New beginning

Moving back to OBIEE world full-time. We are entering into new SaaS model of computing. The life blood of SaaS model is Data. Going back to my roots...

Look out for more on my journey to Information modelling...

Marketing Segmentation - What is it?

Follow this link for a business overview of Segmenation -

http://www.netmba.com/marketing/market/segmentation/

Implementing Siebel Marketing Applicaiton is no easy task. First of all one should understand various marketing business functions in an organization, document overall high-level business function and detailed business function sub-areas. Generally most organization compile a list of requirements and then 'acquire the solution'. If organization wants to use a "solution-driven" approach, then take a look at Siebel Marketing Application business functions. Typically they are categorized as :-

1. Planning & Budgeting Marketing Programs
2. Designing Marketing Programs
3. Creating Offers & Treatments
4. Planning and Designing Marketing Campaigns
5. Launching Programs and Campaigns
6. Managing Lists
7. Setting Up and Using Web Marketing
8. Setting Up and Using Email Marketing
9. Managing Leads
10. Campaign Response Management

For each mentioned business function area there are associated technical tasks such as :-
1. Installing & Administrating Siebel Marketing Application
2. Creating Source Code and Vendor Profiles
3. Designing Marketing Campaign Load Formats
4. Installing and Configuring Email Marketing
5. Setting Up Web Marketing
6. Advanced Marketing Information for Administrators (Oracle BI Components)

In my future blog, I will attempt to explain the details behind each business functions and associated technical tasks that are required to enable Siebel Marketing functionality.

In essence, there are three pillars of CRM - Marketing, Sales and Services. Through my blogs, I am going to explore these topics, discuss specific features, share my experience from projects.

My current focus is developing Siebel Marketing Application use cases for different industries and also develop application solutions as part of proof of concept. A typical marketing operation includes planning, budgeting, designing tactics such as campaigns or events with various offers to the customer. All these is easily achievable by stacking up some UI screens/views/applets and applying certain navigational flow to the UI. The real benefits or big bang for the bucks comes from planning and designing a campaign to the right target audience with the right message or offer. Siebel application suite by itself does not help you desgin the best message or identify the best target customer. The application suite will enable colloboration the marketing tasks, provide tools to identify the right target and measure the effectiveness of a campaign.

Oracle's Marketing Segmentation Manager is a great tool for identifying the target customers. Enabling this tool is no easy task. It requires a good understanding of customer data that exists in the corporate and tapping into it for your next campaign.

Through this blogs, I will detail out a "concept to proof" of what and how marketers can effectively use Siebel Marketing Application suite to identify the customer targets.

Introduction

This is my first blog entry. Really clueless on how to start. I want to dedicate this blog with topics related to CRM Business Intelligence. I want to restrict BI topics that deals with CRM. I have been implementing (Siebel) CRM projects for past 10 years and recently (since January 2007) started implementing (OBI EE) BI projects.

Looking forward interact with all like minded folks.

Bibin Kumar
I have not failed. I've just found 10,000 ways that won't work - Thomas A. Edison (1847–1931)