Eloqua Analytics Integration Process

What does it do?

NewsCred’s Eloqua analytics integration gives you the ability to see how your content is affecting your marketing automation programs. You’ll be able to see “Leads Reached” and “Leads Generated” metrics in CMP analytics.

What are the requirements?

You need to have an Eloqua instance with Eloqua’s asynchronous tracking scripts configured on your site that captures leads.

How does it work?

Assuming you’ve met the requirements, the first step should be to create a new Eloqua user with read-only authentication access to the Eloqua API (Explained below in steps 1-2 of “Steps to Integrate”). Additionally, we require you to create a “Web Data Lookup” in Eloqua (See below in step 3) which we use to associate Eloqua contacts to the content they have viewed. Finally, you must authenticate your Eloqua account in the NewsCred Content Marketing Platform (Step 4). Once you’ve authenticated, NewsCred will periodically sync your new Eloqua contacts to our system by making calls to Eloqua’s REST API on the behalf of your authenticated user.

How is the “Leads Reached” metric calculated?

For a lead to be considered “reached” the visitor of a piece of content must be an Eloqua contact at the time that they viewed the content. So if an existing lead views content A and content B they count as a lead reached for content A and B. Leads reached across all content is similar to how unique visitors are counted. If a lead views content A and B they are only counted once.

How is the “Leads Generated” metric calculated?

For a lead to be considered “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. If a visitor viewed content A and then subsequently viewed content B and subscribed afterwards, content B would then be given attribution for converting the visitor to a lead as long as the visitor converted within 24 hours of visiting the content. This attribution model is called “last touch” attribution. The total number of leads generated, is the total distinct number of visitors who converted to leads after seeing content.

How does NewsCred know what content Eloqua contacts have viewed?

Eloqua’s tracking JavaScript can identify known contacts browsing your site. NewsCred’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, NewsCred is able to relate the contact to their web browsing history through a cookie so pageviews to content can be attributed to a contact in Eloqua

Is it a risk to give NewsCred access to my organization’s Eloqua instance?

No, because NewsCred will never modify any data in your Eloqua instance since, as outlined in “Steps to Integrate”, the user that authenticates should have a “Read Only” API access role  which means that it cannot modify any data in Eloqua. NewsCred does not store your Eloqua login credentials. Data from Eloqua stored by NewsCred is encrypted and only your organization in NewsCred’s CMP has access to it.

Steps to Integrate

  1. Create a “API-READ-ONLY” security group in your Eloqua account:
    1. Navigate to the settings page by clicking on the icon in the top right corner of your eloqua account.
    2. On the settings page, click users:
    3. On the users page click “Users” -> “New Security Group,” and call the security group “API-READ-ONLY” with acronym “APIR.”
    4. Now, you need to specify read-only access for the new security group. Click “Action Permissions,” click edit, and check the box under “API” that says “Consume API.” Click save at the bottom of the security group page. image8.png
  2. Now that you have created your security group, you need to create a “NewsCred” Eloqua user.
    1. Click “Users” -> “Add New User”
    2. Fill out the New User form as shown below, making 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 image12.png
  3. Create a “Web Data Lookup” in Eloqua
    1. On the top level menu, click “Assets” -> “Website Setup” -> “Web Data Lookup.” It will bring you to a page that looks like this:
    2. Click “New Data Lookup” and call it “NewsCred Analytics.”
    3. Select “Visititors” as the Data Lookup Type.
    4. Select “Customer Info” as the Data Fields Returned. Hit save in the bottom right hand corner. This is what the completed Web Data Lookup should look like:
    5. Once you save the lookup, you should see a page called Data Lookup Details. Under the top field called “Data Lookup Information,” copy the value of the “Data Lookup Key” and send this value to your NewsCred contact! This is important because we will use this key to execute the web data lookup in our tracking JavaScript.
  4. Auth your new user in the NewsCred Content Marketing Platform
    1. In your CMP account, click the user dropdown menu in the top right hand corner. If your organization has requested access to the NewsCred Eloqua integration, you should see an “Eloqua” item in the dropdown list.
    2. On this Eloqua page, sign in to your Eloqua account using the user that you created above.
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