This chapter covers the following topics:
Implementing Web Marketing within Oracle Marketing enables marketers to place their campaigns online. It helps personalizing the campaigns and hosting them on web sites. Web Setup can be implemented with Oracle iStore or any other third-party affiliate Web storefront.
Before implementing Web, the following applications must be setup:
Oracle iStore: This step is mandatory if Oracle Marketing is integrated with Oracle iStore. See the Oracle iStore Implementation and Administration Guide for details.
Oracle iSupport: Implementing Oracle iSupport is optional. When implemented, the Oracle iSupport portal displays the Web content.
Web Templates are used to create customized Web sites within Oracle Marketing. You can create a Web Template for a Web Campaign activity using the Activity Template.
Navigation: Administration > Marketing > Initiatives Templates > Activity Templates
Associated With: Associate the Web Template to an Activity.
Channel Category: Select the Channel Category Web Marketing to create a template for Web.
Channel: Select the Channel for which you wish to create a Web Template. Seeded Channels for Web are explained below.
Associated Activity Purposes: Select the appropriate Activity Purpose for your Web Activity.
The following Web Channels are seeded for Oracle Marketing:
Web Advertising: Used for both Web advertising and Web offers. The seeded stylesheet for advertising is called Web Ad. For a schedule of type Web advertisement and Web offer you can create new content types and stylesheets.
Web Promotions: Used for product promotions on the Web.
Web Dynamic Recommendation: The seeded stylesheet for Web Dynamic Recommendation is called Web Dynamic Recommendation Stylesheet. For a schedule of type Web dynamic recommendation you can't create new content types. However, you can create new Stylesheets.
Unlike a Web advertisement or Web offer, when using Web dynamic recommendations the content rendered is not static therefore cannot be predefined. Recommendations are situational (based on pages browsed, user preference, etc.) therefore, content is dynamically selected. Web dynamic recommendations are only executed when iStore is implemented.
Integrating Web marketing with Third-Party Web stores enables customers to create segments in Oracle Marketing. These segments can be re-used in rule-based posting conditions to personalize Web Ads. The Web Ads can be on sites such as the corporate Web site, or an employee portal built with Oracle Portal. This feature is also available even if the database storing the members of these sites are not in the TCA.
In Oracle Marketing iStore integration is used in online stores where sellers can organize and store customer information in their database.
To create a Web Marketing activity for iStore integration, you must first define a site for iStore. You can create the site in the Web Setup page on the Oracle Application.
Navigation: Administration > Marketing > Web Setup > Sites
Site Category: Select the category to which you with to place iStore. In this case, select Oracle Applications since you wish to create a site specifically for iStore.
Site Name: Enter iStore and click the Lookup icon to retrieve the application ID of iStore.
Programmatic Access name: Enter the Programmatic Access Name that you create for the Web Site.
You can create pages for iStore here, in a manner similar to creating a Web Site. Select the Web Site for which you wish to create pages and enter specific information.
Navigation: Administration > Marketing > Web Setup > Pages
Placements are areas on particular Web pages that have been designated to show marketing content. A placement can only be selected once within an activity. Once the activity is approved and active (start date has passed, end date has not been reached) the activity automatically becomes part of the Web activities that can run on the specified placement (if auto-publish is enabled for that Placement.) If not, the Web site manager will have to go into the placement and explicitly publish the schedule.
Logical order for Web placement:
Placement is picked (exact or non-exact match is determined)
A Schedule within the placement is executed - if no schedule is selected, default content (if specified) is displayed
Content associated to schedule is rendered
To create a Web placement for iStore, login as a user that has the Oracle Administrator responsibility, and define parameters for the following:
Placement
Target
Content
Create Placement Region Notes
Name: Provide a logical name for this placement. Because a single placement can be used by many different schedules, you may want to give it a placement specific name rather than a schedule specific name.
Status: To make the placement available for execution, it must be active.
Selection Method: Choose either random or ordered. When the Web schedule executes, this value determines if the placement is displayed randomly on the page, or if it is ordered on the page.
When Ordered is selected any Web schedule that subsequently chooses this placement will have the lowest schedule display priority in this placement. You will need to go into the Placement to manually change this priority if needed.
When Random is selected a schedule (assuming it is published) is randomly picked.
Auto-Publish: Select this check box if you want new schedules to automatically publish to the Web placement after the schedule is approved. This assumes that the placement is already active.
If not selected, you will need to update the placement and explicitly select this for the new schedule (that picked this placement) to actually run in this placement.You can de-select the check box in the Publish column even if the schedule is already approved and running.
When publish is de-selected for a schedule, the schedule remains in the list of that placement and is not deleted. Other Placements defined for that Schedule are not affected.
Target Region Notes
Application: Select to specify what is application is running the target Web site.
Oracle Marketing ships with seeded application values (iStore, iSupport, Partners).
To add additional applications to the drop-down, you will need to add them as a third party application.
After adding the affiliate Web site, it will be available in the application drop-down.
Application Seeded values:
iStore, iSupport, Partner Portal
iSupport Only
Site: When implementing Web marketing with Oracle iStore, use this section to specify site level details for the placement. A site refers to a specialty store within the context of iStore. For more information see Oracle iStore Implementation and Administration Guide.
Section: When implementing Web marketing with Oracle iStore, use this area to specify section level details for the placement. Within an iStore site, various sections exist. For example, for a given site (Vision USA) several sections could exist (Notebooks, PC, Desktops, etc.)
Page: Specifies the page within the target Web site. This is dependent on the application and/or site specified. Seeded choices include iStore, iSupport, Partner Portal.
Location: Specified the location on the tab or page. iSupport Only sites use the location left 1 and right 1.
Seeded values:
Top
Bottom
Left (1-7)
Middle (1-4)
Right (1-4)
Content Region Notes
Content Type: Using the search icon, select an OCM content type for this placement. Only Web marketing content types are displayed here. The content type determines what content is rendered by the placement.
For Web Ads and Web Offers you can create custom content types.
For Web Dynamic Recommendations the seeded content type must be used.
All Content Types for Web Schedules must use the seeded Content Type group.
For more details on web content, see Custom Web Sites and Placements.
Stylesheet: Select a default stylesheet for this placement. The following Stylesheets are seeded:
Universal Web Advertisement Stylesheet (used for Web ad and Web offer)
Web Dynamic Recommendation Stylesheet (used for Web product recommendations)
Default Content: Use this area to select default content items. In the event that a schedule is not selected, the content defined here is displayed. You can't create a default click-through destination for a default content item.
Default Stylesheet: Use this area to select a default stylesheet for the default content.
Activities Region Notes
Display Priority: Prioritizes the activities competing for this placement.
Owner: Helps in searching activities belonging to one user during a tie.
Parent Campaign: Helps in sorting activities based on the parent in case of a tie in the activities.
Note that the Activities view will be displayed only if you create Web Placements through the Campaign Workbench.
You can create Web sites and Placements for the Sites other than iStore or iSupport. Select the Site Category Other Applications and create a Web Site and pages for this site. Subsequently perform the steps mentioned above to create placements for this customized Web Site.
Oracle Marketing integrates with Oracle Content Manager (OCM) to provide Web marketing content.
Content Type
For Web marketing, content is displayed by way of a placement. Placements can have multiple content types associated to it. A specific stylesheet is selected for each content type and associated to a placement. Web Marketing groups content types by Web schedule activities. This acts as a template for Web marketing schedules.
For more information about content types, see Oracle Content Manager Implementation and Administration Guide.
Seeded Content Types for Web Marketing
Oracle Marketing ships with two seeded Web marketing content types:
Web Advertisement: Used for both Web ad and Web offer. The seeded stylesheet for Web is ad is called Web Ad. For a schedule of type Web advertisement and Web offer you can create new:
Content Types
Stylesheets
Web Dynamic Recommendation: The seeded stylesheet for Web Dynamic Recommendation is called Web Dynamic Recommendation Stylesheet. For a schedule of type Web dynamic recommendation you can't create new content types. However, you can create new stylesheets.
Unlike a Web advertisement or Web offer, when using Web dynamic recommendations the content rendered is not static therefore cannot be predefined. Recommendations are situational (based on pages browsed, user preference, etc.) therefore, content is dynamically selected. Web dynamic recommendations are only executed when iStore is implemented.
Content Group for Web Marketing
Content groups are a collection of Content Types defined in the system. For example, a feature article, product information, or help file. Web Marketing content types are part of an overall content group.
The seeded content group for Web marketing is:
Content Type Group for Web Marketing
The content types that are part of this group will appear in the content type drop-down in the Web planner midtab. Therefore, the user is able to create content items of this content type.
Content Items for Web Marketing
Content items refer to anything a browser can render. For example an image, text file, etc. With the exception of stylesheets, no content items are seeded. Content items should not be created for Web dynamic recommendations because they are dynamically selected and driven by the product recommendations setup through iStore.
Stylesheets used in Web Marketing
Content types are displayed using OCM stylesheets and are ultimately rendered on a placement. A placement can have multiple content types associated to it however, a specific stylesheet can be selected for each content type and associated to a placement. You can create your own style sheets and use with Web marketing. For more information see Oracle Content Manager Implementation and Administration Guide.
The seeded stylesheets for Web marketing are:
Universal Web Advertisement Stylesheet
Web Dynamic Recommendation Stylesheet
Click-Through-Destinations (CTD) allow marketers to generate URLs in the application. This functionality enables a marketer to create a URL for content, while hiding the complexity of the URL. This simplifies the process of creating a URL because the marketer does not have to know all parameters.
When creating a CTD you need to select a specific "action" for it. For example, if creating a CTD for Web advertisement, the "action" for the click-though could be to "send the targeted user to a specific URL".
The following action for Clickthrough URLs are seeded with the product:
Go to URL: Sends the user to the defined URL. The URL for this action must be preceded by HTTP:// or HTTPS://.
The following seeded steps are available for Scripting Clickthroughs:
While building the Click through URL, select the 'Go to Web Script' Action .
The web script parameter LOV displays a list of scripts (activated survey campaign deployments).
Change the responsibility to Scripting Administrator.
Open the Script Author and the Script files.
Deploy the scripts provided out of the box. For example, Event Registration and Lead Creation scripts.
Create a Survey Campaign.
Create a cycle and deployment for the Survey Campaign.
Activate the deployment.
For the Event Registration script, ensure that the marketer selects an Event parameter while creating the CTD.
The following seeded steps are available for Store Clickthroughs.
Go to iStore shopping cart: Uses iStore deep linking functionality to directly forward the user to the shopping cart page. This action is available only if iStore is implemented.
Go to Product Details page in iStore: Uses deep linking to directly forward the user to a specific iStore product detail page. When using this functionality, AMS: Item Validation Organization setting must match the IBE: Item Validation Organization setting. These profiles must be set to the same Master Inventory Organization. If they do not match, Products in iStore are not visible in Oracle Marketing. This action is available only if iStore is implemented.
Go to Shopping Cart with Item: Uses deep linking to directly forward the user to the iStore shopping cart page. The shopping cart can contain an item that has previously been added. This action is available only if iStore is implemented.
Go to Section iStore: Uses deep linking to directly forward the user to a specific section within the iStore page hierarchy. This action is available only if iStore is implemented.
Go to iStore Registration Page: Uses deep linking to forward the user to the iStore registration page. This action is available only if iStore is implemented. If using this action when creating an e-mail CTD be sure to set the profile IBE: Default Specialty Store to the name of the store that you are directing the user to.
Go to Catalog/Minisite in iStore: Uses deep linking to route user to the home page of a specific specialty store. The home page for the user will vary on the preferences selected by that user. For example, if the user has not registered in the store, and has the responsibility of IBE_GUEST, the user will be forwarded to the generic home page. However, if the user has previously registered, and has the responsibility of IBE_CUSTOMER with a saved preference of “English”, the user will be forwarded to the English home page for that storefront. This action is available only if iStore is implemented.
There are three ways of creating CTD URLs for Content:
Email Content: A CTD can be created for a Campaign Activity of type “direct marketing - email”. In this example, the CTD action is “Go To Web Script”. After selecting this action, the user selects the associated Event (in the example, Event registration). Once the e-mail Campaign Activity becomes active, a targeted e-mail is sent to a group of customers and or prospects. When the targeted group receives the e-mail and clicks the embedded e-mail link he or she is redirected to a Web page for Event registration.
Web Advertisement Content: For example, a Web advertisement can be placed on the homepage of a Web store using merchandising functionality. In this case, a Campaign Activity of type “Web Marketing - Advertisement” is used, and the associated click-through destination content is an image displayed on the homepage of the Web store. When a user visits the homepage of the Web store they will see the image, if they choose to click on the image, they will automatically be routed to the specified destination page.
Web Promotion: For example, a Web Promotion can be placed on the home page of a Web store using the Web functionality. This Promotion can be associated with an image containing the CTD. The associated could be “Go to iStore Shopping Cart with an Item”. Ultimately, the user visits the home page of the Web store, clicks the image and is routed to the shopping cart page of the Web storefront. The Promotion is applied at line level to the shopping cart total.
A Marketer performs the following actions to implement custom clickthroughs:
Select a Campaign Activity: Campaign Activities can be of type E-mail, Web advertisement or Web Promotion. In this case, select a Web Activity.
Select Content Type. Content type must be selected either by using the Content side navigation menu for Web ads and Promotions or by using an email authoring tool.
Select Click-Through Action: For a specific content type, select a specific action.
Select Click-Through Parameters: Based on the action selected, a parameter automatically becomes available. For example, if the action selected is “go to URL”, the available parameter will automatically be populated. In this example, the parameter is a textbox for the marketer to input a destination URL.
Because the party_id is exposed in a URL, Oracle Marketing supports encryption for URLs. To implement this functionality use the following procedure:
Set JTF_FM_LENCRYPT_DELIM to an appropriate delimiter from the list provided.
Set JTF_FM_RENCRYPT_DELIM to an appropriate delimiter from the list provided.
For JTF_FM_SECURITY_KEY leave to changeme.
Once the values for these profiles have been set you should not change them.
Use the following frequently asked questions to assist you when troubleshooting a CTD implementation.
What if the Scripting LOV does not bring any Scripts for 'Go To Web Script' Action?
Ensure that there are active survey deployments in the system, as specified in the steps mentioned above. Check the active deployments.
When I click on an e-mail "Click Thru Link" nothing happens, what am I doing wrong?
Verify that your merge fields in the Click-Through- Destination links are not set up incorrectly. If you have changed the query after creating the CTD, this could be causing the error. If you have changed query parameters, you will need to re-create the CTD. If you do not see customer_id and source_code (shown below) in your URL as merge fields that means you need to re-create the CTD.
http://ap045sun.us.oracle.com/OA_HTML/amstracking.jsp?wcid=13891&t=Y&amsp=<<customer_id>>&sccd={(source_code)}
When I change the Clickthrough, nothing happens. Why?
Make sure you have not changed these profile values:
JTF_FM_LENCRYPT_DELIM,
JTF_FM_RENCRYPT_DELIM and JTF_FM_SECURITY_KEY
JTF_FM_LMERGE_DELIM
JTF_FM_RMERGE_DELIM
When I select an existing Click Through hyperlink in Email Content and press the Web button in iFrame, I see a javascript prompt instead of the Click Through Destination Definition Page. Why?
Existing Click-Through-Destination in Email Content (iFrame) cannot be updated.
When I try to select a product under a section, I cannot see any Products, yet I can see them in iStore. Why?
Check with your iStore Administrator. The Products can be in a sub-section under the section you are trying to select. Also, validate that the following profiles are pointing to the same Inventory Organization:
AMS : Item Validation Organization
IBE : Item Validation Organization
When I open the iStore customer UI, navigate to a section in a speciality store, and click on a content item, the application throws an error.
Ensure that the end date specified for the IBE_CUSTOMER responsibility associated with the target iStore site is greater than the current date.
I cannot see all the Minisites after I have selected a Section/Product combination, why?
The Minisites LOV will show all the Minisites containing the Section and Product combination you have selected. If you want to see all the minisites, deselect the Section/Section and Product you have selected.
I cannot see all the Sections after I have selected a product. Why?
The Sections LOV will show all the Sections containing the Product you have selected. If you want to see all the sections, deselect the Product you have selected.
My URL parameters are not being encrypted, why?
Verify the following profiles:
JTF_FM_LENCRYPT_DELIM - must be set to an appropriate delimiter from the list provided.
JTF_FM_RENCRYPT_DELIM - must be set to an appropriate delimiter from the list provided.
JTF_FM_SECURITY_KEY - must be set to changeme.
I cannot see an Event on the Events LOV even though the Event is Active. Why?
Check the Registration End Date of the Event. The Event LOV shows only those Events which have the Registration End Data later or equal to the current date.
When I go to the Cover Letter Details screen, I do not see the iFrame editor to define the CTDs. Why?
Make sure that the profile "Self Service Accessibility Features" is set to No.
I don't see the actions "Go to item details" and "Go to Shopping cart" with an item in the actions drop down list. Why?
These actions will not be listed if you don't have any product associated with the schedule. Go to the Offering midtab and associate products to the schedule.
I don't see any products under the Product drop-down list. Why?
Go to Products section under the Offering midtab in the Schedule Details page and associate a product to the schedule. Also, make sure the products are Published on the Web.
For the action "Go to Shopping cart with an item" for a Web Promotion Schedule, I do not see any offer in the Offer drop down list. Why?
Go to the Offers section under the Offering midtab in the Schedule Details page and associate an offer to the schedule.