Oracle Marketing

Now that I have moved into the CRM team, I am demonstrating a whole new range of features that Oracle has compared with my old applications technology role.
 
Yesterday I showed how Oracle Marketing manages registrations through the Audience Workbench, and how Events can be managed through the Campaign Workbench.  All this and Fatigue Rules too.

The interesting thing is that a lot of the requirements from Marketing apply in Public Sector as well as in the commercial sector.  Agencies still want to know who they are sending mail to, how to keep their Customer database online and how to help individual marketing departments remain cost effective, while getting to the right individuals (this is called segmentation).  The main difference seems to be that there is a need to analyze the customers/citizens and look at what is working rather than turn the outcome of the marketing into Sales leads.

Try this link for more information on Oracle Marketing

So, what I have discovered so far is that for Public Services at least the key areas of interest for CRM type functionality is for Customer Data Management, Marketing, Service and Case Management.  In fact, I think when I have got round a few more customers I will probably find that there is an interest in everything CRM.  Waiting to see who the first interest in Sales comes from at the moment though.

Comments:

You are correct that tracking marketing results is a key requirement for Agencies. Also, the ability to support direct mail campaigns, with letter codes and advanced abilities to personalize collateral leveraging CRM data such as relationships is functionality that many CRM systems need but unfortunately lack. Many agencies still focus marketing on direct mail yet much of the CRM development in recent years has focused on online marketing primarily. Similarly, much of the marketing feedback capabilities have focused on online marketing exclusively.

Posted by David Sawyer on November 30, 2006 at 08:39 AM PST #

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UK Public Sector Case Management and CRM

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