Creating Analysis for Siebel Marketing

This white paper solution describes how Siebel Marketing teams can create campaign-ready segments using single-analysis and two-analysis approaches. Siebel Marketing with Oracle Analytics Server (OAS) - Analysis would be the way forward for Web Marketing where the segmented data would be configured and generated by using Analysis and communications would be managed by Siebel Marketing. Since OAS configuration varies by user, this white paper solution provides guidance on selecting the optimal analysis configuration to meet specific business needs.

To create marketing campaign segments with Oracle Analytics, you choose with a single-analysis or two-analysis approach. For these methods, you need to define data loads, mappings to Integration Objects and Fields in Siebel CRM, as well as subject area, filter criteria, columns to be fetched and data load formats in OAS analysis.

Full details of this solution are included in the whitepaper.

Background

Siebel Marketing uses the Analysis functionality from Oracle Analytics Server (OAS) to perform campaign management and segmentation. The segmentation feature of Oracle Business Intelligence Enterprise Edition (OBIEE) is de-supported in future releases.

Key benefits:

• Customers can create analyses to retrieve segmented targets and specify the data columns needed for the Campaign Load and List export, these data will be used in marketing campaigns to personalize the user experience with details such as name and last interaction details. Siebel Marketing provides screens and views for marketing segmentation, incorporating the latest analysis approaches.
• Oracle Analytics Server delivers fast responses, a user-friendly interface, and flexible export options. Analysis results can be saved, shared, and used with Siebel Marketing. Organizations often need to build segments that span multiple subject areas. Results can be incorrect when Logical Tables do not have defined joins or when Subject Areas belong to different Business Models.

Solution

This solution covers two primary approaches to convert Segments to Analysis:

• Single-analysis approach: Use when all required Subject Areas belong to the same Business Model and Logical Table joins are defined. You create filter criteria and the load format in a single Analysis and associate it in the Segment screen (Analysis in Use).
• Two-analysis approach: Use when required Subject Areas span different Business Models or when Logical Table joins are not defined. You create a Filter Analysis that returns the Qualified List column and a separate Load Format Analysis that references the Filter Analysis.

Best Practices

Best practices and operational considerations.

• Ensure all Subject Areas used in a single analysis belong to the same Business Model and that Logical Table joins are defined; otherwise, results may be incomplete or incorrect.
• Use a clear naming convention linking each Load Format Analysis to its Filter Analysis.
• Keep procedures modular: one Analysis per leaf condition in collections for easier allocation management.
• Validate field mappings and constants before campaign execution.
• The Remove operator is not supported. Use SET operations (Minus) for exclusion. For combining results, use other SET operations (Union, Union All, Intersection).
• When Subject Areas are part of different Business Models or joins are not defined, use the two-analysis approach to avoid incorrect or missing results.
• In Analysis Collection with two analysis approach, ensure the folder containing load format should not have any other folder.

Conclusion

This white paper solution describes how Siebel Marketing teams can create campaign-ready customer segments using Oracle Analytics Server (OAS). OAS Analysis is the recommended approach for web marketing, where segmentation is handled within OAS and campaign execution is managed through Siebel Marketing. Because OAS configurations can vary, this solution provides guidance on choosing the most suitable setup based on specific business needs.

Two main approaches to segmentation are outlined: the single-analysis approach and the two-analysis approach. Both require careful configuration, including defining data loads, mapping data to Siebel CRM integration objects and fields, and selecting subject areas, filters, columns, and export formats within OAS. These configurations ensure that the segmented data can be effectively used in marketing campaigns.

This solution explains that Siebel Marketing relies on OAS Analysis for campaign management and segmentation, replacing the older OBIEE segmentation feature. Using OAS allows teams to retrieve targeted customer data and include relevant attributes—such as customer names and interaction history—to support personalized marketing efforts.

Full details of this solution are included in the whitepaper.