Building a Complete View Across the Customer Experience on Oracle BICS
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Transcript of Building a Complete View Across the Customer Experience on Oracle BICS
2
SPEAKERS
Tom Munley leads Perficient's Oracle National Business Unit which includes our Enterprise
Performance Management, Enterprise Resource Planning, and Oracle Emerging Solutions practice
groups. Over the past 19 years, Tom has been leading consulting teams focused on helping clients
solve complex business problems through the application of technology and the changing of
business processes.
linkedin.com/in/tommunley/
Shiv Bharti is the practice director of Perficient’s national Oracle business intelligence practice.
Shiv has solid experience building and deploying Oracle Business Intelligence products. He has
successfully led the implementation of more than 75 Oracle Business Intelligence and custom
data warehouse projects.
linkedin.com/in/shivbharti/
3
AGENDA• About Perficient
• What are Customer Blind Spots?
• Challenges to Eliminate Blind Spots
• Considerations
• Approach to Building a complete view
• Customer Case Study/Solution Demo
• Perficient Marketing Analytics
• Best Practices for Cloud Business Intelligence
• Q&A
4
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
>2,800 colleagues
Dedicated solution practices
~90% repeat business rate
Alliance partnerships with major technology vendors
Multiple vendor/industry technology and growth awards
5
PERFICIENT’S ORACLE 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 it’s business on Oracle BI
Solutions Expertise
• BI/DW strategy and assessments
• OBIEE and Oracle BI Apps
• Cloud & on-premises solutions
• Custom data warehouse services
• Master Data Management
• Data integration, discovery, big data
• Exadata & Exalytics
• Oracle Golden Gate
Oracle Specializations
6
WHAT ARE CUSTOMER BLIND SPOTS?
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
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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
9
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
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DATA MIGRATION CHALLENGES
0
5
10
15
20
25
30
35
40
Lack ofcollaboration
Lack ofstandardization
Poor systemdesign
Inaccurateinformation
Poorinterpretation of
business rules
Perc
ent
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FUNDAMENTAL CONSIDERATIONS
• 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 / Realtime)
• 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 QualityData Standards and
LinkagesData Ingestion Data Access Data Enablement
14
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
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STAGES OF STRATEGIC MARKETING
Examine the situation and identify marketing problems and opportunitiesa) Customer Analysisb) Company Analysisc) Competitor Analysis
Establish strategic objectivesa) Product Differentiationb) Cost Leadershipc) Focus
Formulate marketing tacticsa) Productb) Pricec) Place (Distribution)d) Promotion
Implement and monitor4
2
3
1
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DATA DRIVEN MARKETING APPROACH
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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WHAT IS BIG DATA?
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
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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,[ex] CIO at Google
20
ARCHITECTURE
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 ToolsAnalytics, MDM, BI
and Decisioning ToolsMobile, Portal and
Content ToolsCloud Infrastructure
and Platform ServicesIntegration and BPM/SOA Tools
Web Mobile Social In Store Contact Center Field Service Direct Sales Channel Sales
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MARKETING ANALYTICS
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
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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 CenterCustomer
WebCustomer
MobileEmail 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 UseInformation Gaps at the
Point of EngagementMultiple 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-party
Sales (Quote and
Applications)
Policy
Administration
Analytical (Raw
& Transformed)
Customer Reporting
and AnalyticsCustomer Data Ecosystem
Billing and
ReceivablesClaims
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SUPPORT FOR CROSS-FUNCTIONAL ANALYSIS
Marketing AnalyticsProcurement 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 productsafter the launch of the new marketing campaign?
37
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
38
CONTENT SUMMARY
Overview
Campaign Marketing
Marketing Opportunity
Marketing Lead
Cost of Marketing
Marketing Predictions
Marketing Orders/Orders Item
Response
Activity
Household
Marketing Quotations/ Quotations Item
Executives Marketing Leaders
Campaigning Marketing
Understanding the opportunities
Leads
Cost Details
Predictions in Marketing
Ordering of items
Responses from consumer post marketing
Activities related to Marketing
Household details
Quotations
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CLOUD BUSINESS INTELLIGENCE BEST PRACTICES
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
41
SPEED TIME TO VALUE, LOWER TCO, LOWER RISK
Build from Scratchwith 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
Prebuilt 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
42
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
+
+
+
43
VISIT US AT BOOTH #1715
Tom Munley
Vice President, Oracle Business Unit
214.501.0524 office
Shiv Bharti
Practice Director, Oracle Business
Analytics
312.659.3233 office