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The latest in marketing strategy, technology, and innovation.

Is Out-of-the-Box Reporting Enough? [CHART]

Smart marketers know that data is at the core of any effective initiative or program. To effectively reach your target goals, and audiences, your organization needs a holistic system for data management and analysis.

Here at Eloqua, many customers have asked for the ability to customize their marketing reports to analyze data in a way that effectively reflects their particular needs.  This usually involves slicing and dicing a report using custom fields and values.  Approximately six months ago, we launched the Analyzer license in Eloqua Insight.  With this tool, marketers can fully customize existing reports and dashboards, and create new ones from the Eloqua data model.  The Analyzer license gives marketing automation users the full power of analytics and business intelligence.

For this week’s chart, we analyzed the increased adoption of customized reports in Eloqua by Analyzer users. Typical customization methods include adding specific contact or campaign data to do deeper analysis of the out-of-the-box reports.  However, some are completely new reports and dashboards.

COW+Vol+101+2013-04-05

The chart above highlights custom versus out-of-the-box reports that are set to run automatically (i.e. to the user's history list or via email subscription).  Users run these reports automatically so that they can easily see updates without having to manually run them.  As you can see, more than 25% of these reports have been customized, and we expect that number to continue to increase as more and more clients purchase Analyzer licenses. This chart does not show the total number of ad-hoc reporting done by Analyzer users.  That would include all one-off and alternatively run reports. Sounds like a great topic for another Chart of the Week!

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