11i Marketing Fundamentals
What you will learn:
This course is built around business flows to provide maximum relevance to the activities of implementers and users of the Oracle Marketing application. Scenarios and solutions used demonstrate typical marketing situations. Implementation and set up information is provided as needed to complete the flows. The course also provides insight into how Oracle Marketing integrates with other E-Business Suite applications to provide a complete marketing solution. Hands-on practices take students through end-to-end business flows, enabling them to leverage the new Campaign and Audience Workbenches effectively to perform marketing activities. • Describe the main features and functions of Oracle Marketing
• Plan and execute marketing campaigns
• Identify where Oracle Marketing fits into the E-Business Suite of applications
• Set up and administer common marketing components
• Identify and use Campaign Workbench tools to perform pre-campaign analysis
• Implement and use the Home page bins, reports, and charts for marketing intelligence Audience:
• Functional Implementer Prerequisites:
Required Prerequisites:
• 11i eBusiness Suite Essentials for Implementers Course Objectives:
• Describe the main features and functions of Oracle Marketing, and identify where it fits within the E-Business Suite of Products
• Create and use programs as a marketing planning tool
• Create and associate campaigns with programs for metrics rollup and reporting purposes
• Use the Campaign Workbench tools to perform pre-campaign analysis
• Create a Sales campaign to generate leads for Sales follow up
• Execute an e-mail campaign schedule to run a survey to collect information on usage and satisfaction rates of new customers
• Run a print campaign schedule to follow up with responders to the survey
• Use the data mining functionality to create an optimal list for a telemarketing campaign schedule based on customers' propensity to purchase a product
• Place a Web Ad on iStore
• Use Oracle Personalization to create a web dynamic recommendation
• Plan and execute a marketing event, and register participants for it
• Identify the prerequisite mandatory and conditional dependencies for Oracle Marketing
• Set up and administer common marketing components
• Set up products and product relationships for marketing use
• Use the Audience Workbench to set up and administer marketing audience
• Implement the Home page for Marketing Intelligence, personalize and use the Home page bins, reports, and charts Course Topics:
Overview of Oracle Marketing
• Features and Functions
• Integration with other Applications
• Where Oracle Marketing fits in the E-Business Suite of Products Programs as a Marketing Planning Object
• Hierarchy of Marketing Objects
• What are Programs
• Creating Programs Campaigns as Marketing Planning Objects
• Where Campaigns fit in the Marketing Objects Hierarchy
• Creating a Campaign
• Associating a Campaign to a Program for Metrics Rollup Purposes Campaign Execution
• Introducing Campaign Schedules
• Introducing the Campaign Workbench
• Performing Pre-campaign Analysis with the Tools Available on the Campaign Workbench
• Campaign Schedule Concepts - Templates, Purposes, and Channels of Execution Creating Campaign Schedules
• Using Different Channels of Execution
• Integration with Oracle Content Manager
• Integration with Oracle Scripting
• Integration with Oracle One-to-One Fulfillment
• Integration with Oracle Data Mining
• Integration with Oracle Proposals
• Executing Repeating Campaign Schedules Executing Web Marketing
• Defining Web Placements
• Creating a Web Ad
• Using Oracle Personalization to Make Personalized Web Recommendations Implementing Prerequisite Marketing Components
• Mandatory Dependencies
• Conditional Dependencies
• Optional Integrations Setting Up Common Marketing Components
• Setting Up Marketing Mediums
• Setting Up and Using Metrics
• Setting Up Data Sources and Targets for Analytics
• Setting Up Approval, Locking, and Mandatory Rules
• Implementing Web Marketing
• Setting Up Categories
• Setting Up User Statuses Setting Up Products for Marketing Use
• Understanding Single Product Catalog
• Setting Up Product Templates
• Defining Products
• Assigning Products to Inventory
• Creating Product Relationships
• Bundling Products
• Keeping Track of Competitor Products Managing Audiences
• The Audience Workbench
• Defining Query (List) Templates
• Methods of List Creation
• Generating Lists
• Splitting and Merging Lists
• Exporting and Importing Lists
• Creating and Managing Data Sources and List Templates
• Creating and Using Fatigue Rules Implementing Home Page Bins, Reports, and Charts
• Personalizing the Home Page
• Using the Bins, Reports, and Charts for Leads and Marketing Intelligence
• Marketing and Leads Intelligence Security
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