build a 360-degree view of customers with oracle bi cloud service
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Build a 360-Degree Viewof Customers with Oracle BI Cloud Service
Tom MunleyVice President, Oracle Business
Unittom.munley@perficient.com
Shiv BhartiPractice Director,
Oracle Business Analyticsshiv.bharti@perficient.com
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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
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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.
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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
3,000+ colleagues
Dedicated solution practices
~95% repeat business rate
Alliance partnerships with major technology vendors
Multiple vendor/industry technology and growth awards
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Perficient’s BI PracticeFast 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
Blind Spot 101
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Customer Blind Spots 101
AREA YOU CAN SEETHROUGH
REAR VIEW MIRROR
AREA YOU CAN SEEWITHOUT
MOVING YOUR HEAD
BLIND SPOT
BLIND SPOT
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Customer Blind Spots 101
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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
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• 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
Challenges to Eliminate Blind Spots
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Disparate Data Sources
CUSTOMER DATABASES
SALES AND ORDER TRANSACTIONS
SURVEYS AND RESEARCH WEB AND SOCIAL MEDIA
PRODUCTS AND SERVICES
PROSPECTLISTS
FIELD FORCE CAPABILITY
COMPETITION AND MARKET TRENDS
MARKETING AND PROFILE DATA
CONTACTHISTORY
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Multiple Sources of the TruthMultiple 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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Growth in Data Volumes
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Data Migration Challenges
Lack
of co
llabo
ration
Lack
of st
anda
rdiza
tion
Poor s
ystem
desig
n
Inacc
urate
inform
ation
Poor in
terpre
tation
of bu
sines
s rule
s0
10
20
30
40P
erce
nt
Considerations
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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
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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
Approach to Building a Complete View
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Stages of Strategic MarketingExamine the situation and identify marketing problems and opportunitiesa) Customer analysisb) Company analysisc) Competitor analysis
Establish strategic objectivesd) Product differentiatione) Cost leadershipf) Focus
Formulate marketing tacticsg) Producth) Pricei) Place (Distribution)j) Promotion
Implement and monitor4
2
3
1
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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
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• 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?
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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, former Google CIO
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CRM ERP CMS MDM Customer Data Finance Video Sales Analytics Stores
Customer Data Ecosystems (Legacy Platforms)
Customer Experience Management
Marketing Sales Commerce Service SocialFoundational 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
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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
Client Case StudySolution Demo
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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 Center CustomerWeb
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
CRMExternal
Third-partySales (Quote and
Applications)Policy
AdministrationAnalytical (Raw & Transformed)
Customer Reporting and Analytics
Customer Data EcosystemBilling and
Receivables Claims
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Pre-built Marketing Analytics on BICS
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Support for Cross-Functional AnalysisMarketing Analytics Procurement 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 products after the launch of the new marketing campaign?
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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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Best Practices for Cloud Business Intelligence
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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
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Speed Time to Value, Lower TCO, Lower RiskBuild from scratchwith traditional BI tools
Weeks or Months
Back-end ETL andMapping
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
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Our Agile Implementation Methodology
Project Management
User Experience
Business Analysis
Technology Architecture
ENVISION EXECUTE EVOLVE
ProgramEstablish consensus to achieve strategic goals and objectives.
ProjectDeliver a solution that meets the end user’s expectations.
OperationImprove the operational state
of a production solution.
StrategyCreate the
Vision
RoadmapCreate the Action Plan
FoundationPrepare the Organization
and Environment
Inception Establish Feasibility
Elaboration Design the
Solution
ConstructionBuild the Solution
TransitionDeploy the
Solution
Maintenance Support a Production
Solution
AssessmentAnalyze a Production
Solution
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QuestionsType your question into the chat box
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Next up:[Webinar] Orthofix Improves Financial Close and Consolidations with Oracle CloudThursday, February 21
[Event] Collaborate – Las Vegas, NVApril 3-5, 2017
Follow Us Online• Perficient.com/SocialMedia• Facebook.com/Perficient• Twitter.com/PRFT_Oracle• Blogs.perficient.com/Oracle
Thank You
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