Marketing Automation

Using Oracle’s Eloqua (software as a service), we assist UW–‍Madison departments to create relevant communications to engage their constituents through a variety of marketing media—particularly email—saving time, improving effectiveness, and removing redundancy. The Marketing Automation service offers initial training, onboarding and “launch” services, plus advanced use case consulting and training, data integrations and technical support. The team acts as a guide, with users in various departments and programs using the tool to further their communication and marketing efforts. 

Training, Support & Best Practices for:

Oracle Eloqua promotional email campaign management.

Eloqua is an Oracle product that executes both email marketing (simple mass email campaigns) and marketing automation (multistep, automated marketing workflows). Users can send graphic, trackable emails to on- and off-campus recipients. Recipient lists can be segmented by characteristic or interaction/behavior. Website visits and email interactions (opens, clicks, sends) are tracked in dashboards and reports.

Locations

• 700 Regent Street, Madison, WI 53715 

Benefits

• Locally supported software as a service
• No additional costs to UW–Madison departments and programs contributing to “DoIT Technology fees” [what is this exactly called?]
• Customized training and application for a variety of campus use cases
• Marketing automation helps users be more effective and efficient with detailed reports to feedback into improved future strategy and execution

Requirements

• Must be UW–‍Madison faculty, staff or students working on behalf of a UW–‍Madison department or program.
• Working knowledge of and experience using Excel to manage constituent data
• Willingness and ability to learn, acquire and maintain skills for using a complex back-end software product.
• A current NetID and login via campus  Single Sign On (SSO) is required.

Getting started

Eloqua Adoption Process

The entire process takes between 2 to 4 weeks and 10+ hours of time investment, per user, on average. Those who have extensive experience with other marketing products like MailChimp or Constant Contact may require a shorter path to proficiency.

1. Define Needs
   We start with a 30–45-minute discussion to explore your current communication tools, future needs, and goals. Eloqua is not an “out of the box” solution—it requires configuration. This conversation helps the marketing automation team understand your use case and plan around the unique needs of your department or program.
2. Learn
   Asynchronous hands-on training via Canvas LMS takes learners approximately three-to-four hours and includes instruction on:
   • The Eloqua interface
   • Interaction & behavior requirements in the UW–‍Madison instance
   • Importing and managing your contacts
   • Creating emails using the drag-and-drop Design Editor
   • Sending mass emails with campaigns
3. Launch
   After the in-person training, you’ll work with the marketing automation team to set up your user group’s settings and customizations in a 1-hour meeting. This step is essential to ensure your emails’ deliverability, help you comply with CAN-SPAM, and not adversely affect other UW Eloqua users. This includes:
   • Email topics & subscription management to organize your content and audience segments.
   • Your user group’s specific email footers, forms and landing pages in Eloqua.
   • Custom data objects (if needed) to manage the details you upload about your contacts.

Pricing

Included in campus departmental technology support fees. Additional integrations and specialized apps may require department/program funding and development time.