Oracle Web 2.0 Technologies Enable Next Generation of Marketing Management Applications. Igor Nesmyanovich (dthree inc.), Harry Wong (Oracle)

Transcription

1 Oracle Web 2.0 Technologies Enable Next Generation of Marketing Management Applications Igor Nesmyanovich (dthree inc.), Harry Wong (Oracle)

2 Presenters: Igor Nesmyanovich; CIO, partner dthree inc, Mississauga, ON, Canada dthree, inc. is a technology and services company providing an integrated marketing and relationship management platform that enables online and offline marketing convergence Harry Wong, Principal Product Manager, Oracle Fusion Middleware, Oracle USA Page 2

3 Agenda What is IntelliMaxx? IntelliMaxx business and technology requirements Architectural approach Utilizing Oracle WebCenter for Web 2.0 user interface Contextual collaboration Marketing knowledge management Applying Web Center technologies for Web 2.0 site makeover Demo Q&A Page 3

4 What is IntelliMaxx? Integrated marketing and relationship management platform. IntelliMaxx captures all of customer communications and interactions from multiple channels (online and offline), consolidates the data in the form of insightful information and provides the integrated tools to take action, resulting in increased sales and profitability. Integrate Analyse Act intelligently Page 4

5 IntelliMaxx Business Requirements Integrate and consolidate data across all marketing communication channels: Mass media impressions and ratings Call center interactions Direct mail Field marketing Internet marketing Page 5

6 Managing Internet Marketing Display advertising marketing Interactive advertising Social media optimization Web analytics Search engine marketing Search engine optimization Pay-Per-Click advertising Paid inclusion Page 6

7 Integrate Different Types of Marketing Information Customer descriptive information Contact information Demographic and psychographic data Behavioral Information Transactional data Campaign response Implicit and explicit online tracking Contextual Behavioral patterns Persona models Marketing research Business case Financial data Project plan Creative brief Page 7

8 Provide Access to All Marketing Process Stakeholders CEO CFO CMO Campaign manager Marketing Analyst IT data manager External Partners: Interactive agency Direct database marketing agency Brand agency Call center Page 8

9 Extract Actionable Knowledge Dashboards and KPI Static reports Ad hoc reports OLAP, drill down Alerts Data mining and predictive modeling, Unstructured data search Collaborative and hybrid intelligence Page 9

10 Act Intelligently 1. Create campaign 2. Define content 3. Collaborate on the content 4. Get database extract 5. Prepare starter campaign 6. Execute starter campaign 7. Get sampling response 8. Create predictive model 9. Generate prospect list for the large-scale campaign 10.Analyze campaign: revenue, profit, ROI Page 10

11 IntelliMaxx Requirements for Technology Platform Flexibility Openness and integration friendly (EIA on steroids) Marketing clients expect fast time-to-market with a unique solution to support strategy Easy customization to enable variety of marketing tactics Scalable Secure User friendly Cost effective Page 11

12 Architectural Approach SOA Scalable data processing engine Use best-of-breed application components: Content Management Security and Identity Management Reporting and OLAP services Rules and process management Effective integrated development tools Use of open standards such as JSR-168 (Portlets), JSR-286 (WSRP), JSR170 (Content repository), JSR-73, JSR-247 (JDM, data mining), JSR-252 (JavaServer Faces) Page 12

13 IntelliMaxx - Conceptual Model Integration services and data hub Analytical and knowledge discovery tools Integrated and intelligent applications Ongoing Data Collection, Analysis & Reporting All outcomes are positive, as they either meet the goal, or provide insight into consumer behavior. Page 13

14 Workspace concept for more intuitive and personalized user interface Page 14

15 Secure and Personalized Access Identity management and security Personalised role-based information delivery (ADF) Integration with Oracle Virtual Private Database (VPD) Page 15

16 Contextual Collaboration with Workspaces Page 16

17 Blogs Help to Capture Tacit Knowledge Page 17

18 Access to Structured and Unstructured Information Page 18

19 IntelliMaxx Online Community Builder Extension of IntelliMaxx platform to accelerate WEB 2.0 makeover Reduce backend rework by decoupling data and content management from the presentation layer Scalable data and content services with variety of front end solutions: HTML AJAX Flash Silverlight Mobile Page 19

20 DEMO

21 Conclusions Marketing is undergoing a fundamental transformation. Marketing knowledge workers need an integrated application platform. The new generation of IntelliMaxx marketing management platform utilizes Oracle WebCenter with strong focus on Web2.0 technologies. WebCenter helps dthree to deliver a context-rich, more intuitive and personalized user experience and better collaborative functionality. Page 21

22 QUESTIONS AND ANSWERS

23 THANK YOU! For more information Visit Page 23