We got Eloqua to run our multi-channel campaigns. To start with we are using it to run email nurture campaigns.
We are also using Adobe Target to run Web Targeting campaigns on our website.
In addition, we have Salesforce Web To Lead forms that prospect fill out. These web2lead forms capture the Campaign tracking code from the URL and store as variable for leads.
We are trying to come up with a campaign tracking code method that will allow us to attribute the conversions (Leads) to marketing campaigns. I see that there are multiple options.
Option 1. Generate Campaign Tracking codes for Omniture and pass these tracking codes in the Emails generated by Eloqua.
Pros of this approach
- Campaign tracking codes generated for Omniture can be descriptive and therefore the reports are more readable. e.g. You can see that email campaign for Product A for Channel 1 that ran in Jan (Campaign tracking code like Email_PA_C1_0115) lead to x # of conversions on the site.
- With Genesis integration, it will allow us to pull the Eloqua data into Omniture for complete reporting for all channels in Omniture
Cons of this approach
- Campaign tracking codes for Omniture are generated using a custom tool that we have developed inhouse. Very similar to Campaign code generator for GA - https://support.google.com/analytics/answer/1033867?hl=en
- We need to ensure in the tool that campaign codes generated are unique
Option 2. Generate Campaign Tracking Codes in Eloqua and use them for Omniture as well.
Pros of this approach
- Eloqua generate the campaign tracking codes that are unique
Cons of this approach
- Reporting from Omniture is difficult to understand. e.g. if a user sees that a campaign 123 generated x leads it is difficult to comprehend compared to when a user sees that campaign Email_PA_C1_0115 generated x leads
We are leaning more towards using Option 1.
I am sure that we are not the first one to encounter this design challenge and wanted to get input from experts on the forum about these options and if there are other better options.