Data Health Check

Summary – Why an Eloqua Health Check?
A proper data "Health Check" can answer so many
questions for you, and help put you on the right footing
to move forward confidently for your Marketing
Automation strategies. Eloqua setup, Smart start
 Data degrading check process
 Eloqua may not have been setup correctly
 Holes in Systems and Processes
 Email review, HTML Code quality , DKIM setup etc.

Development
Needs
4Thought Marketing
Engagement Model

4Thought Marketing Methodology
Rank Your Ranking
10 Excellent
8 Very good
6 Average
4 Less than average
2 Poor
Rank Importance
5.0 Urgent and Critical
4.0 Very Important
3.0 Some Value
2.0 Nice to Have
1.0 Low Importance

Agenda
 Health Check overview
 Email review
 Form review
 Naming conventions review
 Corporate Website and Eloqua tracking
 Overall Pipeline review
 CRM Integration review
 System Usage
 Campaign ROI
 Reports / Dashboards

Health Check Overview
No.
Task Customer
Ranking
1 Review of 10 emails – 20 3.0
2 Review of 10 active forms – 10 2.5
5 Naming conventions best practices and utilization. – 10 3.5
8 A review of the Corporate Website and its Eloqua tracking. –
10
2.0
11 Overall Pipeline review and flow (M) – 15 0.0
13 Review of the Integration to CRM – 25 2.5
14 System usage (Marketing Personnel discussions) M – 15 0.0
16 Campaign ROI Tracking (M/T) – 10 5.0
17 Reports Utilization (M/T) – 15 4.0
18 Dashboards utilization (M/T) – 15 5.0

10 Email Review
Email Ranking: 3
Main areas of improvement
Content
- Use of personalization
- CTA placement (see screenshot)
- Link management (see screenshot)
Subject line
- Use of repeated subject lines
- Connected display name
- Subject line length
Next

10 Email Review
Visual Results
- Text version (incorrect text, spacing, html coding)
- No use of ‘Title’ tags in images
Email design standards
- Email length & width

Text is
inconsistent with
html text.

10 Email Review
Email HTML Code Quality
- No inline CSS used.
- Unnecessary use of <head> tags.
- Ascii symbols should use special coding.
- Table width should be in absolute values (no %)

Ascii
symbols not
rendered
properly in
iPad &
iPhone

10 Email Review
Header / Footer
- Privacy policy not being used
- 1 email does not have a header/footer (05 - 2010-08-23- Tour
FVW DE Letter 1)
Social Media
- No use of SM
Email testing
- Use of email checker
- No use of A/B testing

10 Email Review
Deliverability 83% of the time, sender
reputation is the cause
of filtering. (Sender
Score)
Sender score is based on
criteria such as: complaints,
hard bounces, email volume,
spam traps.
• Main area of improvement: bounceback score

• DKIM not setup correctly
10 Email Review

10 Email Review
No. Email Ranking
1 05 - 2010-08-23- Tour FVW DE Letter 1 3.5
2 06 - Alliance Connection Portal 2010-08-18 2.5
3 06 - 7 Habits Public Training 2010-08-24 2.5
4 AP1006-JDADays10 Invitation Mailer - MUMBAI 3.0
5 05 - CSCMP Dinner Invite 2010-09-27 2.5
6 03 - CSS Webinar: 2010-08-26- Arthur 2.5
7 03 - CSS Webinar: 2010-08-19- Demand / Fulfillment
Tips and Tricks:Post-Import Steps When Refreshing
3.0
8 03- CPFR_SOP Webinar: 2010-08-12- Value of
Linking SOP to CPFR - Non Attendees
2.0
9 03 - Hershey Case Study Email 2010-07-15 2.5
10 06 - ITX Promo EMEA 2010-08-13 3.0

Email Recommendations
 Review text version of all emails.
 Review HTML code.
 Shorten subject lines & email length/width
 Use email checker – link management.
 Monitor email opens, click-throughs & bounceback ratios
- Use inactivity filters to clean up your data and avoid
sending emails to these groups.
- Implement A/B testing
 Use the following reports:
- SPAM
- Email Batch Executive Overview report
 Monitor your sender score.
 Test email in different email clients.

Form Recommendations
 Use key field requirement/validation.
 Avoid using captcha for lead conversion forms.
 Run the ‘Form Submission Breakdown’ to determine which forms are
most successful.
 Improve confirmation pages (better branding, and messaging).
 Improve form submission by implementing:
Help & Tips text.
 Use of asset picture.
 Offer consistency (in text and art).
 Maximize the use of Eloqua processing steps.
 Always check the ‘Form Data’ to identify fields not being captured.

Naming Conventions
Naming Conventions Ranking: 3.5
Emails (3.5)
- Email folder, group, email, distribution lists naming.
- Lack consistency in naming conventions used.
- Division/department category used but not always in
same order.
- Timing / geographical criteria rarely used.
Forms (3.5)
- Could improve sub-foldering
- Lacks naming consistency (timing, division, geographical)

Website Review
Website Ranking: 2.0
Main areas of improvement
- Some sub-sites are not being tracked.
- The site does not use 301 redirects.
- Some links on the home page are inaccessible if
JavaScript is disabled.
http://www.fdamarketplace.com
https://fdauser.jda.com
http://www.fdalearn.com

Standard Integration Review
Item Description Priority Ranking
1 Marketing Interests (MI) 1 4
Don’t create MI from Eloqua Contact
2 Contacts 1 3
Contacts created after manual review
3 Accounts 5 5
4 Lead Source data on Contacts from Eloqua to CRM
Campaign source and Lead status not integrated
2 5
5 Campaign data V -
6 Marketing Activities 2 1
7 Error Reporting & Oversight 1 2
8 Documentation 1 3
Missing field mapping between systems
9 Documentation Maintenance 1 4
Missing changes to process flow and field mapping

Integration Recommendations
 Integrate Eloqua and SFDC for new MIs
 Eliminate manual process to create MI
 Eliminate manual process in UK
 Automate linkage between Eloqua and MI in
SFDC
 Combine internal notification into one process
 Clean missing data linkages between SFDC
and Eloqua

A data “Health Check” can help put you on
the right footing to move forward
confidently for your Marketing Automation
strategies.

HealthCheck
Questions?
Call us at 888-Eloqua4 (888-356-7824)
EloquaIntegrations@4ThoughtMarketing.com

Data Health Check

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