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Optimizely Eloqua Integration

richamazzola 10-28-15

Optimizely Eloqua Integration

Below are the 6 reasons / steps for you to integrate Eloqua with Optimizely. This will get you on your way to a cohesive online / offline messaging strategy. 

 

 1. Quantify impact of custom characteristics

In this initial step, you want to work to understand the characteristics that determine a high-value customer. Often times it’s best to plot your highest value customers’ characteristics and see which characteristics they have in common. For example, within your portfolio you may determine that customers who bought Product A vs. Product B have a 20 percent higher lifetime value. If you don’t know where to start, you can utilize data enrichment tools to identify these characteristics and create a corresponding predictive model to understand the value of your prospects.

 

 2. Identify users who have viewed product A and group them into audiences

Now that you know Product A is more valuable than Product B, you can create an audience of users who have seen product pages that correlate to that service. This allows you to target A/B tests to a homogenous group, increasing the validity of your results. Additionally, this allows you to identify a group of high-value users to engage once they convert on your site.

You can find additional information on audience creation here:

http://developers.optimizely.com/rest/reference/index.html#create-audience

http://developers.optimizely.com/rest/conditions/

 

 3. Access data object in Optimizely…or cookies

Optimizely has a data object that contains all of the Optimizely-related data (e.g. audience ID, experiment and variation ID’s, etc.). Using JavaScript, you can create logic to pull the audience information from the data object and populate the hidden form field (which you’ll create in step 4) with the correct audience.

Alternatively, Optimizely stores data within cookies. This allows you to access the cookie table and pull the audience identifier into the hidden form field. This is the preferable option if you do not wish to utilize the API to access the data object.

 

 4. Create a hidden form field on your web form called: Product Preference

At point of conversion you will capture your standard form fields that are sent to Eloqua, or the marketing automation platform you use. In addition, you will now create a hidden form field that exists on the back-end HTML form. This hidden form field is called “Product Preference.” You will populate this form field with the audience identifier that you captured in step 3.

 

5. Create contact field in Eloqua named: Product Preference

At this point, you’ve created a hidden form field on the HTML form and populated it with your custom audience data. You now need to create the same form field on the contact record in Eloqua. Once you create this form field you can map the HTML form field “Product Preference” to the contact record field “Product Preference.” At this point you will be able to segment custom audience data from Optimizely in Eloqua.

 

6. Customize your Eloqua campaigns

Now that you have successfully passed the custom audience data into Eloqua, you can segment all users who have viewed a webpage for “Product A.” This allows you to focus on your highest value customer segment while customizing your campaigns based on the characteristics that Optimizely was able to discern from their browsing behavior.

Marketers who have mastered online optimization should look to combining their onsite data with their offline communication channels. This allows for powerful segmentation based on behavioral characteristics. Ultimately, users are looking for a seamless experience with a brand; by simply passing data between systems you can meet their expectations and deliver relevant content at the right time.

Amanda 10-28-15
 

Re: Optimizely Eloqua Integration

Thanks for posting this, it's great. Would you mind telling us how you've used this integration or how you are thinking about using it? It there a specific strategic use case? I'd love to learn what types of communication you're thinking about sending based on which types of behavior.
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