Oracle Eloqua Segments

Transcription

1 Oracle Eloqua Segments User Guide 2016 Oracle Corporation. All rights reserved 17-Jun-2016

2 Contents 1 Segments Overview Examples 3 2 Creating new segments 6 3 Adding individual contacts to segments 10 4 Adding contacts to segments using filter criteria 13 5 Adding uploaded contacts to segments 17 6 Adding shared filters and shared lists to segments 22 7 Filter and list operations 25 8 Excluding segment elements 30 9 Sharing filters and lists Editing segments Deleting segments Viewing segment contacts Oracle Corporation. All rights reserved 2 of 42

3 1 Segments Overview Segments, located under Audience in the Eloqua top navigation toolbar, are groups of contacts generated based on filter criteria and contact lists. Segments can filter contacts based on criteria like whether or not they receive a newspaper, whether or not they registered for a conference, or whether or not they visited a landing page. Segments are used to feed distribution in campaigns. They allow you to specify which contacts are included, and then to customize the subsequent actions for those contacts: Examples Segments can be very general, like " Opened," or very specific, like "Arborists who live in Minnesota." Create segments that are appropriate for your company's needs. In most cases, it is more efficient to create small, targeted segments that you can combine together to reach the entire audience. Creating large, complex segments that are only appropriate for a single 2016 Oracle Corporation. All rights reserved 3 of 42

4 campaign is more time-consuming, and prevents you from being able to reuse common segments in future campaigns. As always, your business needs should determine how you create your segments. Consider the following examples of segments: Example 1: Segment organized by job title In this example, you want to create a segment that includes only executives that you consider to be decision-makers among your contacts. Based on your product knowledge, you know that the primary purchase decision-makers are the CEO, the CTO, the CIO, and the CMO, along with SVPs, EVPs, and VPs for these functions. When you create your segment, you can then filter based on those job titles. The following example includes all C-level executive: Example 2: Segment organized by sales territory It is relatively easy to create a segment by sales territory if every one of your territories corresponds to a single field value, such as a specific state, city, county, or zip code. For sales territories that are harder to define, such as territories that cover multiple states, or portions of different states, you can use multiple selection criteria to capture the whole area. For example, suppose your filter needs to cover an entire city as well as a few zip codes outside the city. Your filter would then need to include both the city and the extra zip codes. Specifically, consider the example of Kansas City. There are two cities called Kansas City: one is in Missouri, and the other is in Kansas. If you created your segment based only on city name, you would include contacts from both cities. To select only one, you would need to include the state. In the following figure, the sales territory includes Kansas City, KS, and a few postal codes just outside the city. The contacts meeting this criteria are placed in a segment called "Kansas City KS Sales Territory." 2016 Oracle Corporation. All rights reserved 4 of 42

5 Example 3: Setting up exclusion criteria In a special case, you can choose to universally exclude some contacts from all segments. Your Customer Administrator must set up these "System-Wide Exclusions" for you. You can set up System-Wide Exclusions based on a wide variety of criteria, but System-Wide Exclusions are most frequently used to exclude all addresses that belong to a competitor's domains, or a competitor's partner's domains Oracle Corporation. All rights reserved 5 of 42

6 2 Creating new segments Eloqua allows you to create segments to organize your contacts. Segments are groups of contacts that are sorted together based on specific filters and contact lists. You can create a segment, then specify which contacts you want to include. These segments are then added to campaigns to specify the intended audience. To create a new segment: 1. Navigate to Audience, then click Segments. 2. Click Create a Segment to open the Template Chooser. 3. Click the Blank Segmen template, then click Choose Oracle Corporation. All rights reserved 6 of 42

7 4. Click Actions, then click Settings. 5. Type a name for the segment into the Name field Oracle Corporation. All rights reserved 7 of 42

8 6. (Optional) Type a description of the segment into the Description field. 7. Click Done. 8. Click Save to save the new segment. The segment file is created, and it can be edited at any time. After you have created a segment, you can populate it with contacts in the following ways: 2016 Oracle Corporation. All rights reserved 8 of 42

9 Filter criteria: This option allow you to filter contacts based on a wide variety of associated data, including and landing page activity, visitor information, and contact and account fields. Filters are the key component of segments: you can create numerous filters to ensure you cover the population you wish to target. Individual contacts: This option allows you to search for and add individual contacts to the segment. Uploading contacts: This option lets you upload a group of contacts from a CSV file Shared filter or shared list: This option lets you add shared filters or shared lists, picking from a list of saved common resources Oracle Corporation. All rights reserved 9 of 42

10 3 Adding individual contacts to segments You can select individual contacts to a segment. This is ideal when you want to ensure that you include a specific contact in your segment. To add an individual contact to a segment: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Click the button on the left panel, then click Individual Contacts. The contact list editor opens in the right panel. 4. Click the button in the right panel Oracle Corporation. All rights reserved 10 of 42

11 The Add Contacts window opens. 5. Type the name of the contact into the Search field. 6. Click on the contact name in the search results, then click Add Contacts. The contact is now listed in the contact editor. 7. (Optional) Double-click on the filter name in the left panel, then type in a new name. Repeat with the description line directly below the name Oracle Corporation. All rights reserved 11 of 42

12 Note: Provide a name and a brief, meaningful description that will help you easily identify the filter when you return to this segment in the future. 8. (Optional) Add and configure additional individual contact filters as needed. 9. Click Save when done. The segment has been updated with your changes. Click the icon in the left panel to add more contacts through filter criteria, through shared filters and lists, and through uploading contacts from a local file Oracle Corporation. All rights reserved 12 of 42

13 4 Adding contacts to segments using filter criteria This option lets you select contacts based on a variety of criteria, such as their contact fields, lead scoring, activity data, form activity, and visitor information. To add contacts using filter criteria: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Click the button on the left panel, then click Filter Criteria. A list of filter criteria opens on the right panel Oracle Corporation. All rights reserved 13 of 42

14 Note: The list shows All filter types by default. You can narrow down the list by clicking the filter bar (located just above the Search field), then clicking a filter type. 4. Double-click a filter type to add it to your segment. Alternatively, click-and-drag the filter type in to the central segment editor. 5. Double-click on the criteria in the editor to configure it Oracle Corporation. All rights reserved 14 of 42

15 6. Enter any required information, then click outside the pop-up window to close it. Note: Some filters include comparison operators that you select from a drop-down list. For example, for -related filters, the list is "on", "before", "after", "within", "within last", and "not within last". 7. Add and configure additional filters from the list as needed. If you are including multiple filter criteria within you segment filter, you can modify how those filters interact by clicking the AND operator button to toggle it between the AND operator and the OR operator. The AND operator and the OR operator and their impact on contact filtering: As an example, suppose your filter criteria has two filters: "Opened Any " and "Compare Contact Fields." In the image above, the filter selects contacts whose salesperson name is Michael Gruber, who have also opened an at least once within the configured two week time period. If the segment was configured with an OR operator, however, the filter would select all contacts whose salesperson is Michael Gruber, and all contacts who had opened an at least once within the last two weeks. The OR operator results in a much larger group of contacts Oracle Corporation. All rights reserved 15 of 42

16 Be sure to use the AND operator and the OR operator thoughtfully to achieve optimal filtering goals. 8. (Optional) Double-click on the filter name in the left panel, then type in a new name. Repeat with the description line directly below the name. 9. Click Save when done. The segment has been updated with your changes. Click the button in the left panel to continue adding more contacts through individual contacts filters, through shared lists and filters, or through uploading contacts from a file Oracle Corporation. All rights reserved 16 of 42

17 5 Adding uploaded contacts to segments Eloqua gives you the option to upload an Excel or CSV file to add contacts directly to your segment. To upload contacts to a segment: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Click the button on the left panel, then click Upload Contacts. The Contact Upload Wizard opens Oracle Corporation. All rights reserved 17 of 42

18 4. Configure the Pick Data Source tab: i. Enter the upload's name into the Name field. The default name is Data Import - xxxxxxxxxxxxx where xxxxxxxxxxxxx represents a number assigned to this import in Eloqua. Give your import a more meaningful name for future reference. ii. Specify the format of the import data from the Import Source drop-down. The supported file types are: Delimited file (Tab, Pipe, Semicolon) Microsoft Excel (.xls or.xlsx) Note: You should map each of the fields in the file to match a corresponding field in Eloqua. For example, have a column labeled Address in order to map to the Address field in Eloqua. This will make your mapping task easier, and will ensure that your contacts are uploaded successfully. iii. Continue with the default Add or Update Contacts to Database option in the Import Purpose drop-down. iv. Continue with the default No Preset option in the Presents drop-down. 5. Click the cloud icon, then browse to your file. 6. Select your file, then click Open. 7. Configure the Review tab: 2016 Oracle Corporation. All rights reserved 18 of 42

19 i. Verify that the displayed data matches your source file's configuration. ii. (Optional) Click Previous Step if something is inaccurate. Modify your source file, or select another file to begin the process again. iii. Click Next Step if everything looks correct. 8. Configure the Map Fields tab: i. Verify that the field names from your source file have been matched with field names in the Eloqua database. For example, First Name maps to First Name. ii. Fix any fields that are not mapped, or that are mapped incorrectly. Double-click on a field, then select a correct matching field from the Target Field drop-down menu. iii. Select one of the fields from the Uniquely Match Contacts On drop-down list, then click Next Step. This field will be the main identifier for the contact; the default field is Address. If the contact does not have an address, see creating contacts without an address using contact list uploads. 9. Click Next Step. 10. Configure the Finish tab Oracle Corporation. All rights reserved 19 of 42

20 i. (Optional) Type an address into the Send Upload Notification To field. ii. Click Finish to complete the import. The wizard closes and the contacts from the file are added to the segment. A confirmation is sent to the address provided Oracle Corporation. All rights reserved 20 of 42

21 11. (Optional) Double-click on the uploaded list name in the left panel and type in a new name. A distinct name will help you easily identify what that filter is for when you return to the segment in the future. This is the name you can configure in Step 4. above. 12. Click Save when finished. The segment has been updated with your changes. Click the icon in the left panel to add more contacts through filter criteria, through shared filters and lists, and through adding individual contacts Oracle Corporation. All rights reserved 21 of 42

22 6 Adding shared filters and shared lists to segments You can also add contacts to your segments using Shared Filters and Shared Lists, this allows you to pick from a list of saved common resources. You can view the available shared filters and lists by selecting Shared Library from the Contacts menu. To add a shared filter to a segment: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Click the button on the left panel, then click Shared Filter. 4. Click on the desired filter in the Shared Filter Chooser, then click Choose Oracle Corporation. All rights reserved 22 of 42

23 5. Select either Make a Local Copy or Add Shared Filter. Note: If you chose to create a local copy, or if you have the required permissions to edit the shared filter, you can re-configure the filter as needed. 6. Double-click on the filter name in the left panel, then type in a new name. Repeat with the description line directly below the name. This will help you easily identify what that filter is for when you return to the segment in the future. 7. Click Save when finished. The segment has been updated with your changes. Click the icon in the left panel to add more contacts through filter criteria, through uploading contacts from a local file, and through adding individual contacts. To add a shared list to a segment: 2016 Oracle Corporation. All rights reserved 23 of 42

24 1. Navigate to Assets, then click Segments. 2. Open an existing segment, or create a new one. 3. Click the button on the left panel, then click Shared List. 4. Click on the desired filter in the Shared List Chooser, then click Choose. 5. Select either Make a Local Copy or Add Shared List. Note: If you chose to create a local copy, or if you have the required permissions to edit the shared list, you can re-configure the list as needed. 6. Double-click on the list name in the left panel, then type in a new name. Repeat with the description line directly below the name. This will help you easily identify what that list is for when you return to the segment in the future. 7. Click Save when done. The segment has been updated with your changes. Click the icon in the left panel to add more contacts through filter criteria, through uploading contacts from a local file, and through adding individual contacts Oracle Corporation. All rights reserved 24 of 42

25 7 Filter and list operations With Eloqua, you can perform the following operations on segment filters and lists in the left-side pane of the segment editor:. Flatten: Converts a filter into a contact list. The new contact list contains all of the contacts that met the filter criteria at the time that the filter was flattened. Merge: Creates a contact list from two or more filters or lists, all contacts are included in the new contact list. If there were contacts common to both filters or lists, they are included only once in the new contact list. This is useful for eliminating repeats or crossover between multiple filters and lists. Intersect: Creates a contact list from two or more filters or lists, and only the contacts that were common in all filters and lists are included. Trim: Creates a contact list from two or more filters, and only the contacts that were unique to one filter or list are included. Delete: Removes the list or filter from the segment canvas. To flatten a segment filter: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Right-click on the segment filter that you wish to flatten, then click Flatten Oracle Corporation. All rights reserved 25 of 42

26 4. Click Flatten on the Flatten Contact Filter confirmation window. 5. Click Done. The filter is converted into a list. 6. Double-click on the list name in the left panel, then type in a new name. Repeat with the description line directly below the name. This will help you easily identify what that list is for when you return to the segment in the future. 7. Click Save when finished Oracle Corporation. All rights reserved 26 of 42

27 To merge, instersect, or trim segment filters and contact lists: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Press and hold Ctrl, then click each segment filter or contact list that you wish to modify. 4. Right-click the components, then click one of the following options: Merge: A contact list containing all of the contacts from the merged filters is created, the original filters or lists remain unaffected. Intersect: A contact list containing the contacts that were common to all the filters is created. The original filters or lists remain unaffected. Trim: Select one of the filters from the drop-down list as a target in which to trim from. A contact list containing the contacts that are unique to the specified filter is created. The original filters or lists remain unaffected Oracle Corporation. All rights reserved 27 of 42

28 5. Click Done. The selected objects are converted into a list. 6. Double-click on the list name in the left panel, then type in a new name. Repeat with the description line directly below the name. This will help you easily identify what that list is for when you return to the segment in the future. 7. Click Save when finished. To delete a segment filter or contact list: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Right-click the segment filter or contact list that you wish to remove, then select Remove Oracle Corporation. All rights reserved 28 of 42

29 4. Click Remove in the confirmation window. 5. Click Save when finished. The segment has been updated with your changes. Click the icon in the left panel to add more contacts through filter criteria, through shared filters and lists, through uploading contacts from a local file, and through adding individual contacts Oracle Corporation. All rights reserved 29 of 42

30 8 Excluding segment elements When you add a contact list or segment filter to a segment, the contacts in that list are included in the segment by default. However, you can also use contact lists and segment filters to exclude contacts. Example: You could choose to exclude people who opened an in the last week from a segment that focuses on re-engagement. Or, you might want to exclude contacts who work for one of your competitors. Using the segment editor, you can easily toggle filters and lists to specify inclusion or exclusion. You can view excluded contacts in the contact viewer. To exclude the contacts in a segment filter or list: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Right-click the segment filter or list of contacts that you want to exclude, then click Switch to Exclude Oracle Corporation. All rights reserved 30 of 42

31 The segment or list indicates how many contacts are now excluded. 4. Click Save when finished Oracle Corporation. All rights reserved 31 of 42

32 The segment has been updated with your changes. To once again include the contact list or segment filter, right-click the name in the left-side pane and select Switch to Include Oracle Corporation. All rights reserved 32 of 42

33 9 Sharing filters and lists You have the option to share a filter or list in your segment, provided that it is a local copy, or one that you have created yourself. Sharing a filter or list makes it available to other users in the application, this can save time as it allows common filters and lists to be reused. To share a filter or list 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Right-click the segment filter that you want to share, then select Share Oracle Corporation. All rights reserved 33 of 42

34 4. Type a name into the Share As field. 5. Type a brief, meaningful description into the Description field. 6. Click on a folder in which to store the shared filter, then click Share Oracle Corporation. All rights reserved 34 of 42

35 7. Click on one of the following options: Use Shared Filter: The shared filter is used in your segment and any changes that you make in your segment will be applied to the shared version. Use Local Filter: A local copy of the shared filter is made to which you can make changes without affecting the shared filter. 8. Click Save when finished. The segment has been updated with your changes Oracle Corporation. All rights reserved 35 of 42

36 10 Editing segments Eloqua allows you to edit existing segments. This can save you time: you can modify a previously created segment rather than create a completely new one. To edit a segment: 1. Navigate to Audience, then click Segments. 2. Search for existing segments. Click one of the following from the left menu: All Files: Displays a list of all currently existing files and folders available to you, and this includes files authored by others. Created by Me: Displays a list of files authored by you. Recently Accessed: Displays a list of files recently opened by you. Recently Modified: Displays a list of recently edited files, including files modified by others Oracle Corporation. All rights reserved 36 of 42

37 Alternatively, type the name of the desired file in the Search field. 3. Locate the segment you want to edit, then open it through one of two ways: Double-click the file. Right-click the file, then select Open. 4. Edit the segment as needed. Consult the following topics for more information on segment configuration: Adding contacts to segments using filter criteria Adding individual contacts to segments Adding uploaded contacts to segments Adding shared filters and shared lists to segments 5. Click Save when finished. The segment has been updated with your edits Oracle Corporation. All rights reserved 37 of 42

38 11 Deleting segments You can delete a segment from Eloqua when it is no longer needed. Important: You cannot delete an active segment. Active segments are segments that are currently part of an active campaign, and are labeled Active in the upper left-hand corner of the segment editor when you open the segment. If you wish to delete an active segment, you must first deactivate it. To delete a segment: 1. Navigate to Audience, then click Segments. 2. Search for existing segments. Click one of the following from the left menu: All Files: Displays a list of all currently existing files and folders available to you, and this includes files authored by others. Created by Me: Displays a list of files authored by you. Recently Accessed: Displays a list of files recently opened by you. Recently Modified: Displays a list of recently edited files, including files modified by others Oracle Corporation. All rights reserved 38 of 42

39 Alternatively, type the name of the desired file in the Search field. 3. Locate the segment you want to delete, right-click the file, then click Delete. 4. Click Delete on the Delete Asset confirmation window Oracle Corporation. All rights reserved 39 of 42

40 The segment is permanently removed from the application Oracle Corporation. All rights reserved 40 of 42

41 12 Viewing segment contacts Segments are groupings of contacts that are generated based on filter criteria and contact lists. You can view the contacts that are included and excluded in your segment using the View Contacts button in the segment editor. To view the contacts in a segment: 1. Navigate to Audience, then click Segments. 2. Open an existing segment, or create a new one. 3. Click View Contacts. The View Segment Members window opens. There are three tabs in this window from which to choose: 2016 Oracle Corporation. All rights reserved 41 of 42

42 All: This is the default tab, it lists all contacts that are included in a contact list or that meet the segment filter criteria. Any contacts that are excluded will not be listed in the All tab. Included: This tab lists all contacts that are included by a filter or list. Excluded: This tab lists all contacts that are excluded by a filter or list. 4. (Optional) Click the Contact View drop-down to change the contact view. 5. (Optional) Click Export. Fill in the required information and select if you want to export the data in Excel or CSV format, then click Export. 6. Click Close when you are done. You have viewed the contacts within the segment. Repeat as needed Oracle Corporation. All rights reserved 42 of 42