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Build a 360-degree View of Customers with Oracle BI Cloud Service

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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

Published in: Technology
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Build a 360-degree View of Customers with Oracle BI Cloud Service

  1. 1. Build a 360-Degree View of Customers with Oracle BI Cloud Service
  2. 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. 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. 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. 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. 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. 7. Blind Spot 101
  8. 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. 9 Customer Blind Spots 101
  10. 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. 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. 12. Challenges to Eliminate Blind Spots
  13. 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. 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. 15 Growth in Data Volumes
  16. 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. 17. Considerations
  18. 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. 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. 20. Approach to Building a Complete View
  21. 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. 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. 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. 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. 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. 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. 27. Client Case Study Solution Demo
  28. 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. 29 Pre-built Marketing Analytics on BICS
  30. 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. 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
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  42. 42. Best Practices for Cloud Business Intelligence
  43. 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. 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. 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. 46. Questions Type your question into the chat box
  47. 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. 48. Thank You

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