Configuring Oracle Eloqua and Oracle DMP ID swapping

Important: Oracle BlueKai is now known as Oracle DMP. This change in name may not immediately reflect everywhere in the Oracle Eloqua user interface.

When an anonymous contact interacts with a marketing asset, Oracle DMP's data management platform (DMP) can be leveraged to assign an email address to this contact, thus making this contact a known contact. The contact-to-visitor relationship is established through web activity such as an email clickthrough, email open, or form submit. If a visitor is linked to a contact, they have been ID swapped.

Important: If you are using Oracle Eloqua assets, Eloqua tracking scripts were automatically added to these assets when Oracle DMP ID swapping was enabled for your Oracle Eloqua instance. Your contacts will automatically be ID swapped when they open their email or click through and you do not need to complete the configuration described in this topic. If you are using forms, with your Oracle Eloqua campaign, ID swapping is automatically enabled. However, if you want to perform an ID swap when an anonymous user visits a web site, you need to deploy an Oracle Eloqua tracking script on those pages.

How it works

ID swapping occurs when a contact visits a site, opens an email (on email clients that support third-party cookies such as Outlook and Yahoo Mail), clicks within an email or landing page, or submits a form. Tracking scripts retrieve anonymized data (such as the Oracle Eloqua GUID and hashed email address) and passes it to Oracle DMP. Oracle DMP then returns a BlueKai unique user ID (BKUUID). This associates the Oracle Eloqua contact with its Oracle DMP user profile, while ensuring that any personally-identifiable information (PII) remains solely in Oracle Eloqua.

If you opt in to the Global Match Multiplier ID swap pool, you can leverage Oracle DMP IDs from all organizations who have also opted in. Enabling you to leverage a larger customer base of contacts.

The following list describes the various scenarios in which you can execute an Oracle Eloqua-Oracle DMP ID swap, and the steps required to set up the ID swapping for that scenario.

Anonymous site visits

When an anonymous user visits a client’s web site, an Oracle Eloqua tracking script on the page gets an Oracle Eloqua GUID, and passes it to Oracle DMP. Oracle DMP then returns a BlueKai unique user ID (BKUUID) via a redirect. For this scenario, you need to get your Oracle Eloqua site ID and deploy an Oracle Eloqua tracking script on your site that has the following syntax:

<!--Start Eloqua Tracking Tag-->
< script type = "text/javascript" >
    var _elqQ = _elqQ || [];
_elqQ.push(['elqSetSiteId', 'YOUR_ELOQUA_SITE_ID']);
_elqQ.push(['elqTrackPageView']);
(function() {
    function async_load() {
        var s = document.createElement('script');
        s.type = 'text/javascript';
        s.async = true;
        s.src = '//img.en25.com/i/elqCfg.min.js';
        var x = document.getElementsByTagName('script')[0];
        x.parentNode.insertBefore(s, x);
    }
    if (window.addEventListener) window.addEventListener('DOMContentLoaded', async_load, false);
    else if (window.attachEvent) window.attachEvent('onload', async_load);
})(); < /script>
<!--End Eloqua Tracking Tag-->

Email opens

When a contact opens a client’s Oracle Eloqua-based email marketing message, their hashed email address is looked up in the Oracle Eloqua database, and passed into a Oracle DMP ID swap pixel, which sends the hashed email address to Oracle DMP. Oracle DMP then returns the BKUUID via a redirect. For this scenario, Oracle Eloqua will deploy a Oracle DMP ID swap pixel in your email marketing messages that has the following syntax:

http://tags.bluekai.com/site/{BK site ID}?vid={Eloqua anonymous visitor ID}&e_id_m={oHash}&e_id_s={oHash}
&elqsiteid={Eloqua Site ID}&redir=http://{Eloqua Site ID}.t.eloqua.com/visitor/v200/svrGP?pps=80&bk_uuid=$_BK_UUID&respondWithGif=1

Important: Email open ID swaps will only be executed on email clients that support third-party cookies such as Outlook and Yahoo Mail, or if your contact views your email in HTML. ID swaps will not be executed in email clients that do not support third-party cookies such as Gmail, Hotmail, or if your contact views your email in plain text.

Email click-throughs

You can use one of the following click-through scenarios to execute ID swaps:

Click-through to landing page (Oracle Eloqua tracking script): When a contact clicks on a link to your landing page, an Oracle Eloqua tracking script deployed on your site gets the contact's Oracle Eloqua GUID, hashed email address, and hashed phone number, and passes them to Oracle DMP. Oracle DMP then returns a BKUUID via a redirect. For this scenario, you need to deploy an Oracle Eloqua tracking script on your site. The syntax is identical to the one specified for ID swapping anonymous site visitors.
Click-through to landing page (Oracle DMP tag with URL parsing): When a contact clicks on the link to your landing page, their hashed email address is looked up and added to the query string of the landing page URL. When the landing page opens, the email hash is extracted from the query string, and then passed into an Oracle DMP tag on your site. The Oracle DMP tag is then fired and the email hash is sent to Oracle DMP. Oracle DMP returns the contact's BKUUID to Oracle Eloqua via a redirect. For this scenario, the following will occur:
- Oracle Eloqua will deploy a link to your landing page in your email marketing messages that includes the Oracle Eloqua visitor ID (VID), email address hashes, and phone number hashes and a redirect to Oracle DMP for sending the contact's BKUUID to Oracle Eloqua. The syntax follows:
```
http://{example.com/landing_page.html}?vid={Eloqua anonymous visitor ID}&e_id_m={oHash}&e_id_s={oHash}&p_id_m={oHash}&p_id_s={oHash}&elqsiteid=334284386&redir=http://s334284386.t.eloqua.com/visitor/v200/svrGP?pps=80&bk_uuid=$_BK_UUID&respondWithGif=1
```
- You will deploy a Oracle DMP CoreTag on your site, add code to the CoreTag for extracting the hashed email addresses and phone numbers from the query string, and pass the hashes into the CoreTag's built-in functions for sending user data to Oracle DMP.
  The syntax follows:
```

<iframe name="__bkframe" height="0" width="0" frameborder="0" style="display:none;position:absolute;clip:rect(0px 0px 0px 0px)" src="about:blank"></iframe>
  
<script language="text/javascript" src="http://tags.bkrtx.com/js/bk-coretag.js"></script>
<script language="text/javascript">
  
//pass oHashes into the 'Value' field of the bk_addPageCtx function
bk_addPageCtx('e_id_m', 'Value'); // MD5 oHash
bk_addPageCtx('e_id_s', 'Value'); // SHA-256 Hash
  
//block passing of meta data (URL, meta keywords, and page title)
bk_ignore_meta = true;
  
//pass your BlueKai site ID and the pixel limit using the following syntax:
//bk_doJSTag('Site ID', 'Pixel Limit');
bk_doJSTag(BKCLIENT_SITE_ID, 4);`
  
</script>

```
Click-through to third-party site (no Oracle Eloqua tracking script or Oracle DMP tag on site): When a user clicks on a link to a third-party site, which does not have any Oracle Eloqua tracking scripts or Oracle DMP tags on it, a redirect is used to send the user to an Oracle Eloqua landing page that has the Oracle Eloqua tracking script. This triggers an ID swap with Oracle DMP, and then redirects the user to the destination URL. For this scenario, no further steps are required. The Oracle Eloqua tracking script was automatically added to your landing pages when Oracle DMP ID swapping was activated in your Oracle Eloqua instance.

Forms

You can use one of the following form submission scenarios to execute ID swaps:

Form submission (via Oracle Eloqua form reposting script): The Oracle Eloqua form reposting script is automatically added to your forms. The Oracle Eloqua and Oracle DMP integration manages the ID swapping, no further action is required.
Form submission (via CoreTag): The CoreTags are automatically placed in the form. The Oracle Eloqua and Oracle DMP integration manages the ID swapping, no further action is required.

When a user submits a form containing their contact information, a CoreTag on the page normalizes the user's email address and phone number, encrypts them using MD5 and SHA-256 hashes, and sends both MD5 and SHA-256 hashes to Oracle DMP. For more details about the CoreTag and the bkcoretag.js file that it references, see the Oracle DMP integration guide.

The syntax follows:

<script src="//code.jquery.com/ui/1.11.1/jquery-ui.js"></script>

<form id="myform">
	<label>Email Address:</label><input type="email" name="email" placeholder="user@example.com" autocomplete="on"><br>
	<label>Phone Number:</label><input type="tel" name="phone" placeholder="408-555-1212" autocomplete="on"><br>
	<input type="submit" value="Submit" id="submitButton"><br><br>
</form>

<!--Begin BlueKai CoreTag -->
<iframe name="__bkframe" height="0" width="0" frameborder="0" src="javascript:void(0)"></iframe>
<script type="text/javascript" src="http://tags.bkrtx.com/js/bk-coretag.js"></script>
<script type="text/javascript">
	$ (function() {
		$("#tabs").tabs();
		$('#myform').on("submit", function(event) {
			event.preventDefault();
			bkCoreTag();
		});
	});
	function bkCoreTag() {
		var email = $('#myform input[name="email"]').val();
		var phone = $('#myform input[name="phone"]').val();
		bk_addEmailHash(email);
		bk_addPhoneHash(phone);
		bk_doJSTag(BKCLIENT_SITE_ID, 1);
	}
</script>
<!--End BlueKai CoreTag-->

Learn more

Oracle DMP documentation: Configuring Eloqua-DMP ID swapping

Best practices: ensuring ID swaps

Configuring the Oracle Eloqua and Oracle DMP integration

Installing the BlueKai Data Activation app

Adding the BlueKai Data Activation app to your campaign