Included with:

Eloqua Express      Eloqua Team      Eloqua Enterprise

Customer Analytics

Monitoring customer activity, behavior and interest with prospect tracking has become the lynchpin to effective marketing – and in some cases, effective selling. As this realization spreads among B2B marketers, the nature of customer and Website analytics is changing. There is more emphasis placed on using these prospect tracking tools to better understand the customer's intent, instead of simply converting them on the website. This reflects the reality of a consultative sale process.

Our customers employ Eloqua's prospect tracking Conversion Suite to get unprecedented visibility into customer behavior as a result of rigorous measurement and analytics. By understanding which specific events trigger desired customer behavior – be it a visitor's Google search, clickstream, downloads, number of visits, time spent on pages or other relevant indicators - marketers can segment these visitors and treat each in a personalized fashion. That treatment can be immediate – by engaging them in a pro-active chat or routing the lead to a telesales team for an immediate call. Or it can be measured further  – by, for example, placing ‘warm' prospects into automated cultivation programs designed to peak their interest over time.

The end result is a marketing discipline that we refer to as Real Time, Right Time Selling – using customer behavioral analysis based on web-based activities to arm the sales person with the right information about user interests, and the information to respond to those interests at the right time – just as a sales prospect is taking the time to learn about your company.

“For us demand creation is a carefully constructed process that is strategically tied to corporate revenue goals. Eloqua helps us manage this process by providing an incredible set of data management tools that allow us to assemble, manage, and analyze lead and activity data. Eloqua is a must for any Marketing organization that is serious about demand generation.”

- Ken Evans, Senior Marketing Manager, Endeca Technologies