Creating campaign response rules for closed-loop reporting

Campaign response rules define the campaign activities that are important to your organization and allow you to update the Salesforce campaign member status. Campaign activities can include:

  • Inbound activities, such as email opens, clickthroughs, and form submissions.
  • External activities, such as trade shows and conferences.

Oracle Eloqua campaign responses are mapped to Salesforce campaign member status as determined by the response rule. Every hour (5 minutes after the hour) Oracle Eloqua evaluates campaign responses. When a response occurs, Oracle Eloqua records the response and later the response is sent to Salesforce.

Response rules are prioritized so that only the highest priority response is sent to Salesforce. This ensures that when an activity that is lower in priority occurs, it does not overwrite the campaign member status that is higher in priority. It also does not overwrite the action that caused the lead to be a response to a campaign in Oracle Eloqua.

Using a webinar campaign as an example, when someone initially clicks through on the invitation email, the member status changes to Responded. If they then complete the registration form, their member status changes to Registered. Registering for a webinar is a higher priority and is reflected in the Salesforce campaign member status.

For your closed-loop reporting implementation, consider the Oracle Eloqua inbound activities and external activities. Which activities matter most for determining conversion? What campaign member status should these activities map to?

Use a table like the one below to help you plan.

Priority Response activity Salesforce campaign member status
1 Tradeshow - Viewed a demo Viewed a demo
2 Tradeshow - Visited booth Visited booth
3 Webinar - Registered Registered
4 Webinar - Attended Attended
5 Form submit Responded

Before you begin:

  • Set up your external activities before setting up response rules. See Creating external assets and activities.
  • Verify the campaign member status setup in Oracle Eloqua. You can import the status options from Salesforce, or create new ones in Oracle Eloqua. For more information, see Creating campaign member status values.
  • Oracle Eloqua evaluates campaign responses every hour (5 minutes after the hour). Campaign responses are recorded by Oracle Eloqua for 12 months after the campaign end date.
  • We recommend that you do not create a response rule for the Email Sent activity. This would create a response whenever an email is sent to a contact.

To create campaign response rules:

  1. Click Settings An image of the Settings menu icon, which is represented by a black cog..
  2. Click Response Rules under Database Setup.
  3. Click Add Response Activity. A new row appears in the Default Campaign Response Rule Details table.

    An image of the Default Campaign Response Rule Details area.

  4. Map the Oracle Eloqua response to the corresponding CRM response using the Response Activity and Member Campaign Status.
  5. Select the Salesforce Responded check box, then select the Salesforce Default check box for the campaign response rule that you want to set as the default. Enabling the Salesforce Responded setting ensures that the response is recorded in Salesforce as a response.
  6. Repeat these steps until you have created all the response rules you want.

    Note: If you delete or modify a response rule, the change is applied the next time the response is sent to CRM.

  7. Order the response rules in the table from highest priority to the lowest priority using the arrows table. Oracle Eloqua records all response activities but only sends over the highest priority response to CRM.

    An image showing the buttons to change the priorities of the response activities

  8. Select Use Program Builder for Campaign Associations in the Salesforce Integration section.

    An image of the Salesforce Integration area.

    Note: This setting determines how responses are sent to Salesforce. We recommend using a program to update your CRM with campaign information. However, you organization might use another method. For more information on the program, see Sending campaign data to Salesforce for closed-loop reporting.

  9. Click Save.

After you finish: Continue to Configuring campaign revenue settings for closed-loop reporting

Related

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Closed-loop reporting with Salesforce