Summary of September 2018: Using Eloqua to Increase MDT Connect Stickiness

Video Summary

The video titled "September 2018: Using Eloqua to Increase MDT Connect Stickiness" features presenters Catherine Clayton and Brian Graves, both of whom work in global IT focusing on marketing automation, specifically with Eloqua. The discussion centers on a project aimed at enhancing user engagement with Medtronic Connect, an e-commerce platform for online ordering.

Main Financial Strategies and Business Trends:

Automation of Campaigns: Transitioning from manual email processes to automated campaigns to improve efficiency and user engagement.
Cost Savings: By encouraging online orders, the company aims to reduce customer service costs associated with phone orders.
Data-Driven Decisions: Utilizing data analytics to segment users and target communications effectively, leading to improved customer interaction and retention.

Goals of the Project:

Automate user notifications to reduce manual workload.
Enhance reporting capabilities to track user engagement.
Ensure consistent communication with users.
Increase customer usage and stickiness of the Medtronic Connect platform.
Raise active user rates from 35% to 40%.

Methodology/Step-by-Step Guide:

Project Request Submission: Users submit project requests through Workfront.
Initial Meetings: Discuss ideas, goals, and requirements with stakeholders.
Estimation: Provide an estimate of time and cost for project implementation.
Regular Meetings: Hold frequent check-ins to discuss progress and challenges.
Testing: Conduct thorough testing to identify and resolve issues before going live.
Launch: Implement the automated campaigns.
Reporting: Utilize Eloqua to generate performance reports on user engagement and campaign effectiveness.

Campaign Types Discussed:

Login Reminder Campaign: Targets new users who have not logged in within two weeks, sending six reminder emails over six months.
Need Help Campaign: For users who have logged in but not engaged further, offering assistance and resources.
We Miss You Campaign: Aimed at users who were previously active but have not logged in recently, encouraging re-engagement.
Quarter End Campaign: A manual campaign that sends updates at the end of each quarter.

Presenters:

Catherine Clayton
Brian Graves
Jan Weaver (provided insights but was not present during the presentation)

Overall, the project successfully met its goals, demonstrating the effectiveness of Eloqua in automating marketing efforts and enhancing user engagement with the Medtronic Connect platform.

Notable Quotes

— 03:02 — « Dog treats are the greatest invention ever. »

— 36:20 — « It could be or maybe it's a clone. »

— 38:34 — « [Laughter] »