The purpose of the Eloqua Activity Writeback app is to log LiveSend and Email Blast engagement to Eloqua. These activities can then be used to improve contact scoring, report on interesting moments, and detect buying signals in top-of-the-funnel activities for customers. For all LiveSend viewing sessions where the viewer is known and has a matching contact in Eloqua, Seismic will write back detailed engagement metrics to a custom object called Seismic Engagement.