Oracle Marketing Online The First Step

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Oracle Marketing OnlineThe First Step
A part of the Oracle CRM Family

• Presented By Ellen Portman
• eportman_at_kpmg.com

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Overview

• What is Oracle Marketing Online (OMO)?
• Benefits of Marketing Online
• Marketing within the Sales Cycle
• Features of Marketing Online
• Collateral Fulfillment Process
• Wrap Up
• Questions and Answers

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What is Oracle Marketing Online?

• HMTL-based Oracle application to manage
  marketing efforts
• Provides for coordination and execution of
  marketing activities
• Integrates with Oracle Sales Applications
• Foundation for eMerchandising Product
• Contains features relating to Trade Management

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Benefits of Oracle Marketing
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Benefits of Marketing Online

• Global Coordination and Consolidation of
  Marketing Data
• Execution Functions
• List Import/Management
• Sending Email Campaigns
• Lead Creation
• Event Registration
• Lead Tracking/ROI Analysis

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• Marketing The first step in the sales cycle

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Oracle Sales Cycle
Campaigns and Events
Marketing Applications
Leads
Sales Applications
Opportunities
Quotes
Order Capture/ Oracle Quoting
Orders
Order Management
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Marketing Process Flow

• Cannot associate source code on quote or order
• Lead or opportunity only places to capture
  source codes
• Leads/opportunities not required to generate
  quote
• Profile option determines if source code
  required for leads/opportunities
• So..
• May change with newer quoting versions

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Marketing Process Flow

• Establish Business Processes that Require at
  Least an Opportunity
• And
• Set Profile Option to Require Source Codes for
  Leads and Opportunities
• Effective Marketing Reports

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Reporting Implications

• May need tool other than Marketing Intelligence
• Determine naming convention for campaigns events
• Business processes for which level to associate
  leads

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Features of Marketing Online
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Main Marketing Online Objects

• Campaigns
• Events
• Deliverables
• Lists
• Marketing Encyclopedia System (MES)

• Budgets
• Offers
• Products
• Organizations, Contacts, and Leads

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Campaign Structure

• Establish Business Process around Campaign
  Hierarchy
• Effects Lead Tracking associate lead at
  schedule or header level?
• Activities executed at the campaign schedule
  level

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Campaign Execution - Email

• Email campaigns are one of the few execution
  functions of OMO
• Queries to use for merge must be defined in
  fulfillment

• Queries must be against the AMS_LIST_ENTRIES
  table
• Can use Email Content Deliverables for body
• Can free form email content

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Event Management

• Must create inventory item, check registration
  required, and activate event schedule to allow
  registration
• No method of accepting payment for event
  registration or self service registration
  functionality (11.5.8)
• Order of Data Entry on this form is critical
• Can only register existing TCA contacts

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List Management Two Sources

• Imported Lists
• Purchased vs. Rented Lists
• Use list Import Wizard
• Generally Import .csv files
• Rented Lists require expiration date or number
  of uses entered
• Purchased Lists need deduplication rule selected
• Generate a list upon import checkbox
• Strict data structure/format

• Discoverer Workbook
• Generating lists from existing customer base
• Use seeded OMO End User Layer for List
  Management
• Certain Data Elements are required to be
  included in workbook
• Add conditions to workbook to get the desired
  segment of customers
• Need some SQL knowledge to create lists with
  Discoverer

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Import Mapping Process
Can save mappings and reuse them
Org name field required for import
Can preview entries from import file
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List Management

• Lists can be created from Imported Lists,
  Discoverer workbooks, or manually
• Combine by Including, Excluding, and
  Intersecting Lists
• Certain Items need to be selected in Discoverer
  for a list to generate in Marketing
• Must have AMS HZ Dedupe Rule set to yes to
  intersect imported lists
• Background Process must be run to generate list
• Entries can be viewed for lists - set column
  display
• Lists can then be associated to email campaigns
  for execution

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Additional Features

• MES
• No integration with other modules
• Universal Visibility
• Centralize or Decentralize Publishing
• Content Manager
• Offers
• Pricing Promotions created with in Marketing
• Associated to campaign, lead, opportunity
• Must manually be applied to quote

• Deliverables
• Tools used to help deliver marketing message
• Used during the collateral fulfillment process
• Products
• Link into Oracle Inventory
• Price List Creation
• Budgets
• Good for a planning tool
• Separate budgets from those created in Oracle
  Financials

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Metric Structure - Beware

• Metrics exist, but are not automatically
  populated
• Metrics structure rollup is inconsistent

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Collateral Fulfillment
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What is Collateral Fulfillment?

• Send Brochure Cover Letter To contact

Requires Setup, Installation, and Configuration
of Email Server
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Collateral Fulfillment Process
Business Decision
DBA, Oracle Fulfillment
End User, Oracle Fulfillment
Sales Agent, TeleSales, Sales Online
Determine Fields to be merged in Cover Letter
Log into Sales Application, pull up party, and go
to collateral tab
Create cover letter with merge tags, upload as a
master document associated to query
Add to Order, Submit Order, Determine order status
Create select statement containing those fields
and upload as query
Select Collateral Item from LOV and cover letter
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
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Collateral Fulfillment Process
Determine Fields to be merged in Cover Letter
Create select statement containing those fields
and upload as query
Step 1
Step 2

• Seeded queries just call to HZ Parties table
• Can create own query to use
• Can use joins with different tables

• Probably need DBA or SQL expert
• Queries Cannot be Deleted
• Same process used to define queries for
  marketing email campaigns

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Collateral Fulfillment Process
Create cover letter with merge tags, upload as a
master document associated to query

• Must use word merge fields and save file as
  .html
• Merge field tags must match SQL select fields
  exactly
• Cannot delete or end date cover letters
• Master Document named same as .html file and is
  seen in sales apps like this
• Once Master Documents are uploaded, you cannot
  view them

Step 3
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Collateral Fulfillment Process
Log into Sales Application, pull up party, and go
to collateral tab

• Need to select Org/Contact to whom material is
  to be sent
• Not a good means of sending same material to
  multiple users simultaneously
• Email address must be saved on customers record
• May need to add email address or even create new
  contact or Organization
• Keep Radio button on Party Relationship

Step 4
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Collateral Fulfillment Process
Select Collateral Item from LOV and cover letter

• Selecting Source Name (Campaign/Event Source
  Codes) will limit choices in Name field
• Name field pulls electronic deliverables from
  Marketing Online
• Recipient, Ship Method and Send To default from
  header
• Sales Online requires use of templates
• No means to preview cover letter or collateral
  piece before it is sent to the customer

Step 5
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Collateral Fulfillment Process

• Add to Ordergt Review Ordergt Submit Order
• Status should go to Queued
• Check history in TeleSales, Sales Online, or
  Fulfillment

Add to Order, Submit Order, Determine order status
Step 6
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Wrap Up

• What is Marketing Online
• Benefits of OMO
• Marketing within the Oracle CRM Sales Cycle
• Features of Marketing Online
• Collateral Fulfillment Process

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Questions?
Questions?
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CONTACT INFORMATION
Ellen Portman eportman_at_kpmg.com
Thank You!
For more information about how KPMG Consulting
can help your organization, please contact Jim
Testa at [phone] or Fred Martin at (312)
665-8821 Visit our website at
www.kpmgconsulting.com