sig leader: chad petersen (customer, carolina.com)

SIG Leader: Chad Petersen (Customer, Carolina.com)

Program Agenda

SIG Membership Update & Overview (recap)

Customer Demo – DSW

Oracle Commerce (ATG & Endeca) Personalization Workshop

Wrap Up

Today’s Presenters

Chad Petersen (SIG Leader) Director, eCommerce

Kristin Ewig Manager, E-Commerce Platform & Products

Jill Campbell Global Commerce Solution Strategy Director

Lindsay Steel On-Site Search Specialist

Glen Borkowski Solution Strategist

Please welcome our newest SIG member companies –Canon –KLX Aerospace –Liberty Media –Restoration Hardware

SIG Membership Update

69 members in our LinkedIn Group (“ORUG: Oracle Commerce Special Interest Group”)

SIG Goal: Enhance our experience with Oracle Commerce products while also providing Oracle with feedback, ideas, and priorities. Comprised of and facilitated by Oracle Commerce (ATG & Endeca)

customers; supported by Oracle. Interact with peers, discuss techniques, roadmap ideas, and more. Interact with Oracle solutions management team. Quarterly webcasts and in-person once a year (TBD).

SIG Goal and Overview

250 members representing 72 companies

DSW.com Endeca Search Improvements

November 11, 2015

UPGRADE EXPECTATIONS DSW.com Upgrade to version 11 (ATG/Endeca/Experience Manger) • April 2015 from ATG version 9.4 & Solr Search

• Increased Efficiency • On-Site Search:

– +20 bps increase in conversion of on-site search traffic (estimated at 15% of traffic)

• SEO expectation: +20% in natural search 2

Strategic Init iatives

Recent Projects Leveraging ATG/Endeca/XM:

• Dedicated On-Site Search Specialist

– Maximization of Endeca Search • Search Tuning

• Merchandising results of top search terms or marketed terms (using Boost/Bury)

• Manage Type Ahead List

• Maintain thesaurus entries

• Analytics & Reporting – Highlight opportunities to merchants

• Add and optimize content headers on search results pages – SEO – Additional communication to customer

ON-SITE SEARCH

DISPLAY NAME / SHORT DESCRIPTION

CATEGORY

COLOR FAMILY

GENDER

PARENT / CATEGORY KEYWORDS

LONG DESCRIPTION

KEYWORDS

ORIGINAL STYLE ID

MATERIAL 1

MATERIAL 2

E N D E C A V A L U E S

S E A R C H E D --------------------

R E L E V A N C Y R A N K I N G

INCREASED EFFICIENCY

Inventory/New/Rating Boost/Bury Product

ON-SITE SEARCH

Customer

Experience + Top-line Metrics

Enhancements, Efficiencies +

Benefits Endeca

Implementation

ON-SITE SEARCH

30 bps Increase

Conversion Rate

49% Increase

Click-Thru %

11% Increase Onsite

Searches

*May – June 2015

E N D E C A S O L R

ON-SITE SEARCH

59% Increase

Conversion Rate

36% Increase

Click-Thru %

122% Increase Onsite

Searches

*May – June 2015

O P T I M I Z E D

ON-SITE SEARCH

O P T I M I Z E D

ON-SITE SEARCH

E N D E C A – S E A R C H – U R L

ON-SITE SEARCH

E N D E C A – S E A R C H – U R L

ON-SITE SEARCH

+21 bps Conversion Rate

+13% Click-Thru %

+1% % of Total

Traffic

**IMPROVED %TRAFFIC, CLICK-THRU %, & CONVERSION

P O S T – U P G R A D E

SIG Leader: Chad Petersen, Carolina Biological Supply

ORACLE COMMERCE PERSONALIZATION SERIES SESSION 3: Catalog & Content Attribution Strategy

Glen Borkowski, Solution Strategy Director November 11, 2015

UNDERSTANDING CHANNEL

REWARD

DEVICE PREFERENCE

LOCATION

CONTENT

INSIGHT

Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

The Oracle Commerce Personalization Series

Session 1: High-level Conceptual Overview

Session 2: Profile Definition & Segmentation Strategy

Session 3: Catalog & Content Attribution Strategy

Session 4: Targeted Content (User States, Channels, etc.)

Session 5: XM Tips, Tricks & Techniques

Session 6: Personalization: Governance & Processes

Session 7: Select Personalization Use Cases

Program Agenda

What is attribution and why does it matter?

Sample Data Flow: data sources, curation, and delivery

Oracle Commerce business user tools: how to manage attribution

BCC: curation examples

Experience Manager: leveraging attributes

Best Practices

What is attribution and why does it matter?

Content Attribution • What

– The definition and management of how you describe catalog / content items – Obvious examples: Product: name, description, color, price – Not so obvious: featured (T/F), best use (i.e. cold weather), popularity (1-10), etc.

• Why? – Having meaningful attributes attached to these items allows you to effectively target

the correct content to designated users • Most Common Challenge: Dirty Data

– Allows you to define groups or collections of items based on the attributes (i.e. featured products)

– In general, makes writing personalization rules easier

Sample Data Flow Data Sources, Curation, And Delivery

Typical data flow

Oracle Commerce

BCC GS & XM Index

(partial & baseline)

Integrations bring over basic attributes

Additional attributes

managed via BCC

Index process runs so Endeca has all attributes (ATG &

Endeca are in sync)

Now ATG and Endeca have all the info they need to deliver a

personalized experience (create targeting rules, search rules, etc.)

Defined Segments in the BCC will automatically appear in

Experience Manager

Oracle Commerce Business User Tools How to manage attribution

BCC & Experience Manager

Curation example using the BCC Content Administration

Leveraging attribution in Experience Manager

Experience Manager

• OneColumnPage

• TwoColumnPage

• ThreeColumnPage

• MobilePage

Templates and Cartridges (OOTB) • AutoSuggestPanel

• Breadcrumbs

• ContentSlotHeader

• ContentSlotMain

• ContentSlotSecondary

• DimensionSearchAutoSuggestionItem

• DimensionSearchResults

• GuidedNavigation

• HeaderBanner-ATGCategory*

• HorizontalRecordSpotlight

• Image

• Link

• MediaBanner

• PageSlot

• ProductDetail

• ProductList-ATGCategoryChildren*

• ProductSpotlight-ATGCategoryRelatedProducts*

• ProductSpotlight-ATGCategoryRecommendations*

• ProductSpotlight-ATGSlot*

• ProductSpotlight-ATGTargeter*

• PromotionalContent-ATGSlot*

• PromotionalContent-ATGTargeter*

If your application requires functionality that is not covered by the core OOB cartridges, you can extend existing cartridges or develop your own.

* Cartridges implemented in Commerce Reference Store

• RecordSpotlight

• RefinementMenu

• ResultsList

• RichTextMain

• RichTextSecondary

• SearchAdjustments

• SearchBox

Experience Manager – Simple Example • Page – select a page

– Default “Search Results” page ( or any page)

• Cartridge – select a cartridge – “RecordSpotlight” cartridge – “ResultsList” cartridge

• Merchandiser – Perform a Task – Boost and Bury

• Merchandisers can write rules leveraging attributes to meet business needs and drive customer engagement – Dynamically (not manual) move featured products to the top of a result set – Dynamically (not manual) move low inventory items to the bottom of a result set – NOTE: Can always override your dynamic selection rule

Experience Manager

Best Practices

Content Attribution Strategy Best Practices Data Sources, Curation, and Delivery • Have the right attributes to meet customer needs

– If they don’t exist, work with IT to create them

• Ensure the process to curate data is efficient – BCC: csv spreadsheet import/export – BCC: Multi-edit – Automate as much as you can vs. hand curate

• Example: Inventory rule to automatically bury products with low inventory – An integration with inventory system – Rule written in Experience Manager

• Example: “Most Popular” concept – Platform automatically updates “Most Popular” attribute of the content with each user click – Take advantage of implicit behavior

Content Attribution Strategy Best Practices Data Sources, Curation, and Delivery • Be aware of how attributes are defined regarding their data type

– Data types like strings, integers, and booleans are easy to write rules against – Complex data types make writing rules more difficult (and sometimes impossible)

• Example: Order object with many sub-objects

– Work with IT to strike a balance between flexibility and ease of rule management

• Metadata values – Example: Product Color (Black, Ebony, Onyx, etc.)

• Understand how to write rules to meet business requirements – More info in the next session on “targeters”

Session 1: High-level Conceptual Overview

Session 2: Profile Definition & Segmentation Strategy

Session 3: Catalog & Content Attribution Strategy

Session 4: Targeted Content (User States, Channels, etc.)

Session 5: XM Tips, Tricks & Techniques

Session 6: Personalization: Governance & Processes

Session 7: Select Personalization Use Cases

Future SIG Webcasts – We Need Your Help

Help bring Oracle Commerce (ATG & Endeca) to life for others! – Highest demand for 10.X, 11.X, and Endeca

Looking for member companies to do 15-20 minute demos – Managing Endeca search – Creative examples of Endeca Experience Manager – ATG Personalization at work (targeting, segments, rules, etc.) – ATG site(s) in Responsive frameworks – ATG Multi-Site in action

What’s Next Proposed Schedule

� Commerce � Merchandising � Planning & Optimization � Stores � Supply Chain � Technology � Functional �

SIG Q2 Q3 Q4

Commerce May 12 Aug 6 Nov 11

Merchandising Jun 4 Dec 3

Planning & Optimization Apr 30 Nov 19

Stores May 21 Aug 20 Nov 3

Supply Chain Jun 25 Oct 13 Dec 8

Technology Jul 30 Dec 17

Functional Dec 9

Oracle Industry Connect

https://www.oracle.com/oracleindustryconnect/retail/index.html April 12–13, 2016 Walt Disney World Swan and Dolphin Resort in Orlando, Florida.

Save-the-Date: Oracle Retail Program

Get Involved! Help us recruit and interact!

Recruit: Interact: LinkedIn Group: “ORUG: Oracle Commerce Special Interest

Group”

Thank You!

Questions or Feedback? – Chad Petersen, SIG Leader – Email: chad.petersen@carolina.com – Phone: 336.264.6591 – Contact SIG Leader to request for SIG webcast recording

sig leader: chad petersen (customer, carolina.com)

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