Contact database size was used as a proxy for the size of the organization with clients between 1K-10K deemed small and more than 1 million deemed large. The existence of multi-step campaigns with at least two email sends and some branching logic was used as the proxy for a modern campaign.Looking at the results in the chart, the large organizations have about 3x as many active, multi-step campaigns as the smaller companies on a per user basis, and spend more time logged into the application. At the same time, the smaller companies enjoy significantly better results in some key effectiveness metrics, such as the click-through rate shown in the analysis.
One possible conclusion to draw is that large organizations have people employed solely to work in Eloqua, whereas for marketers at smaller companies, using Eloqua is one of many hats they wear. Another conclusion might be that companies with small contact lists know their audience well and have a natural advantage when it comes to engaging them resulting in high click through rates.