oracle web 2.0 technologies enable next generation of ...€¦ · marketing is undergoing a...

Oracle Web 2.0 Technologies Enable Next Generation of Marketing Management Applications

Igor Nesmyanovich (dthree inc.), Harry Wong (Oracle)

© Copyright 2007 dthree inc. All rights reserved. IntelliMaxx ™ is a registered trademark of dthree inc. 11.15.2007| |

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

http://www.oracle.com/index.html


AgendaWhat 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


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


IntelliMaxx Business RequirementsIntegrate and consolidate data across all marketing communication channels:

Mass media impressions and ratings

Call center interactions

Direct mail

Field marketing

Internet marketing


Managing Internet MarketingDisplay advertising

Email marketing

Interactive advertising

Social media optimization

Web analytics

Search engine marketing

Search engine optimization

Pay-Per-Click advertising

Paid inclusion


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


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


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


Act Intelligently1. 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


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


Architectural ApproachSOA

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)


IntelliMaxx™ - Conceptual Model

Ongoing Data Collection, Analysis & Reporting

All outcomes are positive, as they either meet the goal, or provide insight into consumer behavior.

Integration services and data hub

Analytical and knowledge discovery tools

Integrated and intelligent applications


Workspace concept for more intuitive and personalized user interface


Secure and Personalized Access

Identity management and security

Personalised role-based information delivery (ADF)

Integration with Oracle Virtual Private Database (VPD)


Contextual Collaboration with Workspaces


Blogs Help to Capture Tacit Knowledge


Access to Structured and Unstructured Information


IntelliMaxx™ Online Community BuilderExtension 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


ConclusionsMarketing 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.

QUESTIONS AND ANSWERS


THANK YOU!

For more informationVisit http://demo.dthree.com

Email: [email protected]

http://demo.dthree.com/

mailto:[email protected]

oracle web 2.0 technologies enable next generation of ...€¦ · marketing is undergoing a...

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