CRM at Oracle: Segmentation

CRM at Oracle – Segmentation
Deepak Gupta Roger Rich Meenu Sabhlok Michele Gray
Vice President Senior Director Senior Manager IT Senior Project Manager
CRM Systems Marketing Systems Marketing Operations Marketing Systems

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
Oracle Servers
Oracle Storage
Oracle Operating System
Oracle Virtual Machine
Information Technology
Four major IT Functions
Applications
Development
Traditional
On Demand
About Oracle
US$26.8 billion in revenue for fiscal year 2010
More than 370,000 customers worldwide
More than 20,000 partners
105,000 employees, including:
35,000 sales & marketing
16,000 support

Global CRM (GCM) Single Instance
1.8M Accounts
20M Contacts
20M Prospects
72MMarketing Responses
24MSales Activities
18M Marketplace Accounts
Partner Portal145 Countries
10 Languages
35,000 Internal users
105,000Territory Lookup users
300,000Partner users

Oracle’s Global CRM Implementation
Optimizing Our Go-To-Market
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
Engagement
Integration
Analytics

Global CRM Single Instance Ecosystem
Implementation planned

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Marketing Business Cycle

Marketing Business Cycle
Siebel MRM
Planning and Budgeting
Define Marketing Initiatives
Create Funds & Allocate Budget
Request & Approve Budget
Create Plans & Programs
Campaigns/Os/Ts
eMarketing Apps
Marketing Execution
Landing Pad
Event Registration
Software Download
CRM Analytics (OBIA)Closed Loop Reporting
Measure Marketing ROI
Track Budget to Actual
Fact-based Planning
Siebel Marketing
List and Segmentation
Target Audience
Build/Load Segments
Launch Campaigns
Email Marketing
OCH & Siebel Marketing
Response Management
Response Capture
Qualification
Assignment
Lead Creation
Siebel Call Center
Opportunity Management
Opportunity Conversion
Opportunity Progression

Segmentation

Siebel Marketing Segmentation
CHALLENGES
CAPABILITIES
KEY VALUE & BENEFITS
Enforcement of global rules
Allows rules on inferred consent, contact frequency and Do Not Call to be easily applied
Allows suppressions based on the above rules to be consistently enforced using base segments
Increase response to lead to opportunity conversion rates
Increase cross-sell and up-sell
Standard processes for all channels and region lists/ segments
Legacy contact database with no integrations
List generation using SQL which could get complex for certain target segments
Possibility of human error with SQL “where” clauses
Email execution process not integrated
Not a complete source of all customer data
Administration very resource intensive
Multi-stage campaigns enabled to achieve better response rate
Integrated email execution prevents over targeting and consequently less opt outs
All customer data available to segment
Lead generation through segmentation
Highly Interactive Interface
“Waterfall” style display of counts
Sample counts for large data sets

Segmentation

Architecture

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CRM at Oracle: Segmentation

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