Overview

Heap’s Eloqua integration is a bi-directional connector built to optimize messaging for Marketers. Segments created in Heap can be sent into Eloqua Shared Lists and used to target specific audiences through Eloqua’s engagement channels (email, SMS etc.). 

Leveraging Eloqua Activities, event data can be sent in scheduled intervals into Heap for analysis. This allows you to measure the impact of campaigns on key behaviors (purchases, sign ups, flow completion etc.). 

With this integration, you’ll be able to:

• Automatically capture interesting moments from Eloqua Activities as events in Heap 
• Send Heap Segments into Eloqua as Shared Lists so they can be added to Eloqua Segments
• Analyze the efficacy of personalized, cross-channel messaging during free trials
• Combine Eloqua events with Shopify data to understand the effectiveness of abandon cart campaigns on purchases
• Push customers through targeted and personalized campaigns by leveraging Heap data

With this integration, digital marketers can incorporate the granular user behavioral data available from Heap into marketing campaigns without additional engineering effort. Campaigns can be more effectively personalized to better drive critical product and business outcomes, like activation, trial conversion, and retention.

Setup (Source)

Configuration for this integration is set up entirely by the Sureshot team. You will need to provide your Eloqua oauth credentials for the integration to be set up. We recommend creating a separate system account with proper permissions and no password expiration, and avoid linking this account to any existing user account to ensure the integration runs without interruption.

Prerequisites

To connect this integration, you’ll need the following permissions:

• Admin or Architect privileges in Heap
• Access to your organization’s Eloqua account oauth credentials 

Step 1: Determine the Activities that you want to sync to Heap

Examples of Exports include:

• EmailOpen
• EmailClickthrough
• EmailSend
• Subscribe
• Unsubscribe
• Bounceback
• WebVisit
• PageView
• FormSubmit

Step 2: Identify any Filter criteria that you would like to include

In addition to Date Ranges that can be used to limit what Activity data you receive, Activity data can be filtered using any of the fields that are available for that particular export. See Oracle’s documentation on Filtering for full details on how to do this.

Step 3: Determine what fields you would like to include in each export

Here are some examples of fields that you may want to include for exports of EmailOpen. See Oracle’s documentation on Activity fields for a full list.

• ActivityDate
• EmailAddress
• ContactId
• AssetType
• AssetName
• CampaignId

Step 4: Identify how far back you would like to collect historical data

The Eloqua integration can get historical data up to 2 years in the past.

Step 5: Identify how often you’d like to collect new Eloqua Activity data

The Eloqua integration will continually receive new Eloqua Activity that meets the criteria that is defined. At this step, you’ll need to determine the frequency in which you would like to collect this new information. 

The recommended minimum frequency is 1 hour. 

Export Definition Template

To aid in the collection of this information, we recommend using this Export Definition template.

Setup (Destination)

Prerequisites

To connect this integration, you’ll need the following permissions:

• Admin or Architect privileges in Heap
• Access to your organization’s Eloqua account

Step 1: Enable Eloqua Destination in Heap

To set this up, navigate to Integrations > Developer Hub and click Create New Integration.

In the Webhook URL, enter the URL that Sureshot has provided. Set OAuth Redirect URL = blank, and provide a value for how users are identified (i.e. email, user ID). Typically, this will be the user ID. Most customers use the email address in Eloqua as the unique identifier.

Click Save to confirm your integration setup.

Step 2: Sync Heap Segments to Eloqua

Now you can toggle on any defined segment to sync into Eloqua as Shared Lists. To do so, navigate to Data > Segments, click on any segment, then in the Integrations section, click the toggle next to Eloqua by Sureshot.

You can choose to Sync Now or set Recurring Sync to continually sync the Segment to Eloqua.

The segment will begin syncing immediately, and you should see a Shared List in Eloqua with the same segment name within 2-5 minutes. We only allow you to have 30 segments recurrently syncing to Eloqua at one time. After the first sync completes, the segment will update every 4 hours.

Once synced to Eloqua, a Shared List is created in Eloqua using the same name as the Heap Segment. All users that belong to the Heap Segment will be added to the Eloqua Shared List. If users are removed from the Heap segment due to the Heap segment criteria, they will be removed from the Eloqua Shared List during the next sync.

Shared Lists can be found in Eloqua by navigating to Contacts > Tools > Shared Lists.

Creating Segments in Eloqua using the new Shared List

Step 1: Create a Segment in Eloqua

In Eloqua, navigate to Contacts > Segments and click Create a Segment.

Next, select Blank Segment.

When the Segment opens, click the + button and choose Shared List.

Search for your Heap Segment Name and select the Shared List you wish to use.

Last, select List and click Create Segment. To ensure your Segment remains updated as the Heap Segment is updated and synced to Elqoua, select Add Shared List (not Make a Local Copy).

Full Eloqua instructions can be found in Eloqua’s documentation Adding shared filters and shared lists to segments.

Step 2: Use the new segment in an Eloqua Campaign

For these steps, see Eloqua’s documentation Add your segment to the campaign.