V.1 of Motiva's Persona Report gives you the ability to isolate specific groups of contacts in your database and track their response to your content, so you can refine segmentation and target your contacts.
The Persona Report is located under the Who's Responding tab in the main navigation menu of the Motiva platform. When the Who's Responding report loads, you will see a sub-navigation menu directly under the main menu. Click "Personas" and the report will load.
To use the Persona Report, you need contact data in Eloqua either in the form of contact attributes or CDOs. Motiva automatically pulls contact attribute data from contacts who have flowed through a Motiva step. CDOs are more complex and require a custom integration. If there are specific CDOs you want to pull into Motiva, please contact your customer success manager and they will guide you through the integration process. Choose only CDOs that are useful for defining contact groups and targeting those groups.
Even if you have a contact attribute or CDO in Eloqua, the second requirement is data coverage. If a contact attribute has a high coverage, it means that a large percentage of the contacts in your database have an input for that attribute. Low coverage means that a small percentage of your contacts have an input for that attribute. Choose only attributes with a high coverage so they will be useful when defining your personas.
You can check coverage by clicking the "Configuration" tab in the sub-navigation menu of the Who's Responding Report. You will see a list of all your contact attributes and integrated CDOs along with the percent of coverage for each. You can update your selected attributes and CDOs by clicking the white "Update Selected Contact Attributes" button.
Start by defining and saving your personas. Think of personas as a way to filter down your entire contact database using your Eloqua contact attributes, and possibly CDOs, to isolate specific groups of contacts.
Click the blue "Define a Persona" button in the top right corner of the Persona Report and a new window will appear titled "Persona Definition."
Name the persona by entering a name in the blank field at the top left of the window.
Check to make sure all of the contact attributes or CDOs you care about are listed at the bottom of the window.
If you want to add more attributes or CDOs, click the white "Add Attribute" button on the right side of the window and update your selection.
Choose the fields for each attribute or CDO that isolate the group of contacts you wish to define.
After you've selected your desired fields, click the gray refresh button at the top right of the window and the persona statistics will load including the number of contacts who match the definition and the engagement rates of those contacts.
Adjust the definition as needed if your find your persona is too narrow or too broad.
When you are finished, click "Save" at the bottom right corner.
You may edit personas at any time by clicking the persona box you wish to edit and clicking the blue "Edit" link in the right corner of the box. Remember to save your changes.
Engagement rates are calculated by adding up the total number of opens or clicks for all contacts in the definition divided by the total number of emails sent to all contacts in the persona over the entire contact history of activity we have in our database, which is 12 months plus your Motiva contract length.
The arrows next to each persona engagement statistic, like unique open rate, indicate if the persona rate is above, at, or below the instance wide average engagement rates. This provides a quick evaluation of how your content is engaging specific personas and where you may need to focus your optimization efforts.
Green Arrow Up: persona engagement rate is above the global average
Yellow Arrow Right: persona engagement rate is even with the global average
Red Arrow Down: persona engagement rate is below the global average
When you click a persona box, it turns blue and gives you the option to edit it. You will also see details about the persona appear at the bottom of the report. The first insight in this detailed view is a list of the 10 highest engaging emails for the persona. You will see the email name, persona engagement rates and the email ID, which links back to the email asset in your Eloqua asset library.
Persona engagement rates for each email are a little different than the engagement rates you'll see listed in the Eloqua Insights campaign report for the email. Persona engagement rates are the number of contacts in the persona group who opened or clicked the email divided by the number of contacts in the persona who were sent the email.
We will continue to populate this persona detail page with specific insights to help you target contacts, functionality like contact export to help you isolate specific contacts within a persona, and add the ability to filter other global reports using saved persona definitions.