The final steps will be to identify the audience you want to score and create the campaign in Eloqua that calls Lattice models.
Define Scoring segments (audience)
Identify the inbound and existing contacts you want to include in your Lattice scoring model. Here are just a few examples:
Define a “New and Active” Segment
This segment will capture any new contacts as well as contacts with recent activity. You should adjust the Segment filters based on your business requirements to ensure that only those leads that you want to be scored will qualify.
1. Navigate to Audience, then click Segments.
2. Click Create a Segment.
3. Click Blank Segment, then click Choose.
4. Name the segment by clicking Actions, then click Settings. Name the Segment “New and Active Contacts”.
5. To build your segment, in the left pane, click the Add button. Then click Filter Criteria to filter for newly added contacts.
6. On the right Filter Criteria pane, double-click the Compare Contact Fields. Double-click the Compare Contact Fields pane, select “Date Created” and “within the last” from the drop-down and select “1 days” to filter on.
7. From the Filter Criteria pane on the right, double-click the Clicked Any Email and select Contacts who have clicked through any emails “at least 1 time within the last 1 days”.
8. Again in the Filter Criteria pane, search for and double-click on Responded to AnyCampaign. Select Contact who have responded to any campaign “at least 1 time within the last 1 days".
9. If there are segments that should be excluded (ie. unmarketable contacts) add those filters here.
10. Finally, on the Segment window, click on the AND operators to change them to OR.
11. Click Save.
Repeat these steps to define additional audience segments.
Define Shared Filters
To route contacts to the correct Lattice scoring model, it may be helpful to use shared filters. In this example, we will add a filter for contacts in the EMEA region.
Additional Shared Filters can be used segment your audience based on enriched data, lead score or buying stage, etc.
1. Navigate to Audience, then click Segments.
2. Open an existing segment, or create a new one.
3. In the left pane, add Filter Criteria and choose Compare Contact Fields and select Region in the dropdown with a value that is exactly “EMEA”.
4. Click Save.
5. Now share the filter by right-clicking on the newly created Filter Criteria and clicking on Share. Provide a name like “Region: EMEA” and add it to the appropriate folder.
6. Click Share and on the next window, choose Use Shared Filter.
Repeat the steps above to create a Shared Filter called “Scoring Filter” that defines marketable leads. At the minimum, we recommend:
Email address is not empty
- Email address does not contain known spam (or unmarketable) domains
Create the Lattice Scoring Canvas
The following steps will take you through building an Eloqua campaign to score your leads
1. Navigate to Orchestration, then click Campaigns.
2. Click Create a Multi-Step Campaign.
3. Select the blank campaign. The campaign canvas opens.
4. At the top of the canvas double click Untitled Campaign and name the campaign: “Lattice Scoring”.
5. Configure the settings for your campaign.
Click Options, then click Campaign Settings.
Add a description of the campaign and set the campaign start to immediately and the end date to 1 year.
Click Advanced and configure additional details:
Allow contacts to enter the campaign more than once.
If you would like to sync the campaign with a CRM campaign, select Sync with CRM. Leave the CRM Campaign ID field blank. It will populate after Oracle Eloqua syncs with your CRM.
Click X to close the settings.
6. Go to Options then Campaign Fields to include General, Financial and Custom Field information to improve reporting on this campaign.
7. Use the following steps to bring contacts onto the Lattice Lead Scoring campaign canvas.
Segment Members: To add a Segment (Ex. Your New and Active Contacts), click and drag the Segment Members element and place it on the canvas.
Double-click the element and name it “New and Active Contacts”.
Select Add members regularly until the campaign is deactivated and choose a frequency of “1 hour” so that the segment is evaluated hourly for qualifying contacts.
Click outside the element configuration window to apply your changes.
- Repeat the above steps for each Segment you want to add to the campaign.
Form Fill: Form submissions can be added A) directly to the scoring campaign canvas or B)can be moved from an existing Form Fills campaign to the scoring campaign. Option B will be discussed in a later section.
- To add form submissions into the scoring campaign, click and drag the Submitted Form? element and name it, for example, “Request a Quote”.
8. Next, add any shared filters that may help route contacts to the correct scoring model. For example, you may want to score EMEA contacts in on a model and all other regions in a general model.
9. Click and drag the Shared Filter Member? The element from the Campaign Steps pane onto the canvas.
10. Double-click the element to name the step “Scoring Filter” and choose the Scoring filter created above in Step 3.
Repeat this step to add a Shared Filter Member and name it “Contact in Europe?” and choose the Region filter.
Add a Cloud Action to the Lattice Predictive Model
1. Add the Lattice Scoring and Enrichment Cloud App to the canvas by selecting it from theCampaign Steps pane and dragging it to the campaign canvas.
2. Double-click on the element to change the step name to “Score EMEA leads”.
3. Click the pencil to configure the cloud action.
4. In the Cloud Action Configuration window, use the dropdown menus to select a tenant (Eloqua instance) and model.
Repeat the above steps to add another Lattice Scoring & Enrichment app called “Score US leads”.
Maximizing Eloqua’s API call capacity
Lattice has a limit of 1000 calls per hour per Cloud Action. To expand your total throughput to meet capacity needs, you may find that creating a “daisy chain” of cloud connectors will allow you to maximize that capacity. First, you'll need to create Shared Filters based on Eloqua Contact ID to first create an even split of your database then to further segment the database. Then, you will connect your Segments with the Cloud Connectors through a series of the Contact ID Shared Filters.
1. Navigate to Audience, then click Segments.
2. Create a new segment called “50:50 Split (Odd)”. If you currently use a similar segment for A/B testing, that can be used instead of creating a new one.
3. In the left pane, add Filter Criteria and choose Compare Contact Fields and select “Eloqua Contact ID” in the dropdown with a value that ends with “ 1 ”.
4. Repeat Step 3 for Eloqua Contact IDs that end in 3, 5, 7 and 9. Each Filter Criteria should be separated with and “OR”.
5. Click Save.
6. Now share the filter by right-clicking on the newly created Filter Criteria and clicking on Share.
7. Create another segment called “90:10 Split #0”.
8. In the left pane, add Filter Criteria and choose Compare Contact Fields and select “Eloqua Contact ID” in the dropdown that matches wildcard pattern “ *0? ”. This comparator values is looking for Contact IDs where the second to last number is a “ 0 ”.
9. Click Save.
10. Now share the filter by right-clicking on the newly created Filter Criteria and clicking on Share.
11. Repeat Step 7 through 10 for Eloqua Contact IDs where the second to last number is a “ 1, 2, 3, 4, 5, 6, 7, or 9 ”.
12. Navigate to the “Lattice Scoring” campaign canvas and add a brief wait step of 15 minutes (.25 Hours) after one of the Campaign’s initial Segments.
13. After the wait step, add the “50:50 Split (Odd) Shared Filter”. Alternative, this filter can be added directly to the “Yes” branch of any filter (Ex. A Filter that determines if the lead has been scored or not).
Here, the “daisy-chaining” begins. Each branch of the 50:50 Split (Odd) filter will lead to the 90:10 shared filters, each in sequential order. Each filter will evaluate the lead based on Eloqua Contact ID. If the lead qualifies, it will follow the Yes branch to the Lattice Predictive Scoring Cloud Action.
14. From the Campaign Steps in the left pane, drag the Shared Filter Member? step just beneath the “No” branch of the “50:50 Split (Odd)” step. Name the Step “#0” and select the “90:10 #0” Shared Filter.
15. Repeat for the “Yes” branch of the “50:50 Split (Odd)” step.
16. Connect the two steps.
17. Drag the Shared Filter Member? step just beneath the “No” branch of the “90:10 #0” Step. Name the step “#1” and select the “90:10 #1” Shared Filter.
18. From the Campaign Steps in the left pane, drag the Lattice Predictive Scoring & Enrichment step just beneath the “Yes” branch of the 90:10 #0” Step.
19. Connect the steps.
20. Repeat steps 14 through 19 above, for all of the 90:10 filters on both branches of the “50:50 Split (Odd)” filter step.
Create Filter Lists
1. From the Campaign Steps pane, select and drag over the Add to Shared List element.
2. Double-click and change the step name to “EMEA Scored Leads”. Click on New to create a new list. Select the appropriate folder and change the name of the list to “EMEA Scored Leads”
Repeat this step two more times for “US Scored Leads” and “All Scored Leads”.
3. To help with troubleshooting, add a Shared List that collects any contacts that encounter an error when passing through the Lattice Scoring app. Follow the above steps, and name this list “Scoring Health Check”.
4. Select the Lattice Scoring EMEA element on the canvas, and double click to configure. Select Automatically route contacts with errors and choose the “Scoring Health Check” step that was just created.
5. Select the Lattice Scoring US element on the canvas, and double click to configure. Select Automatically route contacts with errors and choose the same “Scoring Health Check” step that was just created.
Repeat this for all Lattice scoring apps.
6. Now, connect the steps on the canvas to form the campaign flow.
- All audience elements should flow through the Scoring Leads shared filter.
- Contacts that qualify for the Scoring Filter should flow to the Contact in Europe? step.
7. Click Save.
Review any errors that appear on the error indicator. You must resolve these errors before the campaign can be activated.
8. Click Activate, and on the Activate Campaign window, configure the campaign to Start Now and set the End Time.
The end time will always be at midnight on the date selected. After this date, the campaign will become read-only and Oracle Eloqua continues to track all campaign activity for 12 months after the campaign end date.
Your scoring integration is now live!
Send Contacts from Other Campaigns to the Lattice Scoring campaign
When building other campaigns in Eloqua, members can be added to the Lattice Predictive Scoring & Enrichment campaign.
It is recommended that your Bulk scoring campaign is created on its own campaign canvas. Members can be moved to the Lattice scoring campaign using the following steps.
1. Navigate to Orchestration, then to Campaigns.
2. Locate an existing deactivated program and double-click to open.
3. From the Campaign Step pane, choose the Add to Campaign element and drag to the canvas.
4. Add the step name of “Add to Lattice Scoring” and choose the Lattice Scoring shared filter on the Lattice Scoring Campaign canvas.
5. Click Choose and Save the campaign.