How Do Loyalty Campaigns Integrate with Eloqua or HubSpot?
Connect your loyalty IDs, points balances, and offers to marketing orchestration. This guide shows how to pass status & balance, trigger earn/burn journeys, personalize with tiers & segments, and close the loop on redemption and revenue in Eloqua or HubSpot.
Loyalty campaigns integrate by syncing member identity (loyaltyId) and state (tier, points, last activity) into the MAP/CRM, then using those fields to segment, personalize, and trigger multi-channel journeys. Typical patterns include: nightly or streaming updates from your loyalty platform to Eloqua/HubSpot, offer catalogs stored as objects or custom properties, redemption events written back to the contact/timeline, and revenue attribution from earn→redeem back to campaigns and segments.
Core Integration Building Blocks
Eloqua vs. HubSpot: What Changes?
Both support loyalty orchestration; data modeling and trigger mechanics differ. Use the right objects, APIs, and program types for scale and compliance.
Data Model & Orchestration Patterns
- Eloqua — Use Contacts + Custom Objects (e.g., LoyaltyMember, Transactions). Sync via SFTP, app, or API; drive Program Canvas or Campaign Canvas entries from imports and Activity writes. Leverage Shared Lists and Segments for eligibility.
- HubSpot — Use Contacts + Custom Objects (Members, Offers, Redemptions). Trigger via Workflows on property change or association; log events on the contact timeline; personalize email/CTA modules with tokenized loyalty fields.
- Points & Tiers — Centralize calculations in the loyalty system; pass snapshots and deltas. Avoid recalculating in MAP; use effective-dated fields for auditing/expiry comms.
- Eligibility — Evaluate rules upstream (loyalty engine) and pass a boolean or offer list; MAP handles messaging, not entitlement logic.
- Consent & Compliance — Respect marketing permissions, SMS opt-in, and data residency. Archive offer terms and suppression logic for audits.
- Speed & Scale — Batch nightly for profile sync; stream critical events (tier-up, redemption) for near real-time journeys.
Loyalty Integration Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Identity Resolution | Email-only segmentation | Durable loyaltyId mapped to CRM IDs with merge rules | RevOps/IT | Match Rate, Duplicate Rate |
| Member Profile Sync | Manual CSV uploads | Automated API/SFTP, effective-dated tier & balance | Marketing Ops | Data Freshness SLA |
| Event Triggers | Monthly statements only | Real-time tier-up, earn/burn, anniversary, cart abandon | Marketing Ops/Dev | Trigger Latency, Conversion Rate |
| Offer Eligibility | One-size campaigns | Rules-driven eligibility + suppression with audit trail | Loyalty/Product | Redemption Rate, Cannibalization |
| Personalization | Static content | Tier/points-driven modules & dynamic CTAs | Marketing | CTR, AOV/ARPU Lift |
| Attribution | Opens/clicks | Earn→Redeem→Revenue attributed to campaign & segment | Analytics | Incremental Revenue, ROMI |
Client Snapshot: Triggered Redemption Wins
By syncing tier changes and cart events into the MAP and triggering near real-time redemption nudges, a brand lifted loyalty revenue and reduced points breakage. Explore transformation thinking and measurement tools: Comcast Business Case Study · Revenue Marketing Dashboard Metrics
Use Key Principles of Revenue Marketing to align data, orchestration, and measurement across loyalty and lifecycle programs in Eloqua or HubSpot.
Frequently Asked Questions: Loyalty + Eloqua/HubSpot
Make Loyalty Work Inside Eloqua or HubSpot
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