Event Classifications: Eloqua

Eloqua is Oracle’s marketing automation platform that tracks email opens, clicks, form submissions, and website visits. It creates events for all prospect engagement with marketing campaigns.

Event Classes

• Inbound Activity: Prospect engagement with marketing content
• Outbound Marketing: Sent marketing communications
• Disengagement: Unsubscribes and bounces
• Outbound Sales: Sales-related activities
• Operational: System processing activities

Event Types

(from asset_type field):

• Form Submit: Form completion activities
• Email Click: Email link clicks
• Email Open: Email opens
• Page Visit: Website activity tracking
• Unsubscribe Email: Unsubscribe actions
• Email Bounced: Email delivery failures
• [Any Asset Type Value]: Dynamic based on campaign asset configuration

Technical Details

Source Field Mappings:

• event_type: asset_type field from contact_activity table
• Activity Filtering: No specific filtering – all activities included

Event Class Logic:

IF asset_type IN ["Unsubscribe Email", "Email Bounced"]:

    event_class = "Disengagement"

ELSE IF email_clicked_thru_link is not null OR asset_type = "Form":

    event_class = "Inbound Activity"

ELSE IF asset_type contains "sales":

    event_class = "Outbound Sales"

ELSE:

    event_class = "Operational"