Oracle Data Cloud: What Oracle knows about you..

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/ 

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API for Oracle BI using SOAP

One feature that highlights the enterprise grade of Oracle BI (OBIEE) Server is the ability to not only interact with the web interface but also to use the Application program Interface (API) to automate certain tasks.

Oracle BI provides a list of API Methods which can be invoked using SOAP. The List of available methods can be viewed using the following URL within your installation:

https://*crm-test.i.*****.com/analytics/saw.dll?WSDL

This lists a description of methods e.g. WriteListFiles to export a Report to a file system location :
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The methods available as API are also documented in the official Bookshelf: https://docs.oracle.com/cd/E28280_01/bi.1111/e16364/methods.htm#BIEIT180
and here: https://docs.oracle.com/cd/E12096_01/books/AnyWebServ/AnyWebServ_Overview3.html

Some more Marketing specific WebServices are described here:
https://docs.oracle.com/cd/E12852_01/v11113/mktgseg/mktgseg_configsegserver11.html

Siebel Integration with Oracle BI for loading Leads, Responses and synchronizing Customers

Most often Siebel Marketing and Oracle BI will be used to load campaign members for a marketing campaign based on Segment criteria defined within Oracle BI:

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The Siebel Campaign Membership is then loaded based on the defined Load List Format with Type “Campaign Load”:

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Once the Marketing Users clicks the Campaign Load Button the below Siebel Workflow is executed and triggers the generation of a File (csv) that is loaded by the Workflow into the Siebel Campaign Membership:

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This Workflow also only exists for loading Contacts and not for Accounts. Even for Accounts (Companies) this Workflow requires at least one Contact within the Account.

However, the Standard (BI Applications 7.9.6.4) additionally offers to load other Entities than the Campaign Membership:

(Described within the Official Bookshelf Documentation.)

This allows to:

  1. Load/Synchronize Customers into Siebel from other Sources e.g. to load Prospects which have been bought from 3rd Parties.
  2. Load Leads and Responses into Siebel

For this, the following standard Workflows exist:

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E.g. for creating Leads the Workflow:

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The Workflows also triggers the generation of a File (csv) by Oracle BI which is being loaded into the respective Siebel Entity e.g. Lead.

This provides Users with the possibility to define criteria that qualify a lead for a specific Campaign. If these criteria (expressed as Segment criteria) are being fulfilled, a Lead will be created within Siebel. A Segment to qualify a Lead based on e.g.Campaign Responses could look like the following:

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The Workflow “Marketing Create Leads” then loads the Marketing Lead Integration Object (described above), which has the following definition:

Component Description
Lead Defines all the primary attributes of the entity lead.

User Key: Id

Lead Organization Defines the Organization attributes associated with the lead.

User Key: Organization Id

Lead Position Defines attributes of Position associated with the lead.

User Key: Position Id

Lead Product Defines attributes of Products associated with the lead.

User Key: Product Id

Using the following Load List Format of Oracle BI:

Table Heading Column Heading Column Formula
Lead Id ‘NOID’
Lead Lead Status ‘@{leadStatus}{}’
Lead Treatment Id ‘@{treatmentID}{}’
Lead Description ‘@{description}{}’
Lead Contact Id – Contact Profile.”Contact Id”
Lead Prospect Id – Contact Profile.”Prospect Id”
Lead Account Id – Contact Profile.”Account Id”
Lead Source Id ‘@{campaignID}{}’
Lead Division Owner ‘@{divisionID}{}’
Lead Quality ‘@{leadQuality}{}’
Lead Lead Score ‘@{score}{}’
Lead Primary Partner Id ‘@{partnerID}{}’
Lead Calc Lookback Days ‘@{leadLookbackDays}{}’
Lead Calc Product Id ‘@{productID}{}’
Lead Product Product Id ‘@{productID}{}’
Lead Position Position Id ‘@{positionID}{}’

And the corresponding standard Load List definition of Oracle BI:

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Instead of being of Type “Campaign Load” the above Standard Load List is of Type “BI Data Load”. To synchronize customer data another Load List Type is available “Customer Synchronization”.

A Marketing User can configure all this steps during design-time of a Marketing Campaign with the Program flow:

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By selecting:

1) Select the Load List Format for loading Leads from BI into the Marketing Lead Integration Object.

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Only Load List of Type “BI Data Load” are available for a Marketing User.

2) specifying the stored segment (created beforehand) to evaluate/qualify a Lead based on certain Campaign Responses given by the Campaign Participants.

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To summarize. Siebel Marketing offers not only the possibility to load Campaign Members into the Campaign Membership (S_CAMP_CON Table) but also Responses or Leads via standard Marketing Workflows and Load Lists provided out-of-the-box.