In this chapter, we will examine Eloqua campaigns in detail. We will discuss how Eloqua campaigns can be used, and the different trade-offs while architecting campaign solutions for your marketing efforts. Eloqua is built around the concept of a digital campaign. A digital campaign will typically comprise the following components:
E-mails
Web pages
Webinars
Documents
Ads
Of course, there are many other components to large scale marketing campaigns; some more traditional components might be direct mail and offline ads (TV, magazines, billboards, and so on). What we try to do with Eloqua is to pull in as much data as we can for any given campaign in an attempt to better understand and ultimately better serve our prospects and existing customers. We are able to better understand our prospects and existing customers by using Eloqua for campaign management and measurement.
For common digital assets, e-mails for example, this is straightforward because Eloqua tracks these...