Closed Loop Reporting Flashcards Preview

Luminary Tenets > Closed Loop Reporting > Flashcards

Flashcards in Closed Loop Reporting Deck (142):
1

Who does a lot of the configuration with closed loop reporting?

Professional services.

2

/module 1/ What percentage of marketers find that economic conditions place greater pressure to measure, analyze, and report on effectiveness?

79%

3

Percentage of CEO's and CFO's requiring marketers to show potential ROI.

65%

4

Closed loop reporting measures campaign performance in terms of: ____

closed revenue.

5

What are 4 metrics of campaign performance?

Cost per lead, cost per opportunity, influenced revenue, attributed revenue.

6

The visual flow of CLR goes: Campaign > Contact > Response > Opportunity > ______

Campaign > Contact > Response > Opportunity > Revenue

7

The visual flow of CLR goes: Campaign > Contact > Response > ______ > Revenue

Campaign > Contact > Response > Opportunity > Revenue

8

The visual flow of CLR goes: Campaign > Contact > _____ > Opportunity > Revenue

The visual flow of CLR goes: Campaign > Contact > Response > Opportunity > Revenue

9

Campaign ROI =

Revenue divided by cost of campaign

10

The visual flow of CLR goes: Campaign > ____ > Response > Opportunity > Revenue

Contact

11

The visual flow of CLR goes: _____ > Contact > Response > Opportunity > Revenue

Campaign

12

Revenue is reported on in your . . .

CRM

13

A contact associated to a campaign who will be targeted with a specific marketing offer

Campaign member

14

building blocks of a campaign - example, webinar, invitation email . . . online and offline

assets

15

inbound action on a campaign, examples email click throughs, form submissions, event attendance

activity

16

a specific activity, defined in advance, that indicates interest in an offer; a conversion evenet

response

17

the entity that stores campaign response history associated with a contact; created and associated to a contact upon first campaign response.

Lead

18

The difference between activity and response is...

a response is a specific activity connected to a campaign objective

19

A synonym for response is...

conversion event.

20

Can you get responses of different priorities? Give an example.

Yes. For example, event attendance would trump event registration.

21

____ > Activity > Response

Asset

22

Asset > ____ > Response

Activity

23

Asset > Activity > ____

Response

24

Overview of configuration requirements: 1. ______, 2. lead management, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua

campaign management

25

Overview of configuration requirements: 1. campaign management, 2. ______, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua

lead management

26

Overview of configuration requirements: 1. campaign management, 2. lead management, 3. _____, 4. campaigns integration: Eloqua to CRM, 5. SFDC campaigns integration: CRM to Eloqua

Campaign measurement

27

Overview of configuration requirements: 1. campaign management, 2. lead management, 3. campaign measurement, 4. _____, 5. SFDC campaigns integration: CRM to Eloqua

Campaigns integration: Eloqua to CRM

28

Overview of configuration requirements: 1. campaign management, 2. lead management, 3. campaign measurement, 4. campaigns integration: Eloqua to CRM, 5. ____

SFDC campaigns integration: CRM to Eloqua

29

can some organizations associate opportunities to accounts and others to contacts?

yes.

30

Can you change marketing attribution models after implementation of closed loop reporting?

Yes.

31

Configure financial details is done in what step of configuration?

Campaign management

32

To drive data through Insight tool, what needs to be done with currency?

Convert to US dollars.

33

Configuring external assets is done in what step of configuration?

Lead Management

34

Default response rules =

how you tie contacts to campaigns

35

Default response rules are configured in what step of configuration?

Lead management

36

Do we manage opportunities in Eloqua?

No.

37

To forecast revenue delivery, what data do we need to re-create from the CRM?

Opportunity stages.

38

Opportunity stage details are set up in what stage of configuration?

Campaign measurement.

39

Default revenue attribution method is configured in what step of configuration

Campaign measurement.

40

/slide 15 needs more info

/slide 15 needs more info

41

Configuring 4 external calls and enabling internal events is done in what step of configuration?

/ / (see slide 15)

42

Who does what? Configure financial details

Eloqua professional services

43

Whod oes what? configure external assets

Eloqua professional services

44

Who does what? Configure response rules

Eloqua professional services

45

Who does what? Configure opportunity stage details

Eloqua professional services

46

Who does what? Configure revenue attribution

Eloqua professional services

47

Who does what? Configure 4 external calls

Eloqua professional services

48

Who does what? Configure "Get Campaigns" program

Eloqua professional services

49

Who does what? Modify CRM Program

Eloqua professional services

50

Who does what? Configure 3 auto synchs

Eloqua professional services

51

Who does what? Create campaigns

Your users and admin

52

//slide 16 needs more info

//slide 16 needs more info

53

Insight is what kind of tool?

BI (business intelligence)

54

//module 2 - campaign management//

//module 2 - campaign mgmt

55

A ______ is the anchor to closed loop reporting

campaign

56

A specific set of communications intended with the objective of moving a potential buyer forward in the evaluation process is a...

campaign

57

campaign vs. Campaign...

A larger campaign may include several smaller ones

58

A campaign canvas ID in Eloqua will align with...

a CRM campaign ID.

59

You can cluster campaigns through...

reporting in Insight.

60

What will help you cluster campaigns?

Naming conventions.

61

If the Campaign is modified in CRM, can you update campaign fields in Eloqua?

Yes.

62

What happens when you create a Campaign in Eloqua?

An internal Event is generated and a Campaign is created in the CRM within 5-10 minutes after the initial Campaign is saved in Eloqua

63

How often are campaign fields updated?

Daily

64

When creating your Campaign in Eloqua, save once and do not save again until the CRM Campaign ID has populated in the Campaign Settings. This is referred to as the...

"Get a cup of coffee" rule

65

Set up custom Campaign fields in the...

Campaign Settings area.

66

If you need to group campaigns into one for reporting, you may be able to use...

Custom fields in the Campaign Settings.

67

The ______ is generated in the CRM and synched back to the Eloqua campaign

Campaign ID

68

Three campaign settings you can use for filtering CLR reports:

Region, Product, Campaign Type.

69

Save campaign attributes when, and why?

Before you save the end date for Campaign Reporting, because after that, some fields cannot be edited.

70

Eloqua continues to count responses against a campaign for how long?

For up to one year after the campaign reporting end date.

71

When testing campaign responses, the campaign start date must . . .

have occurred or be set to today.

72

What's very important in calculating campaign costs?

Consistency

73

Where do you create custom fields for campaigns?

Setup > Database > Fields & Views

74

Why would you create read-only fields for campaigns?

If you're pulling in fields from your CRM

75

IF a campaign wont' activate what is one thing to check?

Whether required fields are missing in your campaign settings

76

Can a single form on multiple pages be attributed to multiple campaigns in Eloqua?

Yes

77

When reusing an asset across multiple campaigns, make sure...

the Eloqua campaign ID is passed via a hidden form field.

78

//module 2 //Step 1 - configure external asset types and add activity types, Step 2 - configure response rules, Step 3 - upload external assets to campaign

//module 2//

79

External Assets can be leveraged to report on Assets that are ....

not generated in the Eloqua application.

80

2 examples of external assets are...

trade shows, webinars.

81

Each external asset must have...

specific activity types.

82

Where do you configure external assets?

Settings > Setup > Assets and Activities

83

Response activities should be organized into...

rules which help to prioritize leads.

84

Campaign member statuses can be mapped to...

Campaign Response Activity

85

Can you create new campaign member statuses in Eloqua?

Yes, but it's generally more advisable to reuse the ones in your CRM.

86

Is it worth creating campaign response rules even if you're not using closed loop reporting?

Yes, because they're used in other areas of the platform - for example, lead scoring.

87

Can you drive lead scoring based on external activities against your campaigns even without closed loop reporting?

Yes.

88

Name 2 places campaign response rules be used, other than in closed loop reporting?

Lead scoring and filtering for segmentation.

89

Responses associate contacts to a...

campaign

90

External assets are simply...

a CSV file containing contacts from an event.

91

2 places where you can upload external assets are...

The Campaign launch pad or the Campaign Canvas.

92

If you're uploading external assets from the Campaign launch pad, you need to include . . .

a column with the Eloqua Campaign ID in the CSV file.

93

Where do you upload external assets to a campaign?

Settings > Upload External Assets

94

During the upload wizard, Eloqua maps...

External Asset fields and Contact fields

95

The CSV file for external assets should contain what fields?

Contact fields, date field, external asset type, external asset name, external activity

96

If the date field is missing from your external asset CSV file what does Eloqua use?

The date of the upload.

97

(quiz) every asset type must have a corresponding...

activity

98

Responses are conversion events that tie a contact to a...

campaign

99

//slide 61//

//slide 61//

100

//module 3 - campaign measurement//

//module 3//

101

to associate closed revenue to campaign performance, must define a...

revenue attribution model

102

a revenue attribution model defines how revenue is attributed across...

campaigns and contacts.

103

in the context of CLR we think about the campaign as the ____

investment

104

in the context of CLR we think about the opportunity as the ____.

return

105

An opportunity can be attached in the CRM to...

a contact, multiple contacts, or an account

106

if an opportunity is associated to an account, we need to...

cascade the opportunity from the account object to the linked contacts.

107

Revenue attribution model options are...

First touch, last touch, even, or custom.

108

Influenced revenue does or does not adhere to your attribution model?

Does not, and is always given an equal spread.

109

Attributed revenue does or does not adhere to your attribution model?

Does.

110

Describe how a custom revenue attribution model attributes revenue.

Customized attribution to the first and last campaign, with the remainder evenly split among the rest.

111

Eloqua's benchmark report shows that what proportion of deals are tied to a single campaign?

2/3

112

what are 3 options for associating account to an opportunity?

primary contact associated to crm opportunity, all contacts associated to opportunity, account associated to opportunity

113

What are the 2 things to consider in revenue attribution?

Attribution model and opportunity to contact association

114

Opportunity fields include: ______, account name, opportunity ID, opportunity stage, opportunity amount, created date, close date, forecast to close date

opportunity name

115

Opportunity fields include: opportunity name, _______, opportunity ID, opportunity stage, opportunity amount, created date, close date, forecast to close date

account name

116

Opportunity fields include: opportunity name, account name, ______, opportunity stage, opportunity amount, created date, close date, forecast to close date

opportunity ID

117

Opportunity fields include: opportunity name, account name, opportunity ID, ______, opportunity amount, created date, close date, forecast to close date

opportunity stage

118

Opportunity fields include: opportunity name, account name, opportunity ID, opportunity stage, _____, created date, close date, forecast to close date

opportunity amount

119

Opportunity fields include: opportunity name, account name, opportunity ID, opportunity stage, opportunity amount, __ date, ____ date, ____ date.

created date, close date, forecast to close date

120

Where do you define contact to opportunity setting for a campaign?

Campaigns launchpad: Opportunity settings:

121

If you're using an account to associate opportunities in Eloqua, you must have...

Contact to Account linkage setup in your database.

122

The relational linkage between Contacts and Accounts is...

set up once in Eloqua.

123

Opportunities are fully created and managed in...

the CRM.

124

Eloqua ties Revenue to Campaigns through which entity? Contact, Account, or Campaign?

Contact

125

//Module 4//CLR integration

Module 4

126

4 Internal Events are created in the install how?

Automatically with the CLR wizard.

127

4 Internal Events require creation of what?

4 External API calls and 3 Auto Synchs to be created manually.

128

The external push of data to the CRM is created where?

In Program Builder.

129

The External Calls are configured by whom?

One time by professional services.

130

//slide 86 needs more detail

//slide 86

131

CLR report definition: new leads

unique individuals who have never responded to a campaign

132

Where do you find closed loop reports on cost of opportunities and revenue in Insight?

Campaign Cost Metrics

133

Where can you find information in Insight on how campaigns influenced opportunities?

Opportunity Influence Analyzer

134

If you're regularly observing gaps in your data, check...

campaign inputs.

135

If the metrics in Eloqua don't match your CRM, 2 things to consider...

CLR looks at campaign responses made in Eloqua, not in CRM. Also Eloqua may have different attribution models than CRM.

136

A few ways to improve CLR: _____, standard campaign field population values, campaign naming convention, custom campaign fields and select lists, campaign cost structure, attribution metrics.

Standard campaign field select lists

137

A few ways to improve CLR: Standard campaign field select lists, ________, campaign naming convention, custom campaign fields and select lists, campaign cost structure, attribution metrics.

standard campaign field population values

138

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, ______, custom campaign fields and select lists, campaign cost structure, attribution metrics.

campaign naming convention

139

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, _______, campaign cost structure, attribution metrics.

custom campaign fields and select lists

140

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, custom campaign fields and select lists, ______, attribution metrics.

campaign cost structure

141

A few ways to improve CLR: Standard campaign field select lists, standard campaign field population values, campaign naming convention, custom campaign fields and select lists, campaign cost structure, _____.

attribution metrics.

142

//key points slide, 114

//key points slide, 114