Gain New Customer Perspectives with Integrated BI and Data Discovery

1. Gain New Customer Perspectives with Integrated BI and Data Discovery Richard TomlinsonDirector, Product Management EID Anitha Raghavan Principal Product Manager BI Apps

2. 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, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

3. Session Agenda • What is Data Discovery? • Enhance Customer Insight with Consumer Dialogues • Leverage Oracle BI Applications • Integrate BI and Data Discovery for New Customer Insights • Demo

4. Business Intelligence and Data DiscoveryComplementary Concepts – Technology is More Powerful Together Structured Data modeled andconforming Business Intelligence Proven Answers to Known or Anticipated Questions New questions require exploration, new information Data DiscoveryFast Answers to New Questions Insights yield new metrics to monitor, data to integrate Unstructured Data diverse, textual,uncertain quality Discovery Problems investigate, explore, understand Analysis Problemsmeasure, analyze, report

5. Data Discovery Offers Agility for the Unanticipated See New Patterns Ask New Questions Interactive visualizations that reveal patterns hidden in data Add New Data Unscripted exploration across wide range of data characteristics Rapidly combine new data with existing sources

6. Deeper Insight Exists Beyond Structured Data ------lens issue-------- ------------------------------------- faulty lens--------------- ------------------------------------- --------------------lens--- ------------------------------------- ------------------------------------- -----lens sticking frequently ------------------------------------- “.. possibly a problem with faulty lenses” “Coolpix related complaints increasing..” TEXT + Unstructured Content Structured Data Sources

7. Consumer Dialogues Contain Critical, Untapped Insights “.. zoom feature must be broken, seems stuck on wide anglesetting..” “.. the D150 is not user-friendly but is an excellent camera for the amateur photographer..” “.. our new model surpasses the D150 in quality, functionality and ease of use..” “..posted some more landscapes from my D150. Love it, picture quality is awesome..” Experts Competitors The Public Customers

8. Unlock Deep Insights with Unstructured Optimizations Integrate and enrich unstructured and semi-structured content + Add New Data Advanced keyword search organizes data at a moment’s notice + Ask New Questions Expose concepts lying latent in text, include sentiment in analysis TEXT + See New Patterns Unstructured Discovery Capabilities

9. Session Agenda • What is Data Discovery? • Enhance Customer Insight with Consumer Dialogues • Leverage Oracle BI Applications • Integrate BI and Data Discovery for New Customer Insights • Demo

10. By Not Listening, What Do You Leave on the Table? 3.4 Billion Conversations Each Day Influence 70% of Buying Decisions Revenue Leakage Buying Influences Opportunity costs are High Customer Experience Reputation Management American Marketing Assn Journal of Marketing Research, August 2012

11. Few CMOs Discover Insights From Diverse Content Non-Traditional Sources Still Remain Untapped Traditional Sources “From Stretched to Strengthened” IBM Global CMO Study

12. Consumer Dialogue Exists in Big Data 695,000 Status updates 510,040 Comments 2,500 Blog posts Variety of Data Generated Every Minute Outside the Organization 5,710Product Reviews 300,000Tweets

13. Examples of Consumer Data to Integrate Non-Traditional Sources Traditional Sources TV Ad Exposure (Structured Data, External Source) Customer Sales & Pricing (Structured Data, External Source) Call Center Conversations (Semi-structured Data, Enriched Text, Internal Source) Loyalty Card Activity (Structured Data, External Source) CRM Events (Semi-structured Data, Enriched Text, Internal Source) Social & Sentiment (Unstructured Data, Enriched Text, External Source)

14. CPG Company Uncovers Root Cause Of Sales Spike in Unstructured Social Media Content Oracle Endeca Information Discovery After Before • Discovered a signal – a root cause of an otherwise unexplainable spike in sales - out of noisy data • Combined structured data (internal data for all orders, AC Nielson data for promos, for ad spend) with unstructured data from call center transcripts in CRM and social media data in Radian6 • Successfully found root cause of a spike in sales, related to YouTube video gone viral • Within consumer marketing group, wanted to better understand consumer so can more effectively market to them • Found traditional data sources were often unable/insufficient to explain variations in sales and performance in product and brand. • Difficult to combine non-traditional data sources, like Social Media, customer service call reports, customer satisfaction surveys, to help investigation

15. Session Agenda • What is Data Discovery? • Enhance Customer Insight with Consumer Dialogues • Leverage Oracle BI Applications • Integrate BI and Data Discovery for New Customer Insights • Demo

16. Introducing: Oracle BI Applications Prebuilt Solutions for EBS, PeopleSoft, Siebel, JD Edwards, Fusion & more • Benefits • Add insight to CRM and ERP applications • Easy to adapt and extend • Unique features • Tight integration with OLTP systems • Works with existing IT environment • Fast time to value; Low TCO • Over 4,000 customers

17. Oracle BI Apps: Deeper than Dashboards 1. 2. Pre-Built Analytic Warehouse Certified Application Integration • Business Analytics Warehouse • Over 300 star schemas • Designed for analysis and reporting • Pre-mapped integration • Fusion, EBS, PSFT, SEBL , JDE, IBM • Role-based Security 3. 4. Best Practice Metrics Role-Based Dashboards • Over 10,000 metrics • Additional pre-defined calculations • Based on best practices • Over 500 Dashboards and Pages • Over 3,000 reports • Across Lines of Business

18. Sales Analytics Enabling the Insight-Driven Customer Enterprise • Provide complete insight into effectiveness of Sales Organization • Help identify opportunities to improve Sales performance • Filter information to spot anomalies or trends • Integrated with Key Core SFA Processes

19. Marketing Analytics Using Integrated Data and Intelligence to Increase Performance • Provide complete campaign insight for successful lead generation • Increased visibility into marketing performance & accountability • Maximize customer insight into buying behavior • Control and manage marketing spend

20. CRM Analysis & Metrics

21. Role-Based Best Practices Provide Relevant and Actionable Insight for Everyone

22. Oracle BI Apps Endeca Enhancements Harnessing power of Enterprise Models • Maximize value of customer’s existing investments in OBIA models • 40+ new high-value unstructured fields loaded from source systems into the BI warehouse • 60+ packaged ODI Interfaces create Endeca Data Domains from BI Applications Subject Areas • Sample Endeca Applications to highlight key discovery use cases

23. Unstructured Additions to Subject Areas • Marketing • Campaign Response – Response Notes / Campaign Notes / Response Survey, • Leads – Qualification Comments / Customer Notes / Product Description / Customer Project • Sales • Opportunity – Lead Reject Reason / Won-Lost Reason / Close Reason / Competitor Threat Description • Service • Agreement – Cancel Reason

24. Session Agenda • What is Data Discovery? • Enhance Customer Insight with Consumer Dialogues • Leverage Oracle BI Applications • Integrate BI and Data Discovery for New Customer Insights • Demo

25. Extend Data Discovery to UnstructuredIntroducing Oracle Endeca Information Discovery Oracle Endeca Information Discovery Best platform for Unstructured Analytics Oracle Business Intelligence Best platform for integrated ROLAP and MOLAP Endeca Server Hybrid Search/Analytical Database Flexible Data Model BI Server + Essbase Common Enterprise Information Model Unstructured Data Structured Data OLTP & ODS Systems Enterprise Applications (Oracle, SAP, Others) Data Warehouse & Data Marts Big Data Websites Content Systems,Files, Email Social Media

26. Only Oracle Offers Enterprise Class Data Discovery Best of Both Worlds: Innovate with Data Discovery and Decide with Confidence Oracle Endeca Information Discovery Typical Data Discovery Tools + BI Common Enterprise Information Model Adapter Personal Data Files Enterprise Applications (Oracle, SAP, Others) Data Warehouse & Data Marts Oracle BI Models and Metrics LOW Decision Confidence HIGH

27. UI Content / Dashboards EndecaInformation Discovery Customer 360o Big Data Analytic ApplicationReference Architecture • OBI Repository (RPD) • Expanded version of RPD from existing Customer Analytics BI Application • Requires OBI 11.1.1.7 for Hadoop / Hive connectivity Direct Access to Unstructured Data in Hadoop also supported in addition to access via the RPD Enriched Customer Records • Structured Warehouse • Expanded version of existing Customer Analytics BI Application DW Unstructured Warehouse Hosted within Hadoop Unstructured DW & Identity Knowledge Base JSON stored in HDFS Replicated Dimension Data Siebel / Fusion CRM ATG • Unstructured Enrichment • Text enrichment: Sentiment analysis, Theme extraction, Intent Classification, Customizable Classification (e.g., Product name matches) • Social Influencer scoring (similar to Klout; only if not provided by the sources) • Enrichments such as product match can be re-purposed for additional sources • Specialized extraction for demographic updates from Facebook CustomerIdentityMappings • Customer Identity Matching • Out-of-the-box integration with Facebook Connect API to capture social logins • Pluggable integration, e.g., with FullContact, Experian, etc., for enhanced identity matching Pluggable Identity Resolution Services Data Integration Oracle Data Integrator ODI orchestrates data transformations with Hadoop, as well as movement of data between Hadoop and the DBMS Unstructured Staging Store JSON stored in HDFS • Facebook Sourcing • By Topic • By Page • By List of Facebook IDs • Twitter Sourcing • By Topic • Web Interactions • Page Tags / JavaScript API Extensible for Custom Data Sources

28. Session Agenda • What is Data Discovery? • Enhance Customer Insight with Consumer Dialogues • Leverage Oracle BI Applications • Integrate BI and Data Discovery for New Customer Insights • Demo

29. Endeca Information Discovery for Voice of Your ConsumerUnderstand the Market with Context from Any Data Source Product Reviews Customer Comments • CRM Analytics • Sales and Orders • Metrics: Volume, Revenue, Margin, etc • Dimensions: Product, Campaign, Customer, Geography, Time • Marketing Events • Metrics: #Responses, Spend, ROI, etc • Dimensions: Product, Campaign, Customer, Geography, Time … it’s not thin or lightweight so it can’t easily be carried in a pocket, purse, or backpack. Compared to the size of today's smartphones, this is just too bulky to carry around.. News & Industry Blogs Experts, Competitors, Journalists, etc “.. the D150 is not user-friendly but is an excellent camera for the amateur photographer..” “Why have orders for our top product declined?” Opportunity Notes Notes taken throughout the sale Social Media Public Comments and Sentiment “Customer is currently refusing to move forward because of new pricing model. Customer is confused on short vs. long term license options…” “SO BEAUTIFUL!!!!! “@krungy11: Taken with my D150 camera~ it hasn't been photoshopped at all ^^;;; clio dara~!!! pic.twitter.com/E7bdRsxE”

30. Demonstration http://www.youtube.com/watch?v=TSUFJ5fQumI http://unit0230.oracleads.com:7001/web/voice-of-the-consumer