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9 Define Segmentation Manager

This chapter contains the following:

Oracle Fusion Marketing Segmentation: Architectural Overview

Oracle Fusion Marketing Segmentation is fully integrated with Oracle Business Intelligence Enterprise Edition (OBIEE) and uses the same metadata as the Oracle Business Intelligence Applications (OBIA) reporting tools.

Oracle Fusion Marketing Segmentation Architecture

You interact with information in Oracle Business Intelligence Applications (OBIA) and Oracle Transactional Business Intelligence (OTBI) using Oracle BI (Business Intelligence) Enterprise Edition components.

The following figure outlines the marketing segmentation architecture.

The OBIA warehouse is a unified data repository for all customer-centric data and is used to support the analytical requirements of Oracle Business Intelligence Applications.

OTBI is real-time self service component reporting directly off Fusion application data where you can create your own reports using pre-packaged functional metadata. OTBI is co-located and semantically integrated with the data warehousing metadata and can read security, flex fields and trees from the Oracle Fusion CRM Marketing application.

The RPD layer is the repository file that stores metadata. In order to use any BI tool that depends on its own metadata layer, such as BI Answers and BI Dashboards, the metadata repository must describe how queries should be constructed against the relational data sources. RPD files are used to define the physical layer.

The BI presentation layer stores the Segment, Segment Tree and List Format definitions in the Web Catalog. The catalog stores content created with the Segment Designer, Segment Tree Designer, and List Format designer. Content can be organized into folders, which are either shared or private. Types of content that can be stored in the Web Catalog include segments, segment trees, list formats, as well as reports, filters, and dashboards created with Oracle BI Answers.

Oracle Fusion Marketing Segmentation: Implementation Planning

This topic lists some of the considerations to take into account when planning your implementation of Oracle Fusion Marketing Segmentation.

You need to manage the necessary configuration, integration, and metadata settings to fully enable marketing segmentation functionality. Segmentation setup and configuration is done in two parts.

Define Segmentation Manager

The first part of the configuration happens when the OBIEE server is being implemented and configured. These tasks are outlined as follows:

Manage Segmentation Manager Configuration Parameters
Configure deployment parameters, default values, and connection pools to the database server and list output to database tables for the underlying business intelligence infrastructure.
Manage Segmentation Manager Enterprise Content Management Integration
You can configure deployment and connection parameters for Oracle Enterprise Content Management server repository using Oracle Enterprise Manager. You do not need to configure any connections for Fusion Application users. When campaigns are launched, the target audience contact details are collected using the information in the Business Intelligence Repository, formatted using the Business Intelligence server, and then stored in a content server. You, as the administrator, can configure for connections to the Oracle Content Server for non Fusion application users.
Manage Segmentation Manager Metadata for Marketing
Create and maintain segmentation metadata, such as target levels, presentation catalog subject areas, and schema mappings, used when creating segments, segment trees, and list formats.

Marketing Operations Manager Role

The second part of the configuration is done by a Marketing Operations Manager role within the Oracle Fusion Marketing Segmentation application.

Manage List Formats
Marketing Segmentation comes with pre-seeded list formats to output segments for campaign execution, e-mail personalization and lead creation. If there is a need to output a segment in a different format, such as including different or custom attributes in the output, then a new List Format can be created to accommodate that need.
Manage Segmentation Manager Contact Planning Rules
Define frequency and volume constraints that can be applied globally or against a specific customer communication channel. Use segment inclusion criteria to define the conditions where the rules apply. Allow a company to place volume, frequency and recency rules on all forms of communication across customer, channel and program dimensions. Define a set of segments which represent the segments of the population that will be included. For example, a segment which includes all the customers that are opted into e-mail.

Marketing Segmentation Administration: Highlights

Marketing integrates with Oracle Marketing Segmentation to provide customer segments, personalization merge fields, contact planning rules, and list formats.

Oracle Marketing Segmentation is fully integrated with Oracle Business Intelligence and uses the same metadata as the Business Intelligence reporting tools. Consequently, Marketing Segmentation has access to a library of available customer attributes, calculations, derived metrics, and data mining models.

Oracle Enterprise Manager incorporates the integration points between Oracle Marketing Segmentation and Universal Content Repository for the storage of lists generated for export.

Configuring segmentation for Marketing includes the management of the following tasks:

Segmentation Manager Configuration Parameters
Marketing List Formats
Content Management Integration
Contact Planning Rules
Marketing Module Metadata
Security Mappings for Fusion Users of Marketing Segmentation

Oracle Marketing Segmentation Guide describes the segmentation configuration tasks for marketing. Content management integration is described in Oracle Fusion Middleware System Administrator's Guide for Oracle Business Intelligence Enterprise Edition.

Segmentation Manager Configuration Parameters

For information about setting up marketing module parameters, see the chapter on Installing and Administering Segmentation and List Generation in the Marketing Segmentation Guide. Refer to the Oracle Marketing Segmentation Guide on Oracle Technology Network at http://www.oracle.com/technetwork.

Marketing List Formats

List Formats define the layout of files that you can use for a variety of purposes. While Marketing Segmentation supports five list format types, Oracle Fusion Marketing uses four formats. List Export Formats are used to define the customer data and other campaign-related information that is exported so that the campaign stage can be executed. For example, a list export format may provide a list file containing customers and addresses to a direct mail fulfillment supplier for printing and mailing or to create a call list to distribute to employees in a sales organization. E-Mail Server Formats are used to export the members of an e-mail campaign to the Oracle E-Mail Marketing Server. The e-mail personalization format is the type of E-Mail Server format that provides the columns that can be used as merge fields to personalize the e-mail message sent to each recipient. Campaign Load Formats are used to load the individual members of a segment or a segment tree to the campaign. Data Load Formats are used to import leads resulting from a multistage campaign, lead generation stage.

For information about marketing list formats, see the chapter on Designing Marketing List Formats in the Marketing Segmentation Guide. Refer to the Oracle Marketing Segmentation Guide on Oracle Technology Network at http://www.oracle.com/technetwork.

To provide default campaign load and data load formats for campaigns, navigate to Setup and Maintenance and select the Manage Marketing Profile Options task to update the Campaign Member Load Format Default and Campaign Lead Generation Load Format Default profiles.

Content Management Integration

Configure deployment and connection parameters for Oracle Enterprise Content Management server repository using Oracle Enterprise Manager.

For information about content management integration, refer to the Configuring for Connections to the Marketing Content Server section in the Configuring Connections to External Systems chapter of the Oracle Fusion Middleware System Administrator's Guide for Oracle Business Intelligence Enterprise Edition.
See: Configuring for Connections to the Marketing Content Server

Contact Planning Rules

Contact planning rules allow you to define contact frequency and volume constraints that can be applied globally or against a specific customer communication channel. Contact planning rules use segment inclusion criteria to define the conditions where the rules apply.

For information about contact planning rules, see the Manage Marketing Contact Planning Rules section in the Using Marketing Segments and Segment Trees chapter in the Marketing Segmentation Guide. Refer to the Oracle Marketing Segmentation Guide on Oracle Technology Network at http://www.oracle.com/technetwork.

Marketing Module Metadata

To support the segmentation process, the Oracle Business Intelligence Administration Tool provides a set of Marketing metadata, such as target levels, presentation catalogs, sampling factors, and schema mappings.

For information about marketing segmentation metadata, see the chapter on Configuring Marketing Segmentation Metadata, and the appendix on Marketing Segmentation Metadata Content in the Marketing Segmentation Guide. Refer to the Oracle Marketing Segmentation Guide on Oracle Technology Network at http://www.oracle.com/technetwork.

Security Mappings for Fusion Users of Marketing Segmentation

For information about the security mappings and access levels specific for Fusion users of Marketing Segmentation, see the appendix on Security Mappings for Fusion Users of Marketing Segmentation in the Marketing Segmentation Guide. Refer to the Oracle Marketing Segmentation Guide on Oracle Technology Network at http://www.oracle.com/technetwork.

Marketing Segments and Segment Trees: Highlights

Segmentation is the practice of dividing a customer base into groups that are similar in specific ways such as demographics or past purchases. Marketers use segmentation to target groups of customers and allocate marketing resources effectively. Segments and segment trees are selected in marketing campaigns to receive marketing communications and to generate leads. Marketing Segmentation supports the creation and management of segments and segment trees.

Oracle Marketing Segmentation Guide describes how to create segments and segment trees.

Manage Marketing Segments and Segment Trees

For information about marketing segments and segment trees, see the Using Marketing Segments and Segment Trees chapter in the Marketing Segmentation Guide. Refer to Oracle Marketing Segmentation Guide on Oracle Technology Network at http://www.oracle.com/technetwork.