Bookshelf v7.5.3: About Analytic Adapters

About Analytic Adapters

An analytic adapter is a data interface that allows Siebel Marketing to integrate and use analysis results from Siebel Analytics, other analysis applications, query tools, online analytical processing (OLAP) tools, and scores from data mining tools.

The analysis results, called target groups, consist of sets of customers sharing similar attributes. Target groups can be derived from various targeting levels such as Contacts, Accounts, Households, and Individuals. Target groups can also include related data elements such as model scores, cluster numbers, and lifetime values.

During the analytic adapter process, the target groups are loaded into prebuilt analytical adapter tables in the Siebel database. You can map these tables to build hierarchical attributes, measures, buckets, and fields to be used in the following:

Segmentation criteria

Filter criteria

Output file layouts

Launching campaigns

An analytic adapter includes the following components:

Extractor. This component extracts results from the analytical tool or application. Siebel Marketing partners or customers who use Siebel Analytics develop the extractor, which is custom-configured for each analytical tool. An Analytic Adapter extractor for Siebel Analytics is included as part of the Marketing Server component group.

Analytic adapter tables. These tables in the Siebel database hold information related to analytic adapter target groups.

The Analytic Adapter lookup table (S_DD_TRGT_GRP) holds information about the target group, including fields such as Name, Source, Number of records, Created date, and Expiration date.

The Analytic Adapter data table (X_DD_TRGTGRPMBR) holds target group details and a link (foreign key) to the Analytic Adapter lookup table. The data table can hold up to seven target group attributes or fields that might include customer hierarchy IDs and related information. In addition, there is one placeholder for a data mining score.

Analytic Adapter workflow process. This workflow process creates a target group record in the Analytic Adapter lookup table and loads data into the Analytic Adapter data table.

The workflow runs the Analytic Adapter server component, that is part of Marketing Server component Group. The workflow process also retrieves data for attribute families defined on the Analytic Adapter data table, so that the latest list of target groups is visible and accessible to the marketer. The Analytic Adapter workflow process for Siebel Analytics is called Analytic Adapter. For more information on workflow processes and the Siebel Business Process Designer, see Siebel Business Process Designer Administration Guide.

To complete the setup for Analytic Adapters, perform the following tasks: