Oracle Eloqua’s contact record is the hub of the database. It allows marketers to store hundreds of data points on each individual and track that individual’s activity at every stage of the lead lifecycle.

With its role at the center of marketing automation, the contact table isn’t designed to support multiple data sets. That’s where custom data objects, or CDOs, can step in, acting as spokes to tie the contact to various subsets of information. Using a CDO to extend the contact table can establish a trail of that person’s activities, maintain subscription history, automate product communications, manage campaign routing, and precisely assign lead scores.

Activity History Reporting

When an Oracle Eloqua contact becomes a marketing-qualified lead, a custom object can preserve the lead source, lead score, and product of interest. Marketers can leverage this data to…

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