Oracle Web 2.0 Technologies Enable Next Generation of Marketing Management Applications

Oracle Web 2.0 Technologies Enable
Next Generation of Marketing
Management Applications
Igor Nesmyanovich (dthree inc.), Harry Wong (Oracle)

© Copyright 2007 dthree inc. All rights reserved. IntelliMaxx ™ is a registered trademark of dthree inc.
11.15.2007| |
Presenters:
Igor Nesmyanovich; CIO, partner dthree inc, Mississauga, ON, Canada
dthree, inc. is a technology and services company providing an
integrated marketing and relationship management platform that
enables online and offline marketing convergence
Harry Wong, Principal Product Manager, Oracle Fusion Middleware,
Oracle USA

11.15.2007| |
Agenda
What is IntelliMaxx?
IntelliMaxx business and technology requirements
Architectural approach
Utilizing Oracle WebCenter for Web 2.0 user interface
Contextual collaboration
Marketing knowledge management
Applying Web Center technologies for Web 2.0 site makeover
Demo
Q&A

11.15.2007| |
What is IntelliMaxx?
Integrated marketing and relationship management
platform.
IntelliMaxx captures all of customer communications and
interactions from multiple channels (online and offline),
consolidates the data in the form of insightful information
and provides the integrated tools to take action, resulting in
increased sales and profitability.
 Integrate  Analyse  Act intelligently

11.15.2007| |
IntelliMaxx Business Requirements
Integrate and consolidate data
across all marketing communication
channels:
Mass media impressions and
ratings
Call center interactions
Direct mail
Field marketing
Internet marketing

11.15.2007| |
Managing Internet Marketing
Display advertising
Email marketing
Interactive advertising
Social media optimization
Web analytics
Search engine marketing
Search engine optimization
Pay-Per-Click advertising
Paid inclusion

11.15.2007| |
Integrate Different Types of Marketing Information
 Customer descriptive information
 Contact information
 Demographic and psychographic
data
 Behavioral Information
 Transactional data
 Campaign response
 Implicit and explicit online
tracking
 Contextual
 Behavioral patterns
 Persona models
 Marketing research
 Business case
 Financial data
 Project plan
 Creative brief

11.15.2007| |
Provide Access to All Marketing Process Stakeholders
 CEO
 CFO
 CMO
 Campaign manager
 Marketing Analyst
 IT data manager
 External Partners:
 Interactive agency
 Direct database marketing
agency
 Brand agency
 Call center

11.15.2007| |
Extract Actionable Knowledge
Dashboards and KPI
Static reports
Ad hoc reports
OLAP, drill down
Alerts
Data mining and predictive modeling,
Unstructured data search
Collaborative and hybrid intelligence

11.15.2007| |
Act Intelligently
1. Create campaign
2. Define content
3. Collaborate on the content
4. Get database extract
5. Prepare starter campaign
6. Execute starter campaign
7. Get sampling response
8. Create predictive model
9. Generate prospect list for the large-scale campaign
10.Analyze campaign: revenue, profit, ROI

11.15.2007| |
IntelliMaxx Requirements for Technology Platform
Flexibility
Openness and integration friendly (EIA on steroids)
Marketing clients expect fast time-to-market with a unique solution to
support strategy
Easy customization to enable variety of marketing tactics
Scalable
Secure
User friendly
Cost effective

11.15.2007| |
Architectural Approach
 SOA
 Scalable data processing engine
 Use best-of-breed application components:
 Content Management
 Security and Identity Management
 Reporting and OLAP services
 Rules and process management
 Effective integrated development tools
 Use of open standards such as JSR-168 (Portlets), JSR-286 (WSRP),
JSR170 (Content repository), JSR-73, JSR-247 (JDM, data mining), JSR-
252 (JavaServer Faces)

11.15.2007| |
IntelliMaxx™ -
Conceptual Model
 Ongoing Data Collection,
Analysis & Reporting
All outcomes are positive, as they either meet the goal, or provide insight into
consumer behavior.
Integration services
and data hub
Analytical and knowledge
discovery tools
Integrated and intelligent
applications

11.15.2007| |
Workspace concept for more intuitive and personalized
user interface

11.15.2007| |
Secure and Personalized Access
Identity management and security
Personalised role-based information delivery (ADF)
Integration with Oracle Virtual Private Database (VPD)

11.15.2007| |
Contextual Collaboration with Workspaces

11.15.2007| |
Blogs Help to Capture Tacit Knowledge

11.15.2007| |
Access to Structured and Unstructured Information

11.15.2007| |
IntelliMaxx™ Online Community Builder
 Extension of IntelliMaxx platform to accelerate
WEB 2.0 makeover
 Reduce backend rework by decoupling data and
content management from the presentation
layer
 Scalable data and content services with variety
of front end solutions:
 HTML
 AJAX
 Flash
 Silverlight
 Mobile

11.15.2007| |
Conclusions
Marketing is undergoing a fundamental transformation.
Marketing knowledge workers need an integrated application
platform.
The new generation of IntelliMaxx marketing management platform
utilizes Oracle WebCenter with strong focus on Web2.0 technologies.
 WebCenter helps dthree to deliver a context-rich, more intuitive and
personalized user experience and better collaborative functionality.

11.15.2007| |
For more information
Visit http://demo.dthree.com
Email: igorn@dthree.com
THANK YOU!

Oracle Web 2.0 Technologies Enable Next Generation of Marketing Management Applications

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