Till now, we have been working a lot with the assets, such as e-mails, forms, and landing pages that make up our campaign. Now, we are going to look at the audience for our campaign in more detail. In Eloqua, this audience is the group of contacts we decide to add to our campaign.
Much of the automation that can be accomplished in Eloqua can be used to process groups of our database of contacts. Program builder, which is outside the scope of this book, and even our campaign can automate workflows performed on contacts within the system.
The data that is collected within Eloqua, including website activity, form activity, e-mail activity, and campaign activity is ultimately linked to the contacts, so that we can gain tremendous insight into their digital personas.
One of the ways in which we can use this data and any other data related to contacts in the Eloqua database is to segment contacts based on it. The following diagram illustrates various data as it relates...