oracle sales & marketing summit - e-commerce
TRANSCRIPT
1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Oracle ATG
Nicola DonatielloCRM Principal Sales Consultant
Safe Harbor Statement
The following is intended to outline our general product
direction. It is intended for information purposes only, and may
not be incorporated into any contract. It is not a commitment to
deliver any material, code, or functionality, and should not be
relied upon in making purchasing decisions. The development,
2 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
release, and timing of any features or functionality described for
Oracle’s products remains at the sole discretion of Oracle.
Oracle ATG
3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
4 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
5 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
Rapidly Changing Environment
6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Connected
Social
Informed
Shops Anywhere
Multi Device
Introducing Channels, Brands and Countries
Customer-centric
Unified cross-channel selling
Advanced UIs, richmedia
Composite apps, SaaS
Context-aware computing
ConsumerPower
Infrastructure Potential
Business Change
Today’s Shopping Journey Has Many Touchpoints
CRM Is Not Well Leveraged
Web
Paper Media (Catalog)
Contact Center
BrowseCatalog
Search ProductInfo
Chat
BuyOnline
EmailConfirmation
Call for Accessory
Information
Follow onPurchase
7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Social
Mobile
In-Store
Check Reviews
Save to Wishlist
In-StoreDemo
Confirmation
In-StorePickup
Tweet
Review & Like
Check DeliveryStatus
Research Shop Buy Pickup Service
Competitive Price Comparison
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
Fu
nct
ion
al C
om
po
ne
nts
Orc
he
stra
tio
nE
xp
eri
en
ce
Customer Engagement Platform
Customer Experience
Process Orchestration
Fu
nct
ion
al C
om
po
ne
nts
Da
ta M
an
ag
em
en
t
Data Management
Functional Components
Fu
nct
ion
al C
om
po
ne
nts
Orc
he
stra
tio
nE
xp
eri
en
ce
Customer Engagement Platform
Tim
e D
ecis
ionin
gT
ime D
ecis
ionin
gCustomer-Facing Channels
UI / PortalFrameworkUI / PortalFramework
Web ApplicationDesign
Web ApplicationDesign
Security
| Pro
cess M
anagem
ent | In
tellig
ence
Security
| Pro
cess M
anagem
ent | In
tellig
ence
On-lineOn-lineOff-lineOff-line
Self ServiceSelf ServiceCommerceCommerce
ContentContent
SentimentSentiment KnowledgeKnowledge
ExperienceDesign
ExperienceDesign
Da
ta M
an
ag
em
en
tF
un
ctio
na
l Co
mp
on
en
ts
Data
Adaptive, R
eal-T
ime D
ecis
ionin
gA
daptive, R
eal-T
ime D
ecis
ionin
g
IndustryApplications
IndustryApplications
eBusinessApplicationseBusiness
ApplicationsCRM
ApplicationsCRM
ApplicationsOther
ApplicationsOther
Applications
Security
| Pro
cess M
anagem
ent | In
tellig
ence
Security
| Pro
cess M
anagem
ent | In
tellig
enceData
StorageData
Storage
DataManagement
DataManagement
Orc
he
stra
tio
nE
xp
eri
en
ce
Web Experience ManagementWeb Experience Management
Fu
nct
ion
al C
om
po
ne
nts
Customer Engagement Platform > ATG
Real T
ime D
ecis
ionin
g P
latf
orm
(R
TD
)
Off-line Email Mobile Web Kiosk POS Bar-Scan TabletCall Center
Consumer-Facing Channels (Oracle | Custom | 3rd Party)
InQuira ATG Optimization
Live Help
RecommendationPersonalization
ATG CommerceM / Searchandizing
Pro
cesses (
BP
M)
Security
(ID
M)
ATG Artefacts Other Artefacts
eCommerce / Self Service
Portal Framework
ADF
JDev
Collab
JSP
Eclipse
SocialeBilling
Other
Knowledge
Social
Mobile
ECMContent
SearchGadgets
Social Media
Connect
Fatwire Endeca
Rightnow
Self Service
Cart
Other
Da
ta M
an
ag
em
en
t
OLTPSiebelOLTP
Product & Customer HUB
Product & Customer HUB
DWH &Other Sources
DWH &Other Sources
Other AppsOLTP
Other AppsOLTP
“Big Data”
EBS
Fu
nct
ion
al C
om
po
ne
nts
Master Data Management (MDM)
Real T
ime D
ecis
ionin
g P
latf
orm
(R
TD
)
B I P
latf
orm
(
OB
I-E
E)
RecommendationPersonalization
Pro
cesses (
BP
M)
Siebel CRMMarketing Loyalty Service Sales
Other AppsIndustry...
Other ApplicationsCustom 3rd Party
E-Business SuiteFinance Orders
Coherence (Option)
various adaptors
CommunityListen Community
Key
Oracle ProductsOracle Products
Partner / 3rd PartyPartner / 3rd Party
Recently AcquiredRecently Acquired
Oracle ATG Web Commerce SuiteOracle SaaS Services
For any website or commerce platform, ATG or otherwise
eMaileMailCallCall ChatChat
Bu
sin
ess
Ap
pli
cati
on
s
Live Help Recommendations
ProductsProducts
ATG Web Commerce
Co-browseCo-browse
Refe
ren
ce A
pp
licati
on
s
RE
ST
Web
Serv
ices
12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 12
Merchandising
Commerce Search
Business Intelligence
Commerce Service
Bu
sin
ess
Ap
pli
cati
on
s
Site ManagementCatalogs and Transactions
Personalization Engine
Co
mm
erc
e
Pla
tfo
rm
Experience Management
Refe
ren
ce A
pp
licati
on
s
RE
ST
Web
Serv
ices
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
Oracle ATG Web CommerceMarket-leading e-Commerce
Benefits
• Support variety of site types including B2C, B2B, mobile, brand & country
• Share infrastructure and content
• Increase conversions and loyalty
• Increase order sizes
• Re-capture lost sales
14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 14
Key Features
• Core e-commerce capabilities including catalog
management, Pricing, promotions and order engines
• Coupons, discounts, gift certs, wish lists
• Abandoned cart recovery
• Payment and tax connectors
• Rule-based content targeting including personalized
recommendations, offers, information, cross-sells, up-
sells, promotions
Market-leading B2C e-commerce application – drives a relevant,
personalized shopping experience
Oracle ATG Web CommerceB2C Commerce Features
15 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Benefits
� Increase conversions and loyalty with a personalized, consistent customer experience – present the right products to the right people at the right time
� Increase order sizes with personalized cross-sells/up-sells
� Re-capture lost sales via shopping cart abandonment tracking
Key Features
� Core e-commerce capabilities including rich media catalog
management
� Pricing and order engines
� Scheduled orders
� Coupons, discounts, gift certs, wish lists
� Product comparisons
� Dynamic search and navigation
� Abandoned cart recovery
� Payment and tax connectors
B2B e-commerce platform that inherits all of the best-of-breed
capabilities of ATG’s B2C e-commerce solution
Oracle ATG Web CommerceB2B Commerce Features
16 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
solution
Benefits
� Enable better collaborative e-commerce processesamong many selling partners, suppliers, and end business customers
� Leverage one common platform for multiple B2B and B2C customer segments that can scale to support expected growth
� Present personalized products, content and promotions to retail and business customer segments
Key Features
� Organizational hierarchies
� Contract-based pricing/product catalogs
� Purchase lists and order restriction
� Approval workflow
� Purchase orders and requisitions
� Line item independence: cost centers, multiple shipping/billing addresses
Oracle ATG Web CommerceCommerce Reference Store
Benefits
• Rapidly implement a best-in-class shopping site
• Reduce implementation costs
• Fully leverage ATG Personalization and Multi-Site capabilities
17 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 17
Key Features• Shopping cart, checkout process
• Manage catalog, pricing, promotions
• Shipping, tax and payment processing
• Multisite, multi-brand and international support
• Search Engine Optimization
• Personalized with sample segments and pages of targeted content
• Agent-assisted sales with integrated CSC and Click to Call
Oracle ATG Web Commerce MerchandisingMerchant Inspired, Multi-Site Management
Benefits
• Perform all essential web merchandising operations in single environment
• Dynamically manage all sites and the full customer experience
• Streamline common tasks and simplify promotions management
• Optimize search for merchandising
18 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 18
• Ensure proper review/approval processes
Key Features• Feature rich, multi-site catalog management
• Streamlined work environment with split-screens
• Pricing and promotion management
• Dynamic, in-context preview
• Faceted search management
• Best practices and custom workflows for content change review and approval process
• Support for multi-lingual catalogs
Multi-Site Commerce
Microsites
parent & child
Lance Nikestore,
NikeiD, NikelabI
Affiliated Sitessisters
turbotax.com &
quicken.com
ae.com, aerie.com
& 77kids.com
Country Stores
twins raised apart
kodak.fr,
kodak.uk,
kodak.caISephora.fr,
sephora.it,
sephora.plI
Unaffiliated Sitesin-laws
nike.com &
colehaan.com
ae.com &
martin+osa
Separate Sitesneighbors
ATG OnDemand
neimanmarcus.com
& juicycouture.com
19 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
SharedBrand
Merch instance
Codebase
Integrations
Profiles
Orders
Session
SeparateCatalog
Content
SeparateSession
Catalog
Content
SharedBrand
Merch instance
Codebase
Integrations
Profiles
Orders
sephora.plI
SharedBrand
Merch instance
Codebase
Profiles
SeparateIntegrations
Orders
Session
Catalog
Content
SharedMerch instance
Codebase
Integrations
SeparateBrand
Profiles
Orders
Session
Catalog
Content
sephora.com &
Sephora Int’lSeparate
Brand
Merch instance
Profiles
Orders
Session
Catalog
Content
SharedCodebase
Integrations
What Is Personalization?
Segmentation Products, Offers
CUSTOMERRules, Scenario
Engine, PredictiveAnalytics
CONTENTInteractions
21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Segmentation & Personas
Products, Offers& Information
The right content to the right people through
the right channel at the right time.
WebCenterContactCenter
In-Store CatalogDeviceMobileDevice
eMail Social
Personalization
Four Ways to Manage the Experience
Explicit Rule-Based Scenario Driven Implicit Rule-based Automated
Adaptive Scenario Engine
Basic Rules
Adaptive Scenario Engine
Event-based
Adaptive Scenario Engine
Dynamic Rules EnginePredictive Targeting Engine
Profile settings Customer “state” Session behavior Many data inputs
22 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Account information
Segment
Personal preferences
Location
Language
Device
Event-based
Current state drives content
State based on activity hx
Pages clicked
Categories Viewed
Shopping cart contents
Web form entries
Search terms
Dozens of attributes including
Profile
Session
Behaviour and history
Oracle ATG Web Commerce SearchIntegrated Search, Personalization & Faceted Navigation
Benefits
• Quickly connect shoppers with the products they are looking for
• Enable business owners to optimize the presentation of search results
• Provide more accurate results with natural language processing
24 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 24
processing
• Offer shoppers multiple browsing and sorting options
Key Features
• Guided navigation with contextual facets
• Intuitive management UI with search test and inspection capabilities
• Type-ahead keyword search
• Natural language processing, including thesaurus
Oracle ATG Web Commerce Service CenterCommon View of Customers, Orders & Interactions
Benefits
• Deliver high quality service
• Increase conversions, order size, and customer retention
• Provide a consistent brand experience across self and assisted service channels
25 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. 25
• Gain single view of customer
Key Features
• Order history, creation & modification
• Visibility of shopper’s active carts, gift & wish lists
• Personalized offer management
• Incident management in single environment
• Returns, exchanges, replacements & refund handling
• Customer profile management
• Set agent limits and approval workflows
Business User Management Console– all online store management applications integrated into one business-oriented user interface
Oracle ATG Web Commerce MerchandisingBusiness Control Center Features
26
business-oriented user interface
Benefits
� Empower marketers and merchandisers to directly manage all aspects of the e-commerce site, including catalogs, pricing, promotions, search facets, campaigns and reporting
� Enhance business agility, by giving business users the tools to quickly make their own updates, rather than relying on IT
� Inform your business users with the reporting tools that help them make business decisions with real time data
Key Features� Business-user-friendly UI
� Built to handle large product sets
� Single interface to manage:
� Merchandising activities
� Personalization
� User and customer segments
� Targeted content & Search
� Access to reporting/analytics activities
� Access to executive dashboards
Integrated datamart and reporting capabilities to monitor/analyze commerce and
customer care – Combines data from ATG product suite and other sources to give you
insight into your business
Oracle ATG Web Commerce Business Intelligence
27
insight into your business
Benefits� Easily monitor e-commerce results to speed and improve
decision-making
� Gain access to key business reports including total visits and total page views
� Empower business users with easy-to-use interface that supports ad-hoc queries and report creation
� Combine data from a wide range of applications, from ATG's e-commerce and service suite to third-party CRM, ERP or POS systems
Key Features
� Executive and department dashboard
� Configurable standard report formats
� Ad-hoc query and report building tools for customizing reports
� Web analytics tools report on site activity
� Business metrics include conversions, demographic data, customer search insights
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
28 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
Content Optimization
ATG Live Help OD Solution
Live Help Agent Console
Call Chat Email
Web SiteMobile Sites &
AppsE-Mail & Online
Marketing Channels
JavaScript API Email & Static Web LinksMobile API
29 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Web-Based Services
Live Help Links, Routing, Queuing, Exit Surveys
Live Help Engagement & Analytics Engine
Live Help Reporting & Analytics
Live Help Account, Department, Agent Management
Live Help Agent Console
How Live Help Works
ATG Live Help
30 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Online Visitor
Business Manager
ATG Live Help
Business Tools & Reporting
Customer Service Agent1 Business manager
decides where and when to offer reactive help
(persistent invitations) vs. proactive help (rules-
based invitations)
How Live Help Works
Intelligent engagement engine monitors live visitor behavior and
displays persistent and proactive live help
invitations based on rules and agent availability.
2
31 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Online Visitor
Business Manager
ATG Live Help
Business Tools & Reporting
Customer Service Agent
How Live Help WorksVisitor accepts invitation and is
connected with agent via live chat or voice (no
waiting).
3
32 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Online Visitor
Business Manager
ATG Live Help
Business Tools & Reporting
Customer Service Agent
Visitor’s live Web context is passed to agent and
matched with existing CRM records, enabling agent to personalize interactions,
up-sell and cross-sell, and reduce handle times.
How Live Help Works4
33 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
CRMKM
Online Visitor
Business Manager
ATG Live Help
Business Tools & Reporting
Customer DataBrowser Data
Customer Service Agent
CRMKM
How Live Help Works
ATG Live HelpCustomer DataBrowser Data
34 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Online Visitor
Business Manager
Agent uses suggested responses, page push and
co-browse to maximize sales opportunities and minimize handle times.
Business managers monitor live agent performance and
utilization.
5Business Tools &
Reporting
Customer Service Agent
How Live Help Works
35 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
CRMKM
Online Visitor
Business Manager
ATG Live Help
Business Tools & Reporting
Customer DataBrowser Data
Customer Service AgentTransaction data, web
session data and survey data are captured
dynamically to calculate revenue lift.
6
Oracle Recommendations On Demand
Online Merchandising - Optimized
Optimize cross-channel merchandising by predicting shoppers’ intent in each visit and
automatically recommending the most relevant, profitable products from your
online catalog.
36 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
online catalog.Benefits:
• Increases revenue-per-visitor by lifting conversion rates and average order size
• Lifts conversion rates 100-400% and average order values 10-40% when shoppers interact with recommended products
• Increase engagement and repeat purchases by personalizing the return visit experience
Key Capabilities:
• Optimizes cross-sells, up-sells, product recommendations and other online merchandising displays in any online channel
• Relevancy model uses more real-time data than other solutions
• Automate and personalized merchandising under your control with customizable rules
What is ATG Recommendations?
Learns and adapts with
every click
On Demand, Automated Product Recommendations:
►►►►
37 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Predicts buying intent
in each sessionDisplays personalized
product recommendations
in any online channel
►►►►
►►►►
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
38 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
Top Analysts Rate Oracle/ATG a Leader
Gartner Magic Quadrant for e-Commerce, Q2 2010
Forrester Wave: B2C eCommercePlatforms, Q4 2010
39 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Top Analysts Rate Oracle/ATG a Leader: Gartner 2011
Gartner Magic Quadrant for e-Commerce, Q4 2011
40 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Internet Retailer Top 500 Stats
Top100
Top200
Top300
Top400
Top500 2008 2010
Online Revenue >$150M >$50M >$25M >$15M >$10M
ATG 12 17 3 9 2 34 43
IBM WebSphere 13 7 6 1 30 27
GSI Commerce 3 7 5 6 9 30 30
41 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.© 2011 Oracle Corporation – Proprietary and Confidential
GSI Commerce 3 7 5 6 9 30 30
Escalate Retail 4 7 5 4 3 19 21
Fry 3 6 6 1 17 16
Microsoft 1 5 3 1 2 11 12
Demandware 1 1 5 1 1 8 9
MarketLive 1 2 2 1 7 6
Intershop 1 2 1
Hybris 1 1 2
iCongo 1 1 1
source: Internet Retailer Top 500 2010
ATG Customer ReferencesSelected Oracle ATG Web Commerce Customers
Selected Oracle Live Help and Recommendations Customers
42 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
Selected Customers using Total Solution
Agenda
• Market Evolution
• What’s ATG
• Web Commerce
43 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Optimization Services
• Analyst Proof
• Architecture Pitch
ATG Architecture
44 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
� Master of sales definition of Product and
Subscription Services
• Product attributes and structure
• Pricing & promotional bundles
• Eligibility, compatibility and other constraints
� Personalized customer facing user
experience
• Recommendation
• Personalization
• Search Merchandising
Siebel ATG
ATG / Siebel Product & Positioning Synergies
45 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Eligibility, compatibility and other constraints
• Pricing and discount policies
� Master of customer information
� Employee and Partner facing order capture
� Enterprise Order Hub
• Search Merchandising
� Online or Customer facing order capture
� Channel specific UI enrichment, including
Multi-site management
� Dynamic preview, site QA, online
publishing
� Responsible for channel specific
integration such as web analytics, product
ratings/reviews
Phase 1
Siebel / ATG Integration Plan
Support Commerce Core –
Customer Integration
� Customer Mapping and Integration
• Account and Profile
• Contact and User
• Address
Support Commerce Core – Product
and Shopping Cart Integration
� Product Mapping and Integration
• Product Description incl. Translation
• Product Class and Attribute
• Product Structure
Support Commerce Advanced
Integration
� Eligibility and Compatibility
� Dynamic Pricing (Service)
� Check-out – Related entities and services
Phase 2 Phase 3
47 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Address • Product Structure
• Product Promotions
• Catalog and Category
• Product Line
• Price List
� Shopping Cart Mapping to Siebel Order
� Configurator - Service
� View Assets
� Check-out – Related entities and services
• Partial Shopping Carts
• Updates to Customer Profile for Billing
� Edit Bundled Promotions
� Asset Based Ordering – Modify, Upgrade and Apply
Available now at
http://support.oracle.com
(Search for ATG Siebel Integration)
Siebel CRM ATG
Siebel-ATG Commerce Use CasesKey Touch Points
• Product Specification (description, images…)
• Product Catalog
• Product Class and Attributes
• Price List
• Constraints and UI Definition
• Eligibility and Compatibility
• Promotions (Marketing Offers/Bundles and Loyalty)
• Recommendation
• Discount Policies
• Account and Profile Management
• Offer Presentment
• Browse Catalog and Product Search
• Pricing and Discounts
• Order Validation
De
sig
n-t
ime
• Product Specification (description, images…)• Product Catalog• Product Class and Attributes• Price List
• Account and Profile Management
48 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
• Shipping Detail
• Payment Detail
Ru
n-t
ime
• Shopping Cart (Quote/Order)
• Asset Based Ordering and Supplemental Orders
• B2B Commerce: Contract Management &Bulk Orders• Advanced Order Capture
• Order Status
• Click-to-Call/Click-to-Chat• Contact On Demand
• Shopping Cart (Quote/Order)
• Shipping Detail
• Payment Detail
• Order Status
Batch Integration Real-time Integration
49 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.
50 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.