Oracle Business Process models are back for Fusion Cloud

For the earlier releases of Siebel CRM the Official Bookshelf (pdf version here) also contained a documentation of Business Processes to describe the activity flow within the Application from a starting point to a end point like the example below:

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However, these have been discontinued from Version 7.5 for forth following releases. While some parts of the Oracle Organizations certainly maintained these afterwards as Assets, these were not general available as part of the official documentation anymore. For the new Fusion Application Software, which combines all previous separated products from PeopleSoft, e-Business Suite and Siebel into a single Application, the Business Process models are back. While they are not published on alongside the Official Documentation they are accessible via the Oracle Support Portal at the following site: Oracle Fusion Business Process Models: Homepage (Doc ID 1542019.1).

The above site lists the following Level 1 Business process area e.g. Marketing. Level 2 of the Business Process then describes the step in the process e.g. Develop Campaign and afterwards Execute Campaign. The Level 3 then contains a detailed activity flow in MS Visio e.g. Launch Campaign and Manage responses.

Business Process Area

01 Enterprise Planning and Performance Management

02 Marketing

03 Sales

04 Order Fulfillment

07 Supply Chain Planning

09 Product Management

10 Production

11 Procurement

12 Materials Management and Logistics

14 Project Management

15 Financial Control and Reporting

16 Cash and Treasury Management

17 Asset Lifecycle Management

19 Enterprise Information Management

21 Workforce Deployment

22 Workforce Development

23 Compensation Management

Target Levels: What do they steer and what not? Part 3/3

Within this third and final article I’ll extend the Target Level Concept with the selection Rules feature.The first article of the series introduces and explains the concept of Target Levels. The second article showed how Target Level linked the Segment Designer, the Campaign Load and the Campaign Execution (Launch).

Target Level and Selection Rules

For this, I’ll re-use the same Segment as before:
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The concept of Selection Rules allows to associate another Target Level (as a kind of secondary Target Level) to the selected (Primary) Target Level, to influence or constrain the Load of the Campaign Members with related items to the Primary Target Level for the Campaign Membership. For complex scenarios this helps to specify additional logic within the segment, in case the segment should not only include filtering logic for the Target Level, but also a wider logic for the Campaign participation. In this case another Target Level.

Use Case example for Selection Rules

For a Campaign, the target group consists of Individuals (Contacts) where the current Assets (e.g. a cell phone contract) should also be listed in the Campaign participation and Campaign export. However, the Assets of the individual should be constrained to only include contracts which have a end date within the next 3 Month (hence not all Contracts of the Target Level = Individual).

Since the Scenario contains Contacts as well as the Assets belonging to the Contact. The concept of Selection Rules must be used here. Without a selection Rule the Contacts which have a ending Asset are identifiable using the “normal” segmentation criteria, but the Asset Number of the respective ending Contract could not be associated with the Campaign Load (participation) of the Contact.
Thus, selection Rules are used in scenarios where another Target Level item should be associated as Secondary Target Level with the Target Level of the Segment.

Without a selection rule the following SQL is generated for the Campaign Load:
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SQL statement without selection Rule.

The Selection Rule is added to the Segment to associate the Account (Company) to the Contact Target Level for the Campaign Load:
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The Selection Rule also contains a constrained for the Secondary Target Level to only include Accounts within a certain Region.
This Example might be used as a Scenario within the Health-care Industry where a Doctor (Contact) might work for multiple Hospitals (Accounts) and only Hospitals within a certain Region should be Addressed for the Contact (Doctor).

After adding the Selection Rule the following SQL is generated for the Campaign Load:
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SQL statement with Selection Rule.

Since a Selection Rule has been added to the Segment, the counts of the Segment Designer do not match anymore with the Campaign Load counts (as seen in previous article both are independent) as the selection Rule Expression is only evaluated for the Campaign Load but not within the Segment Designer:
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The logic added with the Selection Rule for the Segment can be phrased as:

Only address Contacts (Target Level) having an Account within a certain Account Region (Selection Rule).

The Target Level concept and count presented within the Segment designer does not “protect” Members from disappearing from the load:

  • When the metadata logic of the Load List is different to the logic of the Segmentation Catalogue metadata (previous article)
  • When a Selection Rule is added to a Segment (Selection rule expression is only evaluated/executed on the Campaign Load)

When loading the Segment using the correct Load List Format (to load Accounts as well as Contacts) the Contact is loaded not with all possible Accounts but only the constrained and relevant Accounts to the Campaign Membership Table. The constraining of related items to the Target Level can only be achieved by using Selection Rules. Otherwise this logic would need to be added to the Export List requiring a different Export List for the Segment.

Selection Rule expression are only evaluated for Load List Formats (Campaign Load) but not the Segment Designer (Segmentation Catalogue).

To summarize

Selection Rule expression are only evaluated for Load List Formats (Campaign Load) but not the Segment Designer (Segmentation Catalogue) leading to a scenario where the count of the Segment Designer will not match the count of the loaded Segment to the Campaign Membership.

Appendix

For a summary of the SQL generation for the Segment designer, Campaign Load and Campaign Launch, click here.

Target Levels: What do they steer and what not? Part 2/3

This is the second Post about the influence of Target Levels. The realm of the first post was limited to the Segment Designer. This post will focus on the Load of Segments to Siebel in conjunction with the Load List Format and compare this behaviour again with the Segment Designer.

Target Level and Segment Designer

As already described in the previous Post, the Segment designer allows counting the target level members according to the segmentation criteria of the segment, the count of each block and the the gross count is displayed, hence indicating the members which are part of the segment and will be loaded into the campaign as members once the campaign is loaded.
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The SQL statement generated by the Oracle BI server can be inspected from the Marketing Job Log View:
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selecting the “Get Count” Marketing Job:
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The below SQL statement was generated by the Oracle BI Server for the Segment Designer to count the Target Level Members within the Business Analytics Warehouse:

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Target Level and Campaign Load

When loading the Segment into the Siebel Campaign, the segment is “invoked” and the Members currently fulfilling the criteria are loaded to the Campaign Membership (S_CAMP_CON Table).
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The Oracle BI server will write a text file to the Siebel Shared File system and Siebel will load the text file using a EAI Workflow to the Campaign Membership (S_CAMP_CON Table).

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To provide the text file in the expected format by the Siebel EAI Workflow, the Oracle BI server provides the Load List Formats designer to provide the means of loading the individual members to the Campaign Membership Table so that they are participating within the Campaign.
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The generated text file contains the individual members and has the following format (adhering to the Load List format definition):
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The Load List Format itself is defined on a special Subject area and Business Model for each Target Level, such as Contacts / Accounts:
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Every Segment is linked to a single Load List Format via the Advanced Options Tab of the Segment designer:
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Once the Campaign is loaded Siebel sends a SOAP request to the Oracle BI server to execute the segment and generate the text file with the Campaign Members using the Write List Job (visible with the Marketing Job View):

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The Marketing Job is executed by the Oracle BI server with the following statement to the Business Warehouse for the same sample Segment as before:
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When comparing the SQL statements executed from the Segment designer with the SQL Statement for the Campaign load it can be seen that they are not the same. This is partially due to the different nature since within the Segment designer, the User is interested in the count, hence a SELECT COUNT(*)while the load requires the individual records, hence no aggregation.
Even though the statements are not the same, the logic (in terms of underlying Tables and Joins) for the Load List format (plus underlying RPD Metadata definition) is matching the logic of the Segmentation Catalogue. Thus, the generated text file and the segment count have the same count of Members (# of Records) for the Segment:
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To summarize: The Target Level links the Segmentation catalogue with the Load and Export List Formats, but the generation of SQL statements is independent for the areas and only depends on the metadata definition on which they are based:
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Since the generated statements for the Segmentation Designer (based on the Segmentation Catalogue) is independent of the generated statement for the Campaign Load (based on the Load List Format) it’s possible to create a Scenario in which both do not provide the same results (count for Segment and Load) even though both are linked to the same Target Level. This will be the focus of the next article.

For some scenarios this might be desirable since the Campaign Load Format is aware of the Campaign (it is loaded to) and the Treatment (Channel), thus it would be possible to perform certain additional checks e.g. does the Campaign Member have a valid Address for the Channel. However, this additional “segmentation” logic makes it very hard for a Marketing End User to compare the results of the Segment Designer with the actual Members loaded to the Campaign.

Launching the Campaign

When launching the Campaign the impact of the Target level is also very minor. As described before  The Export List format definition is also based on the BI data model and determines the actual SQL generated on the BI System (Data Warehouse). In order to only generate the respective Members of the Campaign the BI System references the Siebel Transactional Campaign Membership Table (S_CAMP_CON) by passing Parameters from Siebel to the Oracle BI System to identify the respective Campaign via the Campaign Id and Load Number. 

Export List Format, based on Transactional Campaign Membership Table:image

Sample Export Format based on above Subject area to Export the Campaign Members for the Execution of the Campaign e.g. using a external Marketing Agency:
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Target Levels: What do they steer and what not? Part 1/3

For effective Marketing Campaign it’s important to define and find the best target group that should receive the Campaign messaging and/or Campaign Offer. Within Oracle Siebel CRM the target group is implemented with the concept of Target Levels.

This first article will focus on the basic’s of the Target Level concept and configuration within the Application (Oracle BI)

The concept and configuration of Target Levels

Target Levels (also referred to as QLI “Qualified List Item”) are used in the Marketing module of Oracle BI to identify and count the members of a segment that should be contacted within a marketing campaign. The complete Marketing Configuration and the Target levels concept in particular adds an additional layer of abstraction over the pre-built BI data model, allowing to re-use the complete data model of the Oracle Business Analytics Warehouse for the purpose of segmentation and campaigns.
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The above diagram shows this with a few examples. The Conforming Dimension of e.g. “Customer” is being setup amongst multiple Facts (Orders, Campaigns, Service Requests) as Target Level. The criteria of the star (dimension & facts) are then available for Segmentation as Segmentation catalogue. When using the Segmentation catalogue within the Segmentation designer to define the Segmentation criteria, the Oracle BI Server translates the segment criteria into SQL for performing the counting of the Target level members which are meeting the segmentation criteria.

The Marketing Manager allows to define the Marketing specific configuration (“as additional layer”) by referencing the pre-built Presentation Layer data model for the specific Marketing metadata such as Target Levels, Load List Formats or Export List Formats:
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While target levels can technically refer to any logical object of the RPD metadata layer, they should only be defined upon dimensions, since a typical target level such as “customers” might be used/referenced in almost all facts of the warehouse as conforming dimension. Thus, the target level members (e.g. Customers) can be identified and counted within the facts of the Analytical data model.
Technically, the target level is linked with a particular presentation column (field) of the dimension, usually the Primary Key of the Dimension:
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Target Level within the Application

The following example shows the required User steps within the Application and the execution by the System (Orcle BI):

  1. choose Target Level Contact (Individuals)
  2. define segment criteria based on Job Title
  3. Translation into SQL for counting of Target Level Members

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step 1 & 2 are done by the Marketing User within the Segment Designer
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and step 3 handled via the Oracle BI Server by executing the SQL statement within the Oracle Business Analytics Warehouse:

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Hence, the Target Level steers the object and column that should be used for counting the (Target Level) Members. The translation to generate the SQL statement within the Oracle Business Analytics Warehouse is done based on the Marketing metadata configuration and the BI metadata model. Below is a example of the “path”:
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Target Level within Segment Designer, Load Lists and Export Lists

The Target Level is not only associated with the Segmentation catalogue for building the segment, but also with Load Lists Formats and Export Lists Formats. Where the Load List Format define how the Segment members should be loaded to the Campaign Management System (Siebel Marketing) and the Export Lists what kind of information should be exported to the Campaign Execution (Agency) to address the Segment Member.
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For the purpose of Segmentation the Street Address and House number are not important (Segmentation Catalogue), for the load of the Customer as Campaign Member only the Customer Id is relevant (Load List Format), but for the execution the complete Address of the Customer is required, but not the Customer Id (Export List Format).

Integration Siebel Marketing & Eloqua

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.

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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:
Eloqua vs. Siebel Segmentation

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.
process

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:
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Below is an example of this call using the Oracle BI Action framework to demonstrate the outside call and passing of parameters:
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The format of the generated file that contains the target group members of the Segment can be defined using the Load List format:
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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: