As businesses expand into new areas of marketing they’re adopting hybrid applications, both on-premises and cloud, to support their growing needs. But multiple applications silo customer information across the business, limiting a 360-degree view of the customer and the ability to analyze different marketing initiatives. Learn how Oracle BI Cloud Service (BICS) gives you the ability to consolidate your disparate marketing, CRM, sales, billing, and external/third-party data into an Oracle Cloud database and provide you with actionable information for a comprehensive view of your customer. Our discussion covered: -Customer blind spots and how to eliminate them -Approach to building a complete view -Client case study and demo -BICS best practices

1. Build a 360-Degree View
of Customers with Oracle BI
Cloud Service

2. Tom Munley
Vice President, Oracle Business Unit
tom.munley@perficient.com
Shiv Bharti
Practice Director,
Oracle Business Analytics
shiv.bharti@perficient.com

3. 3
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

4. 4
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.

5. 5
Perficient Profile
Founded 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

6. 6
Perficient’s BI Practice
Fast 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

7. Blind Spot 101

8. 8
Customer Blind Spots 101
AREA YOU CAN SEE
THROUGH
REAR VIEW MIRROR
AREA YOU CAN SEE
WITHOUT
MOVING YOUR HEAD
BLIND SPOT
BLIND SPOT

9. 9
Customer Blind Spots 101

10. 10
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

11. 11
• 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

12. Challenges to
Eliminate Blind Spots

13. 13
Disparate Data Sources
CUSTOMER
DATABASES
SALES AND ORDER
TRANSACTIONS
SURVEYS AND RESEARCH WEB AND SOCIAL MEDIA
PRODUCTS AND SERVICES
PROSPECT
LISTS
FIELD FORCE
CAPABILITY
COMPETITION AND
MARKET TRENDS
MARKETING AND
PROFILE DATA
CONTACT
HISTORY

14. 14
Multiple Sources of the Truth
Multiple 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

15. 15
Growth in Data Volumes

16. 16
Data Migration Challenges
0
5
10
15
20
25
30
35
40
Lack of
collaboration
Lack of
standardization
Poor system
design
Inaccurate
information
Poor
interpretation of
business rules
Percent

17. Considerations

18. 18
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

19. 19
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

20. Approach to Building a
Complete View

21. 21
Stages of Strategic Marketing
Examine the situation and identify marketing problems and opportunities
a) Customer analysis
b) Company analysis
c) Competitor analysis
Establish strategic objectives
a) Product differentiation
b) Cost leadership
c) Focus
Formulate marketing tactics
a) Product
b) Price
c) Place (Distribution)
d) Promotion
Implement and monitor
4
2
3
1

22. 22
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

23. 23
• 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?

24. 24
"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

25. 25
CRM ERP CMS MDM Customer Data Finance Video Sales Analytics Stores
Customer Data Ecosystems (Legacy Platforms)
Customer Experience
Management
Marketing Sales Commerce Service Social
Foundational 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

26. 26
 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

27. Client Case Study
Solution Demo

28. 28
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
Customer
Web
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
CRM
External
Third-party
Sales (Quote and
Applications)
Policy
Administration
Analytical (Raw
& Transformed)
Customer Reporting
and Analytics
Customer Data Ecosystem
Billing and
Receivables
Claims

29. 29
Pre-built Marketing Analytics on BICS

30. 30
Support for Cross-Functional Analysis
Marketing Analytics
Procurement and
Spend Analytics
Products
Dimension
Marketing
Fact Table
Purchase
Orders Fact
Tables
Time
Dimension
Dimension
Tables
Dimension
Tables
• Prerequisite of common
conformed dimensions
• How many of my
top customers bought products
after the launch of the new
marketing campaign?

31. 31
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

32. 32

33. 33

34. 34

35. 35

36. 36

37. 37

38. 38

39. 39

40. 40

41. 41

42. Best Practices for Cloud
Business Intelligence

43. 43
 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

44. 44
Speed Time to Value, Lower TCO, Lower Risk
Build from scratch
with traditional
BI tools
Weeks or Months
Back-end
ETL and
Mapping
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

45. 45
Our Agile Implementation Methodology
Project Management
User Experience
Business Analysis
Technology Architecture
ENVISION EXECUTE EVOLVE
Program
Establish consensus to achieve
strategic goals and objectives.
Project
Deliver a solution that meets
the end user’s expectations.
Operation
Improve the operational state
of a production solution.
Strategy
Create the
Vision
Roadmap
Create the
Action Plan
Foundation
Prepare the
Organization
and
Environment
Inception
Establish
Feasibility
Elaboration
Design the
Solution
Construction
Build the Solution
Transition
Deploy the
Solution
Maintenance
Support a
Production
Solution
Assessment
Analyze a
Production
Solution
+
+
+

46. Questions
Type your question into the chat box

47. 47
Next up:
[Webinar] Orthofix Improves Financial Close and
Consolidations with Oracle Cloud
Thursday, February 21
[Event] Collaborate – Las Vegas, NV
April 3-5, 2017
Follow Us Online
• Perficient.com/SocialMedia
• Facebook.com/Perficient
• Twitter.com/PRFT_Oracle
• Blogs.perficient.com/Oracle

48. Thank You