11 October 2016

ELOQUA IN PRACTICE – TRACKING SCRIPTS AND TAGS

Eloqua system has useful functionalities which help marketers act effectively and efficiently. One of them is the possibility to track websites through generated tracking scripts, which we place on our sites. From this moment on, we can collect information about user behaviour. In order to streamline this process and make it simple and user-friendly, Eloqua enabled another very useful functionality – allocating classifying descriptions (tags) to the tracked sites.

Why do we track websites at all? Certainly one reason is to collect data enabling us to get a better picture of our prospect, i.e. lead. Another reason which follows is to precisely describe specific contacts (allocate features, create profiles) and capture the key moments in its decision-making process. Knowing exactly who is who, we can trace the lead’s level of involvement each time, when s/he interacts with our sites, emails, etc. Using Big Data, Customer Experience and Marketing Automation, we are able to maximise the effectiveness of the company’s marketing communication, and consequently to improve sales and increase ROI.

Usually, tracking user behaviour consists in knowing that the user visited a certain site which we see, from the system side, as links. Eloqua makes it possible to link user visits with the following element of marketing action, for example we can send to the visitor (if we have their email address) automatically a suitable email or information to the sales department. Additionally, in order to increase the comfort and effectiveness, Eloqua enables tagging sites, i.e. giving them specific names. Instead of a complicated and unpleasant url, we may work with clearly named sites, e.g. “a site with high potential for selling product A”. Certainly, we may use each of the tracked sites in a simple way to build subsequent elements of marketing logics. If we have a large number of sites that we would like to tag, we may use the mechanism of making site tagging patterns and tag them automatically.

The tags added in Eloqua are integrated with other software functions such as filtering, segmentation or building marketing campaigns. The introduced labels are also visible while reporting. Eloqua responds to the needs of users who have a large number of websites. Thanks to the so-called rule of automatic tagging, we are able to label even a very large number of links, based on previously adopted criteria.

To sum up, thanks to the collected data, we are able to track user behaviours and expand lead profiles. Tagging sites containing tracking scripts facilitates and speeds up the job of marketers, and using reports with friendly names that we set ourselves significantly increases work effectiveness. Knowledge + right software = delivering the right messages to the right recipients at the right time.

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Adam Małachowski

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