By Christie Flanagan on Dec 20, 2012
Earlier in the week, we took a closer look at two different approaches to segmentation and targeting, manual and automated. While manual segmentation and targeting gives marketers a great deal of control, this approach can become time consuming and complicated when dealing with high volumes of segments and content. In these situations, automated segmentation, which relies on predictive intelligence, may be an appropriate choice for optimizing your online customer experience.
Oracle’s web experience management solution, WebCenter Sites, already includes robust capabilities for marketer managed segmentation and targeting, however, a whole new level of optimization can be achieved by combining WebCenter Sites with Oracle’s decision management solution, Real-Time Decisions. Using the power of statistical data models and historical and real-time analytics, Real-Time Decisions automates what would otherwise be the manual task of sifting through volumes of customer data, determining likely and potential customer segments, and determining the best content to present to a given site visitor. As customer interactions take place, Real-Time Decisions continuously refines its data models, automatically adjusting and learning over time to achieve the optimal content selection for each site visitor.
Marketers have multiple levels of control when using Real-Time Decisions. They can opt for full automation and let Real-Time Decisions handle all of the decision making. In this case, Real-Time Decisions infers segmentation and uses automation to make decisions about what content to display to the site visitor. Or, marketers can opt for a more controlled approach and specify performance goals that will help steer the Real-Time Decisions model in the direction of desired business objectives such as maximizing revenue or maximizing conversions.
Together, Oracle WebCenter Sites and Oracle Real-Time Decisions provide marketers with the ability to determine the best approach for realizing their segmentation and targeting objectives, whether that means managing the process manually or by instituting some level of automation. Download
this white paper to learn more about how WebCenter Sites and Real-Time
Decisions combine to create a truly powerful solution for optimizing the online
customer experience to meet your business objectives.