crm at oracle series: marketing business intelligence
DESCRIPTION
The CRM at Oracle series highlights Oracle's internal implementation of Oracle CRM products such as Siebel CRM and Oracle CRM On Demand. This presentation discusses an overview of Oracle's Enterprise Reporting Architecture and highlights the Marketing Business Intelligence dashboards and reports.TRANSCRIPT
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CRM at Oracle – Marketing Business Intelligence
Deepak Gupta Roger Rich Amir Motamedi
Vice President Senior Director DirectorCRM Systems Marketing Systems Marketing BI
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.
Oracle Corporation
Solutions Offerings• Oracle Database
• Oracle Fusion Middleware
• Oracle Applications
• Oracle Services
Information Technology• Four major IT Functions
1. Applications2. Development 3. Traditional 4. On Demand
About Oracle
•US$26.8 billion in revenue for fiscal year 2010
•More than 370,000 customers worldwide
•More than 21,000 partners
•100,000+ employees, including:
•35,000 sales & marketing
•7,500 support
Global CRM (GCM) Single Instance
• 1.8M Accounts• 20M Contacts• 20M Prospects
35,000 Internal users
• 72M Marketing Responses• 24M Sales Activities• 18M Marketplace Accounts
100,000 Territory Lookup users
300,000 Partner users
Partner Portal
145 Countries
10 Languages
Objective
• Global, consistent, streamlined, and scalable campaign to opportunity to quote processes
Approach• Go Native – 90% vanilla• Go Fast – 1 year to rollout• Consolidation/Centralization• Start Clean, Stay Clean• Standards based Integration• Drive value with BI
Oracle’s Global CRM ImplementationOptimizing Our Go-To-Market
Sales
Customer Data
Marketing
Partners
Global CRM Single Instance Ecosystem
Implementation planned
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CRM at Oracle – Marketing Business Intelligence
Deepak Gupta Roger Rich Amir Motamedi
Vice President Senior Director DirectorCRM Systems Marketing Systems Marketing BI
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Marketing Business Cycle
Global
CRM
Plan
Execute
Manage
Analyze
Siebel MRMPlanning and BudgetingDefine Marketing Initiatives
Create Funds & Allocate BudgetRequest & Approve BudgetCreate Plans & Programs
Campaigns/Os/Ts
Siebel MarketingList and Segmentation
Target AudienceBuild/Load SegmentsLaunch Campaigns
Email Marketing
OCH & Siebel MarketingResponse Management
Response CaptureQualificationAssignment
Lead Creation
CRM Analytics (OBIA) Closed Loop ReportingMeasure Marketing ROITrack Budget to ActualFact-based Planning
Marketing Business Cycle
eMarketing AppsMarketing Execution
Landing PadEvent RegistrationSoftware Download
Siebel Call CenterOpportunity Management
Opportunity ConversionOpportunity Progression
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CRM at Oracle – Marketing Business Intelligence
Deepak Gupta Roger Rich Amir Motamedi
Vice President Senior Director DirectorCRM Systems Marketing Systems Marketing BI
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Marketing Business Intelligence
Analytics Complexity
Visibility
Effectiveness
Predictive
IT Developer BI Developer BI Analyst
Alliances•Partner
Contribution•Channel
Visibility
Sales/Marketing•Pipeline
Progression•Campaign
Effectiveness
Finance•Sales
Forecasting•Most Likely
Next Purchase
Enterprise Reporting Architecture
EBS Global Single Instance
SINGLE DATA DEFINITION
CUSTOMER
GLOBAL CORPORATE WAREHOUSE
BI Server
Ad-hoc Analysis
Interactive Dashboards
Detect & Alert
Mobile &Disconnected
Office Integration Search Embedded
PRODUCT INDUSTRY GEOGRAPHY
Siebel CRMSingle Instance
ServiceSingle Instance
Planning & Budgeting
External Data Sources (e.g., D&B)
Executive Reports
Management (Program) Reports
Marketing Intelligence Reports
Data Quality Reports
Best Practices
•Understand Reporting Requirements
•Focus on Education & Training
•Global Data Warehouse
•Partner with IT