Do Modern Marketers Market Better After Eloqua Experience? [CHART]

by Tom Hardy on October 6, 2013 in Marketing Efficiency

With Eloqua Experience (#EE13) just a few weeks away, the Eloqua community is building to a crescendo of activity much like Santa’s workshop before the big day!  With all the preparations, exciting speaker announcements and general buzz, I started thinking about how the conference directly impacts the effectiveness of our Modern Marketers. Do the educational sessions, customer presentations, the celebration of success at The Markie Awards — and lots more knowledge exchange — change how well we market?

To dig in to the question, I gathered data on open rate, and click thru rate for the months of September, October, November, and December.  Additionally, EE is a great opportunity to connect with the greater Eloqua ecosystem, so I decided to look at the number of AppCloud connectors deployed as a proxy for how the ecosystem expands.  Since the EE locale has changed over the last couple of years, I limited the data to 2012, when EE was in the first week of November.  To facilitate comparing the numbers, I normalized each metric by the average over the 4 months, and then took a look at the results on a heat map.

EEChart

The results indicate that marketers do become more effective in the months of September through November, with successive month-by-month increases in Open Rate, Click Thru, and Total Cloud Connectors deployed.  The improvements in fact begin in October, before EE, perhaps in anticipation of the event.

In December, however Open Rate and Click Thru Rates decrease sharply, while the use of Cloud Connectors continues to grow.  With the holidays, perhaps we retreat to our workshops, developing new ways to expand reach, and preparing to roll our new toys out in the New Year!

If you have not yet registered for EE13, join our keynote speaker, “Breaking Bad” creator Vince Gilligan, as well as our community of modern marketing enthusiasts! Register now!  For those who have registered, think about your learning objectives beforehand, and let’s see if we can demonstrate even better results this year!

Looking forward to seeing you all in San Francisco! Get in on the fun on Twitter with the hashtag #EE13.

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