Oracle Web 2.0 Technologies Enable Next Generation of Marketing Management Applications
Igor Nesmyanovich (dthree inc.), Harry Wong (Oracle)
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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)
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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
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Workspace concept for more intuitive and personalized user interface
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Secure and Personalized Access
Identity management and security
Personalised role-based information delivery (ADF)
Integration with Oracle Virtual Private Database (VPD)
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Contextual Collaboration with Workspaces
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Blogs Help to Capture Tacit Knowledge
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Access to Structured and Unstructured Information
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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
DEMO
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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
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THANK YOU!
For more informationVisit http://demo.dthree.com
Email: [email protected]