E10: Web Profiling Flashcards
What is a Visitor?
Anyone who visits a website.
Each time a user visits and exits a website, they leave behind a ______.
footprint.
Visitor profiles are created by both: ______ and ______.
websites and web browsers.
A _____ can significantly reduce your transaction time on a website.
profile
During your Eloqua implementation, _________ are added to your corporate website.
tracking scripts.
Eloqua tracking scripts track visits to your website with ____ and _____.
cookies and IP address lookups
What browsers support Eloqua tracking scripts?
IE 6+, Firefox 1.5+, Opera 9+, Safari 3+, and Chrome.
_____ enables companies to restrict online profiling.
Strict Mode Tracking
A cookie is a small text file populated with a unique identifier called a:
GUID
If a cookie is accepted on a visitor’s computer, what happens in Eloqua?
A visitor profile is created.
Each unique cookie is a record of: ______
a visitor’s online activity
If a person uses a variety of devices to visit the same website, what happens in Eloqua?
Multiple profiles are generated.
If a person uses different browsers to visit the same website, what happens in Eloqua?
A single individual may have more than one cookie, based on the browser they used to visit the website.
Can Eloqua manage multiple profiles for a single contact?
Yes.
Does the GUID contain any personally identifiable information?
No.
First party cookies are dropped on a visitor’s computer by:
the website being viewed
Third party cookies are dropped on a visitor’s computer by:
a website other than the one the visitor is viewing.
Does Eloqua typically use first party cookies or third party cookies?
Third party cookies.
What type of cookies do some browsers reject?
Third party cookies.
Why does Eloqua have problems creating profiles for mobile visitors?
Because some mobile devices and browsers are set by default to reject third party cookies.
What is an example of a browser that is set by default to reject third party cookies?
Safari
How does Eloqua identify a visitor’s company, ISP, and geographic location?
By doing a reverse IP address lookup.
If a visitor on your website does not exist in your database as a contact, they are referred to as:
an Unknown visitor
A cookie provides information on (1) _______, (2) length of visit, (3) entry and exit pages, (4) new or returning visitors, (5) browser
pages visited
A cookie provides information on (1) pages visited, (2) ______, (3) entry and exit pages, (4) new or returning visitors, (5) browser
length of visit
A cookie provides information on (1) pages visited, (2) length of visit, (3) _____, (4) new or returning visitors, (5) browser
entry and exit pages
A cookie provides information on (1) pages visited, (2) length of visit, (3) entry and exit pages, (4) _____, (5) browser
new or returning visitors
A cookie provides information on (1) pages visited, (2) length of visit, (3) entry and exit pages, (4) new or returning visitors, (5) _____
browser
An IP address reverse lookup can provide information on (1) ____, (2) state or province, (3) country, (4) company, (5) Internet service provider
city
An IP address reverse lookup can provide information on (1) city, (2) _____, (3) country, (4) company, (5) Internet service provider
state or province
An IP address reverse lookup can provide information on (1) city, (2) state or province, (3) _____, (4) company, (5) Internet service provider
country
An IP address reverse lookup can provide information on (1) city, (2) state or province, (3) country, (4) _____, (5) Internet service provider
company
An IP address reverse lookup can provide information on (1) city, (2) state or province, (3) country, (4) company, (5) ____
Internet service provider
Just as a contact record has contact fields, a visitor record has ___ fields.
profile fields.
______ are populated by data collected through the cookie and the IP address.
Profile fields.
Profile fields are populated by data collected through the _______.
cookie and the IP address
Anonymous visitor data is referred to as ___
implicit data
____ contains personally identifiable information which is saved in the Contact Table.
Explicit data
Explicit data contains personally identifiable information which is saved in the _____
Contact table
Contact Table data is gathered through _______
form submissions or list uploads
How many profile fields does Eloqua provide “out of the box”?
25 internal system profile fields and 8 IP related profile fields.
Can you create your own custom profile fields in Eloqua?
No.
How do you view Eloqua profile fields?
Setup > Visitor Profiles > Profile Fields tab.
Can profile fields be edited or changed?
No.
Data found in _____ reports in Insight is derived from data in the Visitor Record.
website related reports
In Eloqua 9, additional reports can be generated to show ______ -related metrics.
profile field–related metrics
The _______ Report lists the profile values that have been processed for the chosen profile field.
Profile Field Details Report
The _______ Report groups the data from the Profile Field Details Report to show the percentage representation of each value as a part of the whole data set of values.
Profile Field Percentages Report
How do you get to the Profile Field Details Report and Profile Field Percentages Report?_______
Setup > Visitor Profiles > Profile Fields tab > Profile Fields
Which profile field should you report on to get ideas about which geographies to focus on and what languages to support?
Profile Field Report - Country
______ allow you to identify which profile fields you care about and group them into a subset for easy access
Profile views
___ are required for Eloqua data lookups where Eloqua visitor data is passed outside of the Eloqua API for use on a corporate website.
Profile views
Profile views put a cap on _______
data that can be retrieved by a requesting external website.
Instead of opening up the whole _____ to the website, profile views only allow a subset of profile fields and/or contact fields to be shared.
Visitor Table
Profile views can be used to generate ________ for your sales team.
visitor notifications.
_____ can be used to generate visitor notifications for your sales team.
Profile views
Some Operational Reports, such as the ___________ report, use Profile Views to limit the number of fields returned in the report.
Visitor List by Page Tag
The main purpose of Profile Fields is to:
view and analyze visitor activity and use that information to drive better campaigns.
Visitor activities associate ______ to ______
members to campaigns
Visitor activities drive calculations for ____________
Closed Loop Reporting on revenue
Lead Scoring depends on ________
visitor data
Segmentation is enhanced when ______ are incorporated into targeting strategies
visitor analytics
You can display a particular web page based on whether a visitor is _______ or _______
known or unknown
When is a visitor profile created in Eloqua?
When a new cookie is created by an Eloqua tracked website.
True or false, and why: The profile table consists of system fields, IP related fields, and custom fields.
False. You cannot create custom profile fields.
What is the primary data type in Eloqua?
The contact.
Activity data you see when viewing an Email Analysis report or a Contact Activity summary is pulled from:
The contact’s associated profile.
In most cases, how many profiles will be associated with a contact?
More tjhan one.
What are the two ways a profile can be linked to a contact?
(1) An unknown visitor submits a form. As soon as the form is submitted, a new contact record is created and the cookie associated with the form submit is linked to the new Contact Record. (2) An unknown visitor opens an email. The email open causes the Eloqua cookie tied to the unknown visitor activity to be linked to the Contact Record
How can you have a contact’s email address and a profile that are not linked?
A contact may be an “unknown visitor” because of web visits on one computer, and a “known visitor” with a different profile and a contact record because of activity on a different computer.
There is a _____ between a Contact and its associated profiles.
one-to-many
Eloqua aggregates the profile data for contacts and provides reports which:
organize all profile activity to give you a full view of the Contact.
What are the four types of activity, in order of priority in associating a profile to a Contact?
(1) Form submission (2) Eloqua landing page click-through (3) Email click-through (4) Email open
Why is form submission the strongest link to a profile?
Because the cookie and email address are captured together.
A wife opens an email on her home computer, clicks through, and starts checking the site daily. Her husband sees the site still open and submits a form. Whose contact record will be associated with the visitor profile?
The husband’s, because the form submit is a higher priority than all the other visitor activities including the email click-through.
Can cookies be shared?
No.
Can multiple contacts be linked to a single profile?
No.
In situations where a single cookie is present and two email addresses are associated with the profile activity, what will Eloqua do?
Use the priority rules to determine which contact is assigned the profile.
Can profiles be moved?
No.
Why did Eloqua change the way a form submission is linked to a contact record?
Because sales people submitting forms on behalf of multiple contacts were having the form submission activities recorded in their profile history.
Form submission activity should be linked to…
The contact, not the cookie.
Where can a contact’s recent activity be viewed?
Contact Overview
Contact activity visible from Contact Overview includes:
Email opens, email clickthroughs, website visits, and form submissions.
When is an Eloqua visitor profile deleted?
After four months of no activity
If a visitor returns after their profile has been deleted, what happens?
Eloqua recreates the whole profile from the raw and aggregated data.
Can an Eloqua user delete a profile?
No.
When are email opens recorded?
When a tiny 1 by 1 pixel image is displayed.
Are email opens tracked by a cookie?
No.
To whom are email opens attributed, and why is this important?
To the original recipient. This is important because any forwarded emails will be tracked as opens by the original recipient.
Bob attends a tradeshow and provides his email address to a rep. The rep uploads his contact info and sends him an email. Bob opens the email. Will he have an email open saved in his contact activity history even if he has cookies blocked?
Yes. Email opens are not tracked by cookies.
To determine the actual number of email activities in a case of possible email forwarding, what could you do?
Use the Email Analysis report and compare Unique Email Opens to Possible Email Forwards.
A query string includes a _______ and a _____
a parameter and a value.
Query Strings are particularly useful in tracking _______
campaign analytics.
If you want to find out which referring source is dring the most visitors to a whitepaper, what should you do?
Use Query Strings.
What are the two steps to using Query Strings?
(1) Configure the query string in Eloqua (2) Physically add the link to assets and advertising sources.
Where do you configure query strings in Eloqua?
Settings > Setup > Query Strings
What do Query String Parameter Sets track?
Visitors from third party sites
To add a query string parameter set for a site to Eloqua: (1) _______, (2) Add them to Eloqua individually, (3) Create a parameter set for that site.
Observe the parameters
To add a query string parameter set for a site to Eloqua: (1) Observe the parameters, (2) ______, (3) Create a parameter set for that site.
Add them to Eloqua individually
To add a query string parameter set for a site to Eloqua: (1) Observe the parameters, (2) Add them to Eloqua individually, (3) ___________.
Create a parameter set for that site.
When creating a parameter set, there are 2 options: (1) URL must contain all the parameters listed above or (2) URL may contain any of the parameters listed above. Which should you choose?
(2) URL may contain any of the parameters listed above
Identify the parameter and value: www.abc.com?list=123
Parameter = list, Value = 123
In a query string, the parameter always follows the ___ and the value always follows the ___
The parameter always follows the ? and the value always follows the =
Query strings track: (1) incoming visitors, (2) outgoing visitors, (3) both.
Both.
To track which referring source is most successful, what should the form do?
Capture the query string values for the referring source parameter.
To pre-populate a form’s hidden field with referring source data, what can you use?
The Form Population cloud component.
The Form Population Cloud Component replaces the need for _____ to dynamically populate form field values when using query strings.
JavaScript
Can the Form Population cloud component be used with an external webpage?
No, it must be used with an Eloqua form and landing page.
The 4 steps to tracking referring source to Eloqua forms: (1) _________ (2) Use Form Population Cloud Component to pre-populate the hidden field with the query string (3) Map the hidden form field to a contact field (4) Use the contact field for segmentation, analytics, or CRM updates.
Add hidden field for Query String
The 4 steps to tracking referring source to Eloqua forms: (1) Add hidden field for Query String (2) ______ (3) Map the hidden form field to a contact field (4) Use the contact field for segmentation, analytics, or CRM updates.
Use Form Population Cloud Component to pre-populate the hidden field with the query string
The 4 steps to tracking referring source to Eloqua forms: (1) Add hidden field for Query String (2) Use Form Population Cloud Component to pre-populate the hidden field with the query string (3) ________ (4) Use the contact field for segmentation, analytics, or CRM updates.
Map the hidden form field to a contact field
The 4 steps to tracking referring source to Eloqua forms: (1) Add hidden field for Query String (2) Use Form Population Cloud Component to pre-populate the hidden field with the query string (3) Map the hidden form field to a contact field (4) ________.
Use the contact field for segmentation, analytics, or CRM updates
When setting up form population, if the form is going to be populated with values pulled from Custom Data Objects, what will you need to do?
Configure the additional fields: Selection Rule, Filed to Evaluate , and Email Address.
Why do you need to configure additional fields in form population if the form will be populated with values from Custom Data Objects?
Because a contact may have many custom objects mapped to his email address.
In Form Population, what are the four options to choose from for Field to Evaluate?
Latest of Date Value, Earliest of Date Value, Field Contains Value, Field Equals Value.
In Form Population, what is Field to Evaluate used for?
It is used to evaluate the Selection Rule.
The Form Population Mapping window makes it easy to….
map form fields to data base fields.
What are the three columns to configure in the Form Population Field Mapping table?
Type, Form Field, and Data Field.
In the Form Population Field Mapping table, what are the six types of data that can be mapped?
Contact Data, Visitor Data, Static Value, Query String, Custom Object, or Email Group
What is the Contact Data data type?
Fields from the Eloqua contact record
What is the Visitor Data data type?
Fields from the Eloqua visitor profile
What is a Static Value data type?
A value that you provide
What is the Query String data type?
A value from a Query String parameter
What is the Custom Object or Data Card field data type?
Fields from an Eloqua Custom Object
What is the Email Group data type?
Email Groups from Eloqua
How do you use the Form Population Connector to populate checkboxes on a form?
Use the Static Value data type, and set the Data Field value to true to check the box or false to uncheck it.
What happens when an email is forwarded containing a link to a pre-populated form?
The form is pre-populated with original recipient data. When a form is submitted with a new email address, a new contact is created.
Why should you not pre-populate highly personal, identifiable contact information?
Because a forwarded email will pre-populate a form with original recipient data.
What identifies and categorizes web pages for visitor tracking and reporting?
Page Tags.
Do page tags have one-to-one relationships with pages or one to many?
Either.
You can use _____ to get a high level view of visitor activity as compared to selected page tags.
Group page tags
Page tags can enhance visitor profiles by collecting ______ for specific pages of your website.
visitor tracking data.
If you wanted to track visitor data for high value content, what could you do?
Create a page tag for High Value Web Content and attach all the relevant website pages to it.
Can you use page tags to represent external website pages?
Yes.
In segmentation, how are page tags used?
To track Page Tag or Page Tag Groups activity or inactivity.
Is page tag activity an implicit or explicit criterion for lead scoring?
Implicit.
Eloqua offers ______ Out of Box Reports and ___ dashboard specific to website tracking.
15 Out of Box reports and 1 dashboard
A web visit ends after ________ with no recorded activity
10 minutes
Web activity takes how long to be recorded in Eloqua?
15 to 20 minutes after the web visit ends.
The Insight reports that provide metrics on query string data are:
(1) Query Strings by Geography; (2) Query String Value Overview; (3) Query String Parameeter Overview
Insight reports on Page Tags with:
The Page Tag Breakdown report.
The Website Overview report answers what question?
Which web pages generate the most visitor activity?
On the Website Overview Report, you can drill down into metrics to view _____
visitor profile data.
The Search Engine Breakdown report answers what question?
Which search engine is most popular for finding yoru site?
Can visitors be viewed based on sales ownership?
Yes.
Can you send salespeople real time information about their leads visiting the site?
Yes.
Can you track external PDFs? How?
Yes. Eloqua tracking scripts alone can’t do it, but you can do this by changing the format of the link.
Visitor profiles are created by…
both websites and browsers.
Tracking with Eloqua Tracking Scripts is done through…
cookies and IP address lookups.
What does GUID stand for?
Globally Unique Identifier
each cookie is a record of a visitor’s
online activity
Cookie or IP address? Pages visited
Cookie
Cookie or IP address? Length of visit
Cookie
Cookie or IP address? City
IP Address
Cookie or IP address? New or returning visitor
Cookie
Where are visitor metrics reported on?
Insight
Where are campaign response activities reported on?
Closed loop reporting.
Why does implicit scoring matter?
For lead scoring.
Where do you use behavior based targeting?
Segmentation
Email Activity Summary data is pulled from the contact’s associated…
profile
2 ways a profile can be linked to a contact…
(1) Form submitted (2) email opened
If two form submits occur on the same cookie, which form submit gets the cookie?
The first one submitted.
The query string starts with
?
The name of the query string is
parameter
The break between the parameter and the value is
=
A parameter is also referred to as a…
Key.
Where do you create a query string inside of Eloqua?
Settings > Setup > Website row > Query Strings
How to determine what referring source results in the most form conversions?
Use hidden field on the form for referring source.
What cloud component helps you to capture referring source on your forms?
Form Population Cloud Component.
The Form Population Cloud Component can prepopulate a form with what kind of data?
query strings, custom objects, visitor data, contact data, or email group data
What is one of the most important things to keep in mind with Form Population Setup?
Choose the form and click Save Settings.
Form Population Mapping…
look at screen grab
Page tagging applications include:
Segmentation and lead scoring.
