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Does your audience have a way to really tell you what they're interested in?
Are they subscribed to "Newsletters" when you potentially have 9 different newsletters covering a range of subjects? Which one do they receive?
If you're able to collect preferences, combined with subscriptions and overlay that with profile data, all of a sudden you're in a much better position to provide people with content that they're interested in.
Eloqua provides you with the perfect engine to present, capture and segment on preferences and subscriptions.