Thursday Apr 25, 2013

Putting the CX Puzzle Together: Connect Customer Touch Points by Combining Oracle WebCenter Sites with Other Oracle CX Solutions

On its own, Oracle WebCenter Sites provides organizations with powerful capabilities for engaging sites visitors with personalized, interactive, multichannel experiences on their marketing websites. But for companies that are ready to embrace the power of predictive decisionsing or who are ready to start integrating different online touch points into a seamless and connected experience, Oracle's customer experience solutions can offer even more. Let's take a look at how a few of these customer experience solutions combine with Oracle WebCenter Sites.

Oracle WebCenter Sites + Oracle Real-Time Decisions

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 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

Oracle WebCenter Sites + Oracle Endeca

If you’re a business that has a large product catalog, integrating faceted search into the web experience can be an effective way for potential customers to dynamically explore your site and find relevant and desired items more quickly and easily. During the product selection process, site visitors want the ability to navigate based on their own unique preferences and to view content and search results that are most relevant to them. Often, the search experience on a website frustrates potential buyers or provides them with too many irrelevant results to wade through. A solution such as Oracle Endeca Guided Search can be integrated with your WebCenter Sites deployment to optimize the search capabilities on your web presence, so you can deliver more precise, more relevant, and more complete results that help guide and influence product selection, leading to increased conversion rates and customer satisfaction.

Oracle WebCenter Sites + Oracle ATG Web Commerce

If your business model includes an eCommerce component, speeding and simplifying the purchase process is critical. A streamlined and efficient online purchase process is vital to preventing shopping cart abandonment. The purchase process can even become another opportunity for engaging customers and influencing them to purchase more or related products; it can also be structured to incentivize customers to take action now through the offer of various promotions. Oracle’s ATG Web Commerce is a top ranked commerce solution that enables you to deliver an engaging and efficient online buying experience. When combined with Oracle WebCenter Sites, these solutions bring together best-in-class web experience management and ecommerce capabilities, assuring that your site visitors have a personalized, interactive, and multichannel experience as make their way through the customer journey.

Oracle WebCenter Sites + Oracle WebCenter Portal

For some business models, online self-service is the primary channel through which business is conducted. In others, online self-service represents an opportunity to lower the cost to serve by migrating customers from high cost customer service channels to the more cost-effective online channel. Oftentimes, in industries like financial services, healthcare, or even government, you’ll want to provide your customers, patients, or constituents with both a public online presence where they can find information and engage with your organization early in the customer journey, and also an online self-service presence that enables your customers to access secure services where they can conduct financial transactions, look up personal health information or take advantage of government services. In cases like this, the combination of Oracle WebCenter Sites and Oracle WebCenter Portal is ideally suited to helping you meet both of these objectives and ultimately deliver an online experience that is unified, consistent and seamless as those visiting your web presence evolve from prospects into active customers.

 *****

On Demand Webcast: How to Connect the Online Customer Experience by Combining Oracle WebCenter Sites with Other Oracle CX Solutions

Are you providing your customers with the best possible browsing, shopping and search experiences across all your marketing and commerce websites? Successful organizations must deliver an engaging online experience that is personalized, interactive and consistent across all phases of the customer journey from research to selection to support and follow on purchases. Attend this Webcast to learn how WebCenter Sites can help you:

  • Unify the online customer experience by bringing together best-in-class web experience management, eCommerce, and faceted search capabilities
  • Encourage social interaction by incorporating ratings, comments, reviews and social sharing capabilities into your web presence
  • More easily ingest content feeds from your suppliers and simplify the management of high volumes of detailed product information

View the webcast.

Monday Jan 14, 2013

Holland America: Optimizing the Online Customer Experience with Oracle Real-Time Decisions

Prior to the holidays, we spent some time on the WebCenter blog focusing on how to optimize the online customer experience using segmentation and targeting with Oracle's web experience management solution, Oracle WebCenter Sites.  We also introduced you to Oracle's real time decisioning engine, Oracle Real-Time Decisions, which can be used in combination with Oracle WebCenter Sites to enable automated targeting and segmentation.You can check out those posts using the following links:

Today, we're expanding on this theme and featuring a guest post from Oracle sales consultant, Sumeet Prasad.  Sumeet is part of the Oracle Real-time Decisions strategy team. Sumeet has been with Oracle for six years and has twelve years of experience in the real-time decisioning space. This post will give you a very good sense of the truly powerful capabilities of Oracle Real-Time Decisions for optimizing the online customer experience.

*****

Holland America is a wholly owned subsidiary of Carnival Corp. It is recognized as a leader in the cruise industry’s premium segment. Holland America Line’s fleet of 15 ships offers nearly 500 cruises to 320 ports of call in more than 100 countries and is expected to have carried over 750,000 cruise passengers in 2012 that visited all seven continents.

Like many in the travel industry, Holland was looking for ways to increase revenue and margin in a poor economy. Maximizing the revenue from their passengers was important to increasing overall revenue. The travel industry is trending towards more online bookings and customers are increasingly more web savvy. Holland’s existing websites for both cruise booking and shore excursion provided a one size fits all approach in regards to customer experience.

Holland America decided to utilize Oracle Real Time Decisions (RTD) to help achieve their goals. They went live with RTD in June of 2012 within their Online Shore Excursion booking process. They had 2 primary business goals for this initiative:

  • Leverage Real-Time Decisions to help increase booking revenue for Shore Excursions, Indulgences, Spa and Dining by optimizing cross-sell and up-sell offers in the web channel through adaptive learning and multi goal arbitration
  • Leverage Real-Time Decisions to improve the overall customer experience by providing personalized and targeted content, and product recommendations throughout the Shore Excursion selection experience.


RTD provides Holland America with a cross channel, centralized decision management service for Customer Experience Optimization. RTD enables real-time intelligence to be instilled into any customer interaction, thus Holland is able to learn and predict which shore excursions, indulgences, and dining options are most appropriate to deliver to a customer. By learning from every single interaction and adjusting their processes in real-time, Holland America always takes the best course of action and optimizes the value of each opportunity.

The RTD Decision Management Framework provides for user-defined business rules, automated segmentation, real-time predictive models, test and control capabilities and user defined performance goals for optimizing decisions. Both rules and models can operate on historical, transactional and contextual real-time information.  This allows Holland America to treat every customer coming to the Shore Excursion site as a “segment of one” and provide for personalized and optimized customer experiences.

There are four optimized decisions that RTD makes as part of the Shore Excursion Booking Process. 90% of visitors have the optimized experience (RTD) and 10% of the visitors have the control experience (status quo):

  • Decision #1: Show/No Show shore excursions landing page:  Determine which flow is best for each customer.
  • Decision #2: Which landing page image is best to display?
  • Decision #3: Rank order the top excursions on the catalog page for each customer?
  • Decision #4: What are the best additional shore excursions, indulgences and spa and dining offers to recommend on the shopping cart page?

Within one month of being live, Holland America saw booking rates increase by 14% for the optimized experience (RTD) vs. the Control Experience (status quo). The success of this first project is helping pave the way for future RTD projects, as well as the adoption of Web Center Sites for building and managing their websites.


Watch an On-Demand Webcast to Learn More!

Friday May 04, 2012

The Power of Automated Targeting

Mariam Tariq, Senior Director of Product Management, Oracle WebCenter SitesToday's guest blog post is from Mariam Tariq, Senior Director of Product Management  for Oracle WebCenter Sites. Mariam has worked in the technology space for over 15 years with a focus in web content management, social marketing, and mobility. She has also held roles in product management, strategy and engineering at Zenprise, Interwoven, and Scientific Atlanta. Mariam holds BS and MS degrees in Electrical Engineering and Computer Science from the Massachusetts Institute of Technology, and an MBA from the University of California at Berkeley.

In this day and age, consumers are bombarded with high volumes of information coming from multiple channels. Therefore, to keep online visitors engaged, it is important for businesses to understand their users and to choose the most relevant content to show each of them. Oracle WebCenter Sites provides targeting capabilities that enable business users to define customer segments from a variety of user behavioral and profile data and then create content recommendations for those segments. This results in a much higher degree of site stickiness and can maximize conversion rates.

In situations with large volumes of content and/or unknown user segments, automation can help business users make decisions about recommended content.  Oracle Real-Time Decisions uses powerful statistical models to continuously learn from visitor interactions. Real-Time Decisions correlates visitor attributes to displayed content and determines recommended content to show subsequent users.

The Decision-Making Process of Oracle Real-Time Decisions
The Decision-Making Process of Oracle Real-Time Decisions


Together, Real-Time Decisions and WebCenter Sites can enable marketing users to create highly effective targeting strategies. There are various possibilities of how to leverage Real-Time Decisions in WebCenter Sites. Marketers could create segments in WebCenter Sites and have Real-Time Decisions select a recommendation for a set of content that marketing has selected for each segment. Alternatively, marketers can choose to have Real-Time Decisions segment users and then select a recommendation from a list of potential marketing specified content.

Oracle WebCenter Sites & Oracle Real-Time Decisions

Oracle WebCenter Sites and Oracle Real-Time Decisions (RTD)

A typical use case would look like this: A marketer first creates a recommendation in WebCenter Sites. This entails first selecting a course set level of content (‘choices’)  for Real-Time Decisions to select from. These choices can be chosen via a query (e.g. ‘show all content tagged ‘ holiday’, created  between 11/1 and present, less than $100.) The content could also be a specific list selected by the marketer.  At runtime, WebCenter Sites will send Real-Time Decisions the attributes for the particular visitor (such as location, age, gender, and preferences). Real-Time Decisions will then determine the best content and send the recommendation to WebCenter Sites at runtime. WebCenter Sites will send feedback back to Real-Time Decisions on the customer decision (clicked, viewed, etc). Real-Time Decisions will incorporate this information to refine its data models for future decisions.

 The following statistics reflect actual results from Oracle customers implementing targeting strategies:

  • Up to 150% improvements in click-through rates for eCommerce Self-Service website
  • 5% increase in average transaction amount for eCommerce customer acquisition
  • 6% improvement in sales conversion rates for eCommerce website
  • 60% lift in self-service registration

Oracle WebCenter Sites and Oracle Real-Time Decisions offers marketers a powerful combination of tools for the automatic optimization of online experiences.   To learn more about automated targeting with these products, download the white paper or register to view the webcast, Introducing Oracle WebCenter 11gR1: Transforming the Online Experience.


About

Oracle WebCenter is the center of engagement for business—powering exceptional experiences for customers, partners, and employees. It connects people, process, and information with the most complete portfolio of portal, Web experience management, content, imaging and collaboration technologies.

Search

Archives
« April 2014
SunMonTueWedThuFriSat
  
2
4
5
6
7
10
11
12
13
14
17
19
20
21
22
23
24
25
26
27
28
29
30
   
       
Today