Friday, February 5, 2010

Report Highlight: Contact Field Value by Contact Group

(Guest post from Amber Stevens)


Marketers are curious creatures. Luckily, Eloqua provides ways to find answers to your burning questions like who is responding to my marketing outreach? What size are the companies? What did they respond to? Etc. One way is to create a Contact Group and use Data Manipulation --> Field Summary. This is a fast and easy way to view high-level point in time summary data on key fields like "job title”, "last lead source" or “revenue” for example. But, what if you want to drill down on values to see the specific contacts that meet your criteria, export to manipulate further, or email and share with the team? For flexibility like this, you should leverage an Eloqua report template called “Contact Field Values by Contact Group”.

To use this report, you will need to have created a Contact Group with members whom you’d like to valuate. For this example, I’ve created a report of all contacts that went through our own Lead Scoring program over a certain time period. I’m curious to see the break out of lead scores – how successful were our marketing efforts in driving high quality responses?

Here’s how to do it.

Navigate to Evaluate -> Reporting -> Report Console. In the “Find a Report” search field, query “Contact Field Values by Contact Group” and select the report template.

Next, select the report parameters – or specifically, the contact field and contact group you wish to analyze and then click “View Report” in the lower left hand corner.

Your report will populate in window and look something like this.

I’m curious to learn a bit more about the A1 group, our highest scored contacts. To drill down, I click on the A1 value.

From here, I can see the specific program lead source that they came from, what sales rep received the lead and other more granular and insightful bits of information. If I wish to manipulate the data further or save as a point in time reference, I can export the data to excel (or another format) and save. I can also put the A1 leads in a new contact group by selecting “Actions -> Add Contacts to Contact Group” and work on developing a targeted campaign focused on driving conversions in this key group. Finally, I can email the report to my boss, and save it to “My Eloqua Today” so that I can access it regularly.

Although we looked at lead score as the summary in this example, you can use this report to analyze contacts on any field value that you are curious about. Another interesting view would be to look at lead source to see which contacts responded to which offers. The “Contact Field Value by Contact Group” report gives you additional flexibility over a more simplistic contact group manipulation. Both are a great way to get a sense for your data and key performance indicators, but it is important to know the use case for each of these features so that you can gain access to the information that you need, in the format that you need it in.