Oracle Endeca 101

High Level Overview Illustrating Development of a Simple Commerce Page Cartridge

Includes Description of Facebook and Mobile device components

Includes Documentation at end of presentation

Focus Endeca Commerce

Content• What is Oracle Information Discovery?• Review Endeca Platform• Endeca for Commerce (p. 13) • Creating a Cartridge (p. 21)• A further look into guided navigation and search (p.39)• Endeca SEO Advantages (p.47)• Endeca for Mobile (p.48)• Endeca for Social (p.55)• Facebook Store Features (p.62) • Appendix including ‘What’s New’ (p. 68)• Documentation (p. 83)

What is Oracle Information Discovery? A platform that offers fast, intuitive access to both traditional

analytic data, leveraging existing enterprise investments, and non-traditional data, including external and unstructured information.

This allows organizations unprecedented visibility into social media, websites, content systems, files, email, database text and big data.

Key Functionality includes self-service capability and much more.

Oracle site for Endeca Information Discovery

Oracle Endeca Information DiscoveryArchitecture Component Overview

Studio – Web Application• Contextual Search, Navigation, Analytics• Qualitative and Outlier Visualizations• Easy Drag-and-Drop Applications• User views customized by role

Endeca Server – Core Database• Dynamic Data and Metadata• In-Memory, Multi-Threaded Performance• Enterprise Scale, Security

Integration Suite – ETL• Integrates Structured and Unstructured• Text Enrichment and Sentiment Analysis

Studio

Intuitive Exploration and AnalysisCreate and Share Apps

Endeca Server

Hybrid Search/Analytical DatabaseIn-Memory Architecture

Integration Suite

Data Integration and EnrichmentStructured and Unstructured

Oracle Whitepaper with further review

Oracle Endeca Component Interaction

Oracle 44 page deep dive into concepts and component interaction

MDEX Engine

The Endeca MDEX Engine is the indexing and query engine that provides the backbone for all Endeca solutions.The MDEX Engine is designed to be stateless. This design requires that a complete query be sent to the MDEX Engine for each request.

Quick Start Guide

How does it compare to Oracle products such as Oracle Database and Oracle Essbase?

The Endeca Assembler API enables a Web application to query the MDEX Engine and retrieve the appropriate dynamic content based on a user's navigation state or other triggers

The Assembler Application provides a RESTful web service API that returns results in either JSON or XML.

For example, if your current application uses PHP, you can also query the Endeca Assembler API using PHP. (Note that the Assembler API is still powered by Java, but the query interface is a language-agnostic web service).

Endeca Assembler Application

Oracle 180 page Assembler Application Developer’s Guide

Example of some JSON that is returned by an Assembler Application:

• The Assembler Application returns deeply nested JSON or XML. Many web service APIs return results on a resource-by-resource basis, so this approach may seem foreign to some developers. The Assembler Application returns results an entire page at a time. For example: dimensions, breadcrumbs and search results may all be returned in a single request.

• Finding a way to navigate this structure both by hand and in code is important.

• When coding, you’ll want code libraries to navigate these data structures more easily. If you’re using .NET and XML you will want to use something like the XmlDocument class. You will probably also want to use XPath.

Developer Tip:

Oracle Endeca Information DiscoveryUnderstand the Complete Picture with Context from Any Source

Data Warehouse /Business Intelligence

Product SalesMetric: Sale PriceDimensions: Customer, Product, Dealer, Date

Warranty ClaimsMetric: Claim Count, Labor Cost, Part CostDimensions: Customer, Product, Part, Dealer, Date

Sales TransactionsProdID Wk CustID Date Dealer Price506 25 1233 10/3 Dealer1 $35,000507 26 1545 09/4 Dealer2 $22,000

Warranty ClaimsClaimID ProdID PartID Date CustID Dealer PartCost LaborCost12324 506 234 12/3 1233 Dealer1 $300 $20012325 507 235 12/4 1545 Dealer2 $450 $900

Product Quality ApplicationCustomer Verbatim

“..customer heard a rattling sound toward left front driver side. Had issues with steering column locking…”

WebsitesIndustry Forums

External ContentGovernment Agencies

Safety Administration Claim from Competitor X – Model ABC – After driving this car for only 3 months, I started having…

“.. focus on passenger vehicle crashes, and are used to investigate injury mechanisms to identify potential improvements in vehicle design.…”

“Love my new car but having difficulty controlling steering on sharp corners..”

Social MediaConsumer Comments and Sentiment

“How do we avoid costly product recalls?”

Overview of the Endeca Content Acquisition System

Source

Sample User Interface for Oracle Information Discovery

This sample analytic application built with Oracle Endeca Information Discovery illustrates how advanced search, BI, and text analytics come together to easily show new insights using interactive exploration.

More information found in documentation under technical overview.

Oracle Endeca Commerce

Commerce Example - Nike

Endeca Commerce Experience Manager Tool used by the Merchandisers (end users) to control the triggers and more within cartridges - created by the developer

Oracle Home Page for Experience Manager Youtue video overview:http://www.youtube.com/watch?v=TGm7Iqe8HkQ

Automate Manual

Price

Brand

Color

Size

On Sale

Content

Content

Content

Ratings

SPRING 40% offWinter Styles

Experiences Can Be Automated or Optimized Manually

Breadcrumbs

Choose a template

Choose cartridges

Templates and Cartridges Work Together

Example Cartridges

VIDEO

BOOSTED RESULT GUIDED NAVIGATION CATEGORY DIMENSION

BREADCRUMBS IMAGE BANNER SEARCH BOX MULTIPLE RECORDS REVIEWS

SEARCH RESULTS

Ratings & Reviews CartridgeUsed to dynamically showcase products from a certain category that are the most highly rated, this cartridge pulls together the most relevant records from ratings data.Guided Navigation CartridgeOften used to highlight a series of 3 products or promotions, this cartridge will display a image / record or series of images / records based on navigation state.Results CartridgeUsed to pull in the most relevant product results within a category. In this example, the cartridge is pulling top selling wine classes into the results list first.

Templates and Cartridges Work TogetherTemplate

REVIEWS

GUIDED NAV

RESULTS

Mondavi Wines

Wine Racks

Wines

Wine Furniture

French Wines

Sparkling Wines

Wine Gifts

By Occasion

Under $50

Region

Wineglasses

Optimize experiences that are more valuable with hands-on control

Optimize a Regular Search Results Page

MEDIA BANNER

ANALYTICS

MEDIA BANNER

VERTICAL SPOTLIGHT

Creating a Very Simple Cartridge "Hello, World" example cartridge.

“Hello World”

Creating a Cartridge cont.

"Hello, World" example cartridge.

To create and configure a basic "Hello, World" cartridge:1. Create a cartridge template.

a) Open a new plain text or XML file.

b) Type or copy the following into the contents of the file:

<ContentTemplate xmlns=http://endeca.com/schema/content-template/2008 xmlns:editors="editors" type="SecondaryContent"

id="Hello"> <Description>A sample cartridge that can display a simple message.</Description>

Creating a Cartridge cont."Hello, World"

<ThumbnailUrl>/ifcr/tools/xmgr/img/template_thumbnails/sidebar_con¬tent.jpg</ThumbnailUrl>

<ContentItem> <Name>Hello cartridge</Name> <Property name="message"> <String/> </Property> <Property name="messageColor"> <String/> </Property></ContentItem><EditorPanel> <BasicContentItemEditor> <editors:StringEditor propertyName="message“label="Message"/> <editors:StringEditor propertyName="messageColor" label="Color"/> </BasicContentItemEditor></EditorPanel></ContentTemplate>

c) Save the file with the name SecondaryContent-Hello.xml in the templates directory ofyour application (Discover in our example):

C:\Endeca\apps\Discover\config\cartridge_templates.

2. Upload the template to Endeca Workbench.a) Open a command prompt and navigate to the control directory of your deployed

application, for example, C:\Endeca\apps\Discover\control. b) Run the set templates command.

C:\Endeca\apps\Discover\control>set_templates.batRemoving existing cartridge templates for DiscoverSetting new cartridge templates for DiscoverFinished setting templatesC:\Endeca\apps\Discover\control>

Creating a Cartridge continued"Hello, World"

3. Add the cartridge to a page.a) Open Endeca Workbench in a Web browser.b) From the launch page, select Experience Manager.c) In the tree on the left, select Search and Navigation Pages under the content section, then select the Default Page.d) In the Edit Pane on the right, select the right column section from the Content Tree in the bottomleft.

Creating a Cartridge cont."Hello, World"

Workbench and Experience Manager A look at what the Business User will be using to control cartridges

Workbench Contains:• Data Sources (CAS Console)• Experience Manager (Rules

Manager)• Thesaurus Entries• Administrative Tasks• User Settings

Experience Manager• Developers Create Cartridges

• Business Users Configure Cartridges• Business Users Configure Rules

d) In the Edit Pane on the right, select the right column section from the Content Tree in the bottom left.

Creating a Cartridge continued"Hello, World"

e) Click add to open the cartridge selector dialog shown on next page.

Creating a Cartridge continued"Hello, World"

f) The cartridge selector dialog displays.

Select the Hello cartridge and click OK.

Cartridge Basics continued"Hello, World"

While there is no one way to write rendering code for an application, in this example we'll write a simple JSP renderer for our basic cartridge.A basic "Hello, World" renderer:1. Create a new JSP page and type or copy the following:

<%@page language="java" pageEncoding="UTF-8" contentType="text/html;charset=UTF-8"%>

<%@include file="/WEB-INF/views/include.jsp"%><div style="border-style: dotted; border-width: 1px; border-color: #999999; padding: 10px 10px"> <div style="font-size: 150%;

color: ${component.messageColor}">${component.message} </div> </div>2. Save the renderer to discover-electronics-authoring/WEB-INF/views/desktop/Hello/Hello.jsp.3. To see the result refresh the Discover Electronics authoring application at http://<workbench-host>:8006/discover-authoring/

Cartridge Basics continued - (Rendering)"Hello, World"

Cartridge Basics continued"Hello, World"

Hello World

Review Reference Template

The template contains two main sections: the <ContentItem> element and the <EditorPanel>element.

Review Reference Template cont.

Oracle Endeca Commerce Cartridge Developer’s Guide

Site Analysis A Look at How Cartridges are Used on a Site

Targeted promotions based on customer context “buggy”

Social navigation based on most relevant product and customer attributes

Customer ratings and reviews exposed as navigation options

Video and other rich content in context boosts user confidence

Guided navigation exposes relevant next steps

Content Spotlighting - Cartridges

The Scenario: A company wants to sell specific Sony camera accessories only when a specific Sony brand is searched for.

Endeca allows one to automatically promote contextually relevant information, such as related articles, promotions, or reviews – based on the search and navigation state of the visitor.

Create a content collection which is a group of rules triggered in specific instances. A collection fills a slot in the template.

A trigger is then associated with one or more locations.

Remember - Endeca Commerce is used for B2B - Clients

Consumer Brand

B2B Manufacturers

A further look into Endeca guided navigation and search

The Initial Problem

Workbench and Experience Manager

Workbench Contains:• Data Sources (CAS Console)• Experience Manager (Rules

Manager)• Thesaurus Entries• Administrative Tasks• User Settings

Experience Manager• Developers Create Cartridges

• Business Users Configure Cartridges• Business Users Configure Rules

How Long is Your Tail?

Customers spend more time in the long tail

LCD Televisions +Samsung +

42 +Under $600

Superhero ActionMovies +Blu-Ray +

New Releases

Blu-Ray DiscPlayers +

Wi-Fi Built-in +Under $250

Guided Navigation & Iterative Refinement

Guided NavigationClassification categories

(dimensions) based on the facets in the results

Locator Links (Breadcrumbs) Display current

search and navigation state

Refinements

Dimensions

Customer Self-Service:

Social Content

How-to Guides

Targeted Promotions

Rich media

RICH CONTENTStreamlined Cross Channel Research Experience: Customer Confidence

Guides, PDFs, DatasheetsBoost customer confidence with product information in the context of their research

Rich MediaVideos and other rich media help customers make the right decision

Community ContentShow blog or knowledge center content in the context of the customer journey

ADVANCED SEARCHStreamlined Cross Channel Research Experience

Search Type AheadPrompt for valid next step, taking out the guess work

Relevance StrategiesControl relevance and presentation, sorting by what’s most important to customers

Spell CorrectionPresent valid alternatives keeping researchers on the right path

SEO: More Data and Content Exposed Drives More Web Searchers from Google, Yahoo! And Bing

Category

Sub-Category

Attribute

AttributeAttribute

Sub-Category

Sub-CategorySub-Category

Attribute

Attribute

Attribute

Attribute

AttributeAttribute

Attribute

Category

Sub-Category

Sub-Category

Sub-Category

Sub-Category

Category

Sub-Category

Sub-Category

Sub-CategorySub-Category

Category

Sub-Category

Sub-Category

Sub-Category

CategorySub-Category

Attribute Attribute

Attribute

Attribute

Attribute

Attribute

AttributeAttribute

Attribute

Attribute

AttributeAttribute

Attribute

Attribute

Attribute

Attribute

Attribute

Attribute

Attribute

Attribute

Attribute

Attribute

Sub-Category

Sub-Category

Facetted approach dramatically expands site footprint

Dynamic URL beautification and site map generation come out-of-the-box

Simple indexing of video, social content and keyword-rich documents impacts rankings

Endeca for Mobile

Best in Class Experience Out-of-the-Box

Focus on innovation, not buildingfrom scratch

Customizable; same underlying reference application powers many different brands

Robust reference applications are optimized for each platform

Mobile Web iPhone App iPad AppiPad App

Social integration

Templates optimized for each platform

Automatic device detection for mobile WebBarcode scanning

Integration with cart,reviews, web analytics

Pre-built Mobile Features

Location-based features

Integrate with existing backend technology, data, and content for total consistency

Link activity to drive traffic to other channels

Sync activity across channels - like cart, wish list, and history

Integrated for Cross-Channel Consistency

One Tool for All Channels

• Increased scalability with small team• Decreased hardware footprint• Increased traffic and conversion rates• Increased relevancy: 93% of top searches

returning expected or better than expected results

Cross Channel B2B Commerce

• Goal to increase conversion rates and AOV in all touch points – web and mobile.

• Leverage same technology infrastructure to power online and mobile customer experience

• Live in 8 weeks with mobile web

Saving for College – Anywhere, Anytime

• Goal was to make it easier for parents to find UPROMISE affiliated shops to save more money for college

• Mobile web, iPhone available in iTunes, Android• Allows users to have locally relevant experience • Advanced features: location-based filters integrated

with search, navigation and merchandising

Endeca for Social

Endeca Puts Facebook Data into Action

Facebook Insights The OpenGraph

Built-in Facebook analytics platform

Can be ingested into Endeca

Facebook info: 150+ metrics

Open source for user activity

Can only be accessed at run time

User info: location, gender, age, likes, comments, shares, referrals

Endeca uses these data sources to automate personalization and merchandising across channels

Endeca takes raw data from Facebook and makes it meaningful by putting it in the hands of the business user

Facebook Social Commerce

Assumptions for getting started:• You have created a new application within Facebook. If not go

to http://www.facebook.com/developers/ and setup a new app.

• You are the administrator or have access to the administrator of your Facebook application.

• You are familiar basic Endeca and Experience Manager concepts.

• You have a working understanding of java web applications. For detailed information, see the Oracle Getting Started Guide – Facebook Social Commerce.

Opportunities are On and Off Facebook

“On”On Facebook.com

“Off”Your mobile and Web environments

Personalize Experiences in Real Time

most Liked

recommended for you

web analytics

top rated, hand-placed

bir

thday r

em

inder

Rec

Data coming from Facebook becomes another source

Use it to merchandise and personalize

On│Personalize Experiences in Real Time

what Rebecca has explicitly Liked on the

Open Graph

recommended based on demographic data

synched with profile

Off │Personalize Experiences in Real Time

Personalization

Relevancy

Recommendations

Merchandising

Facebook Store Features

Content Cartridge

Friend’s likes and Wishlists shown, links to products or gift suggestions based on individual’s Facebook activity, profile

Branded Storefront: allows users to gain access to special promotions, belong to greater community; gives retailer access to large amount of data, controlled through web interface

Merchandise with standard Experience Manager options, or Facebook data

Copyright ©2010 Endeca Technologies, Inc. All rights reserved. Proprietary and confidential.

In-app search and navigation, integration with eCommerce platform

Cartridge for featured product

Incorporate features to build a Facebook user community

Upcoming birthdays shown with links to gift suggestions based on individual’s Facebook activity, profile

Transactional Store within Facebook: allows users to stay within the environment; gives retailers access to huge amount of data, deep-link with Newsfeed

Merchandise with standard Experience Manager options, or Facebook data

Birthday reminders with tailored gift suggestions: based on individual’s Facebook activity, Facebook/Web data – or based on what the merchandiser wants to promote

Facebook comments boost confidence to purchase

Spotlight top suggestions, allow users to browse more

Tiered suggestions:Tier 1: Liked product, brandsTier 2: People like you, profilesTier 3: Data driven rules (Facebook analytics, site analytics)

Copyright ©2010 Endeca Technologies, Inc.

Check out within Facebook: fully integrated with commerce platform for seamless checkout, consistent experience

Populate billing, shipping information stored in platform

What’s in the Box?

• Facebook Connector

To ingest Facebook Insights data into the Endeca engine

• Facebook Store Reference Application

Fully-featured transactional store optimized for Facebook• Experience Manager Cartridges with hooks to the OpenGraph:

• Endeca core cartridges• Endeca socialized cartridges• Facebook social plug-ins cartridges

• Facebook Extension Pack

Experience Manager cartridges to place Facebook content across channels• Cartridges with hooks to the OpenGraph:

• Endeca socialized cartridges• Facebook plug-in cartridges

Appendix

Appendix A What’s New in Endeca 3.1

Oracle Endeca Guided Search:

• Oracle Endeca MDEX Engine 6.3

• Oracle Endeca Tools and Frameworks 3.1

• This new package should be used for deployments licensed for Oracle ESearch only (without Experience Manager) and includes the following:

• Endeca Workbench (with Rule Manager)

• Endeca Assembler

• Deployment Template

• Reference Applications (Desktop)

• Product Catalog Integration Deployment Template Module

Appendix A What’s New in Endeca 3.1

Oracle Endeca Tools and Frameworks with Experience Manager 3.1

• This new package includes the following:

• Endeca Workbench (with Experience Manager)

• Endeca Assembler

• Deployment Template

• Reference Applications (Desktop & Mobile Web)

• Deployment Template Module for Product Catalog Integration

• Experience Manager Extension SDK

Other components used for each software license remain the same. Oracle Endeca MDEX Engine 6.3 is backwards compatible with Oracle Endeca Workbench 2.1. Oracle Endeca MDEX. Engine 6.3 is required for all deployments of Tools and Frameworks 3.1.

Appendix A What’s New in Endeca 3.1.1

• Improved MDEX Engine search behavior for 22 languages

• Migration guide and tools for migrating an application using Workbench 2.1 to a 3.1 environment

• Keyword Redirects tool enhancements

• Enhanced record browsing within Experience Manager editors

• New Content Acquisition System data sources and manipulators

• New programmatic interfaces for managing Endeca Commerce configuration and settings

• Enhanced user access control within Endeca Workbench and Experience Manager

• Ability to switch to a different application from the same Endeca Workbench login session

• Endeca Assembler support for Endeca Query Language (EQL) filters

Appendix A What’s New in Endeca 3.1.2

The Oracle Endeca Commerce 3.1.2 release includes a set of usability improvements in

Experience Manager, additional features in the Endeca Assembler, continued investment in

the MDEX Engine and data integration capabilities. Additionally,Endeca Commerce 3.1.2 is coupled with the ATG Commerce 10.2 release to provide native iOS reference applications for iPhone and iPad leveraging the Endeca Assembler.

This release includes the following updated packages:

• Oracle Endeca MDEX Engine 6.4.1

• Oracle Endeca Tools and Frameworks 3.1.2

• Oracle Endeca Content Acquisition System (CAS) 3.1.2

Appendix B OEID Environment• Windows (Windows 2008) / Linux (Oracle Linux 5, Linux RHEL 5)• Minimum hardware requirements

• X64 processor• 1.8 GHz CPU• 3 GB RAM• 80 GB hard drive

• Recommended hardware requirements• X64 processor• 3.0 GHz CPU• 8 GB RAM

Documentation• Oracle Endeca Information Discovery Technical Overview• Oracle Commerce Guided Search/Experience Manager

Documentation• Oracle Commerce Platform Documentation (formerly ATG Web

Commerce)• Oracle Endeca Commerce Tools and Frameworks Deployment

Template Deployment Guide• Oracle Endeca Commerce Assembler Application Developer’s Guide• Oracle Endeca Commerce Experience Manager Developer’s Guide