Integrate analytics with Eloqua

Integrating Eloqua with Optimizely Content Marketing Platform (CMP) lets you see how your content is affecting your marketing automation programs. 

Eloqua integration overview

The following main steps are described in more detail in this topic.

1. Create an Eloqua user with read-only authentication access to the Eloqua API.
2. Create a Web Data Lookup in Eloqua which associates Eloqua contacts to the content they have viewed.
3. Authenticate your Eloqua account in the Content Marketing Platform (CMP).

CMP periodically synchronizes new Eloqua contacts by making calls to Eloqua’s REST API on behalf of your authenticated user.

Eloqua’s tracking JavaScript can identify known contacts browsing your site. CMP's tracking JavaScript relies on a method exposed by Eloqua’s tracking JavaScript that exposes a known contact’s email address. Once a contact is identified, CMP can relate the contact to their web browsing history through a cookie so pageviews to content can be attributed to a contact in Eloqua.

CMP never modifies any data in your Eloqua instance since the user that authenticates should have a Read Only API access role. Additionally, CMP does not store your Eloqua login credentials. Data from Eloqua stored by CMP is encrypted and only your organization in CMP has access to it.

You can see Leads Reached and Leads Generated metrics in the Analytics view of CMP.

• Measure Leads Reached – A visitor must be an Eloqua contact at the time that they viewed the content. For example, if an existing lead views Content A and Content B, it counts as a lead reached for Content A and B. Leads reached is similar to how unique visitors are counted. If a lead views Content A and B they are only counted once.
• Measure Leads Generated – A visitor must have viewed content on your site and then converted into an Eloqua contact by filling out a sign-up or subscription form connected to Eloqua. For example, if a visitor viewed Content A and then subsequently viewed Content B and subscribed afterwards, Content B would be attributed with converting the visitor to a lead as long as the visitor converted within 24 hours (after consuming the content). This attribution model is called last-touch attribution. The total number of leads generated is the total of distinct visitors who converted to leads after seeing content.

Integrate Eloqua with the CMP

Create an API-READ-ONLY security group in your Eloqua account

1. In your Eloqua account, go to the settings page.

   

2. Click View Users. The Users page displays.
3. Select Users > New Security Group.

   

4. Enter the name of the security group (API-READ-ONLY) with acronym (APIR).

   

5. Specify read-only access for the new security group.
   1. Click Action Permissions.
   2. Click Edit.
   3. Select Consume API > API.
   4. Click Save.

      

Create a CMP Eloqua user

1. Select Users > Add New User.
2. Fill out the New User form.

   Be sure to add the user to the new API-READ-ONLY security group that you just created. If possible, you should create a separate email for this Eloqua user, but if not you can use your own.

   

Create a Web Data Lookup in Eloqua

1. Select Assets > Website Setup > Web Data Lookup. The following page displays:

   

2. Click New Data Lookup and enter CMP Analytics.
3. Select Visitors as the Data Lookup Type.
4. Select Customer Info as the Data Fields Returned. This is what the completed Web Data Lookup should look like.

   

5. Click Save. The Data Lookup Details displays.
6. In Data Lookup Information, copy the value of the Data Lookup Key and send this value to your CMP contact. This is important because the key is used to execute the web data lookup in our tracking JavaScript.

   

Authenticate your new user in CMP

1. In your CMP account, go to your avatar. If your organization has requested access to the Eloqua integration, select Eloqua from the menu.

   

2. On the Eloqua page, sign in to your Eloqua account with the credentials you created.

   

Frequently Asked Questions (FAQ)

What data does CMP store from Eloqua?

After CMP is authenticated, it fetches recently created or updated contacts from Eloqua through the REST API for Oracle Eloqua Marketing Cloud Service. 

Contact fields stored:

• id
• createdAt
• updatedAt
• name
• emailAddress

CMP fetches recently visited records for recently created or updated contacts from Eloqua through the REST API for Oracle Eloqua Marketing Cloud Service.  

Visitor fields stored:

• contactId
• createdAt
• visitorId
• externalId
• V_IPAddress
• V_LastVisitDateAndTime

How often does CMP request data from Eloqua?

CMP automatically fetches contacts and visitors three times per day at 0300, 0600, and 1000 UTC for records that were created or updated the previous day.

What about historical data?

When the integration is set up, historical data from Eloqua for contacts that is collected through your website must be manually back-filled by CMP to have existing contacts so that if a known contact visits content published from CMP, they count towards ROI Analytics metrics. Otherwise, no contact record would exist in CMP and could not be counted towards ROI Analytics metrics.