Adding the BlueKai Data Activation app to your campaign

You can use the BlueKai Data Activation app in your campaign to classify your Oracle Eloqua segments and import them into your BlueKai DMP. This app enables you to create new BlueKai categories or select existing ones, and link them to your Oracle Eloqua segments (for example, email openers, email clickers, and so on) via BlueKai classification rules. Create your Oracle Eloqua segment using the Has Visitor Profile filter to ensure that there is an association between the visitor and the contact. As contacts flow into the app, it will call BlueKai with their Oracle Eloqua segment-based attributes, and the classification rules will map them into categories in your BlueKai DMP taxonomy.

To add the app to your campaign:

  1. Click the Campaign Steps drop-down arrow to expand the list.
  2. Locate the BlueKai Data Activation app under the Actions section, then click-and-drag it onto your canvas.

    An image of a sample campaign. A red arrow is pointing towards the BlueKai Data Activition app, which can be found under the Actions section.

  3. Double-click the element, then click Edit An image of the edit button to configure the app:

    An image of the BlueKai Data Activation Configuration window.

    In the BlueKai Data Classification page, you can add your Oracle Eloqua segments to new or existing BlueKai categories in your taxonomy.
  4. To add an Oracle Eloqua segment to an existing BlueKai category:
    1. Browse the categories in your Private-DMP or Self-Classification nodes in your taxonomy, or search for a category by entering its name (whole or partial) in the Search box at the top.
    2. Select the check box for each of the categories to which the Oracle Eloqua segment is to be added.
    3. The Categories Selected field displays the number of BlueKai categories to which the Oracle Eloqua segment will be added.
  5. To create a new category and add an Oracle Eloqua segment to it:
    1. Browse to the Self-Classification node in your taxonomy. You can only add new categories under this node (you cannot create new categories in the Private-DMP node).
    2. Click + add child on the category (the parent node) under which your new category (a child node) is to be added. A new category is added underneath the selected parent node and is automatically selected (this means that the Oracle Eloqua segment will be added to this new category). To remove the Oracle Eloqua segment from this new category, clear the check box.
    3. The Categories Available field in the lower left-hand corner displays the number of categories you can create. You can typically create a maximum of 50 total self-classification categories, including categories created for Oracle Eloqua segments.
    4. Double-click the new category and then enter a descriptive name representing the attributes of the users being classified into it, such as Email Clickers.
  6. Click Save.
  7. Connect a decision to the app.
  8. Connect a decision to the BlueKai Data Activation app and connect the Data Activation app to another step if you want contacts to keep flowing through your campaign after they have been classified into a category.

    Image of the campaign canvas with BlueKai Data Activation connected to a wait step

After the campaign has been activated, when a contact flows into the BlueKai Data Activation app, it calls the BlueKai user data API with the contact's hashed email address and Oracle Eloqua segment-based attributes. BlueKai classification rules map the attributes into the categories you created or selected above, and add the categories to the contact's BlueKai anonymous online profile. Your Oracle Eloqua data is instantly ready for activation in the BlueKai platform. Data is on-boarded and ready for use once the BlueKai user data API calls successfully complete. However, there is some delay regarding when inventory for an Eloqua category is displayed in the BlueKai audience builder (up to 96 hours) and the inventory trend report (up to 36 hours).

Important: It may take up to approximately 30 minutes for the classification categories and rules created in BlueKai to be propagated across all the BlueKai Pixel Servers. Schedule the activation of your campaign for a minimum of two hours later.

As your Oracle Eloqua segments are imported into your BlueKai DMP, you can add the categories representing them to your target audiences, and create a campaign to deliver your Oracle Eloqua segments across multiple media execution platforms.

Best practices: ensuring ID swaps

The contact-to-visitor relationship is established through web activity such as an email clickthrough, an email open, or a form submit. If a visitor is linked to a contact, they have been ID swapped with BlueKai.

To increase the number of matches and limit the number of unmatched contact errors:

Note: The Has Visitor Profile filter includes visitors for Oracle Eloqua from the last 120 days. If ID swapping is turned on at the same time as the filter, matching data does not yet exist and you may receive unmatched contact errors. ID swapping may need to be active for up to four months before its matches are almost the same as the filter.

Related

BlueKai documentation: Classify Eloqua segments with the BlueKai Data Activation app

Oracle Cloud Marketplace: BlueKai Data Activation app

Configuring the Oracle Eloqua and BlueKai integration

Installing the BlueKai Data Activation app