Score leads with video view data in Oracle Eloqua

Vidyard provides rich insights into how engaged your customers are with your business, your ideas, and your video content. That's why its so powerful to use video view data within your Oracle Eloqua lead scoring models.

There are two options for lead scoring in Oracle Eloqua: basic lead scoring and dynamic lead scoring through a campaign.

Requirements

• You must set up the Vidyard for Oracle Eloqua integration

Basic lead scoring

You can use the functionality under Audience > Lead Scoring to build a lead scoring model. 

These models can be useful; however, they do rely on "OR" statements, conditions that are queried individually. If a contact meets the criteria of more than one rule, Oracle Eloqua uses the rule that has the highest point value.

Oracle Eloqua provides the following example: you want to give 100 % of the points for opening an email in the last 3 days, 50% for an email open in the last 7 days, and 25% for an email open in the last 30 days. If a contact opened an email 5 days ago, the contact receives 50% of the points even though the contact met two of the rules.

Dynamic lead scoring through a campaign

Step 1: Create a (flattened) shared contact list

To create a lead score model that requires leads to meet a set of conditions, or "AND" statements, create a campaign that uses a dynamic filter to add leads to a shared contact list.

1. From the Eloqua dashboard, select Audience > Segments > Create a Segment
2. Click the + button, then choose Filter Criteria
3. Along the right-hand column, use the dropdown menu to select Custom Objects/Events
   • Drag Has Linked Contact in Custom Object onto the centre grid
   • Double Click and choose the vidyard_video custom object
4. Click Add to create conditions that your prospective leads must meet
5. Click View Contacts to review the segmented list. Ensure that the conditions are pulling the data and leads that you anticipate.
6. Right-click on your newly created filter, then select Flatten
   • Rename the flattened list to something that you can meaningfully identify

Flattening a filter allows you to save your segment of leads as a Shared Contact List. The list will then be available to you as a object when creating a campaign.

In the above example, we've asked for leads that have watched 50-75% of a "Top of funnel" video within the last 3 months. 

"Top of funnel" is a custom attribute associated with a Vidyard video. Custom attributes are additional metadata that can be passed from Vidyard to Oracle Eloqua and used to query leads in campaigns, lead scores and lists.

Step 2: Create a dynamic filter

The flattened Shared Contact List represents a set of leads who met your criteria at a specific moment in time. It is a static list.

To add leads who continue to meet your criteria to that list, create another filter with the same conditions, but do not flatten it. This dynamic filter will allow you to query for leads on an ongoing basis.

1. From the Eloqua dashboard, select Audience > Segments > Create a Segment
2. Click the + button, then choose Filter Criteria
3. Along the right-hand column, use the dropdown menu to select Custom Objects/Events
   • Drag Has Linked Contact in Custom Object onto the centre grid
   • Double Click on the filter and choose the vidyard_video custom object
4. Click Add and recreate the criteria used in the Shared Contact List (flattened)
5. Save the filter and provide it with a name that you can meaningfully identify

Step 3: Build a campaign

1. From the Eloqua dashboard, select Orchestration > Campaigns > Create a Multi-Step Campaign
2. Drag the Segment Members campaign step onto the grid
   • Double click on the step and choose the dynamic filter created in Step 2
   • Select Add members regularly until campaign is deactivated, then choose a frequency
   • This campaign step will continually query leads against the criteria of the dynamic filter
3. Drag Shared List Member? onto the grid
   • Double click on the step and choose the Shared Contact List (flattened) created in Step 1
   • This campaign step will determine whether a lead already exists on the Shared Contact List
4. Drag the Add to Shared List campaign step onto the grid
   • Double click on the step and choose the Shared Contact List (flattened) created in Step 1
   • This campaign step indicates to which list new leads should be added
5. Click Activate to run the campaign. Refer to your Shared Contact List as new leads that meet your criteria are added.