Building a 360-Degree View of Your Customers

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SPEAKERS

Tom Munley leads Perficient's Oracle National Business Unit which includes our Enterprise

Performance Management, Enterprise Resource Planning, and Oracle Emerging Solutions practice

groups. Over the past 19 years, Tom has been leading consulting teams focused on helping clients

solve complex business problems through the application of technology and the changing of

business processes.

linkedin.com/in/tommunley/

Shiv Bharti is the practice director of Perficient’s national Oracle business intelligence practice.

Shiv has solid experience building and deploying Oracle Business Intelligence products. He has

successfully led the implementation of more than 75 Oracle Business Intelligence and custom

data warehouse projects.

linkedin.com/in/shivbharti/

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AGENDA• About Perficient

• What are Customer Blind Spots?

• Challenges to Eliminate Blind Spots

• Considerations

• Approach to Building a complete view

• Customer Case Study/Solution Demo

• Perficient Marketing Analytics

• Best Practices for Cloud Business Intelligence

• Q&A

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PERFICIENT PROFILEFounded in 1997

Public, NASDAQ: PRFT

2015 revenue $473.6 million

Major market locations:

Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga, Chicago,

Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston,

Indianapolis, Lafayette, Milwaukee, Minneapolis,

New York City, Northern California, Oxford (UK), Southern California, St.

Louis, Toronto

Global delivery centers in China and India

>2,800 colleagues

Dedicated solution practices

~90% repeat business rate

Alliance partnerships with major technology vendors

Multiple vendor/industry technology and growth awards

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PERFICIENT’S ORACLE BI PRACTICE

Fast Facts

• Practice Started: 2004

• Projects Completed: 400+

• Management Team: 14 years

• 60% of consultants former Oracle Eng.

• Oracle authorized education center

• Oracle BI Apps, OBIEE, ODI

• Perficient runs it’s business on Oracle BI

Solutions Expertise

• BI/DW strategy and assessments

• OBIEE and Oracle BI Apps

• Cloud & on-premises solutions

• Custom data warehouse services

• Master Data Management

• Data integration, discovery, big data

• Exadata & Exalytics

• Oracle Golden Gate

Oracle Specializations

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WHAT ARE CUSTOMER BLIND SPOTS?

Gaps in your view of the customer relationship across time

No formal social media listening data

Lack of cross-device identity

Inability for organizations to deliver personalized customer experiences

Inability to apply predictive analytics to customer behavior to optimize products and services

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CHALLENGES TO

ELIMINATE BLIND SPOTS

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DISPARATE DATA SOURCES

CUSTOMER

DATABASES

SALES AND ORDER

TRANSACTIONS

SURVEYS AND RESEARCH WEB AND SOCIAL MEDIA

PRODUCTS AND SERVICES

PROSPECT

LISTS

FIELD FORCE

CAPABILITY

COMPETITION AND

MARKET TRENDS

MARKETING AND

PROFILE DATA

CONTACT

HISTORY

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MULTIPLE SOURCES OF THE TRUTH

Multiple Tools with

Overlapping Functionality

• Organizations purchase multiple tools

• Tool selection is done by department, not functionality

Inadequate Requirement

Methodology• Methodology does not account for multiple reporting tools

Proliferation of Data

• Dramatic increase in the volume of data and the sources

being captured

• More sources than just back-end ERP databases

Organizational Challenges• Tool ownership challenges

• Data fiefdoms

Lack of Defined Sustainment Processes

• No established group to create new reporting functionality

• Leads to an ad hoc approach to reporting

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GROWTH IN DATA VOLUMNES

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DATA MIGRATION CHALLENGES

0

5

10

15

20

25

30

35

40

Lack ofcollaboration

Lack ofstandardization

Poor systemdesign

Inaccurateinformation

Poorinterpretation of

business rules

Perc

ent

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CONSIDERATIONS

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FUNDAMENTAL CONSIDERATIONS

• Remove

Inconsistencies

• Reduce Manual

Processes

• Standardize Data

Elements

• Refresh Stagnant

Information (NCOA,

Deceased)

• Build Strong

Foundation

• Clean up Raw Data

• Define Customer

(CDH)

• Define Household

• Align Enterprise to

common “Key”

• Link across

systems/sources

• Internalize

Householding

• Centralize Customer

Data

– CDH

– Quotes

– Policy

– Claims

– Contact History

– Call Center

– Agent

– Site Navigation

– Web Behavior

– MyAccount

– DreamKeep

– DreamVault

– Social

• Implement Role-based

Access

• Create Single Point of

Access

• Enable Cross-

Function Access

• Reduce Data Latency

(Daily / Realtime)

• Organize Raw Data for

analysis, report, action

• Create Business Sub

Views

• Differentiate data layouts

(Big Data vs. Relational)

• Connect to Operational

Processes (Contact

Management)

• Develop Flexible /

Streamlined Environment

Data QualityData Standards and

LinkagesData Ingestion Data Access Data Enablement

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SOLUTION CONSIDERATIONS

Faster Innovation

• Faster pace to product innovation

• Modern, global platform

• Shorter upgrade cycle

Lower Cost

• Reduced infrastructure cost

• Reduced IT maintenance cost

• Reduced customization and

upgrade cost

State of the Art Analytics

• User experience-focused interface

• Seamless data integration

• Ad-hoc analysis, including drill down

• Dashboards, Mobile

Lower Risk

• Reduced administrative burden

• Guaranteed system availability

• Scalable platform for future

expansion

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APPROACH TO BUILDING

A COMPLETE VIEW

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STAGES OF STRATEGIC MARKETING

Examine the situation and identify marketing problems and opportunitiesa) Customer Analysisb) Company Analysisc) Competitor Analysis

Establish strategic objectivesa) Product Differentiationb) Cost Leadershipc) Focus

Formulate marketing tacticsa) Productb) Pricec) Place (Distribution)d) Promotion

Implement and monitor4

2

3

1

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DATA DRIVEN MARKETING APPROACH

Product Price Place Promotion

Data on Consumer Behavior

Statistical Analysis

Profitability (ROI)prediction

Segmentation

Advance in computing

power

Advance in data storage capabilities

Targeting

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WHAT IS BIG DATA?

When most firms refer to Big Data, they are not actually using “BIG” data. The term is used interchangeably with Analytics.

Big Data involves the application of Analytics to client data of such size that a desktop computer will not suffice.

Many observations

Many disparate applications

Many variable fields

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"With too little data, you won't be able to make any conclusions that you trust. With loads of data you will find relationships that aren't real...Big data isn't about bits, it's about talent“

- Doug Merrill,[ex] CIO at Google

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ARCHITECTURE

CRM ERP CMS MDM Customer Data Finance Video Sales Analytics Stores

Customer Data Ecosystems (Legacy Platforms)

Customer Experience Management

Marketing Sales Commerce Service Social

Foundational ToolsAnalytics, MDM, BI

and Decisioning ToolsMobile, Portal and

Content ToolsCloud Infrastructure

and Platform ServicesIntegration and BPM/SOA Tools

Web Mobile Social In Store Contact Center Field Service Direct Sales Channel Sales

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MARKETING ANALYTICS

Marketing Analytics consist of:

- Quantitative Marketing frameworks

- Marketing Database

- Integration Engine

- Tools to analyze data through lens of marketing framework

Benefits

- Formulate a logical marketing strategy

- Quantify/measure benefits

- Optimization, ROI and Accountability

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CUSTOMER CASE STUDY /

SOLUTION DEMO

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Key Challenges

Line Specific Partners

Marketing Partners

Claims Partners

Social Media

Other

Customer MDM (CDH)

Marketing Customer

(MDEF)

Customers Portfolio

(CP)

CRM

(AP EX)

Advanced PL

Classic PL

Connect CFR

Legacy CFR

Cornerstone Life

Legacy Life

B&A

Advance PL

Classic PL

Connect CFR

Legacy CFR

Life In-Force

Life NBU

B&A

Billing

Payment

Legacy Claims (ICS)

Legacy Claims (COPS)

Catalyst Claims

Customer

Quote & App

Policy

Billing

Claims

Agency Call CenterCustomer

WebCustomer

MobileEmail SMS Mail

Social Media

Advertising … Partners Affiliates

The Customer

Marketing

Product Lines PL, CFR, Life,

B&A

Claims

SDA

DSAL

Data Quality Creates Poor Experience

Data Quality

Limits UseInformation Gaps at the

Point of EngagementMultiple Definitions &

Sources of Household

Time to

Change

Inconsistent or

Incomplete views

of the customer

Inability to

access

Customer siloed

across many sources;

limited ability to join

Time to deliver

Time to access

Lack of single canonical

view of the customer

!

!

!

! ! !

!

!

!

Customer Engagement Channels

CRMExternal

Third-party

Sales (Quote and

Applications)

Policy

Administration

Analytical (Raw

& Transformed)

Customer Reporting

and AnalyticsCustomer Data Ecosystem

Billing and

ReceivablesClaims

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PRE-BUILT MARKETING ANALYTICS ON BICS

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SUPPORT FOR CROSS-FUNCTIONAL ANALYSIS

Marketing AnalyticsProcurement and

Spend Analytics

Products Dimension

Marketing Fact Table

Purchase Orders Fact

Tables

TimeDimension

DimensionTables

DimensionTables

• Prerequisite of common conformed dimensions

• How many of my top customers bought productsafter the launch of the new marketing campaign?

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PERFICIENT

MARKETING ANALYTICS

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PRE-BUILT MARKETING ANALYTICS ON BICS• Metrics to analyze your campaign performance, contact

analysis, customer interaction, planning, campaign detail,

contact detail, and provide more accurate, detailed

reporting

• Mobile access with no extra programming required

• Comprehensive sharing framework

• Simple self-service administration

• Automated ongoing updates

• Role-based granular security

• BICS Academy with comprehensive tutorials and training

videos

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CONTENT SUMMARY

Overview

Campaign Marketing

Marketing Opportunity

Marketing Lead

Cost of Marketing

Marketing Predictions

Marketing Orders/Orders Item

Response

Activity

Household

Marketing Quotations/ Quotations Item

Executives Marketing Leaders

Campaigning Marketing

Understanding the opportunities

Leads

Cost Details

Predictions in Marketing

Ordering of items

Responses from consumer post marketing

Activities related to Marketing

Household details

Quotations

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BEST PRACTICES

FOR

CLOUD BUSINESS

INTELLIGENCE

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CLOUD BUSINESS INTELLIGENCE BEST PRACTICES

Begin with a prioritized list of blind spots

Utilize structured methodology/approach across the organization

Leverage pre-existing content to shortcut traditional waterfall design

Adjust best in class analytics to your line of business metrics

Evaluate efficacy during beta period

Recalibrate analytics prior to broader roll-out

Serve analytics based on roles

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SPEED TIME TO VALUE, LOWER TCO, LOWER RISK

Build from Scratchwith Traditional BI Tools

Weeks or Months

Back-end

ETL and

Mapping

DW Design

Define Metrics

& Dashboards

Back-end ETL and

Mapping templates

DW Design

Define Metrics& Dashboards

Training/Roll-out

Training/Rollout

Quarters or Years

Prebuilt DW design, adapts to other data warehouses

Role-based dashboards and hundreds of pre-defined metrics

Easy to use, easy to adapt

• Faster deployment

• Lower TCO

• Assured business value

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OUR AGILE IMPLEMENTATION METHODOLOGY

Project Management

User Experience

Business Analysis

Technology Architecture

ENVISION EXECUTE EVOLVE

Program

Establish consensus to achieve

strategic goals and objectives.

Project

Deliver a solution that meets

the end-user’s expectations.

Operation

Improve the operational state

of a production solution.

Strategy

Create the

Vision

Roadmap

Create the

Action Plan

Foundation

Prepare the

Organization

and

Environment

Inception

Establish

Feasibility

Elaboration

Design the

Solution

Construction

Build the Solution

Transition

Deploy the

Solution

Maintenance

Support a

Production

Solution

Assessment

Analyze a

Production

Solution

+

+

+

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VISIT US AT BOOTH #1715

Tom Munley

Vice President, Oracle Business Unit

Tom.Munley@perficient.com

214.501.0524 office

Shiv Bharti

Practice Director, Oracle Business

Analytics

shiv.bharti@perficient.com

312.659.3233 office