There are some inherent drawbacks to using Custom Objects in Eloqua. While it is nice to be able to store different types of data (e.g. Opportunities, Product Purchases, Policy data and much more), it is also important to be able to manipulate and use that data to meet a variety of business needs. One of the most important function that is missing in Eloqua is the ability to move data between a Contact record and a CO record, or between CO records. 4Thought Marketing has built a suite of apps to help meet these needs.
But what can you do with it? Let’s look at couple of examples.
Storing Status in a Custom Object
Transaction data versus current status – Often an outside system, like a purchasing (ERP) system or a CRM system, sends transactional data to Eloqua. One example might be a product renewal transaction. Eloqua will store these transactions which can be used for nurturing, segmentation or reporting purposes.
However, you might also like to see and filter on the most recent status of a product renewal. It might be “Past Due”, or “In Process” or “Current”. In this case, transactional data will be difficult to use, since there will be multiple transactions for the same product – and you only need the most recent status.
In this case, you might want to build two CO tables, one for the ongoing transactions and one for the current status. Incoming data would feed the transaction table, but how would you populate the current status table? 4Thought Marketing has built an app for that purpose – CO to CO Updater. In this example, you would be able to take data from the transaction record and populate data in the second CO table – to store just the current status.
Let your imagination go. If you use COs frequently, there are probably many other examples of CO to CO updating that you would be able to use to make your business processes run more efficiently and more effectively.
Handling Multiple Products of Interest
In a related process, let’s turn the tables, just a bit. Let’s say that you have an integration process that feeds your Contact record with current product interest. That is a fairly standard practice between CRM and Eloqua. But let’s expand on that for a moment. If you have multiple Product Lines, you might want to store the various products in which an individual has shown interest. Since your integration is feeding your Eloqua Contact record, how would you create a series of CO records that shows the breadth of interest from this individual?
The 4Thought Marketing cloud app ‘Contact to CO Updater’ is just the solution to this problem. By using this app, you would be able to create CO records linked to the Contacts – one for each product that interested the Contact. In this way, you can now segment this Contact based on multiple product interests, and the lack of interest. For example, you could build an upsell campaign for everyone who had a CO showing interest in Product X, but not in Product Z. Or you could build a campaign for everyone showing interest in both Product A and Product B. The applications are endless.
Sending CRM Recent Products of Interest Only
One more example, again turning the tables a bit. Let’s say that you have an integration that feeds your CRM system from Eloqua with the most recent product interest. You also have a CO, like in the previous example, that stores multiple product interests that have accumulated over time. If you want to send the most recent data, you would either need to build a new integration for the most recent CO record, or you could just move the data from the CO record into the contact record, and continue with your single integration step. This can easily be accomplished with our CO to Contact Updater app.
We have just touched the surface of the needs to move data between CO records and between COs and Contacts. We have run across dozens of real business use cases that require data manipulation that is not easily accomplished with out of the box functionality from Eloqua. 4Thought Marketing has a wide variety of apps to make your data movement much more flexible than you may have thought possible.
For example, we also have Custom Object Input Feeders, CO Form Submitters and CO Deleter apps (and many others) that can help you take your Eloqua Custom Object development to a new level.
Contact us for a price list of all our apps or for more information on these apps, or if you have a special need that you just can’t seem to solve via the built-in Eloqua functionally — a custom app could deliver everything you’ve been wanting.