Tips and Tricks to getting the most out of Oracle Eloqua’s new features in 2019.

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Tips and Tricks to getting the most out of Oracle Eloqua's new features in 2019.

by Tom Oakley, Marketing Automation Consultant - January 2019

2018 was a busy year in the world of Eloqua releases. On the back of a few years of minor updates, as we head into 2019, the Eloqua 18D release undoubtedly hits the spot when it comes to headline features. Whatever your specialism, there’s something for you.

I can’t start by failing to mention the addition of Chrome as a preferred browser for the first time. If you’re a Chrome user, you’ll understand the pain of having to separately open a Firefox browser just for Eloqua, when everything else is managed within the one Chrome window. Long overdue, but an end to the unnecessary browser switching or risking forgetting and blindly waiting for a list to load that’ll probably time out.

LANDING PAGE DESIGN EDITOR

Arguably the most important feature of 18D is the rollout of the new Landing Page Design Editor, which has been in Beta up-to-now, as part of the controlled availability program. Unlike before, it allows for the quick build of responsive landing pages for a better customer experience, without needing to touch the HTML.

If you’re a designer, you’d probably be frustrated with the limitations caused by the strict wireframe and restrictions in HTML usage, but for the average marketing user with no coding skills, a simple registration page can be built from scratch without a marketing agency hand-holding you through it.

In fact, the Beta has been so successful that Oracle will remove the option to create assets using the original editor as of May 2019, with the option to edit existing assets taken away in August.

Reporting & Dashboards

No update would be suffice for me without new reporting capabilities, which thankfully can be ticked off in 18D. Probably the most consistent question we as marketers now have to answer surrounds the impact of our marketing activities on revenue, so the new Closed-Loop Reporting Dashboard is a great addition to view attribution information, without having to delve into Insight.

Furthermore, the Email Performance Dashboard has been enhanced through the addition of the email click-through visualiser. This isn’t a new report as such, since it was previously available as a standalone, but it’s now easier to use within the Email Performance Dashboard.

As for Eloqua’s Insight reports, there are now extra customisation options on the Website Overview, Page Details and Campaign Engagement reports, and the repetitive task of needing to open a support case to assign an Analyser license to any Eloqua user has been removed, with it now becoming a self-service capability for admins.

Salesforce Integration App

Although only part of the controlled availability program for now and requiring an access request via My Oracle Support, I anticipate the most significant feature in this release will eventually be the closed Beta of the new Salesforce integration app.

The current native integration between Eloqua and Salesforce requires program builder, meaning there are delays in the sync. However with this new app, the integration is able to be managed within a program or campaign canvas to create or update records in Salesforce objects in real time. What we will see going forward is whether the flexibility of the existing integration is maintained, whilst becoming easier to use and configure, as the current flexibility is a key advantage of Eloqua’s over other marketing automation technologies.

As a heads up, those requesting this feature need to be comfortable with the current native Eloqua-Salesforce integration, have a sandbox environment, and use the 18 character SFDC IDs (not 15) - otherwise the request will probably be rejected.

Conclusion

Given the extensive release notes of 18D, I would highly recommend any Eloqua User to give the official release notes (https://www.oracle.com/webfolder/technetwork/tutorials/tutorial/cloud/eloqua/18D-eloqua-nfs.htm) at least a skim read, since what’s covered is very diverse and stretches far beyond the highlights in this article. For example, the new ‘number of contacts in error state’ display feature now added to each step in the campaign canvas is a neat little addition that gives instant visibility of where and why leads will fall out of the flow.

For the here and now however, those still using the legacy design editors should certainly focus on the new landing page capabilities and depreciation deadlines for the original Design Editor.

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