Build a 360-Degree Viewof Customers with Oracle BI Cloud Service

Tom MunleyVice President, Oracle Business

Unittom.munley@perficient.com

Shiv BhartiPractice Director,

Oracle Business Analyticsshiv.bharti@perficient.com

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Agenda• About Perficient

• What are customer blind spots?

• Challenges to eliminate blind spots

• Considerations

• Approach to building a complete view

• Client case study/solution demo

• Perficient marketing analytics

• Best practices for cloud business intelligence

• Q&A

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About Perficient

Perficient is the leading digital transformation consulting firm serving

Global 2000 and enterprise customers throughout North America.

With unparalleled information technology, management consulting, and creative capabilities, Perficient and its Perficient Digital agency deliver vision, execution, and value with outstanding digital experience, business optimization, and industry solutions.

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Perficient ProfileFounded in 1997

Public, NASDAQ: PRFT

2015 revenue $473.6 million

Major market locations:Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern California, St. Louis, Toronto

Global delivery centers in China and India

3,000+ colleagues

Dedicated solution practices

~95% repeat business rate

Alliance partnerships with major technology vendors

Multiple vendor/industry technology and growth awards

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Perficient’s BI PracticeFast Facts• Practice Started: 2004• Projects Completed: 400+• Management Team: 14 years• 60% of consultants former Oracle

Eng.• Oracle Authorized Education Center

• Oracle BI Apps, OBIEE, ODI• Perficient runs its business on

Oracle BI• Proven implementation

methodology

Solutions Expertise• BI/DW strategy and assessments• BICS/DVCS/Data sync• OBIEE and Oracle BI Apps• Data integration, discovery, Big

Data• Exadata and exalytics• Oracle Golden Gate

Oracle Specializations

Blind Spot 101

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Customer Blind Spots 101

AREA YOU CAN SEETHROUGH

REAR VIEW MIRROR

AREA YOU CAN SEEWITHOUT

MOVING YOUR HEAD

BLIND SPOT

BLIND SPOT

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Customer Blind Spots 101

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Customer Blind Spots 101

• Campaign Analysis• Email Click through• Email Conversion Rate

• Response Time• First Time Fix Rate• Field Tech Utilization

• Pipeline• Forecast• Activities

• Revenue• Customer Profitability• Customer Satisfaction

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• Gaps in your view of the customer relationship across time

• No formal social media listening data

• Lack of cross-device identity

• Inability for organizations to deliver personalized customer experiences

• Inability to apply predictive analytics to customer behavior to optimize products and services

• Inability to address customer issues before the customer

Blind Spots Beyond the Metrics

Challenges to Eliminate Blind Spots

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Disparate Data Sources

CUSTOMER DATABASES

SALES AND ORDER TRANSACTIONS

SURVEYS AND RESEARCH WEB AND SOCIAL MEDIA

PRODUCTS AND SERVICES

PROSPECTLISTS

FIELD FORCE CAPABILITY

COMPETITION AND MARKET TRENDS

MARKETING AND PROFILE DATA

CONTACTHISTORY

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Multiple Sources of the TruthMultiple Tools with Overlapping Functionality

• Organizations purchase multiple tools• Tool selection is done by department, not functionality

Inadequate Requirement Methodology • Methodology does not account for multiple reporting tools

Proliferation of Data• Dramatic increase in the volume of data and the sources

being captured• More sources than just back-end ERP databases

Organizational Challenges• Tool ownership challenges• Data fiefdoms

Lack of Defined Sustainment Processes

• No established group to create new reporting functionality• Leads to an ad hoc approach to reporting

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Growth in Data Volumes

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Data Migration Challenges

Lack

of co

llabo

ration

Lack

of st

anda

rdiza

tion

Poor s

ystem

desig

n

Inacc

urate

inform

ation

Poor in

terpre

tation

of bu

sines

s rule

s0

10

20

30

40P

erce

nt

Considerations

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Data Migration Challenges

• Remove Inconsistencies

• Reduce Manual Processes

• Standardize Data Elements

• Refresh Stagnant Information (NCOA, Deceased)

• Build Strong Foundation

• Clean up Raw Data

• Define Customer (CDH)

• Define Household

• Align Enterprise to common “Key”

• Link Across Systems/sources

• Internalize Householding

• Centralize Customer Data

– CDH– Quotes– Policy– Claims– Contact History– Call Center– Agent– Site Navigation– Web Behavior– MyAccount– DreamKeep– DreamVault– Social

• Implement Role-based Access

• Create Single Point of Access

• Enable Cross-Function Access

• Reduce Data Latency (Daily/Real time)

• Organize Raw Data for Analysis, Report, Action

• Create Business Sub Views

• Differentiate data layouts (Big Data vs. Relational)

• Connect to Operational Processes (Contact Management)

• Develop Flexible/ Streamlined Environment

Data Quality Data Standards and Linkages Data Ingestion Data Access Data Enablement

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Solution Considerations

Faster Innovation• Faster pace to product innovation• Modern, global platform• Shorter upgrade cycle

Lower Cost• Reduced infrastructure cost• Reduced IT maintenance cost• Reduced customization and

upgrade cost

State-of-the Art Analytics• User experience-focused interface• Seamless data integration• Ad-hoc analysis, including drill down• Dashboards, mobile

Lower Risk• Reduced administrative burden• Guaranteed system availability• Scalable platform for future

expansion

Approach to Building a Complete View

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Stages of Strategic MarketingExamine the situation and identify marketing problems and opportunitiesa) Customer analysisb) Company analysisc) Competitor analysis

Establish strategic objectivesd) Product differentiatione) Cost leadershipf) Focus

Formulate marketing tacticsg) Producth) Pricei) Place (Distribution)j) Promotion

Implement and monitor4

2

3

1

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Stages of Strategic Marketing

Product Price Place Promotion

Data on Consumer Behavior

Statistical Analysis

Profitability (ROI) Prediction

Segmentation

Advance in computing

power

Advance in data storage capabilities

Targeting

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• When most firms refer to Big Data, they are not actually using “BIG” data. The term is used interchangeably with Analytics.

• Big Data involves the application of Analytics to client data of such size that a desktop computer will not suffice.

• Many observations• Many disparate applications• Many variable fields

What is Big Data?

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"With too little data, you won't be able to make any conclusions that you trust. With loads of data you will find relationships that aren't real ... Big Data isn't about bits, it's about talent.”

- Doug Merrill, former Google CIO

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CRM ERP CMS MDM Customer Data Finance Video Sales Analytics Stores

Customer Data Ecosystems (Legacy Platforms)

Customer Experience Management

Marketing Sales Commerce Service SocialFoundational Tools

Analytics, MDM, BI and Decisioning Tools

Mobile, Portal and Content Tools

Cloud Infrastructure and Platform Services

Integration and BPM/SOA Tools

Web Mobile Social In Store Contact Center Field Service Direct Sales Channel Sales

Architecture

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Marketing analytics consist of:- Quantitative marketing frameworks- Marketing database- Integration engine- Tools to analyze data through lens of marketing framework

Benefits- Formulate a logical marketing strategy- Quantify/measure benefits- Optimization, ROI and accountability

Marketing Analytics

Client Case StudySolution Demo

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Key Challenges

Line Specific Partners

Marketing Partners

Claims Partners

Social Media

Other

Customer MDM (CDH)

Marketing Customer

(MDEF)

Customers Portfolio

(CP)

CRM(AP EX)

Advanced PL

Classic PL

Connect CFR

Legacy CFR

Cornerstone Life

Legacy Life

B&A

Advance PL

Classic PL

Connect CFR

Legacy CFR

Life In-Force

Life NBU

B&A

Billing

Payment

Legacy Claims

(ICS)

Legacy Claims (COPS)

Catalyst Claims

Customer

Quote & App

Policy

Billing

Claims

Agency Call Center CustomerWeb

Customer Mobile Email SMS Mail Social

Media Advertising … Partners Affiliates

The Customer

Marketing

Product Lines PL, CFR, Life,

B&A

Claims

SDA

DSAL

Data Quality Creates Poor Experience

Data Quality

Limits Use

Information Gaps at the Point of Engagement

Multiple Definitions & Sources of Household

Time to Change

Inconsistent or Incomplete views of the customer

Inability to access

Customer siloed across many sources; limited ability to join

Time to deliver

Time to access

Lack of single canonical view of the customer

!

!

!

! ! !

!

!

!Customer Engagement Channels

CRMExternal

Third-partySales (Quote and

Applications)Policy

AdministrationAnalytical (Raw & Transformed)

Customer Reporting and Analytics

Customer Data EcosystemBilling and

Receivables Claims

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Pre-built Marketing Analytics on BICS

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Support for Cross-Functional AnalysisMarketing Analytics Procurement and

Spend Analytics

Products Dimension

Marketing Fact Table

Purchase Orders Fact

Tables

TimeDimension

DimensionTables

DimensionTables

• Prerequisite of common conformed dimensions

• How many of my top customers bought products after the launch of the new marketing campaign?

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Pre-built Marketing Analytics on BICS• Metrics to analyze your campaign performance, contact

analysis, customer interaction, planning, campaign detail, contact detail, and provide more accurate, detailed reporting

• Mobile access with no extra programming required

• Comprehensive sharing framework

• Simple self-service administration

• Automated ongoing updates

• Role-based granular security

• BICS Academy with comprehensive tutorials and training videos

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Best Practices for Cloud Business Intelligence

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Begin with a prioritized list of blind spots

Utilize structured methodology/approach across the organization

Leverage pre-existing content to shortcut traditional waterfall design

Adjust best in class analytics to your line of business metrics

Evaluate efficacy during beta period

Recalibrate analytics prior to broader roll-out

Serve analytics based on roles

Cloud Business Intelligence Best Practices

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Speed Time to Value, Lower TCO, Lower RiskBuild from scratchwith traditional BI tools

Weeks or Months

Back-end ETL andMapping

DW Design

Define Metrics& Dashboards

Back-end ETL and

Mapping templates

DW Design

Define Metrics& Dashboards

Training/Roll-out

Training/Rollout

Quarters or Years

Pre-built DW design, adapts to other data warehouses

Role-based dashboards and hundreds of pre-defined metrics

Easy to use, easy to adapt

• Faster deployment• Lower TCO• Assured business

value

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Our Agile Implementation Methodology

Project Management

User Experience

Business Analysis

Technology Architecture

ENVISION EXECUTE EVOLVE

ProgramEstablish consensus to achieve strategic goals and objectives.

ProjectDeliver a solution that meets the end user’s expectations.

OperationImprove the operational state

of a production solution.

StrategyCreate the

Vision

RoadmapCreate the Action Plan

FoundationPrepare the Organization

and Environment

Inception Establish Feasibility

Elaboration Design the

Solution

ConstructionBuild the Solution

TransitionDeploy the

Solution

Maintenance Support a Production

Solution

AssessmentAnalyze a Production

Solution

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QuestionsType your question into the chat box

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Next up:[Webinar] Orthofix Improves Financial Close and Consolidations with Oracle CloudThursday, February 21

[Event] Collaborate – Las Vegas, NVApril 3-5, 2017

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