data health check
TRANSCRIPT
Why an Eloqua Health Check?
Summary – Why an Eloqua Health Check?
A proper data "Health Check" can answer so many questions for you, and help put you on the right footing to move forward confidently for your Marketing Automation strategies. Eloqua setup, Smart start Data degrading check process
Eloqua may not have been setup correctly Holes in Systems and Processes Email review, HTML Code quality , DKIM setup etc.
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Design
Development
Scope
4Thought MarketingEngagement Model
HealthCheck
4Thought Marketing Methodology
Rank Your Ranking10 Excellent
8 Very good
6 Average
4 Less than average
2 Poor
Rank Importance5.0 Urgent and Critical
4.0 Very Important
3.0 Some Value
2.0 Nice to Have
1.0 Low Importance
Agenda Health Check overview Email review Form review Naming conventions review Corporate Website and Eloqua tracking Overall Pipeline review CRM Integration review System Usage Campaign ROI Reports / Dashboards
Health Check OverviewNo. Task Customer
Ranking1 Review of 10 emails – 20 3.02 Review of 10 active forms – 10 2.5
5 Naming conventions best practices and utilization. – 10 3.5
8 A review of the Corporate Website and its Eloqua tracking. – 10
2.0
11 Overall Pipeline review and flow (M) – 15 0.0
13 Review of the Integration to CRM – 25 2.5
14 System usage (Marketing Personnel discussions) M – 15 0.0
16 Campaign ROI Tracking (M/T) – 10 5.017 Reports Utilization (M/T) – 15 4.0
18 Dashboards utilization (M/T) – 15 5.0
Email Review
10 Email ReviewEmail Ranking: 3Main areas of improvementContent- Use of personalization- CTA placement (see screenshot)- Link management (see screenshot)
Subject line- Use of repeated subject lines- Connected display name- Subject line length
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10 Email Review
Visual Results- Text version (incorrect text, spacing, html coding)- No use of ‘Title’ tags in images
Email design standards- Email length & width
Text is inconsistent with html text.
10 Email ReviewEmail HTML Code Quality
- No inline CSS used. - Unnecessary use of <head> tags.- Ascii symbols should use special coding.- Table width should be in absolute values (no %)
Ascii symbols not rendered properly in iPad & iPhone
10 Email ReviewHeader / Footer- Privacy policy not being used- 1 email does not have a header/footer (05 - 2010-08-23- Tour
FVW DE Letter 1)
Social Media- No use of SM
Email testing- Use of email checker- No use of A/B testing
10 Email ReviewDeliverability
83% of the time, sender reputation is the cause of filtering. (Sender Score)
Sender score is based on criteria such as: complaints, hard bounces, email volume, spam traps.
• Main area of improvement: bounceback score
• DKIM not setup correctly
10 Email Review
10 Email ReviewNo. Email Ranking1 05 - 2010-08-23- Tour FVW DE Letter 1 3.52 06 - Alliance Connection Portal 2010-08-18 2.53 06 - 7 Habits Public Training 2010-08-24 2.5
4 AP1006-JDADays10 Invitation Mailer - MUMBAI 3.0
5 05 - CSCMP Dinner Invite 2010-09-27 2.5
6 03 - CSS Webinar: 2010-08-26- Arthur 2.5
7 03 - CSS Webinar: 2010-08-19- Demand / Fulfillment Tips and Tricks:Post-Import Steps When Refreshing
3.0
8 03- CPFR_SOP Webinar: 2010-08-12- Value of Linking SOP to CPFR - Non Attendees
2.0
9 03 - Hershey Case Study Email 2010-07-15 2.5
10 06 - ITX Promo EMEA 2010-08-13 3.0
Email Recommendations Review text version of all emails. Review HTML code. Shorten subject lines & email length/width Use email checker – link management. Monitor email opens, click-throughs & bounceback ratios
- Use inactivity filters to clean up your data and avoid sending emails to these groups.
- Implement A/B testing
Use the following reports:- SPAM- Email Batch Executive Overview report
Monitor your sender score. Test email in different email clients.
Forms review
Form Recommendations Use key field requirement/validation. Avoid using captcha for lead conversion forms. Run the ‘Form Submission Breakdown’ to determine which forms are
most successful. Improve confirmation pages (better branding, and messaging). Improve form submission by implementing:
Help & Tips text. Use of asset picture. Offer consistency (in text and art).
Maximize the use of Eloqua processing steps.
Always check the ‘Form Data’ to identify fields not being captured.
Naming Conventions Review
Naming ConventionsNaming Conventions Ranking: 3.5Emails (3.5)- Email folder, group, email, distribution lists naming.- Lack consistency in naming conventions used. - Division/department category used but not always in
same order.- Timing / geographical criteria rarely used.
Forms (3.5)- Could improve sub-foldering- Lacks naming consistency (timing, division, geographical)
Website Review
Website ReviewWebsite Ranking: 2.0Main areas of improvement- Some sub-sites are not being tracked.
- The site does not use 301 redirects.- Some links on the home page are inaccessible if
JavaScript is disabled.
http://www.fdamarketplace.com https://fdauser.jda.com http://www.fdalearn.com
Standard Integration ReviewItem Description Priority Ranking
1 Marketing Interests (MI) 1 4Don’t create MI from Eloqua Contact
2 Contacts 1 3Contacts created after manual review
3 Accounts 5 54 Lead Source data on Contacts from Eloqua to CRM
Campaign source and Lead status not integrated2 5
5 Campaign data V -6 Marketing Activities 2 17 Error Reporting & Oversight 1 28 Documentation 1 3
Missing field mapping between systems
9 Documentation Maintenance 1 4Missing changes to process flow and field mapping
Integration Recommendations
Integrate Eloqua and SFDC for new MIs Eliminate manual process to create MI Eliminate manual process in UK Automate linkage between Eloqua and MI in
SFDC Combine internal notification into one
process Clean missing data linkages between SFDC
and Eloqua
A data “Health Check” can help put you on the right footing to move forward confidently for your Marketing Automation strategies.
