

18 4 Database Health Dashboard This Classic Insight dashboard provides a view into your contact database, not to just show how many contacts you have, but to show the % of contacts that are reachable and inactive, as well as trend reports showing where the peaks and valleys are regarding reachable, unreachable, inactive and new contacts over time. You can also see how complete a contact field is to learn if you have enough data to properly segment on the field or use it to personalize communications. Lastly, you can also see how frequently you communicate to your contacts via to see if it meets your privacy/communication policy. Learn more about Classic Insight attributes and metrics Prompt Page Details This dashboard runs with default settings as shown below. However you can re-prompt the dashboard to change any of these settings in order to see the data that you want on the dashboard. The data on this dashboard is a snapshot of your contact database. The snapshot is run at 4:00 am Eastern Time. Therefore, if you run a filter on your contact database in Eloqua, the numbers will likely not exactly match what you see in Classic Insight, as the filter is run in real-time on the database, and the data shown in Classic Insight will be as of 4:00 am Eastern Time that day. Date Time (Time Span): Default is set to the last year. This prompt only affects the trend reports and determines how far back the trend reports show data. This dashboard's default is the last year which means that it will show data from the day the dashboard is run including one year prior. Date Time Start and End Date prompts: You can run this dashboard for a specific start and end date. The default is blank. If you wish to use it, first change the time span prompt above to none and then enter a start 2017 Oracle Corporation. All rights reserved 18 of 43

19 and end date. If you don't do this, the dashboard will pull in data for both the time span and start/end date range as the operator between these two prompts is an OR operator. The date range selected will show in the top right of the dashboard. Select Contact Fields prompt: This selection determines what shows on the contact field completeness report on the dashboard. The fields you select are the fields that show on that report. Inactive Contacts At the top of the dashboard is a drop-down that allows you to determine your inactive contacts. The default is six months but you can change that to be anything from one to 12 months. Inactive contacts are contacts with no inbound activity in the number of months set in that drop-down. Inbound activity is defined as any of the following: Open Clickthrough Possibly Forward Form Submission Landing Page Visit Tracked Website Visit Contact Details Contact Overview This section provides the total numbers for contacts in your database as well as Reachable and Unreachable contacts. Total Contacts: number of contacts (those that have not been deleted) in your database as of the snapshot time Oracle Corporation. All rights reserved 19 of 43

20 Total Reachable Contacts: number of the Total Contacts that have valid addresses (i.e. not flagged as bounced back or unsubscribed). % of Total Reachable Contacts: (Total Reachable Contacts / Total Contacts) * 100 Total Unreachable Contacts: number of the Total Contacts that are not able (i.e. are flagged as bounced back or unsubscribed). % of Total Unreachable Contacts: (Total Unreachable Contacts / Total Contacts) * 100 Reachable Pie Chart Shows the breakout of Active and Inactive Contacts for the Total Reachable Contacts. If you change the Inactive drop-down at the top of the dashboard, this graph will refresh to show you the new breakout based on the new number of months you selected. Unreachable Pie Chart Shows the breakout of Unreachable Contacts into the number that are unsubscribed and the number that are flagged as bouncedback. Trend Reports You can see the trend reports by Month or by Quarter. A snapshot of the data is taken at 4 am ET at the end of each month and quarter. For the current month and quarter, the current daily 4 am ET snapshot is used. Remember that the time prompts on the prompt page determine how far back the trend reports go. By default it goes back 1 year. If you don't want it to go back that far or want it to go back farther, reprompt the dashboard and change the time prompt accordingly. Note: You can go back further than the 2 years allowed in the time span prompt. Simply set the time span to '-none-' and use the time range start and end date prompts to go back as far as you need to. Reach: Shows the Total Contacts and % Reachable by month or quarter. New Contacts: Shows the New Contacts added to your database for each month or quarter Oracle Corporation. All rights reserved 20 of 43

21 Engagement: Shows the Total Reachable, % Active (Active Contacts / Total Reachable Contacts) and % Inactive (Inactive Contacts / Total Reachable Contacts) for each month or quarter. Remember that the Inactive drop-down at the top of the dashboard will affect this graph. Unreachable: Shows the Total Unsubscribes and Total Bouncebacks for each month or quarter. Frequency Report This tab allows you to see the Frequency and Contact Completeness Reports. The Inactive drop-down does not affect either of these two reports. Frequency Report: Use the month drop-down to select the number of previous months to look at with regards to sends. For example, the default is 6 months, which means that the report is showing how many s each contact was sent in the last 6 months. The results are then shown on the report and are grouped as the sends number gets higher (such as s or s). Contact Field Completeness report: Shows how complete each field is (by % complete). The Contact Field Value link below the graph opens the Contact Field Value report in a new window and shows the Total Field Count and % of Total for the values for the fields selected on the prompt page. Note: You can change the fields you see to less by re-prompting the dashboard General Dashboard Tips Clicking on the grid icon in the navigation bar will take the user to the table view of the graph. Clicking on the graph icon will return to the graph view Oracle Corporation. All rights reserved 21 of 43

22 Click Data, then click Re-prompt to change the date range for the dashboard and/or contact fields on the Contact Field Completeness report Oracle Corporation. All rights reserved 22 of 43

23 4.0.4 Date Range for the Dashboard Default Date Range: The dashboard runs for the past year by default. The date range only affects the number of months or quarters you see in the trend reports. For all other reports, the data are shown as of the date and time you run the dashboard (i.e. a snapshot of now). Re-prompt: To change the date range, simply re-prompt the dashboard and select the date by time span or time range. Note that if time range is used, you must change the time span dropdown to none or else the dashboard will run for the criteria entered for both the time span and time range Frequently Asked Questions Contact Overview Report Q: How many contacts are currently in my database? How many can I and how many are unreachable (bouncedback or unsubscribed)? Designed to show the number of total contacts as of the end date of the dashboard date range. Total Contacts are then broken out into Reachable and Unreachable and the % of the total contacts for both is shown. Q: How long does it take for the Total Contact field to be updated? It can take up to 24 hours for the Total Contact field to be updated. Contact Breakout Q: Of my reachable contacts, how many are engaged (i.e. actively responding to my marketing efforts)? Of those contacts that are unreachable, why are they unreachable? 2017 Oracle Corporation. All rights reserved 23 of 43

24 Reachable: Shows the total reachable contacts broken out into active and inactive contacts. Unreachable: Shows the total unreachable contacts broken out into Unsubscribes and Bouncebacks. Frequency Q: Is the number of s being sent to contacts meet our frequency policy? Am I overcommunicating to our customers/prospects? And in conjunction with unsubscribe reports, does it look like there is a correlation between frequency of and a spike in unsubscriptions? This report shows the total number of s that a user has received in the number of months selected on the drop-down menu. The number of s are grouped as follows (for ease of reading): 1, 2, 3, 4, 5, 6-10, 11-25, 26-50, , , 501+ Contact Trend Reports Q: Is my database growing over time and what percentage are reachable via ? Reach: Shows the total contacts in the database and the % of those contacts that are reachable by month or quarter. Q: Am I adding new contacts to the database? How frequently? New Contacts: Shows the number of new contacts added to the database in the selected month or quarter. Q: Is my database growing over time and of that growth, and what percentage is reachable via ? Engagement: Shows the total reachable contacts by month and the % of those that are active and inactive. Q: Has there been a spike in the number of unsubscribes or bouncebacks? Unreachable: Shows the contacts that have unsubscribed or bouncedback by month or quarter. For bouncebacks, it is those whose contact record is flagged as being bounced back 2017 Oracle Corporation. All rights reserved 24 of 43

25 (i.e. hard bounceback). Contact Field Completeness Q: How complete are the records in my database? Do I have enough information on my contacts to properly filter by location (state/province), company name, country, title, and so on? Do I have enough information to properly personalize s and do dynamic content to show the recipients' information that s most relevant to them? Shows the standard contact fields and how complete that field is for all contacts in your database. For example, if Company is 99%, that means that there is a value for Company for 99% of the contacts. To change the standard fields shown, simply re-prompt the dashboard and select different fields to show. To re-prompt, select the icon on the toolbar. Contact Field Value Report: To see the actual data stored in those fields and how many contacts have those values, simply click on the Contact Field Value link at the bottom of the Completeness report. A new window will open with the Field Value report. Select the field you want to see from the prompt and click Run Report at the bottom of the screen Glossary Inactive Contacts: Contacts that have had no inbound activity for the past number of months selected in the drop-down on the dashboard. Active Contacts: All of the reachable contacts that have done an inbound activity in the past number of months selected from the drop-down on the dashboard. Inbound activity: An open, click-through, possible forward, form submission, landing page visit, or tracked website visit. Reachable Contacts: Contacts who have not been flagged as bounced back and/or have not unsubscribed. Thus they are really reachable contacts via Oracle Corporation. All rights reserved 25 of 43

26 Unreachable Contacts: Contacts who have been flagged as bounced back or have unsubscribed. Thus they are really unreachable contacts via . New Contacts: Contacts that have been added in the date range used for the dashboard (i.e. contact creation date lies in the date range of the dashboard) Oracle Corporation. All rights reserved 26 of 43

27 5 Performance Dashboard This Classic Insight dashboard provides a view into the overall success of an or set of s. The data shown is for all activity that occurred as a result of the s sent for the s included in the dashboard. That activity is shown in summary metrics, trend reports, results compared to benchmarks, as well as the top performing s by name, subject line, and segment used. Note: You can use the new reporting dashboards to easily get a read on your performance and make real-time adjustments as needed. For more information, see dashboards. To request access to this feature, please log in to My Oracle Support ( and create a service request. Learn more about Classic Insight attributes and metrics Prompt Page Details This dashboard runs with the following settings by default. However you can re-prompt the dashboard to change any of these settings in order to see the data that you want on the dashboard. Sent Date: Default is set to last three months All activity for the sends will be shown, regardless of the date range chosen on the prompt page. This dashboard is meant to show you how your performed overall and not activity in a particular time frame. For example, if your is sent on Jan 1, 2013 and you run the dashboard on April 1, 2013 and choose to show sends from Jan 1 " Jan 31, 2013, your was sent in that date range so it's included in the dashboard. But the activity shown is all activity for that that was sent in January and not just the activity that occurred in January. Thus the activities for that (opens, clickthroughs, and so on shown are from Jan. 1 when the was sent, up to April 1 when the dashboard was run) Oracle Corporation. All rights reserved 27 of 43

28 Sent Start and End Date prompts: Default is blank. If you want to run the dashboard for a particular date range, first ensure that you set the previous Sent Date time span prompt to none. Then enter in the start and end date/time you want to use. If you do not do this and keep a time span as well, the dashboard will pull s that meet both the time span and time range prompts, because it uses an OR operator between the time span and time range prompts. Select s to Display: Default is none in the selected box, however that means that it will run for all s that meet the date range criteria you set above. If you want to select particular mails, then search for them and move them to the selected box. Note: There is an AND operator between the date prompts and this prompt. Therefore the s that meet both prompt criteria will be shown. If you select an that is not also sent in the time span/range you selected, it will not be included in the dashboard Dashboard Book When you run the dashboard you will see that there are two tabs at the top: Overall Performance and Top 10 Overview. There are two dashboards shown in the same dashboard 'book' so that it is convenient to switch between them Oracle Corporation. All rights reserved 28 of 43

29 5.0.3 Overall Performance Overview The purpose of the Overall Performance dashboard is to provide you with a high level overview of the activity that occurred on the selected s. The date range shown in the top right corner of the dashboard shows the date range that was selected on the prompt page, and it determines the set of s that were used in the dashboard. All activity for those s is shown, regardless of when the activity occurred. Therefore, besides the Sent metric, the activity numbers for all other metrics shown on this dashboard are not just the activities that took place in the date range shown in the top right. Campaign Region, Product and Type At the top of the dashboard you will find selectors for Campaign Region, Product and Type. If you filled in the values for the campaigns where these s were sent from, you can then use those values in order to filter the dashboard to do a deeper analysis of your s. The values that display for each of these fields are customizable by you. For example, you could choose to see the results of s that were in campaigns with Region = North America, Product = Enterprise and Type = Webinar. You can choose one or multiple values in each of these fields providing the ability to see many different views of your results. By default, All is chosen for all three of these fields. However, you can change that by deselecting All and selecting the values you want. The dashboard will refresh the data after each selection is made. Overall Performance This area provides you with the main activity metrics such as delivered, opens, clickthroughs and form conversions. The Full Analysis Report link at the bottom of the performance table opens in a new window and provides you with the Analysis overview report for the s that were selected for this dashboard Oracle Corporation. All rights reserved 29 of 43

30 Performance Trend Reports The trend report graphs allow you to view activity rates or deliverability and unsubscription rates by different time frames. Activity Rates: Unique Open Rate: Unique opens / unique delivered, based on the s sent in the date range. Unique Clickthrough Rate: Unique clickthroughs / unique delivered, based on the s sent in the date range. Click to Open Rate: Unique clickthroughs / unique opens, based on the s sent in the date range. Form Conversion Rate from Total form submissions linked back to the sends / total delivered. For example, if you select Month for the Activity Rate trend report, and you see an open rate of 20% in January 2013, that means that for the s sent in the month of January 2013, the Unique Opens / Unique Delivered for those sends is 20%. It does not matter if the opens or delivery of the occurred in January, The time frame for where the rates are shown is dependent on when the send took place. The could be sent on Jan. 31, 2013 at 11:59:59 pm and considered delivered on Feb. 1, 2013 at 12:00:00 am. Then the open could have occurred at 12:00:01 am on Feb. 1, That open and delivery would be included in the January 2013 rate, as the send occurred in the month of January Deliverability and Unsubscription Rates: Bounceback Rate: Unique opens / unique delivered, based on the s sent for the campaigns included. Hard Bounceback Rate: Unique clickthroughs / unique delivered, based on the s sent for the campaigns included Oracle Corporation. All rights reserved 30 of 43

31 Time frames: Day Week Month Quarter Fiscal Week Fiscal Month Fiscal Quarter Note: How far back the data goes on these trend reports is dependent on the s that are included on the dashboard. The activity will be shown in the time frame where the send occurred. If the was sent at the end of the day on Jan. 31 but the delivery and open happened on Feb. 1, the activity will show in the month of January as that is when the send occurred. Benchmark Gauges At the bottom of the dashboard are gauges that show you how your s are performing as they relate to the Eloqua benchmark. The Eloqua benchmark is calculated by looking at the aggregate data across ALL of our clients. Red indicates below the average range Yellow indicates the average range Green indicates above the average range Open Rate Gauge: Shows the unique open rate for the s sent and the gauge color shows if your rate is above, within or below the benchmark. Clickthrough Rate Gauge: Shows the unique clickthrough rate for the s sent and the gauge color shows if your rate is above, within or below the benchmark Oracle Corporation. All rights reserved 31 of 43

32 Click to Open Gauge: Shows the unique opens / unique clickthroughs for the s sent and the gauge color shows if your rate is above, within or below the benchmark. Form Conversion Rate Gauge: Shows the total form submissions for the s sent / total delivered for the s sent and the gauge color shows if your rate is above, within or below the benchmark Top 10 Overview The purpose of this dashboard is to provide you with the top performing s, the top performing segments and the top performing subject lines by opens, clickthroughs, click to open rate and form submissions. As mentioned above, the data shown is for all activities on the s sent in the date range for the dashboard. Campaign Region, Product and Type These three fields work the same as they did on the Overall Performance dashboard. However, since this is a separate dashboard, your selections from overall activity are not passed here. You will need to make those selections again if you want to see the same values used here. Opens Top 10 by Subject Line: Shows the top performing subject lines by unique open rate. Total opens are also shown for interest. Top 10 by Shows the top performing s by unique open rate. Total opens are also shown for interest. Top 10 by Segment: Shows the top performing segments by unique open rate. Total opens are also shown for interest. Additional Tabs The other tabs in this dashboard show the top subject lines, s and segments by: Clickthrough: Shows the top performers by unique clickthrough rate. Total clickthroughs are also shown for interest Oracle Corporation. All rights reserved 32 of 43

33 Click to Open: Shows the unique opens / unique clickthroughs for the s sent. Form Submissions: Shows the top performers by form conversion rate. Total form submissions are also shown for interest Oracle Corporation. All rights reserved 33 of 43

34 6 Form Performance Dashboard This Classic Insight dashboard provides a view into the overall success of a form or set of forms. The data shown is for the Forms with submissions in the date range selected for the dashboard. Learn more about Classic Insight attributes and metrics Prompt Page Details This dashboard runs with default settings as shown below. However you can re-prompt the dashboard to change any of these settings in order to see the data that you want on the dashboard. Form Submission Date: Default is set to the last three months The forms included in the dashboard will be those with form submissions in the time span specified. Sent Start and End Date prompts: Default is blank. If you want to run the dashboard for a particular date range, first ensure that you set the previous form submission date time span prompt to 'none'. Then enter in the start and end date/time you want to use. If you do not do this and keep a time span as well, the dashboard will pull Forms with submissions that meet both the time span and time range prompts because it uses an OR operator between the time span and time range prompts. The time span or range that you select is then displayed in the top right of the dashboard so that you can see the date range used for the dashboard. Select Forms to Display: Default is set to none in the selected box, however that means that it will run for all Forms with submissions in the date range you set above. If you want to select particular Forms, then search for them and move them to the selected box Oracle Corporation. All rights reserved 34 of 43

35 Note: There is an AND operator between the date prompts and this prompt. Therefore the forms with submissions that meet both prompt criteria will be shown. If you select a form that has not had submissions in the time span/range you selected, it will not be included in the dashboard Campaign Region, Product and Type At the top of the dashboard you will find selectors for product, campaign type, and region. They are three standard campaign fields in the campaign area of Eloqua. If you filled in the values for the campaigns where these Forms were included, you can then use those values in order to filter the dashboard to perform a deeper analysis of your Forms. The values that display for each of these fields are customizable by you. For example, you could choose to see the results of s that were in campaigns with Region = North America, Product = Enterprise and Type = Webinar. You can choose one or multiple values in each of these fields providing the ability to see many different views of your Form results. By default, All is chosen for all three of these fields. However, you can change that by deselecting All and selecting the values you want. The dashboard will refresh the data after each selection is made Form Performance The Form Performance dashboard shows you the top 10 forms by conversion rate and top 10 by abandonment rate. This therefore, lets you see your top performing forms and your bottom performing forms Conversion Trend This graph shows the Total Form Submissions by the time chosen: Day Week (Default) 2017 Oracle Corporation. All rights reserved 35 of 43

36 Month Quarter Fiscal Week Fiscal Month Fiscal Quarter Top Countries by Conversion The default view shows the top 10 conversions by country but the user can change that view to State/Province or City. This allows you to see from where, geographically, the majority of your Form Submissions are coming Field Abandonment The purpose of this dashboard is to show you which fields on your forms are being submitted with values and which are not. This is important as you want users to submit values for all the fields on your forms. By looking at this report you can quickly see if a form has fields that are not being filled out and you can then decide to change the form to make that field required, or decide to remove the field altogether. To see the field abandonment, you simply select the form from the drop-down. The dropdown contains all the forms (in alphabetical order) that had submissions in the date range chosen for the dashboard Oracle Corporation. All rights reserved 36 of 43

37 7 Lead Scoring Dashboard General Details This Classic Insight dashboard shows the lead score based on the entire contact database. You cannot change this dashboard to do additional filtering based on contact fields or activity data. No date prompt exists for this dashboard, as the data is of the last time the lead score snapshot was taken. The lead score snapshot is generated hourly. Note: The Lead Score dashboard will likely never equal the lead score numbers if you do a filter on lead score in the segment area of Eloqua. This is because Eloqua's lead scoring engine is kicked off when an activity happens. That activity can be profile (a contact record being updated or created) or engagement (new activity happened on an asset or campaign). However, in Classic Insight, the lead scoring dashboard shows the results as of the last snapshot of the data and the snapshot is taken hourly. Lead Score Overview This report shows the number of contacts in each profile/engagement combination. There are four profile and four engagement values, so 16 possible profile/engagement combinations. This report also shows the % of total for each profile/engagement combination. Profile and Engagement Pie Charts These graphs show how % breakout for each of the four profile and four engagement values, allowing you to see which profile and engagement values have the most and fewest contacts. Filter In Eloqua's lead scoring engine, you can create different lead scoring models, allowing you to see lead scores for your contact database given in different profile and engagement criteria Oracle Corporation. All rights reserved 37 of 43

38 This filter affects the lead score overview and Profile / Engagement pie charts on this dashboard Oracle Corporation. All rights reserved 38 of 43

39 8 Website Traffic Analysis Dashboard This Classic Insight dashboard provides a view into the overall traffic for web pages that contain Eloqua's tracking scripts or redirect links from Eloqua s. You can see top pages by traffic and by source, as well as a trend graph showing when peak traffic occurs Prompt Page Details This dashboard runs with default settings as shown below. However, you can re-prompt the dashboard to change any of these settings in order to see the data that you want on the dashboard. Page View Date: Default is set to the last year. Web pages are included if they had page views in the time span selected. Page View Start and End Date prompts: Default is blank. If you want to run the dashboard for a particular date range, first ensure that you set the previous Page View Date Time Span prompt to none. Next, enter the desired start and end date/time. If you do not do this and keep a time span as well, the dashboard will pull web pages that meet both the time span and time range prompts because it is an OR operator between the time span and time range prompts. The date selected is displayed in the top right of the dashboard. Top Pages Traffic Top 10 Pages: Shows the web pages that had the most page views in the date range selected on the prompt page. Top 10 Entry Pages: Shows the Entry Webpages that had the most page views in the date range selected on the prompt page. The Entry Webpage is the page that was viewed first in the visit (session) Oracle Corporation. All rights reserved 39 of 43