The document discusses several challenges around holistic reporting in enterprise companies including: a lack of centralized reporting across teams, stakeholders feeling overwhelmed by data silos, difficulties tracking conversions from various channels like SEO, email, and events, technical limitations tracking forms, and non-standardized reporting metrics. It provides examples of specific issues like an inability to track form submissions accurately from email campaigns, unclear traffic volumes from different activities, and limited visibility and understanding of available data. Recommendations include improving processes, education, analytics governance, tracking tool integration, and comparing similar campaign types.

1. Challenges to Holistic Reporting in Enterprise
Companies

2. Form Submissions
Where did they come from?
Events
SEO
Email
SEO, email and events represent
the bulk of traffic to product
pages; however, we are unable to
track from submissions through
SEO, individual email campaigns
or individual events. Although we
can track SEM accurately, it is
generating extremely low traffic
volumes.
Fortunately, most of the
challenges listed in the
following slides can be
resolved through
education, process
improvement, and
technical enhancements.

3. Form Submissions
Where did they come from?
Events
SEO
Email For Example: SEO produced
11,070 visitors, of which 107
submitted ‘Contact Us’ forms
for Remedy OnDemand. The
top 2 email lead generation
campaigns for Product X
produced 634 ‘Contact Us’
forms and 2,893 trial forms,
which accounted for 57% of all
trial form submissions during
the last month suggesting the
new email campaigns are
working very well.
With additional
resources, process and
education we will have a
clearer view into how
well individual marketing
efforts are performing.

4. • No centralized or team co-op holistic reporting - “We don’t handle
that.”
• Stakeholders feel overwhelmed with data; want to understand the
true conversion metrics for channels and campaigns.
• Email campaigns aren’t tested much or often. Split testing is only
used for testing subject lines.
• Existing technical challenges for tracking form submissions accurately
for email campaigns.
• Murky traffic volume data for email and SEO activities.
• Reporting duties are being consolidated, not integrated across teams.
• Reports are created in silos and other teams aren’t utilized for data
gathering.
• Limited access to reporting tools creates limited visibility, causing
confusion for stakeholders to know what data to ask for or why.
• Non-standardized reporting templates and metrics. For example,
form submissions are calculated in different ways.

5. • No analytics governance – forms and pages are created and retired
without thinking of tracking consequences.
• Form creation errors – forms are created with the same name on
different pages making it impossible to track form submissions for a
singular page.
• Analytics are not considered in the design process causing some calls to
action elements to go untracked.
• Tracking tool limitations – podcasts can’t be tracked accurately, neither
can the length of a video play.
• Lack of understanding who to turn to – “I don’t know. It might be…”
• Stakeholders are unsure of what they want to use analytics for and
require a lot of education.
• Fear of guesstimating conversion metrics – “We can’t track
conversions.”
• Media channels are not compared side-by-side.
• Similar email campaign types are not compared against each other.

6. Web Page Design
• Analytics is an afterthought
in the design process,
causing some key elements
to remain untracked.
Email Campaign Creation
• Campaigns and forms are
retired or changed, causing
data disruption or
eliminating tracking
completely.
Email Types
• Not all campaigns have the
same goals so they can’t be
compared side-by-side,
however similar campaigns
can be but aren’t.
Program Association
• Some email campaigns contain links
to multiple pages, causing difficulty
in deciphering how much email
traffic is being generated at the page
level.
Delivery
• Traffic goes to the main
product pages as well as other
pages making it difficult to
determine how much total
email traffic was driven to a
particular page.
Form Tracking
• The main form on product
pages are not distinguishing
email traffic from other traffic.
The only forms that accurately
track email traffic are forms
embedded in emails or other
pages tied to the email
campaign.

7. Email Campaign in Eloqua
•Users receive an email tied to
an up-sell email campaign for
main product
•User’s profile is stored in
Salesforce.com which is
integrated with Eloqua
•User click on a link in the
email and goes to….
Web Form in Eloqua
• User arrives on a form page
tied to the up-sell email
campaign
•User chooses to click on a link
to the gateway page rather
than fill out the form
Gateway Page in
Clickability
•User clicks on a link to
the main contact us form
on the product page
Main Contact Us Form in
Eloqua
•User fills out the main
contact us form and clicks
submit and goes to the…
Thank You Page in Clickability
•User exits the site after
filling out the main form.
Summary:
• Although Eloqua can track
specific forms that are tied to
email campaigns (such as the Web
Form in Eloqua above) it cannot
track users from the more
important main contact form or
from the up-sell campaigns.
• Omniture can track user activities
after the user arrives at the site but
it cannot track where users came
from. Therefore, it cannot
determine which email campaign
was most effective. Consider
integrating Omniture with Eloqua.
TrackingbeginsforOmniture
andup-sellemailcampaignin
Eloqua
Formtrackingendsfortheup-
sellcampaigninEloqua
TrackingendsforOmniture
andtheup=sellcampaignin
Eloqua