As described in a previous article, many website connect and forward visitor information to other Parties in order to Analyse and Understand the Website visiting pattern. The best and probably well-known example is Facebook. Even when visiting another website, Facebook is often called in the backend by the web site e.g. by a hidden hyperlink or hidden pixel (which needs to be downloaded from Facebook) and by this Facebook receives the information that the respective website has been visited. Using this information, it is possible to create a certain profile of the Visitor in terms of interest and other attributes, which can be used for Target Marketing campaigns. While Facebook is well-known, Oracle also has a large presence within the Marketing World and acquired the data (profile) provider Bluekai, which is now called Oracle Data Cloud. This information can also be integrated with the Oracle Marketing Cloud (formally Eloqua) for the creation of Marketing Segments and Campaign execution.
Every User can also check the information kept about himself by visiting: http://www.bluekai.com/registry-de/
Oracles acquisition of Eloqua provides very different possibilities to Marketing Users compared with the classical Marketing solution of Siebel. While Siebel Marketing historically focused on classical offline Campaign channels such as direct mail or phone with enhancements over the Years e.g. e-mail or landing pages, Eloqua is native digital Marketing Solution having support for Channels like Facebook. Hence, there is no Oracle Roadmap or statement of direction to replace Siebel Marketing functionality with Eloqua, but rather a model of co-existence where Siebel Marketing should be used for classical Marketing and Eloqua for digital Marketing.
A analyst article highlighting the features for Eloqua can be found here.
Both products allow to define the target group of the Campaign via a Segmentation designer:
Customers already having Siebel Marketing can use the following process to integrate Siebel Marketing with the Oracle Marketing Cloud (Eloqua). This allows to use the same segments and same customer data to define a target group and execute Campaigns in digital channels provided by Eloqua.
Since Siebel Marketing itself uses the Oracle Business Intelligence Server to access the Segmentation data, the same interfaces/process may be used from Eloqua for accessing the same data. The Oracle Business Intelligence Server offers a web service API described in a previous post which can also be invoked by Eloqua e.g. to use a previously defined Segment in Siebel Marketing.
To integrate Siebel with Eloqua (Step “Load Segments to Eloqua”) the Oracle BI Server can generate the Members of a segment based on segment criteria definition using the writeListFiles SOAP call. The definition of this SOAP call is described with the xsd:
Below is an example of this call using the Oracle BI Action framework to demonstrate the outside call and passing of parameters:
The format of the generated file that contains the target group members of the Segment can be defined using the Load List format:
The generated file can then be loaded into Eloqua as the Campaign members.
To summarize: Eloqua may be integrated with Siebel Marketing and can access Segment’s defined with Siebel Marketing and access the same data as Siebel Marketing. Eloqua can use the same APIs that are also used by Siebel Marketing provided by Oracle BI to generate a list of campaign members and load these members as target group into a Campaign in Eloqua for executing a campaign in digital channels.
Further information can be found here: