1. 2 3 4 agenda siebel enterprise marketing suite overview solution and architecture review ...

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Agenda

Siebel Enterprise Marketing Suite Overview

Solution and Architecture Review

Customer Case Studies

The Oracle Advantage

Questions & Answers

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Marketing Pain and Ambition

Executives are losing patience traditional (direct and above-the-line) marketing is ‘not working’ expenditure is huge, results are unproven, processes are inefficient

Consumers demand a richer dialogue they are increasingly cynical and saturated (bombarded with messages) they expect preferences to be respected and loyalty rewarded ‘pray and spray’ marketing destroys relationships as well as brand value,

The marketing function is under pressure it needs deeper customer insight, and faster smarter reactions it needs to align its core processes, across complex eco-systems it must be accountable, for every action taken and every dollar spent

The marketing landscape is changing creativity remains vital, but technology-enabled marketing is now the rage

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Marketing Under Pressure

Priorities• Driving sustained revenue growth and repeat / loyal customers

• Improving marketing accountability and operational efficiency

• Closing the loop, alignment of planning, execution and analysis

• Improving customer insight, and marketing’s ability to act on it

• Building brand, improving multi-channel customer experience

Marketing Is Not Working

Marketers cannot calculate ROI for 40-60% of spendSource: Marketing Leadership Council, 2003 Benchmark Study

Where measurable, 20% of marketing spend is wastedSource: Marketing Leadership Council, 2003 Benchmark Study

Lead generation costs >$100bn, but 40-80% are never acted onSource: Direct Marketing Association, 2002 / Yankee Group: Optimizing Lead Management 2003

Average CMO tenure is 23 months (cf. 54 months for CEOs)Source: CMO Tenure: Slowing the Revolving Door – Spencer Stuart Paper, August 2004

Harsh Reality

Drive growth!Drive growth!

Be effective!Be effective!

Act smarter!Act smarter!

Requirement 1 Increased Alignment and ControlDemonstrate Marketing’s Financial and Strategic Contribution

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Marketing Under Pressure

Customers Are Not Listening

Consumers see over 3,000 (direct/indirect) marketing messages each day. Over 60% cite ‘over-solicitation’ as a reason to defect.

Source: The Right to Remain Silent, Peppers & Rogers, 2004 / HKCSS, White Paper 2005

Average response rates for traditional outbound direct marketing activities just 2.6% Source: The DMA 2005 Response Rate Study

Insight-led, event-triggered dialog is 5-10 times more effective than traditional campaigns in generating profitable responsesSource: The Evolution of Customer Interactions, Gareth Herschel, Gartner, 2004

Harsh Reality

Drive growth!Drive growth!

Be effective!Be effective!

Act smarter!Act smarter!

Requirement 2 More Relevant Customer DialogConsistently Deliver Right Message-Right Customer-Right Time

Priorities• Driving sustained revenue growth and repeat / loyal customers

• Improving marketing accountability and operational efficiency

• Closing the loop, alignment of planning, execution and analysis

• Improving customer insight, and marketing’s ability to act on it

• Building brand, improving multi-channel customer experience

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Today’s Marketing Landscape Inhibits Success…

Inefficient infrastructure and processes Disparate data sources; poor data quality Siloed applications; cumbersome tools Complex, inconsistent processes Multiple marketing systems across units Disconnected from execution channels One size fits all industries

Limited impact on the business Insight is too little, too late, for too few Poor organizational alignment Slow campaign cycles Mismanaged ‘moments of truth’ Fragmented customer experience Leads fall through the cracks Difficult to close the loop Poor visibility and accountability

Marketing – The “island” of automation Marketing – The “island” of automation

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Oracle Transforms Marketing For Greater Results

Robust infrastructure, aligned processes Unified view of the customer and business Pre-built, integrated analytic insight Best-in-class end to end solution Role-specific, collaborative platform Embedded, guided best practices Integration with execution channels Industry specific solutions

Strategic driver of the business Deep customer insight to all users Tight alignment, fact-based decisions Rapid time to market Intelligent, relevant dialogues Consistent, superior customer experience Closed-loop execution Measurable impact on the business

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• Open, flexible, business intelligence platform• Powerful descriptive and predictive analytics• Pre-built dashboards, personalized access

• Fact-based planning & budgeting• Enterprise calendar• Project and content management• Align and optimize spending

• Segmentation and targeting• Campaign design and execution• Outbound, inbound, triggered• Integrated loyalty management

• Events management• Invitation, registration, follow-up• Integrated customer-facing portal

• Multi-channel response capture• Collaborative lead management• Integrated ROI analytics

• Closed loop tracking• Role-based, real time analytics• Continuous learning

EventsManagement &

Execution

Response &Lead

Management

Customer

Campaignsand LoyaltyManagement

Customer & Business Insight

MarketingReporting &

Analytics

Oracle’s Siebel Enterprise Marketing Suite

Planning &Resource

Management

Plan

Manage

Measure

Understand

Execute

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Closing The Loop andMeasuring ROI

• Measure results in real-time• Visibility into entire market to

sales process• Track budget to actual

Collaborative Response and Lead Management

• Multi-channel response capture• Lead qualification and routing• Time-based lead acceptance

Personalized CustomerExperience

• Permission-based, personalizedemail and web offers

• Real-time decisioning• Self-service events registration

Segmentation and Multichannel Campaign Management

• Drag & drop segmentation• Templates• Multi-stage, triggered campaigns• Integrated events management

Goal AlignedPlanning and Budgeting

• Marketing planning andbudgeting

• Plan and goal templates• Interactive assistance

• Business and customer analytics• Proactive alerts• Fact-based planning

Business and Customer Insight

Insight-Driven, End to End Solution (Traditional, Outbound)

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Closing The Loop andMeasuring ROI

• Measure results in real-time• Visibility into entire market to

sales process• Track budget to actual

Segmentation and Multichannel Campaign Management

• Drag & drop segmentation• Templates• Multi-stage, triggered campaigns• Integrated events management

Goal AlignedPlanning and Budgeting

• Marketing planning andbudgeting

• Plan and goal templates• Interactive assistance

• Business and customer analytics• Proactive alerts• Fact-based planning

Business and Customer Insight

Insight-Driven, End to End Solution

Add Real Time context and present optimal offer

• Arbitrate based on context and eligibility

• Real-time predictive analytics• Self-learning

• Examine response patterns• Profile customers who respond

and those who don’t learn and adapt

Analyze and adapt to response behavior

(Real Time, Inbound)

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What Are Analysts Saying?

Customer-Centric Marketing Automation

“By 2007, marketers that devote at least 50% of their time to advanced, customer-centric marketing processes and capabilities will achieve marketing return on investment that is at least 30% greater than that of their peers, who lack such emphasis.”

- Gartner

2. More Relevant Customer Dialog

1. Increased Alignment and Control

Marketing Resource Management

“Through 2007, enterprises that successfully deploy MRM solutions will reduce their time to market by more than 40%, realize at least 10% cost savings in their marketing operations, and achieve more than 20% greater revenue gains than their peers”

- Gartner

Enterprise Marketing Platform

“More than 75% of marketers say that they want a more comprehensive, integrated application suite to boost effectiveness.”

- Forrester

3. Improved Effectiveness

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“…broadest overall functionality and wins B2B.”

“Siebel Marketing is a no-brainer for existing Siebel customers.”

“The campaign design and segmentation tools are very strong and worthy of consideration by B2C marketers…”

“…top-notch analysis tools.”

“…. very strong functionality for marketing planning and resource management, lead management, event management, and partner relationship management…”

“Siebel’s new interaction management solution, Real-Time Decisions, promises to rival SSA Global’s Inbound Marketing (formerly Epiphany Interaction Advisor)….”

B2B

B2C

Source: The Forrester Wave™: Enterprise Marketing Platforms, Q1 2006, Elana Anderson, February 3, 2006

Strongest Enterprise Marketing Platform For Both B2B AND B2C

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METASpectrum EMM Vendor Evaluation

Source: META Group, Enterprise Marketing Management Portfolio, December 2003

"With … 7.7, Siebel extends its EMM vision by delivering new levels of usability and expanded functionality.”

Liz Roche, VP Technology Research Services, META Group, April 2004

Source: Gartner, Magic Quadrant for Marketing Resource Management, 1Q05, Feb 2005

Ovum Evaluation of Siebel 7.7

"Excellent all-round functionality is provided, especially in marketing and campaign management…”

Source: Ovum Evaluation of Siebel CRM Enterprise 7.7, 2004

2004 IDC CMO Award for Marketing & Sales Alignment

Industry Awards

2004 ITSMA Diamond Award for Marketing Excellence

2005 CRM Leader for Marketing Automation

“[Siebel’s] vision for MRM analytics and closed-loop marketing is one of the strongest in the industry.”

Gartner MRM Magic Quadrant

Siebel

Acknowledged Product and Industry Leadership

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Consumer & Consumer & PharmaPharma

High Tech &High Tech &MfgMfg

Comms, Media Comms, Media & Energy& Energy

Travel &Travel &DistributionDistribution

Finance & Finance & InsuranceInsurance

Leading Companies Across Industries Choose Oracle For Marketing

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CustomerCustomer Business BenefitsBusiness Benefits

100% increase in the percentage of closed opportunities sourced by marketing; 90% acceptance rate of opportunities

Deployed MRM to 3,500 marketing users worldwide Reduced marketing spend by 15% (saving $400m) while doubling spend on branding and demand generation.

41% reduction in cost per lead; 12% reduction in undelivered direct mail; 18% increase in attendance at web seminars

Reduced outsourcing costs and campaign development times while improving the customer experience by automating over 50 different types of campaigns

Campaign performance improved 2 to 6 times from better customer insight, improved efficiency and greater ability to test campaigns

Campaign lead time reduced by 50%. Sub-minute interactive counts against 30+ million customer database.

Saved $800K per year, reduced campaign development time from weeks to days and doubled number of qualified leads with same budget

Increased lead quality and quantity. Met annual commitment of accepted leads to sales in 4 months without additional headcount.

Siebel Enterprise Marketing Suite ROI Case Examples

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Best-in-Class End-to-End Solution

Fusion of Marketing Insight and Action

Role-Specific, For Users of All Levels

Industry Specific Marketing Solutions

Sustained, Proven Customer Success

Integration with Execution Channels

Open, Massively Scalable Architecture

www.oracle.com

Siebel Enterprise Marketing Suite Advantages

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Agenda





Questions & Answers

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Other Other Operational & Operational &

Analytic SourcesAnalytic Sources

IVR Web CTI

Customer InteractionCustomer InteractionSystemsSystems

Siebel

OLTP

Siebel

UCMSiebel

DW

Legacy Supply ChainFinancial HR

Operational SystemsOperational Systems

CustomerCustomer

Enterprise Data Integration and Analytics Platform

Complete Customer and Business Insight

Role-Based, End-To-End Marketing Solutions

Planning & Resource Management

Segmentation& Targeting

MultichannelCampaign/Dialogue

Management

Email& Web

Marketing

EventsManagement

ChannelMarketing

Response- Lead-Order

Management

LoyaltyProgram

Management

Field Sales

Web/eMail Partners Call

CenterDirectMail

WirelessPOS/ATMs

Bills &Stmts

BranchesStores

Real Time Decisioning

Siebel Enterprise Marketing SuiteComplete Stack That Fuses Insight and Action

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IVR Web CTI


Siebel

OLTP

Siebel

UCMSiebel

DW



CustomerCustomer







Management

Email& Web

Marketing

EventsManagement

ChannelMarketing


Management

LoyaltyProgram

Management

Field Sales


CenterDirectMail

WirelessPOS/ATMs

Bills &Stmts

BranchesStores


Siebel Enterprise Marketing SuiteClosed-Loop Execution, Complete Visibility Across Processes

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What is the profile of my key high risk customers?

What should I say to them, via which channel, when?

What is this customer’s risk of defection? (now!)

What’s the recommended ‘next best offer’? (now!)

Enterprise Analytics Platform – Unified Intelligence

How are my campaigns doing against forecast?

Alert me immediately to any market opportunities!

Segmentation, Mining, Dialog Real-Time DecisionsReporting and Alerts

Enterprise Data Integration & Analytics Platform



Siebel

OLTP

Siebel

UCMSiebel

DW



IVR Web CTI


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IVR Web CTI


Siebel

OLTP

Siebel

UCMSiebel

DW



CustomerCustomer




Real-Time Decisioning

Field Sales


CenterDirectMail

WirelessPOS/ATMs

Bills &Stmts

BranchesStores

Best-in-classScalable,

High PerformanceETL Solution

Best-in-classAnalyticsPlatform

Best-in-classCustomer

Data Integration,Privacy, DQ

► Single, logical view of all enterprise data (one version of the truth)

► Scalable performance

► Rich analytical capabilities

► Centralized control, security, and visibility

► Single, logical view of all enterprise data (one version of the truth)

► Scalable performance

► Rich analytical capabilities

► Centralized control, security, and visibility

Open,Standards Based

Integration

Unified,Meta-data Driven

Architecture

Siebel Enterprise Marketing Suite

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IVR Web CTI


Siebel

OLTP

Siebel

UCMSiebel

DW



CustomerCustomer






Field Sales


CenterDirectMail

WirelessPOS/ATMs

Bills &Stmts

BranchesStores

Segmentation& Discovery

Data MiningAd Hoc ReportingPre-built Reports & Dashboards

Proactive Alerts & Event Triggers

Briefing Books

Integrated with BI Applications

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Flexible Packaged Applications Integrated pre-built Marketing dashboards View information specific to user and role Intelligent alerts and guided discovery paths

Key Metrics At-a-Glance Customer insight, including key profile attributes

and changes over time Marketing Planning metrics, including variance

versus goals and expenditure analysis Campaign tracking, including response metrics

and segment-level lift analysis

Powerful Underlying Technology Fully extensible and full ad-hoc capability Combining data from multiple sources Merging Siebel and non-Siebel data Optimizing off-line and real-time reports

Customer Insight

Campaign/Event Tracking

Market Planning

Role-Based Marketing Analytics Applications

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Pre-mapped metadata, including embedded best practice calculations and metrics for the entire marketing organization.

Presentation Layer Logical Business

Model Physical Sources

3

Pre-built ETL to extract data from over 3,000 operational tables and load it into the DW, sourced from Siebel CRM, call center telephony middleware and other sources.

2

Pre-built warehouse with 15 star-schemas designed for analysis and reporting on customer and marketing data.

1

4 A “best practices” library of dashboards / analyses for marketing analysts, managers and executives including:

20- Planning Reports 50-Campaign Reports37-Consumer Reports 37-Customer Reports Best Practices

Library

Custom Library

Packaged Marketing Analytics Applications Speed ROI

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IVR Web CTI


Siebel

OLTP

Siebel

UCMSiebel

DW



CustomerCustomer







Management

Email& Web

Marketing

EventsManagement

ChannelMarketing


Management

LoyaltyProgram

Management

Field Sales


CenterDirectMail

WirelessPOS/ATMs

Bills &Stmts

BranchesStores


Siebel Enterprise Marketing SuiteComprehensive Functionality

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Marketing Planning or “MRM”

Planning and Budgeting Definition and tracking of key metrics Invoice / PO / budget request management

Marketing Approvals Management Flexible approval routing and auditing

Project Management, Collaboration Bi-directional MS Project synchronization Portal-based partner / agency collaboration Integration with online collaboration tool

Enterprise Marketing Calendar Real time visibility into enterprise initiatives

Content Management Siebel capability and /or integration with

external Digital Asset Management Tools

Integrated Analytics Role-based dashboards to close the loop Intuitive ad-hoc reports / data manipulation

User-Empowerment Reusable campaign / goal templates, iHelp

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Marketing Segmentation

Highly Interactive Interface Drag and drop criteria definition and grouping,

across multiple target levels Simplified query terminology (‘Start with’,

‘Keep’, ‘Add’, ‘Exclude’ customers) “Waterfall” style display of counts Sample counts for large data sets Personal and shared segment catalogs

Fully Integrated on Analytics Platform Queries across many different stars and subject

areas, allowing complex queries Shields the marketer from underlying data

complexity and performance optimization Uses same meta data as reporting tools;

leverages all available calculations and metrics, plus data mining models

Enforcement of Global Rules Allows rules (such as profiling, privacy, contact

frequency) to be easily applied Allows suppressions (based on the above rules)

to be consistently enforced

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Campaign Automation and Dialog Management

Multi-Stage Dialog Design Automation of one-off, recurring and

event-triggered campaigns Graphical drag and drop interface, to

combine reusable marketing tactics

Multiple Offers and Segments Ability to target multiple segments with

multiple offers, outbound and inbound Split campaign and offer allocation, based

on sophisticated segmentation

Integrated Execution Fully automated execution, through

integrated CRM and other channels Customer-level record of every campaign

contact and response Seamlessly track and re-segment

responders for appropriate follow-up

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Email and Web Marketing

Design and Personalization Create and test email templates, from

HTML content created in any tool Embed personalized merge fields, and

links to surveys, events, web sites

Email Execution and Tracking Embed response forms, to manage

recipient opt-outs and preferences Track email ‘bounces’, updating customer

profiles and campaign data Highly scalable email processing and

sending, with dedicated server option

Web integration Include automated links and redirection to

personalised web pages Tailored content, including real time

offers, based on profile and clicks

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Events Management

Event Planning and Design Venue and staff management Budgets and revenues Tracks, activities and calendars Materials, collateral, approvals

Invitations and Registrations Block and individual invitation Integrated with marketing campaigns Online registration and web site Closed sessions, Wait-listing…

Event Management and Tracking Attendee tracking and follow-up Campaign / opportunity association

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Partner and Channel Marketing

Collaborative Campaign Planning Collaborative funding and goal setting Joint content development and visibility Federal approval processes

Collaborative Customer Targeting Centralized targeting, distributed to

partners for validation and modification Local targeting, through simple visual list

building, for central tracking or approval Hybrid choice of local / central targeting

Collaborative Execution and Tracking Partner visibility of campaign members Partner ability to update response / status Partner access to campaign analysis

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Multichannel Response Capture Flexible response import Optional integration with Data Quality Dynamic call scripts One-button opportunity/order creation

Lead Prioritization and Routing Embedded in campaign design Automated rules-based lead assignment Real-time alerts to any device Alignment from marketing to sales

Lead Management and Tracking Time-based lead acceptance/rejection Feedback on quality of leads Tracking of lead follow-up Re-routing of un-touched leads Complete opportunity to order management Visibility of leads across enterprise

Lead Evaluation and Analysis Linking campaigns to leads to sales Comprehensive analytics

Response and Lead Management

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Manages Loyalty Program Life Cycle Member enrollment and management Targeted loyalty promotions Complex points accrual and redemption Complete transaction & tiers engine Integrated partner and customer portals Customer and loyalty program analytics

Drives Loyalty, Drives Customer Value Improves the customer experience and drives

desired behavior Increases program flexibility and

responsiveness Dramatically reduces operating costs and

speeds time to market Optimizes loyalty program strategies and

investments

Loyalty Program Management

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Complete Loyalty Program Management SolutionPartners

Loyalty Partner Portal

• Enroll members

• Send transactions to the host organization

• Approve joint loyalty promotions

• Manage service requests

• Approve transactions

• Manage products

• Collaborate on servicing the customer

MembersBrand

Loyalty Manager

• Create multiple loyalty programs

• Define tiers

• Enroll members

• Reward behavior

• Create targeted promotions

• Define accrual and redemption rules

• Service a customers request

Loyalty Customer Portal

• Join program

• Keep profile up to date

• Conduct web transactions

• Enroll in loyalty promotions

• Redeem rewards

• Refer friends

• View statements

• Create Service Requests

• Set contact preferences

BillingReservations Point of Sale Legacy Clearinghouse

Enterprise Analytics and Data Integration Platform

Highly Scalable and Flexible Loyalty Engine

Rules Rewards Tiers Member Profiles Eligibility Promotions Transactions & Tiers Engine

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IVR Web CTI


Siebel

OLTP

Siebel

UCMSiebel

DW



CustomerCustomer






Field Sales


CenterDirectMail

WirelessPOS/ATMs

Bills &Stmts

BranchesStores

Segmentation& Discovery

Data MiningAd Hoc ReportingPre-built Reports & Dashboards

Proactive Alerts & Event Triggers

Briefing Books

Intelligent Interactions Across Touchpoints

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Packaged Decisioning Applications Pre-built retention and cross-sell solutions Customer-specific ‘next best’ recommendations Based on any data, including customer profile,

3rd party scores, and real-time session data Combining simple rules-based techniques with

sophisticated, adaptive, self-learning models Integrated with Marketing (eligible customers

and offers) and CRM (front office execution)

Model Building and Assessment Tools Flexible ‘power user’ tools for creating, tuning

and deploying adaptive real-time decisions Easy-to-use ‘marketing’ tools, to assess impact

and tune performance goals of decisions

State-of-the-art Decisioning Platform Massively scalable, open architecture, for

deployment in large complex environments

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Role based, guided navigation and best practice templates

Unified metadata driven architecture that fuses analytics and marketing & provides simple access to complex data across multiple sources

Open, scalable architecture that delivers high performance and availability across massive data volumes and number of users

Fully configurable and extensible Comprehensive set of core

capabilities such as workflow, globalization and localization

Robust, integrated security/data access and privacy management

Comprehensive support for major RDBM and OS platforms

Siebel Enterprise Marketing Suite Architecture Advantages

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Agenda





Questions & Answers

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"Siebel is the solution we use to support our multi-channel consumer marketing strategies from purchase behavior analysis to segmentation, execution and ROI measurement of campaigns, across brands and countries."

-Georges Edouard Dias, Strategic Business Development Division

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Organization & Issues BenefitsObjectives

Solution

World’s largest cosmetics company, 14B€

17 Global brands Distribution channels: Hair

salons, Hyper and supermarkets, department stores/perfumeries, pharmacies.

6 million members worldwide for myLancome

IssuesHigh media and marketing

costsCustomer and channel

fragmentationMultiple marketing systems

and no consolidated view of the customer

Increase average basket size of existing customers

Increase customer lifetime Increase the quantity and quality

of customer information Improve capability of extracting

value from customer segmentation

Run effective and efficient campaigns for prioritized customer segments

Siebel CG, Marketing, Email, and Analytics, Data Mining

Processes Supported: Planning; segmentation and analysis; campaign mgmt; multichannel execution; measurement

Live: Aug 2004

360° vision and deeper understand of consumers across brands

Segmentation of customer base by pre-defined clusters, demographics and buying patterns across channels

Set-up of 10 business KPIs and 10 operational KPIs, hierarchically organized, to monitor brand performances

Improved efficiency and ROI of marketing campaigns

Improved ability to cross-sell and up-sell at store level

Increased campaign volume and ability to test – 120 campaigns in first 5 months

Campaigns performance improvement of 2x – 6x

"Siebel is the solution we use to support our multi-channel consumer marketing strategies from purchase behavior analysis to segmentation, execution and ROI measurement of campaigns, across brands and countries."

- Georges Edouard Dias, Strategic Business Development Division

Enterprise Marketing Case Story: L’Oreal

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L’Oreal Highlights

Create 360° View of Customers Across Channels

Apply methodical approach to building and enriching data

Integrate demographic, behavioral, purchase activity, attitudinal data

Manage and respect customer preferences and permissions

Empower End Marketer With Actionable Analytics Fused With Marketing

Apply scoring, clustering and predictive analytics to uncover vital insights

Track movement of customers between segments to identify risks and opportunities

Perform “basket analyses” to identify relevant bundling and co-promotion opportunities

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“Our annual marketing spend has been reduced fifteen percent. At the same time, we’ve been able to double our spend in advertising for brand and demand generation.”

-Mike Winkler, Executive Vice President, CMO of HP (former)

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Solution

Enterprise Marketing Case Study: Hewlett-Packard

Number 12 on Fortune 500Approximately $3 billion spent

per year on marketing Issues:

CMO unable to answer: how much is HP spending on marketing, on what initiatives, with what ROI?

Disparate and limited systems for measuring marketing ROI

No single common platform for marketing budget, planning, calendar

No links between planned and actual spend

Lack of consistent architecture, processes, languages, and metrics

“Our annual marketing spend has been reduced by fifteen percent. At the same time, we’ve been able to double our spend in advertising for brand and demand generation.” – Mike Winkler, CMO, HP

Improve the management and measurement of marketing

Drive up efficiency and effectiveness of marketing investment

Improve ability to forecast and adjust marketing expenditures

Support global operations model with common architecture, language and metrics

Siebel Marketing Suite: MRM; Analytics. Live March 2004.

3,500 Marketing users Integration with purchasing

system from Ariba and financial system from SAP

Optimize marketing investments from improved visibility of what’s working and what’s not

Standardized and simplified business processes

Reduction in manual processes through increasingly automated links to purchasing and finance systems

Ease of use and integration with the rest of the CRM ecosystem

Visibility to all marketing activities in one common calendar

Increased efficiency and effectiveness through standardization, leverage, and elimination of redundancy and waste

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“BMW Group Canada is using Siebel to support the creation of a premium, consistent customer experience across all touch-points, from the call centre, to direct marketing to the web.”

-Kelly Lam CRM Manager

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Solution

One of world’s leading brandsBMW Canada Marketing

responsible for:National Marketing Incl. MiniAfter Sales MarketingFinancial Services MarketingMotorcycles MarketingRegional Marketing

IssuesDisparate data sources and

systemsUncoordinated

communications across unitsRudimentary tools for

customer analyticsExtensive use of manual

processes and 3rd parties

Better understand customersTransform the customer

experience to build lifestyle loyaltySpeak with One Voice across

channelsSpend marketing dollars more

wisely as shift from mass marketing to direct to consumer

Achieve significant improvement in process efficiencies

Siebel Marketing, Analytics, Events and Call Center

Processes supported: campaign management; segmentation and analysis; multichannel execution; dealer lead mgmt; measurement

Live: June 2005

Single view of the customer across touchpoints improved customer experience and satisfaction

More efficient and flexible marketing with less reliance on IT

Improved personalization and coordination of Welcome Packages with automated delivery – goal is to reduce from 6 weeks to daily/1x per week

Automated execution of Multi-stage, Multichannel Mini Prospecting Program

Faster capture and routing of leads from web site to dealers

Better visibility and accountability

Enterprise Marketing Case Study: BMW

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Examples of BMW Campaigns

49

“Over the past two years, CRM technology has been a key enabler for Sales and Marketing alignment at Novell. Siebel has been a key component.”

-Branden Tsetsilas

Director, Global Marketing Operations

50

Objectives Improve marketing and sales effectiveness Bring marketing in-house and consolidate lead

collection and distribution Improve lead quality and lead to cash rates Link marketing investments to results

Solution Siebel Marketing, Sales, PRM and Business

Analytics. Integrated with Trillium, D&B, Harte Hanks and idExec

Processes supported: segmentation, campaign management and execution, lead management and reporting

Results Increased lead quality and quantity. Met 2005

commitment of accepted leads to sales by April without additional headcount

Eliminated outsourcing costs Improved data quality Improved reporting and measurement

“Over the past two years, CRM technology has been a key enabler for Sales and Marketing alignment at Novell. Siebel has been a key

component.”

Branden Tsetsilas Director,

Global Marketing Operations

Siebel Marketing Case Study : Novell

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Organization & Issues SolutionObjectives

• The national railroad of France,

• Carries more than 50 million passengers per year

• Supporting 140 cities in both France and Europe

• Current loyalty program not providing enough impact

• Technology not delivering the promise

• Increased low cost competition

• Cost and impact of mass marketing challenged MRO

• New popular co-branded programs in France

• Create compelling and differentiated Loyalty program to attract and retain more customers – not just “me too”

• Balance tariff reduction needs with loyalty generation

• Ability to launch co-branded programs with S’Miles

• Secure 100% share of wallet of target segments

• Move from mass marketing to smaller, more focused campaigns

• Maximize use of electronic communication channels – email, SMS, online – to reduce costs and interactivity

• Siebel Loyalty, Marketing, Email Marketing, Customer Insight/Analytics and Call Center

• 60 interfaces with external data sources

• 4 million members

• 3 million transactions processed monthly

• 300 promotions

• 1,000 burn transactions a day on the Member Portal

• Hosted by Accenture

• Live: April 05 (in 7 months) for loyalty; full roll-out in June 05

“We selected the Siebel proposal because it was innovative, flexible, and simple, with a single solution for the entire domain, from loyalty program management to data mining and call centers” Cyril Garnier, CIO of CRMServices

Siebel Loyalty Marketing Case Study: SNCF

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Organization & Issues SolutionObjectives

• Largest Slovak wireline operator

• Ownership: Deutsche Telekom AG (51%), State (49%)

• Customer base: 1.2 million

• 6,000 employees

• Existing loyalty program offered only limited opportunity to build strong customer loyalty

• Facing strong competition from other players

• Build a standard, future-proof loyalty management solution, that would better suit their positioning at the market

• Create a standard, configurable solution that supports further extensions (new products, new channels – call center, IVR & POS channels supported in the first phase)

• Siebel Loyalty and Call Center

• Interfaces to CRM system Siebel 6.3, Geneva, invoice formatting system Doc1, external partners, IVR

• 73,000 members

• 500,000 transactions processed monthly

• Live: November 05 (a 4 month project)

Siebel Loyalty Marketing Case Study: Slovak Telecom

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Agenda





Questions & Answers

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Best-in-Class End-to-End Solution

Fusion of Marketing Insight and Action

Role-Specific, For Users of All Levels

Industry Specific Marketing Solutions

Sustained, Proven Customer Success

Integration with Execution Channels

Open, Massively Scalable Architecture

www.oracle.com

Siebel Enterprise Marketing Suite Advantages

55

Agenda





Questions & Answers

1. 2 3 4 agenda siebel enterprise marketing suite overview solution and architecture review ...

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