How Do You Segment Contacts in Eloqua?
Build high-precision audiences using profile, behavior, and account data in Oracle Eloqua. Standardize shared filters, leverage CDOs and account fields, honor consent & email groups, and power campaigns and Programs with always-fresh segments.
In Eloqua, segmentation is the practice of assembling Segments (dynamic audiences) from contact fields, account fields, activities (email/web), and Custom Data Objects (CDOs). Teams centralize logic in Shared Filters, respect consent & email groups, and publish reusable audiences for Campaign Canvas, Program Canvas, and Sales.
Eloqua Segmentation Building Blocks
Eloqua Segmentation Workflow (Practical)
Use this sequence to create accurate, governed segments that feed campaigns and lifecycle programs.
Design → Normalize → Secure → Build → Validate → Activate → Monitor
- Design the audience taxonomy: Define lifecycle stages, personas, buying groups, and standard inclusion/exclusion rules (e.g., employees, competitors).
- Normalize data: Picklists, country/state standards, enrichment; ensure keys for contact ↔ account ↔ CDO joins.
- Secure consent: Align to email groups, global unsubscribe, and regional privacy requirements; create do-not-market shared filters.
- Build Shared Filters: Centralize common logic (geo, industry, inactivity, hard-bounce) for reuse in Segments.
- Create Segments: Combine profile, behavior, account, and CDO criteria; set auto-update and document the intent.
- Validate: Spot-check samples, compare counts across time, and QA with test campaigns; exclude risky domains.
- Activate & monitor: Attach to Campaign/Program Canvas; track deliverability, engagement, MQL/SAL lift, and aging; iterate.
Segmentation Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Field & Taxonomy Governance | Free-text fields; inconsistent values | Controlled picklists; required fields; data contracts | RevOps | Segment Accuracy %, Fill Rate |
| Shared Filters Library | One-off logic inside segments | Reusable, versioned filters for geo/role/consent/inactivity | Marketing Ops | Build Time, Error Rate |
| CDO Integration | No product/subscription joins | Stable keys, deduped CDOs, aging policies, multi-row logic | Data/IT | Join Success %, Coverage |
| Account & Buying Groups | Contact-only targeting | Firmographic ABM + role coverage across buying groups | ABM/Marketing Ops | Account Engagement, Win Rate |
| Compliance & Preferences | Generic opt-outs | Email groups, regional compliance, DNM lists by purpose | Compliance/MOps | Complaint Rate, Deliverability |
| Performance Management | Counts only | Quality metrics: activity rate, MQL/SAL conversion, pipeline | Analytics | MQL→SQL %, Pipeline $ |
Client Snapshot: Reusable Filters, Better Pipeline
After centralizing Shared Filters (persona, geo, consent) and joining a product-usage CDO, a B2B team reduced list build time by 70% and increased MQL→SQL by segment. Explore results: Comcast Business · Broadridge
Pair segmentation with The Loop™ journey map and governed RM6™ operating model to connect audiences to measurable pipeline and revenue.
Frequently Asked Questions about Eloqua Segmentation
Make Eloqua Segmentation a Reusable Advantage
We’ll design your taxonomy, shared filters, CDO joins, and compliance rules—so every campaign starts with a clean, precise audience.
Expert Eloqua Consulting Get the Revenue Marketing eGuide