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About Adaptive Intelligent Commerce and Marketing

Note: The content in this guide about commerce functionality is meant only for customers using version 19.10 of the application. To find out which version you're using, click About on the user menu.

Oracle Adaptive Intelligent Apps for Customer Experience is a managed Software as a Service (SaaS) offering. It helps you optimize your company's revenue for commerce transactions and marketing orchestrations through adaptive, intelligent recommendations. Integrating with your commerce and marketing applications, Adaptive Intelligent Apps uses decision science and machine-learning algorithms to continuously adapt and deliver personalized product recommendations and promotions to consumers.

To understand how consumers are behaving on your commerce site in real time, the application updates, analyzes, and anonymizes data from your commerce and marketing systems at frequent intervals.

The following figure shows the flow of data to generate and continually improve the recommendations:

  1. Key data sources are available to create recommendations for both signed-in and anonymous users:

    • Anonymized consumer data from your commerce and marketing applications, including real-time clickstreams

    • A wealth of third-party data from Oracle Data Cloud

  2. Decision science algorithms generate personalized offers on your commerce site and in emails based on this consumer data.

  3. Consumer responses to the recommendations feed back to the algorithms, creating a continuously adaptive and self-learning system.

  4. Merchandisers and marketers can monitor offer and marketing performance and then:

    • Set price, inventory, and brand exclusivity policies to control which products are recommended.

    • Manually adjust the frequency of product and promotion recommendations and the frequency of routing a customer through a program path using boosts and constraints.

    • Prevent certain recommendations and paths entirely.

High-level flow of consumer data and Oracle Data Cloud feeding into decision science and machine-learning algorithms, with supervisory controls, to deliver adaptive intelligence.

You can find information about the features, concepts, and how merchandisers and marketers use the application in Using Oracle Adaptive Intelligent Commerce and Marketing.

About Oracle Cloud and Oracle Adaptive Intelligent Apps

Oracle Cloud is an enterprise cloud for businesses. Oracle Cloud offers self-service business applications delivered on an integrated development and deployment platform with tools to extend and create new services rapidly. To get started, see Get Started with Oracle Cloud Applications.

Use the Applications Console in Oracle Cloud to:

  • Activate your order

  • Sign in for the first time

  • Access your service instance

Note: You can’t manage users through the Applications Console. Manage users directly through Oracle Identity Cloud Service (IDCS). To access IDCS from Oracle Adaptive Intelligent Apps, select User Administration on the user menu.

Version Compatibility

Oracle Adaptive Intelligent Apps for CX is supported on devices with a width of 768 pixels or higher. For detailed information on Oracle's browser support policy, see http://www.oracle.com/technetwork/indexes/products/browser-policy-2859268.html.

The following table lists version compatibility for the supported integrations.

Integrated Application Version Requirement
Oracle Commerce Cloud Oracle Commerce Cloud Release 17.2 or later
Oracle Commerce Platform Oracle Commerce Platform (formerly ATG Web Commerce) Release 10.2 or later
Other integration (API-based) Standard REST service calls (no version)
Oracle Commerce Experience Manager Oracle Commerce Experience Manager version 3.1.2
Oracle Responsys Oracle Responsys 18B or later

Roles, User Administration, and Data Security

Roles and privileges control the access that users have to different features of the application. Data security controls role-based access using authentication.

Roles

The following table lists the role that you can assign and the privileges associated with the role.

Role Privileges Description
Oracle Adaptive Intelligent Marketing User
  • View Home page

  • View programs

  • Manage Connections

  • Manage Supervisory Controls

Coordinates and supervises all activities related to Oracle Adaptive Intelligent Apps for Customer Experience, Marketing.
  • Manages data source connections

  • Adjusts paths to boost or constrain paths on program switches

The following table applies to you if you're using version 19.10 of the application. To find out which version you're using, click About on the user menu. The table describes the roles that you can assign and the privileges associated with them.

Role Privileges Description
Oracle Adaptive Intelligent CX User
  • View Home page

  • Manage Insights

  • Manage Supervisory Controls

Coordinates and supervises all merchandising and marketing activities related to Oracle Adaptive Intelligent Apps for CX. Monitors current performance through lift analysis and adjusts recommendations using boosts and constraints for individual products, brands, categories, and promotions.

Controls supervisory policies, such as price, inventory, and brand exclusivity rules. Adjusts paths to boost or constrain paths on program switches.

Oracle Adaptive Intelligent CX Operations Manager
  • View Home page

  • Manage Connections

  • Manage Data Loads

  • Manage Insights

  • Manage Supervisory Controls

Coordinates and supervises all activities related to the operation of Oracle Adaptive Intelligent Apps for CX, such as managing data source connections, and configuring templates for commerce widgets and email campaigns. This role inherits privileges of the User role for commerce and marketing activities.

User Administration

You can manage users in Oracle Identity Cloud Service (IDCS) and assign them to specific roles, which determine which tasks they can perform. If you have the appropriate privileges, select the User Administration shortcut on the user menu to go to IDCS, where you can map users to roles.

See Manage Oracle Identity Cloud Service Users for information about user administration.

Data Security

Oracle Identity Cloud Service uses multifactor authentication, encryption, and custom allowlists. For more information, refer to the following topics in Administering Oracle Identity Cloud Service:

  • Understanding Multifactor Authentication

  • Understanding Network Perimeters

  • Understanding Administrator Roles

Data Sources

Before using Adaptive Intelligent Apps for CX, you must set up your data sources to the commerce, marketing, or sales applications appropriate for your implementation. Copy URLs and keys from the integrating applications to this page to set up the connections. After connecting, Adaptive Intelligent Apps for CX updates, analyzes, and anonymizes data from your integrating application at frequent intervals.

For more information on connecting to your integrating application, see the following topics:

For information about data sources for Adaptive Intelligent Sales, see Implementing Adaptive Intelligent Sales.

Privacy Regulations and Data Protection

This topic introduces important aspects related to privacy, security, and data protection.

Privacy Regulations

Some jurisdictions, such as the European Union with its General Data Protection Regulation (GDPR), require special control to maintain privacy of personal information. Oracle Adaptive Intelligent Apps for CX has capabilities to help you comply with these rules. For example, you can set site-specific shopper consent requirements and consent notifications. Refer to the following topics for more information:

Passwords and Private Keys

Passwords, API keys, and client secrets are masked in the user interface to prevent visibility without a deliberate action, such as clicking a link or button.

Display of Consumer Data

Any consumer data that's collected displays in the user interface only as anonymous data without personal information. This data is combined with audience attributes from Oracle BlueKai. Consumer data is collected only when explicit consent is either given by the shopper or not required for the storefront.

Site-Enabled Shopper Consent

If a storefront is governed by a jurisdiction with special requirements, an operations manager can indicate that shopper consent is required for each specified storefront. When a storefront requires shopper consent, no adaptive intelligent recommendations will be sent or shown to consumers, nor any data collected, until notification of consent is received.

The following screen capture shows the Data Sources page after a connection is established to Oracle Commerce Cloud. (For connections to other commerce applications, use the REST API for setting the shopper consent requirement. Refer to the REST API for Oracle Adaptive Intelligent Apps for CX for additional information.)

Data Sources page showing the Shopper Consent options

Because shopper profiles aren't associated to specific sites in your commerce application, if one or more of your sites require shopper consent, then consent rules will be applied across all sites. To help you better understand what happens when you select your Shopper Consent options, the following table illustrates the data ingestion rules for shopper profiles and orders for initial and ongoing ingestion for different scenarios.

Scenario Site A Site B Shopper Profile Data Ingested Order Data Ingested

1

Disabled

Disabled

None. No data ingested until at least one site is enabled. This is the default state for new connection.

None. No data ingested until at least one site is enabled. This is the default state for new connection.

2

Enabled

Consent not required

Disabled

All registered profiles. Registered profile data is ingested over all sites because shopper profiles are not associated to specific sites.

All orders data from Site A because it is the only enabled site.

3

Enabled

Consent not required

Enabled

Consent not required

All registered profiles. Registered profile data is ingested over all sites because shopper profiles are not associated to specific sites.

All orders data from both sites.

4

Enabled

Consent required

Disabled

For initial ingestion, only the registered profiles that don't contain European Union (EU) shipping or billing addresses.

For ongoing ingestion, only the profiles of shoppers who have given consent.

For initial ingestion, only orders from Site A that are associated with non-EU shipping or billing addresses.

For ongoing ingestion, only orders from Site A whose associated profiles have given consent.

5

Enabled

Consent required

Enabled

Consent not required

For initial ingestion, only the registered profiles that don't contain EU shipping or billing addresses.

For ongoing ingestion, only the profiles of shoppers who have given consent.

For initial ingestion, all orders from Site B, and only orders from Site A that are associated with non-EU shipping or billing addresses.

For ongoing ingestion, all orders from Site B, and only orders from Site A whose associated profiles have given consent.

6

Enabled

Consent required

Enabled

Consent required

For initial ingestion, only the registered profiles that don't contain EU shipping or billing addresses.

For ongoing ingestion, only the profiles of shoppers who have given consent.

For initial ingestion, all orders from both sites whose associate shopper profiles that don't contain EU shipping or billing addresses.

For ongoing ingestion, all orders from both sites whose associated shopper profiles have given consent.

Marketing Consumer Consent

Adaptive intelligent models use consumer profiles and their behavioral attributes to predict the best time and medium for marketing communication. The models use machine learning to make decisions based on the type of promotional content and delivery options available. For example, the models may suggest that a consumer would prefer a marketing SMS over an email.

It's important that data ingestion takes account of consumer consent information stored in your marketing application. Let's look at two scenarios.

  1. You store the consent in the system columns and the consent covers both marketing and machine learning. For example, you store consent in the EMAIL_PERMISSION_STATUS_ column in Oracle Responsys. Data ingestion automatically handles the consent and there's nothing you need to do. When consumers remove consent, their data is removed from the application during the next ingestion.

  2. You store the machine learning consent and marketing consent in separate custom columns in the marketing application. For example, you might store consent in two columns: OPTED_IN = Y/N and AI_CONSENT = Y/N. In this scenario:

    • You must export a list filter from your marketing application to exclude consumers who haven’t provided specific consent. For details on how to export a list filter, sign in to Oracle Responsys, navigate to Help, and search for the topic Exporting Data.

    • If a consumer first provides consent and later removes consent, use the REST endpoint to delete consumer data from marketing or adaptive intelligent models. See the topic Consumers’ Right to be Forgotten for details.

Explanation of Data Usage for Commerce Storefronts

You can place text provided by Oracle on your site in accordance with privacy regulations to explain how Oracle Adaptive Intelligent Apps collects and uses consumer information and cookies. You can copy text from the Oracle Adaptive Intelligence Registry page for this purpose.

Shopper Consent Notifications

If one or more of your sites is set to require shopper consent, then no actions will be taken by the application, and no recommendations will be delivered to a consumer, until the system receives the JavaScript call specifying that the shopper has either given consent or that it isn't required.

If you want shoppers on your sites receive notifications of their consent status, you can modify your storefront interface to implement a notification mechanism. You can use the consent mechanism you've implemented to send JavaScript calls to Oracle Adaptive Intelligent Apps using the PUT function of your dedicated secure REST endpoint. This notification informs the application of each site visitor's consent status and the time it was provided, whether consent was given, revoked, or whether consent isn't required. This status value then determines whether the application will collect any information or deliver recommendations to that consumer.

Use the JavaScript call to set the consent status for your widgets or pop-ups by calling the function that sets one of the allowable values. For example:

consent$.AioClickStream.aio_consent('NOT_GRANTED');

The following table describes the allowable values for this function.

Value Description

GRANTED

Consumer has given consent.

NOT_GRANTED

Consumer has not given or revoked consent.

NOT_REQUIRED

Consent isn't required for the consumer.

Consumers' Right to be Forgotten

If you want to give your consumers the right to be forgotten, you can use the REST endpoint to request the deletion of any collected data for that consumer. When the application receives this request, it schedules a job to delete all personal data for that consumer within 24 hours of the current system time. In addition, it anonymizes any past history of clickstream events and orders. If the consumer returns to the storefront later, the rules for data collection would be the same as a new user.

You can use the REST endpoint in your code, in a form similar to this cURL examples.

For commerce:

curl -X DELETE --header 'Accept: application/json' 'https://<host>:<port>/offers/rest/v1/consumers/<consumer_ID>' 

For marketing:

 curl -X DELETE --header 'Content-Type: text/plain' --header 'Accept: application/json' -d '<list of consumer ids>' 'http://<host>:<port>/marketing/rest/v1/management/consumers?system=<system>'

For more information about this and other operations, see REST API for Oracle Adaptive Intelligent Apps for CX. For information about using a JavaScript set the consent status for your widgets or pop-ups, see Shopper Consent Notifications.