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Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
A/B	TesAng	in	Eloqua	
Greg	Huckabee	
Adop0on	Services,	Oracle	Marke0ng	Cloud	
August	2016
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 Oracle	ConfidenAal	–	Internal/Restricted/Highly	Restricted	 2	
Greg	Huckabee	
•  -	7	years	in	Direct	Mail	markeAng	and	
manufacturing.	
•  -	10	years	in	Financial	Services	industry,	
helped	drive	digital	transformaAon	
•  -	4	years	as	an	Eloqua	customer	
•  -	3	years	with	Oracle	MarkeAng	Cloud	
•  CommiXed	to	helping	marketers	build	skills	
and	competencies	that	drive	modern	
markeAng	maturity.
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
Agenda	
•  AdopAon	Services	Program	Overview	
•  A/B	TesAng	Process	
•  Common	TesAng	ObjecAves	&	Three	Categories	of	TesAng	Elements	
•  A/B	TesAng	Examples:	
– Email	
– Web	Forms	
	
3
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
AdopAon	Services	Program	Overview
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
AdopAon	Services:	Overview	
Complimentary	services	
provided	as	part	of	a	
customer’s	subscripAon	to	
OMC		
Designed	to	help	customers	
achieve	success	and	adopt	
modern	markeAng	pracAces	
Content	provided	on	all	
products	within	the	OMC	
Services	delivered	virtually	
using	digital,	interacAve	
tools		
5	Oracle	ConfidenAal	–	Internal/Restricted/Highly	Restricted
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
Services	
Modern	MarkeAng	
Assessments	
Pla`orm	Feature	Demos	
and	use	case	walk-throughs	
Facilitated	Discussions	 Applied	Concept	Tours	
6	Oracle	ConfidenAal	–	Internal/Restricted/Highly	Restricted
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 7	
The	online	assessment	
calculates	and	presents	you	
with	your	markeAng	maturity	
and	pla`orm	uAlizaAon	levels	
Answer	a	series	of	quesAons	
about	your	organizaAon’s	
approach	to	markeAng	
	
Receive	acAonable	guidance	on	
how	to	advance	to	the	next	
level	of	maturity	
	
Modern	MarkeAng	Assessments
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 8	
Choose	from	a	broad	menu	of	
modern	markeAng	topics	
AXend	60-90	minute	
interacAve	sessions	(delivered	
virtually)	
		
Receive	a	customized	plan	of	
acAon	outlining	how	to	
implement	the	markeAng	
pracAce	
Facilitated	Discussions
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 9	
Pla`orm	Advisor	shows	you	how	
to	put	plans	into	acAon	or	address	
issues	you’re	experiencing	all	
within	your	own	product	instance	
	
Choose	from	a	growing	list	of	
topics;	sessions	are	
approximately	60	minutes	
Leave	with	a	list	of	
recommended	resources	that	
will	help	you	apply	the	
concepts	within	your	
organizaAon	
	
Product	Feature	Demos	&	Applied	Concept	Tours	
60	
MIN
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
RequesAng	AdopAon	Services	
Oracle	ConfidenAal	–	Internal/Restricted/Highly	Restricted	 10	
•  All	services	are	requested	through	your	Customer	Success	Manager	
•  Engagements	are	assigned	to	Advisors	cerAfied	in	a	area	of	experAse	
•  Request	Oien	–	no	limit!	
•  Open	Discussions	-	run	something	by	us!
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
A/B	TesAng	Process
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
A/B	TesAng	Process	
12
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
Common	TesAng	ObjecAves	&	Elements
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
Common	TesAng	ObjecAves	
14	
• Increase	form	submissions	
• Increase	downloads	
• Increase	page	views	
• Increase	click-through	rate	
• Increase	email	opens	
• Reduce	unsubscribe	rate	
• Increase	content	shares	
• Increase	social	reach	and	influence
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
TesAng	Elements	
Crea0ve	Elements	
•  Layout	
•  Style	of	graphics	
•  Size	or	placement	of	offer	
•  Copy	length	
•  Form	length	
•  Social	buXons	
15	
Content	Elements		
•  Subject	line	
•  From	line	
•  Headlines	
•  Call	to	acAon	
•  Offer	
•  SegmentaAon	or	targeAng	
•  Messaging	
•  PersonalizaAon	
	
Timing	&	Frequency	
•  Send	Ame	
•  Send	day	
•  Send	frequency	
•  Share	or	post	Ame	
•  Share	day	
•  Share	or	post	frequency
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
TesAng	Examples:	Email
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 17
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 18
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 19
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 20
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 21
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
TesAng	Examples:	Forms	&Webpage
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
Original	Form
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	
IteraAon		
•  11.83%	Conversion	
Rate	
•  438%	Increase	over	
Original	
•  99.5%	StaAsAcal	
significance
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 25
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 26
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 27
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|	 28
Copyright	©	2015,	Oracle	and/or	its	affiliates.	All	rights	reserved.		|
A/B Testing: Why, When and How

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