Campaign Operations
Eloqua
A global communication software company with approximately 5,000 employees needed to restore confidence in segmentation, reporting and consent management across Eloqua and multiple Salesforce instances. The audit identified 43% of contact fields as cleanup candidates, created a standardised consent framework and delivered a prioritised integration remediation roadmap.
The database had grown to a point where teams could no longer confidently answer a simple question: which data should they trust?
A global communication software organisation relied on Eloqua for segmentation, reporting and consent management. Over time, the database accumulated hundreds of fields, multiple consent models and integrations with multiple Salesforce environments. The volume was not the problem. The structure was.
Consent information existed in different formats, including true/false values, numeric fields and free-text entries. Opt-in and opt-out logic overlapped. Profile information arrived from multiple Salesforce instances using inconsistent mapping rules. Teams spent more time questioning the data than using it.
The same pattern appeared throughout the architecture. More than one fifth of contact fields contained no data at all, whilst a significant proportion were populated only rarely. Picklists lacked governance. Custom Data Objects contained substantial gaps. The system still functioned, but reporting and segmentation confidence continued to erode.
The objective was not to redesign the platform. It was to create a clear roadmap for making the existing architecture trustworthy again.
The team deliberately started with visibility before remediation. Cleaning data without understanding its usage patterns would have risked removing fields that still served operational value.
The project gave stakeholders something they had previously lacked: a quantified understanding of the problem. Instead of debating which areas needed attention, teams could prioritise cleanup, governance and integration improvements using clear evidence. Reporting discussions became easier because everyone worked from the same baseline. Consent management decisions also moved from interpretation to documented process ownership.
The organisation stopped guessing where the problems were. It gained a measured map of them.
Before the audit, discussions about data quality relied heavily on anecdotal evidence. Teams knew reporting and segmentation felt unreliable, but the scale and location of the issues remained unclear.
The audit created a quantified baseline across contact data, consent records, option lists, lifecycle performance and integration flows. Stakeholders could see exactly where data quality deteriorated and which changes would deliver the greatest operational impact.
Consent governance became significantly clearer. Standardised designs and documentation reduced ambiguity around ownership, interpretation and synchronisation of consent status between Eloqua and Salesforce environments.
The integration roadmap provided practical next steps instead of abstract recommendations. Email changes, deletion tracking, bounce visibility and lead conversion handling became structured remediation initiatives rather than recurring operational problems.
The organisation gained a quantified roadmap for reducing database complexity, improving consent governance and restoring trust in Eloqua reporting and segmentation
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