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Optimize web content_targeting

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    Optimize web content_targeting Optimize web content_targeting Presentation Transcript

    • <Insert Picture Here>Optimize Web Content TargetingMichelle HuffProduct Management, Oracle
    • Agenda• Web Site Business Drivers <Insert Picture Here>• Customer Success: MeadWestvaco• Key Concepts• Self-Optimized Content Targeting• Summary 2
    • Business Need to Reach Multiple Audiences • Self-Service Knowledge Base • Customer extranet Customers • Web Site • Micro-sites • Multi-lingual sites Enterprise Content Management • Localized sites Prospects • Self-Service Extranet Partners 3
    • Business Drivers for Web SitesOperational Growth Transformational • Web delivery of • Brand awareness • Move to self information (Web presence) service model • Consolidation • Improve lead • Create new (sites, technology, generation services vendors) • Improve customer • Create new • More productive retention marketing channels employees • Ecommerce (sell • Differentiate • Transactional self- products / services) business service offerings • Better educate • Create new • Meeting regulatory sales / channel business / requirements • Improve marketing business model • Minimizing risk research (surveys, statistics, etc.) Lower Costs Marketing Driven Change How You Do Business 4
    • MeadWestvaco Leveraging the Oracle UCM Platform • MWV’s overall web strategy is to continuously improve our web operations, build brand awareness, inform and educate, increase leads and improve loyalty, reduce administrative costs, enable self-service. – Consolidated 100+ public facing and non-managed websites, to a single externally-facing presence. – Continuously create new marketing channels and employee channels leveraging the platform Measureable Successes: Able to track new sales to website visitors Improved operational efficiency Reduced printing cost Improved customer engagementMWV’s Implementation Partner: 5
    • Oracle UCM: Enabling Our Web Strategies Oracle Enables Our Key Business Drivers: •A single, well managed content management and delivery platform •Design consistency and enforcement (templates) •Share content across channels •Multi-language support •Handles all content types •Distributed ownership •Easy to learn, easy to use •Strong workflow capabilities •Real-time publishing •Future: Cross channel support (social media), targeted presentationMWV’s Implementation Partner: 6
    • Oracle UCM: Multi-Media Content Excellent support for rich media content: •Support for all file types (Flash, images, video, design files, documents, etc.) •Store a single source file, system creates renditions •High and low resolution options •Exceptional search capabilities •Content is easy to manageMWV’s Implementation Partner: 7
    • Oracle UCM: Communications Center Alternate experiences for different audiences: •Targeting specific audience needs – our first step toward personalization •Support for all file types (Flash, images, video, design files, documents, etc.) • Store a single source file, system creates renditions • High and low resolution options • Exceptional search capabilities • Content is easy to manageMWV’s Implementation Partner: 8
    • Oracle UCM: Policy Library Ability to meet a variety of business needs: • Legal team requested a document management solution to meet specific requirements around the storage, archive, retrieval, and workflow • Policy owners wanted an easy-to-use content management solution and the ability to associate other rich content, such as translations, e-learning and other related content Future: Policy owners who are logged in to the Intranet will be able to easily edit their policies inline. 9
    • Key Concept When Management Multiple Sites Balance of Control• Distributed ownership to business units – Content and site maintenance Web Team # of• …with centralized control users – Centralized control of branding presentation and architecture Site Managers – Decentralized control of content, navigation, and on-going maintenance• Separation of user roles – Template and layout design Contributors – In-context site management – In-context contribution Consumers 10
    • Key Capabilities for Distributed Web Site Ownership Oracle offers different tools for different users• Web Developer: Development & Architecture Expert XML Data File Ravenna Tower Speakers • Creates reusable code, layouts and templates PX229 • Controls permissions and exposed functionality Region Template Sound that goes to the ceiling <H1> • Creates solid architecture to efficiently manage With tweeters designed by birds and woofers designed hundreds of sites by big dogs, Ravenna Tower speakers emit the clearest, </H1> <H2> most powerful sound you’ve• Site Manager: Audience & Line of Business Expert heard outside of the wild. </H2> <DIV> • Organizes /refines site navigation and structure • Picks layouts from a pre-defined list </DIV> • Controls keywords in title and meta tags right from the Web site• Content Author: Content & Knowledge Expert • Edits and adds content directly from the Web site • Previews changes in-context of the site • Reuses existing business content from Microsoft Word, PowerPoint, Excel, etc. 11
    • Key Features for Creating a Richer User Experience Easily Add Rich Media To Your Web Sites with Oracle• All file types – Flash, Photoshop, EPS, JPEG, TIFF, BMP, Quicktime, Real, Windows Media, AVI, MP3…• Automatic conversion to Web formats• Automatic renditions sets – Video, audio & images – High & low bandwidth options• Easy search and retrieval – Thumbnails, storyboards, and closed caption 12
    • Key for Creating a Relevant Web Experience Right Content, Right User, Right Format• Automatic conversion, dynamic templates – To Web and mobile formats and sizes• Secured and personalized content – Only users with the right permissions can view – Content easily personalized based on groups – Productized portal integrations – for richer personalization• Self-optimized content targeting – Self-optimization engine for content targeting – automatically learn what works – Display optimized content, landing pages, ads, & templates for different sets users on Web sites Automatically identifies predictive drivers – A/B testing and analytics 13
    • Directly from Sites or Custom Web ApplicationsAdd 1-Click Web Content Mgmt to New & Existing 14
    • <Insert Picture Here>Self-OptimizedContent Targeting 15
    • What is Oracle Real Time Decisions (RTD)?Personalized Business Intelligence at the Point of Interaction A solution that addresses a business issue faced by all organizations : …how to make personalized and accurate decisions, using the most up to date information, in real time… …consistently and in large volumes. 16
    • Managing Customer Attention Cross Channel Challenge Call Center Social Media Branch Get Advice Mobile Web KioskYesterday Today• Traditional Channels • New Generation Channels• Multi-Channel Experiences CRM • Cross-Channel Interactions• Outbound Centric Model • Inbound Centric Model 17
    • Self-Optimizing Decision Engine Closed Loop Interaction Optimization Customer Experience Choices Supply Venues for Recommendations Closed Loop Optimization Campaign OffersManagement Oracle or Third-party Goals Call Center Product Online Catalogs Products Rules Predictive Models Oracle or Third-party Eligibility Content Arbitration ContentManagement Automation Branch Kiosk Oracle or Third-party Reports Catalogs Promotions Adds Oracle or Third-party Campaigns System of Record for “Decisions” 18
    • Self-Optimized Decisions Generates Measurable ROITypical Improvement over Control Group• Transaction Volumes • Retention Rates – 150% Lift in click-through – 40% lift in retention rates rates – 20% Lift in sales conversion rates • Marketing Velocity – 50% Lift in click and – 500% lift in A/B testing velocity purchases rates – 90% reduction in number of – 76% increase in sales targeting rules conversion rates • Customer Satisfaction• Transaction Value – Confidence that Oracle helped – 6% lift in average transaction agents do their job increased value from 25% to 85% – 40% lift in margin per – Confidence that Oracle transaction recommendations are ‘very accurate’ in matching customers needs of 66% 19
    • When Determining Which Content to Deliver…Self-optimized decision making – for content as well as presentation! Which offer or promotion (internal / external) is the most relevant? Which Which call style to sheet? action? Which products? Which content? 20
    • Oracle Universal Content ManagementWCM Platform Built on ECM; Integrated for Multi-channel Delivery E-BUSINESS SUITE PEOPLESOFT SIEBEL | JD EDWARDS Desktop & Built-in Web Portal Application Mobile Office Site Designer Connectors Connectors Delivery Integrations Oracle Enterprise Web Content Management In-Context User Experience Services: Contribution, Preview, Reviews, etc. Integrated Content Decisioning Services with RTD High Value ECM Features and Services Web Content Mgmt, Digital Asset Mgmt, Document & Image Mgmt, Retention Mgmt, Records Mgmt, Rights Mgmt, Capture, Archiving Core Content Management Services 21
    • Summary– Feature-Rich Enterprise Web Content Management • In-context Web experience for business users • Rapid site development with distributed controls • Open Web content management platform for all types of sites • 7900+ customers, powering thousands of Web sites– Cross-Channel Decision Management Platform • Make personalized and accurate decisions…in real time • Large palette of decision management techniques (rules, predictive models, optimization) • Scalability & decision automation– Powerful, Combined Solution: Enabling You to Provide a More Relevant Web Site Experience • Enable marketers to target content to site visitors • Continual learning and self-optimization – Automates manual processes – Enables you to find micro-segments of Web site visitors • Increase revenue and improve customer retention 22
    • Engage in the Conversations! Twitter: #WebCenter, #E20, #ECM, #Oracle Facebook: http://facebook.com/OracleE20 http://facebook.com/OracleWebCenter LinkedIn Oracle Enterprise 2.0 Group Oracle’s Enterprise 2.0 blog: http://blogs.oracle.com/enterprise20
    • Get your Oracle Red Velvet Cupcake!
    • Kindle Drawing • Win A Kindle! • Load your favorite book on your Kindle with an Amazon Gift Certificate!
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    • The preceding is intended to outline our generalproduct direction. It is intended for informationpurposes only, and may not be incorporated into anycontract. It is not a commitment to deliver anymaterial, code, or functionality, and should not berelied upon in making purchasing decisions.The development, release, and timing of anyfeatures or functionality described for Oracle’sproducts remains at the sole discretion of Oracle. 28