Optimize web content_targeting

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Optimize Web Content Targeting

Michelle Huff

Product Management, Oracle


Agenda

• Web Site Business Drivers

• Customer Success: MeadWestvaco

• Key Concepts

• Self-Optimized Content Targeting

• Summary

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• Summary

Business Need to Reach Multiple Audiences

Customers

• Self-Service Knowledge Base

• Customer extranet

• Web Site

3

Prospects

Partners

• Self-ServiceExtranet

• Web Site

• Micro-sites

• Multi-lingual sites

• Localized sitesEnterprise Content

Management

Business Drivers for Web Sites

Operational • Web delivery of

information

• Consolidation (sites, technology, vendors)

• More productive Growth • Brand awareness (Web presence)

• Improve lead generation

• Improve customer retention

Transform

ational • Move to self

service model

• Create new services

• Create new marketing channels

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Operational

• More productive employees

• Transactional self-service offerings

• Meeting regulatory requirements

• Minimizing risk

Growth

retention

• Ecommerce (sell products / services)

• Better educate sales / channel

• Improve marketing research (surveys, statistics, etc.) T

ransform

ational

marketing channels

• Differentiate business

• Create new business / business model

Lower Costs Marketing Driven Change HowYou Do Business

MeadWestvacoLeveraging the Oracle UCM Platform

• MWV’s overall web strategy is to continuously improve

our web operations, build brand awareness, inform and

educate, increase leads and improve loyalty, reduce

administrative costs, enable self-service.

– Consolidated 100+ public facing and non-managed websites,

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to a single externally-facing presence.

– Continuously create new marketing channels and employee

channels leveraging the platform

MWV’s Implementation Partner:

Measureable Successes:

�Able to track new sales to website visitors

�Reduced printing cost

�Improved operational efficiency

�Improved customer engagement

Oracle UCM: Enabling Our Web Strategies

Oracle Enables Our Key

Business Drivers:

•A single, well managed content

management and delivery

platform

•Design consistency and

enforcement (templates)

•Share content across channels

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•Share content across channels

•Multi-language support

•Handles all content types

•Distributed ownership

•Easy to learn, easy to use

•Strong workflow capabilities

•Real-time publishing

•Future: Cross channel support

(social media), targeted

presentation


Oracle UCM: Multi-Media Content

Excellent support for rich

media content:

•Support for all file types (Flash,

images, video, design files,

documents, etc.)

•Store a single source file,

system creates renditions

•High and low resolution options

•Exceptional search capabilities

7MWV’s Implementation Partner:

•Content is easy to manage

Oracle UCM: Communications Center

Alternate experiences for

different audiences:

•Targeting specific audience

needs – our first step toward

personalization

•Support for all file types (Flash,

images, video, design files,

documents, etc.)

• Store a single source file,

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• Store a single source file,

system creates renditions

• High and low resolution options

• Exceptional search capabilities

• Content is easy to manage


Oracle UCM: Policy Library

Ability to meet a variety of business

needs:

• Legal team requested a document

management solution to meet specific

requirements around the storage, archive,

retrieval, and workflow

• Policy owners wanted an easy-to-use

content management solution and the ability

to associate other rich content, such as

translations, e-learning and other related

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translations, e-learning and other related

content

Future: Policy

owners who are

logged in to the

Intranet will be able

to easily edit their

policies inline.

Key Concept When Management Multiple SitesBalance of Control

• Distributed ownership to

business units– Content and site maintenance

• …with centralized control– Centralized control of branding

presentation and architecture Site Managers

Web Team# of users

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– Decentralized control of content,

navigation, and on-going maintenance

• Separation of user roles– Template and layout design

– In-context site management

– In-context contribution

Consumers

Contributors

Site Managers

Key Capabilities for Distributed Web Site OwnershipOracle offers different tools for different users

• Web Developer: Development & Architecture Expert

• Creates reusable code, layouts and templates

• Controls permissions and exposed functionality

• Creates solid architecture to efficiently manage hundreds of sites

• Site Manager: Audience & Line of Business Expert

• Organizes /refines site navigation and structure

XML Data File

Ravenna Tower Speakers PX229

Sound that goes to the ceiling

With tweeters designed by birds and woofers designed by big dogs, Ravenna Tower speakers emit the clearest,

most powerful sound you’ve heard outside of the wild.

Region Template<H1>

</H1> <H2>

</H2> <DIV>

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• Organizes /refines site navigation and structure

• Picks layouts from a pre-defined list

• Controls keywords in title and meta tags right from the Web site

• Content Author: Content & Knowledge Expert

• Edits and adds content directly from the Web site

• Previews changes in-context of the site

• Reuses existing business content from Microsoft Word, PowerPoint, Excel, etc.

</DIV>

Key Features for Creating a Richer User ExperienceEasily Add Rich Media To Your Web Sites with Oracle

• All file types

– Flash, Photoshop, EPS, JPEG,

TIFF, BMP, Quicktime, Real,

Windows Media, AVI, MP3…

• Automatic conversion to Web

formats

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formats

• Automatic renditions sets

– Video, audio & images

– High & low bandwidth options

• Easy search and retrieval

– Thumbnails, storyboards, and

closed caption

Key for Creating a Relevant Web ExperienceRight Content, Right User, Right Format

• Automatic conversion, dynamic templates

– To Web and mobile formats and sizes

• Secured and personalized content

– Only users with the right permissions can view

– Content easily personalized based on groups

– Productized portal integrations – for richer

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– Productized portal integrations – for richer

personalization

• Self-optimized content targeting

– Self-optimization engine for content targeting –

automatically learn what works

– Display optimized content, landing pages, ads, &

templates for different sets users on Web sites

– A/B testing and analytics

Automatically identifies predictive drivers

Directly from Sites or Custom Web Applications

Add 1-Click Web Content Mgmt to New & Existing

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Self-Optimized

Content Targeting

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What is Oracle Real Time Decisions (RTD)?Personalized Business Intelligence at the Point of Interaction

A solution that addresses a business issue faced by all organizations :

…how to make personalized and

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…how to make personalized and accurate decisions, using the most up to date information, in real time…

…consistently and in large volumes.

Managing Customer Attention Cross Channel Challenge

Web

BranchCall CenterSocial Media

Mobile

Get Advice

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CRM

Kiosk

Yesterday

• Traditional Channels

• Multi-Channel Experiences

• Outbound Centric Model

Today

• New Generation Channels

• Cross-Channel Interactions

• Inbound Centric Model

Choices SupplyCustomer Experience

Closed Loop Optimization

Goals

Rules

Oracle or Third-party

Call CenterOnline

Venues for Recommendations

Campaign

ManagementOffers

Product Catalogs

Products

Self-Optimizing Decision EngineClosed Loop Interaction Optimization

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Predictive Models

Eligibility

Arbitration

Automation

ReportsOracle or Third-party



Branch

Campaigns

Kiosk

Catalogs

Content

ManagementContent

Catalogs Promotions

Adds

System of Record for “Decisions”

Self-Optimized Decisions Generates Measurable ROITypical Improvement over Control Group

• Transaction Volumes

– 150% Lift in click-through rates

– 20% Lift in sales conversion rates

– 50% Lift in click and purchases rates

– 76% increase in sales

• Retention Rates

– 40% lift in retention rates

• Marketing Velocity

– 500% lift in A/B testing velocity

– 90% reduction in number of targeting rules

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– 76% increase in sales conversion rates

• Transaction Value

– 6% lift in average transaction value

– 40% lift in margin per transaction

targeting rules

• Customer Satisfaction

– Confidence that Oracle helped agents do their job increased from 25% to 85%

– Confidence that Oracle recommendations are ‘very accurate’ in matching customer's needs of 66%

When Determining Which Content to Deliver…Self-optimized decision making – for content as well as presentation!

Which offer or promotion (internal /

external) is the most relevant?

Which call Which

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Which content?

Which products?

Which call to

action?

Which style sheet?

Oracle Universal Content Management WCM Platform Built on ECM; Integrated for Multi-channel Delivery

PortalConnectors

Built-in WebSite Designer

Mobile Delivery

Desktop & Office

Integrations

Application Connectors

E-BUSINESS SUITE

PEOPLESOFT

SIEBEL | JD EDWARDS

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High Value ECM Features and Services

Core Content Management Services

Web Content Mgmt, Digital Asset Mgmt, Document & Image Mgmt, Retention Mgmt, Records Mgmt, Rights Mgmt, Capture, Archiving

Oracle Enterprise Web Content Management

Integrated Content Decisioning Services with RTD

In-Context User Experience Services:Contribution, Preview, Reviews, etc.

Summary

– Feature-Rich Enterprise Web Content Management

• In-context Web experience for business users

• Rapid site development with distributed controls

• Open Web content management platform for all types of sites

• 7900+ customers, powering thousands of Web sites

– Cross-Channel Decision Management Platform

• Make personalized and accurate decisions…in real time

• Large palette of decision management techniques (rules, predictive models, optimization)

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• Large palette of decision management techniques (rules, predictive models, optimization)

• Scalability & decision automation

– Powerful, Combined Solution: Enabling You to Provide a More Relevant Web Site Experience

• Enable marketers to target content to site visitors

• Continual learning and self-optimization

– Automates manual processes

– Enables you to find micro-segments of Web site visitors

• Increase revenue and improve customer retention

Engage in the Conversations!

Twitter: #WebCenter, #E20, #ECM, #Oracle

Facebook: http://facebook.com/OracleE20

http://facebook.com/OracleWebCenter

LinkedIn

Oracle Enterprise 2.0 Group

Oracle’s Enterprise 2.0 blog:http://blogs.oracle.com/enterprise20

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The preceding is intended to outline our general

product direction. It is intended for information

purposes only, and may not be incorporated into any

contract. It is not a commitment to deliver any

material, code, or functionality, and should not be

relied upon in making purchasing decisions.

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relied upon in making purchasing decisions.

The development, release, and timing of any

features or functionality described for Oracle’s

products remains at the sole discretion of Oracle.

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