Table of Contents. Overview of Segments 2 Creating Segments 3 Managing Segments 17 Deleting Segments 23 Examples of Using Segments 24

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1 Table of Contents Overview of Segments 2 Creating Segments 3 Managing Segments 17 Deleting Segments 23 Examples of Using Segments 24

2 Overview of Segments An segment defines the list of recipients who receive an from the application. You use one or more segments to feed distribution in a campaign. You can create segments that include contacts in your distribution (or explicitly exclude them). You can include or exclude contacts that are returned by a particular private or shared filter, a private or shared list, or a list produced from uploaded contacts.

3 Creating Segments You can add contacts either by uploading a list (from a.csv file) or by adding a filter or list to your segment. The different options are described in this topic. To create a segment: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click New. 3. In the Template Chooser, select one of the Categories, then a template within that category. Click Choose. 4. Click > Settings. Fill in a segment Name and (if desired) a Description and click Done. The name is updated on the top function bar (on the left-hand side, just below the logo) along with the status indicator (Draft or Live). 5. Building a Filter Filter Criteria You can build your own filter to return contacts that meet one or more criteria that you set. This type of filter is created for your use only, but if it would be useful to other Eloqua users as well, you can share it. To build a filter: A. Click and select Filter Criteria from the call-out menu options. The filter appears in the left-hand pane. Note that the name of the filter is a system-generated generic name.

4 B. Double-click on the Filter Criteria 1 in the filter and enter a meaningful name. For example, if you wish to create a segment for your customer base in France, you might name this filter "Customers in France". Press Enter. This is what the filter will be known by in the user part of the system. You can double-click on the field right below the name to add a short description of the filter. Press Enter. C. Click on the filter. You can begin to add criteria by double-clicking on a criterion from the right-hand pane to add it to the filter or drag it to the center of the page. Here is a list of each individual criterion that you can add to the filter: Criterion Compare Contact Fields Description Compare a field value from the submitted form data to a static value. Compare Account Fields Compare the field value for the account number to a designated account number that you enter. Has Linked Record in Custom Object Allows you to determine whether a contact has any links to a custom object (for example, any purchases). Sent Any Allows you to determine whether a contact has opened any of your s one or more times within a particular time frame. Sent Specific s Lets you test whether a contact has opened a specific one or more times within a particular time frame. Sent s from Campaigns Allows you to determine whether a contact has opened an from a particular campaign one or more times within a particular time frame.

5 Sent s from Groups Allows you to determine whether a contact has sent any s from an group. Not Sent Any s Filters contacts who have not sent out any s. Not Sent Specific s Filters contacts who have not sent out specific s. Not Sent s from Campaigns Shows contacts who have not sent any s from campaigns. Not Sent s from Groups Allows you to determine who has not sent any s from groups. Opened Any Allows you to test whether a contact has opened any of your s one or more times within a particular time frame. Opened Specific s Lets you determine whether a contact has opened a specific one or more times within a particular time frame. Opened s from Campaigns Allows you to test whether a contact has opened an from a particular campaign one or more times within a particular time frame. Opened s from Groups Allows you to test whether a contact has opened an from a particular group one or more times within a particular time frame. Not Opened Any s Filters contacts that have not opened any s you have sent to them. Not Opened Specific s Filters contacts that have not opened specific s you have sent to them. Not Opened s from Campaigns Filters contacts that have not opened s sent to them from campaigns in which they are included. Not Opened s from Groups Filters contacts that have not opened any s sent to them from groups. Clicked Any Test whether a contact has opened any of your s one or more times within a particular time frame. Clicked Specific s Determine whether a contact has opened a specific one or more times

6 within a particular time frame. Clicked s from Campaigns Test whether a contact has opened an from a particular campaign one or more times within a particular time frame. Clicked s from Groups Test whether a contact has opened an from a particular group one or more times within a particular time frame. Not Clicked Any s Filters contacts that have not clicked on any s sent to them. Not Clicked Specific s Filters contacts that have not clicked on specific s sent to them. Not Clicked s from Campaigns Lets you determine who has not clicked s from your campaigns. Not Clicked s from Groups Allows you to filter contacts who have not clicked s sent from groups. Visited Any Landing Page Lets you determine whether a contact has visited any landing page within a specified time frame. Visited Specific Landing Pages Allows you to test whether a contact has visited a particular landing page within a specified time frame. Visited Landing Pages from Campaigns Lets you determine whether a contact has visited a landing page associated with a particular campaign within a specified time frame. Not Visited Any Landing Page Not Visited Specific Landing Pages Lets you determine whether a contact has not visited any landing page within a specified time frame. Lets you determine whether a contact has visited a specific landing page within a specified time frame. Not Visited Landing Pages from Campaigns Lets you determine whether a contact has visited any landing page included in a campaign within a specified time frame. Submitted Any Form Test whether a contact has submitted any of your forms one or more times within a specified time frame. Submitted Specific Forms Test whether a contact has submitted a specific form one or more times

7 within a specified time frame. Submitted Forms from Campaigns Determine whether a contact has submitted a specific form from a particular campaign one or more times within a specified time frame. Not Submitted Any Forms Not Submitted Specific Forms Not Submitted Forms from Campaigns Test whether a contact has not submitted any of your forms one or more times within a specified time frame. Test whether a contact has not submitted a specific form one or more times within a specified time frame. Test whether a contact has not submitted any of your forms from campaigns one or more times within a specified time frame. Visited Microsites Determine which of your contacts have visited your microsites. Not Visited Microsites Visited Page Tags Allows you to determine which of your contacts have not visited your microsites. Test whether a contact has visited web page tags. Not Visited Page Tags Test whether a contact has not visited any web page tags. Visited Websites Lets you determine which of your contacts have visited websites. Not Visited Websites Displays which of your contacts have not visited any websites. Subscribed to Groups Allows you to test whether a contact has subscribed to groups. Unsubscribed to Groups Allows you to test whether a contact has unsubscribed from groups. Globally Subscribed Determines which of your contacts have globally subscribed to your s. Globally Unsubscribed Determines which of your contacts have globally unsubscribed to your s. D. Double-click on the criterion to configure it. For example, this is how you configure the Compare Contact Fields criterion:

8 Note that once you have set the parameters and click outside the window, the settings for the criterion are shown in each criterion. E. Repeat as required with additional criteria to build your filter. F. By default, the criteria are connected by OR operators, meaning that ANY of the conditions can be true for a contact for it to be returned by the filter. If you want to change this to an AND operator (so that all the criteria must be true to for a contact for it to pass the filter), then click AND at the bottom of the page. Note: that you cannot combine AND and OR operators on the same Contact Filter. You must create separate filters for each operator. G. Click Save to save the filter. Note that the status of the segment remains DRAFT until you add the segment to a campaign and activate the campaign. Contact List A contact list contacts the specific contacts you add to it. The list can be used to include the contacts in the segment or to exclude them. This type of list is built for your use only, but if it would be useful to other users in the application as well, then you can share it. To build a list: A. Select Individual Contacts from the options. The list name appears in the left-hand pane with a generic system-assigned name. You can change that name to something more meaningful to your segment.

9 B. Click on the the generic name ("Individual Contacts 1" in this case) in the list and enter a meaningful name. This is what the list will be known by in the user part of the system. To add a short description of the contact list, click No description provided and enter a name that is useful for your purposes. C. Save the list. Then start building the list by adding existing contacts. Search for contact records by entering the whole or partial name in the search filter, then press Enter. A list of contact records that at least partially match your search term are returned once you have typed at least three characters in the search field. You can further refine your search by continuing to type exactly what you are looking for. Matching records are returned for the string you have entered in the Last Name, First Name or Address fields (columns). D. Double-click on one of the contacts returned by the search (the top pane on the page) to add it to the contacts that are in the contact list (the bottom pane). Repeat for additional contacts you want to add. You can also drag-and-drop a contact from the Search Results area on the top of the page to the Individual Contacts area on the bottom.

10 E. Click Save to save the list. Note that the number of contacts in the list is now shown next to the indicator in the contact list in the left-hand pane. F. By default, the list contains contacts that are included in the segment. But you can exclude contacts from the segment if you choose. Right-click on the list name and select Switch to Exclude. If you make a change, make sure you click Save again. Upload Contacts The quickest way to bring a large number of contacts into the application is to upload a contact list from an external file (such as a.csv file). The Upload Contacts wizard will guide you through the process of uploading the contacts into your marketing database. To upload contacts from a CSV file: A. Select Upload Contacts from the options. The Contact Upload Wizard opens. B. A default Name is provided, which you can change. C. Select an Import Source. This is usually a.csv file (the example we'll use here) or an Excel or delimited file, but you can pick any of the options in the list.

11 Choose an Import Purpose (either to add the contacts to the database or to update the contact addresses). Click Next Step. D. In the second step, click Browse and navigate to the.csv file that contains the contacts you want to upload. Select the file and click Open in the File Upload window. Then in the Contact Upload Wizard, click Upload. When the upload is done, click Next Step. D. In the third step, you will make sure that the fields in the contact records to be uploaded match field definitions in the application. First, select the Key Field, the field that uniquely identifies each contact record you are uploading (this is usually the Address field). Then click AutoMap Fields, which should result in most or all of the fields being mapped. Click each field in turn and check the Maps to Contact Field picklist to see which system field each of the contact record fields have been automatically assigned; for any that aren't

12 correctly mapped, select the correct system field in the picklist. When all the fields have been mapped correctly (you will see a checkmark next to the field name indicating a correct mapping), click Next Step. Note: If there are one or more fields you do not map, it will not be matched to a field in the application and will not be used. E. In the fourth step, enter the address where you want to be notified when the upload is completed and click Finish. The process for uploading the contacts into the marketing database for your Eloqua application begins. Close the wizard. When the contacts have been uploaded, you will receive a notification at the address you provided.

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14 F. The contact upload appears in the list of segment elements (in the left-hand pane). You can click on the title and change it (if required). Shared Filter A shared filter is one that is available to anyone using the application (as opposed to those you create strictly for your own use). To use a shared filter: A. Select Shared Filter from the options. B. In the Shared Filters window, navigate to a filter in the list of filters shown or enter a search term to see filters with names that contain the term. Select the filter in the list of filters generated. C. Click Use Shared Filter to use the selected filter in your segment. If you plan to make changes to the filter that would not be useful to other Eloqua users, then click Make a Local Copy instead. This way, when you make changes, they won't affect the original global filter. Best practice: If you need to make a complex filter, making a local copy of a similar global filter and editing it could save you a lot of time.

15 D. If you created a local copy of the filter, make sure that you click in the filter and change the name, and, if desired, the description. This is a good way to ensure that you remember that it's a copy. E. Make any changes required, such as adding, configuring or removing criteria. Remember that if you're using the Shared Filter rather than a local copy, then the changes you make affect all users of that filter. To add criteria The process and options are outlined above under Filters. To remove a criterion from the filter Click on the criterion in the middle of the Segment window and press Delete. F. Click Save to save the changes to your segment. G. If you made a local copy of the filter and want to share it with other users, right-click the filter in the Master View and click Share. Rename the filter and change the description if necessary. Select the folder in which to add the filter and click Share to share the filter with other users. H. Click Save to save the Segment. Shared List A Shared List is one that is available to anyone using the application (as opposed to those you create for your own use). To use a Shared List: A. Select Shared List from the options. B. In the Shared Lists window, enter a search term to find the existing shared filter. Select the list from the lists generated. C. Click Use Shared List to use the selected list in your segment. If you plan to make changes to the list that would not be useful to other Eloqua users, then click Make a Local Copy instead. This way, when you make changes, they won't affect the original Shared List. Best practice: If you need to make a complex filter, making a local copy of a similar Shared List and editing it could save you a lot of time. D. If you want to change the name of the list, click in the name field and enter the new one. E. Search for any additional contacts you want to add to the list. Add them by either double-clicking or dragging-and-dropping. 5. Add any more elements that you want to include in the segment (follow the relevant steps above from step 4). 6. Click Save to save your segment.

16 7. You can filter the left-hand pane to see only particular types of elements. The buttons at the bottom of the pane allow you to choose which elements you want to see. The buttons are used to show or hide different types of elements in the pane: All elements are shown by default (the background color for all checkboxes is blue). If the checkbox is blue, then you will see this element; if it is white (click it to toggle it), the element is hidden. To hide any of the elements, simply click the checkbox next to that element. 8. Click the refresh button at the top of the left-hand pane to ensure that you're viewing the up-to-date number of contacts included in your segment. This is the sum of the number of unique contacts in each segment element (the number of unique contacts may be lower than the sum of contacts in the elements if the contacts are not all unique); note that this number does not account for Excludes (segment element with a red indicator).

17 Managing Segments To edit a segment: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Select a segment in the Chooser, then click Choose to open it. 3. Make any changes required, using the information in Creating Segments as a guide. 4. When you are finished making your changes, click Save to save the edited segment. To share a local copy of a filter: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode. 3. If you are working on a local copy of a Shared Filter or Shared List or your own filter or list, you can rightclick it and select Share to make it available to other users in the application. 4. Fill in the name (Share As) that you want to share it under, select a folder and click Add To, and (optionally) fill in a Description, then click Share.

18 5. In the window that opens, click on Use Shared Filter or Use Local Filter, depending on whether you want to use the Shared Filter or List in your segment (and push any changes you make subsequently to the shared version) or use a local copy (to which you can make subsequent changes without changing the Shared Filter). To access and edit the settings for a filter or list in a segment: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode. 3. Double-click the element you want to edit in the left-hand pane. You can make your changes in the work area to the right. 4. Edit the settings as required, then click Save when you have finished. To delete a filter or list in a segment: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode. 3. Right-click the element in the left-hand pane that you want to remove. In the menu, select Remove. 4. In the confirmation window, click Remove to remove the filter or list from the segment. Note that this does not remove the filter or list from the application, just from the segment. To view contacts in a segment: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode. 3. At the top of the page, click View Contacts. The View Segment Members window opens in the All tab, showing all the contacts in this segment.

19 4. You can click on the Included tab to see just those contacts that are included in this filter, or Excluded to see all contacts who are excluded. Manipulating Segment Filters If you wish to create a subfilter that will display a list of the segment contacts matching that particular criterion, you use the Flatten function. Once you flatten a Contact Filter, a list of contact members matching your criteria is created, but it is static, i.e. it becomes a non-dynamic contact list. To flatten a Contact Filter: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and click Choose (or double-click on the name of the segment) to open it in edit mode. 3. You must have more than one Contact Filter in order to flatten the results into a static contact list. In the example below, there are 6030 contacts who have not been sent or opened any s, however there are only 6 that further match the criteria of having visited a web site:

20 4. To keep the list of contacts who match the Visited Website criterion as a static (flat) list, right-click on the filter and select Flatten. 5. A warning appears requesting confirmation that you wish to flatten this contact filter, as it will then become a Contact List. Select Flatten (or Cancel if you do not wish to proceed). When the flatten process is complete, a success message will be displayed: 6. Click Done to return to the Filters page. 7. When you click on the name of the filter that you have flattened, you see the list of matching contacts:

21 Intersecting Contact Filters If you wish to find out which contacts are common between two or more contact lists in a segment, you use the Intersect command. To intersect contact lists: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode. 3. To intersect two filters (contact lists), either Shift-Select or Ctrl-Select the desired filters. Once the filters are selected, right-click anywhere in the selection and select Intersect. The Segment Set Options dialog box opens, and when finished the Completed Intersection. New Contact List created. message is displayed. The new list is named Intersected List X, where X represents the first, second, etc. Intersected List, for example Intersected List 1 for the first such list. You can rename the list to something more descriptive for future reference by double-clicking on the default name. 4. Click Done when finished. Merging Contact Filters You may wish to merge contacts from two or more contact lists (filters). 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode.

22 3. To merge two filters (contact lists), either Shift-Select or Ctrl-Select the desired filters. Once the filters are selected, right-click anywhere in the selection and select Merge. The Segment Set Options dialog box opens, and when finished the Completed merging. New Contact List created. message is displayed. The new list is named Merged List X, where X represents the first, second, etc. Intersected List, for example Intersected List 1 for the first such list. You can rename the list to something more descriptive for future reference by double-clicking on the default name. 4. Click Done when finished. Trimming Contact Filters To determine which contacts are not common between two segment (contact) filters, you use the Trim function. 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. Either find the segment in the folders shown or search for it by name using the field at the top of the window. Click on the segment to select it and open it in the editing mode. 3. To trim two filters (contact lists), either Shift-Select or Ctrl-Select the desired filters. Once the filters are selected, right-click anywhere in the selection and select Trim. You are then prompted to select the target filter from which to trim the common contacts. The Segment Set Options dialog box opens. When finished the Completed trimming. New Contact List created message is displayed. The new list is named Trimmed List X, where X represents the first, second, etc. Intersected List, for example Trimmed List 1 for the first such list. You can rename the list to something more descriptive for future reference by double-clicking on the default name. 4. Click Done when finished.

23 Deleting Segments To delete a segment: 1. From the navigation toolbar at the top of the page, select Contacts > Segments. 2. Click Open. In the Segment Chooser window, either find the segment in the folders shown or search for it by name using the field at the top of the window. Right-click on the segment and click Delete on the menu. 3. Click Delete in the confirmation window to confirm that you want to permanently delete this segment. It is removed from the application.

24 Examples of Using Segments Segments may vary as much as the different marketing campaigns for which you use them. Or, they may be fairly consistent from one campaign to the next, depending on a wide range of factors, including the customer profiles and segments you are trying to reach, whether your campaign is targeted at a particular type of decision maker, and how specific the offer or call to action is in your s. In general, you should try to create segments that include contacts from a particular segment, with a specific job title, located in a sales territory or other geographic territory, or any other criteria that makes sense for your business. You may even apply multiple segments, using filtering, to create tightly-focused segments. In many cases, it is more efficient to use lists small enough that you can use multiple lists to feed the same campaign rather than continually creating large lists that work only for a single campaign. However, your specific business needs should be defined first, so this article only outlines a few possibilities for how you might assemble your segments. Example 1: Segment Organized by Sales Territory It's relatively easy to create a segment by sales territory if every one of your territories corresponds to a single field value a specific state, city, county, or zip code. Unfortunately, sales territories are often not that easily defined. They may cover multiple states (or parts of different states), cities, zip code, counties, and even countries. For example, let's say that your filter covers an entire city as well as a few zip codes outside the city. You will want to establish a filter that includes any contacts from that city and from the specified zip codes. Let's further consider the example of Kansas City. There are two, one in Missouri and one in Kansas, so you'll also have to specify which state you are referring to. In the following diagram, 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." Example 2: Segment Organized by Job Title In this example, you want to create a segment that includes only executives you consider to be decision-makers among your contacts. You determine that for your products, the primary purchase decision-makers are the CEO, the CTO, the CIO, and the CMO, along with SVPs, EVPs, and VPs for these functions. Example 3: Setting Up Exclusion Criteria Your Customer Administrator can set up which contacts should be universally excluded from all segments (System-Wide Exclusions). This can be set up based on a wide range of criteria, but the most common criteria is based on excluding the addresses that belong to a competitor's domain. This may also include excluding additional domains belonging to partners of the competitor.