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Eloqua connector for Personalization

Personalization allows you to configure a connector to the Eloqua marketing software, letting you import visitors’ contact and activity data from Eloqua and then combine it with Personalization visitor profiles. This additional data provides deeper insights into visitors’ identities, preferences, and behavior both on your website and through other channels such as email.

You can use this data to create segments and target visitors with personalized content. For example, you can create a segment that includes visitors who have clicked a link for a particular email marketing campaign, and then target those visitors with personalized web experiences.

When connected to Eloqua, Personalization does the following:

  • Imports contacts and activities from Eloqua into Personalization
  • Creates configurable field mappings and activity types
  • Obtains new Eloqua data every five minutes
  • Imports the contact and activity fields (based on the configured field mapping) each time there is an activity for a given contact that matches a configured activity, and the activity is created as an event in Personalization
  • Pull date is tracked for each mapped activity

Connecting visitor profiles

For data imported from Eloqua to be useful in Personalization, it must be assigned to the correct Personalization visitor profile. Eloqua information can be incorporated into a Personalization profile by using an email address or an Eloqua contact ID.

  • Email address
    Whenever an anonymous visitor accesses your website, Personalization assigns the visitor a tracking ID. The visitor then completes an Eloqua webform to indicate interest in further information—for example, the visitor subscribes to a mailing list. The visitor’s email address is then captured in Personalization and is associated with the tracking ID, which allows the email address to be used as the basis for matching and importing information from Eloqua. For this process to occur, you need to add the following custom JavaScript to the webpages on your website that contain Eloqua forms. After a visitor submits an Eloqua form, the custom JavaScript to extracts the email address, and then pushes it to Personalization using the JavaScript API.

    <script>
       _tcaq.push(['captureIdentity', '[email protected]', 'email']);
    </script>
    
  • Eloqua contact ID
    Eloqua can be configured to send a marketing email with a unique Eloqua contact ID that is appended to each link in the email. When a visitor clicks one of these links and visits your website, Personalization assigns this visitor a tracking ID. In addition to the tracking ID, the contact ID from the email link that the visitor clicked is imported into Personalization and mapped to the Personalization account identifier type. Personalization captures the Eloqua contact ID (rather than the visitor’s email address) to prevent exposing personally identifying information in email links. After capturing the Eloqua contact ID, Personalization links these two IDs and creates a unified visitor profile.

Configuring Personalization Identity settings

For the Eloqua contact ID to be imported into Personalization, it must be mapped to the correct identifier type. The settings on the Identity tab in Personalization settings need to be configured to accept this mapping. To configure these settings, complete the following steps:

  1. Sign in to your website as a user with the permission to administer the personalization settings, and then go to Configuration > Personalization settings > Personalization Profiles.
  2. In the Identity parameter field, enter the value Id. This is the Eloqua contact ID.
  3. Ensure that the value in the Identity type parameter field is identityType and the value in the Default identity type field is account. This maps the Eloqua contact ID to the Personalization identifier type account.
  4. Click Save to save your changes.

Mappings

Depending on the information that you want to import from Eloqua into Personalization, mappings will help you identify users and patterns. You can add activity mappings, lead mappings, or both to your Eloqua connector.

Activity mappings

In Eloqua, a lead (a visitor that Eloqua is tracking) performs activities or actions that are captured by Eloqua, such as opening an email or signing up for a mailing list. The Eloqua connector allows you to create activity mappings that link these activities to events in Personalization.

After you have mapped this activity to a Personalization event, it can be imported into Personalization and used to create a segment.

Contact mappings

Adding contact mappings to your Eloqua connector allows you to import data related to visitors’ identities and create segments from that information.

When you have mapped this lead to a field, it can be imported into Personalization and used to create a segment.

Salesforce integration

Eloqua is also integrated with Salesforce customer relationship management software. Organizations often use Salesforce to track prospective customer interactions when they become sales-qualified leads—after the organization’s sales team decides that a customer is a good fit for their product. The Eloqua connector can import any lead or activity data that Salesforce has provided to Eloqua, such as opportunity size or projected close date. This data can then be imported into Personalization through the connector.

Data from Salesforce can provide you with more detailed information about visitors’ demographics, their interest in your website, and the likelihood that they will complete transactions such as purchasing your products. For more information about Eloqua and Salesforce integration, see Oracle’s whitepaper.

Note

Salesforce data is not distinguished from Eloqua data after its import into the Personalization service. Both Salesforce and Eloqua data are labeled as originating from Eloqua when you view a visitor profile.