sig leader: chad petersen (customer, carolina.com)
TRANSCRIPT
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
SIG Leader: Chad Petersen (Customer, Carolina.com)
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Program Agenda
SIG Membership Update & Overview (recap)
Customer Demo – DSW
Oracle Commerce (ATG & Endeca) Personalization Workshop
Wrap Up
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Today’s Presenters
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Chad Petersen (SIG Leader) Director, eCommerce
Kristin Ewig Manager, E-Commerce Platform & Products
Jill Campbell Global Commerce Solution Strategy Director
Lindsay Steel On-Site Search Specialist
Glen Borkowski Solution Strategist
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Please welcome our newest SIG member companies –Canon –KLX Aerospace –Liberty Media –Restoration Hardware
SIG Membership Update
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69 members in our LinkedIn Group (“ORUG: Oracle Commerce Special Interest Group”)
SIG Goal: Enhance our experience with Oracle Commerce products while also providing Oracle with feedback, ideas, and priorities. Comprised of and facilitated by Oracle Commerce (ATG & Endeca)
customers; supported by Oracle. Interact with peers, discuss techniques, roadmap ideas, and more. Interact with Oracle solutions management team. Quarterly webcasts and in-person once a year (TBD).
SIG Goal and Overview
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250 members representing 72 companies
DSW.com Endeca Search Improvements
November 11, 2015
UPGRADE EXPECTATIONS DSW.com Upgrade to version 11 (ATG/Endeca/Experience Manger) • April 2015 from ATG version 9.4 & Solr Search
• Increased Efficiency • On-Site Search:
– +20 bps increase in conversion of on-site search traffic (estimated at 15% of traffic)
• SEO expectation: +20% in natural search 2
Strategic Init iatives
Recent Projects Leveraging ATG/Endeca/XM:
• Dedicated On-Site Search Specialist
– Maximization of Endeca Search • Search Tuning
• Merchandising results of top search terms or marketed terms (using Boost/Bury)
• Manage Type Ahead List
• Maintain thesaurus entries
• Analytics & Reporting – Highlight opportunities to merchants
• Add and optimize content headers on search results pages – SEO – Additional communication to customer
ON-SITE SEARCH
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DISPLAY NAME / SHORT DESCRIPTION
CATEGORY
BRAND
COLOR
COLOR FAMILY
GENDER
PARENT / CATEGORY KEYWORDS
LONG DESCRIPTION
KEYWORDS
ORIGINAL STYLE ID
MATERIAL 1
MATERIAL 2
E N D E C A V A L U E S
S E A R C H E D --------------------
R E L E V A N C Y R A N K I N G
INCREASED EFFICIENCY
Inventory/New/Rating Boost/Bury Product
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ON-SITE SEARCH
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Customer
Experience + Top-line Metrics
Enhancements, Efficiencies +
Benefits Endeca
Implementation
ON-SITE SEARCH
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30 bps Increase
Conversion Rate
49% Increase
Click-Thru %
11% Increase Onsite
Searches
*May – June 2015
E N D E C A S O L R
ON-SITE SEARCH
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59% Increase
Conversion Rate
36% Increase
Click-Thru %
122% Increase Onsite
Searches
*May – June 2015
O P T I M I Z E D
ON-SITE SEARCH
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O P T I M I Z E D
ON-SITE SEARCH
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E N D E C A – S E A R C H – U R L
ON-SITE SEARCH
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E N D E C A – S E A R C H – U R L
ON-SITE SEARCH
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+21 bps Conversion Rate
+13% Click-Thru %
+1% % of Total
Traffic
**IMPROVED %TRAFFIC, CLICK-THRU %, & CONVERSION
P O S T – U P G R A D E
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SIG Leader: Chad Petersen, Carolina Biological Supply
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
ORACLE COMMERCE PERSONALIZATION SERIES SESSION 3: Catalog & Content Attribution Strategy
Glen Borkowski, Solution Strategy Director November 11, 2015
UNDERSTANDING CHANNEL
REWARD
DEVICE PREFERENCE
LOCATION
CONTENT
INSIGHT
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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, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
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Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
The Oracle Commerce Personalization Series
Session 1: High-level Conceptual Overview
Session 2: Profile Definition & Segmentation Strategy
Session 3: Catalog & Content Attribution Strategy
Session 4: Targeted Content (User States, Channels, etc.)
Session 5: XM Tips, Tricks & Techniques
Session 6: Personalization: Governance & Processes
Session 7: Select Personalization Use Cases
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Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Program Agenda
What is attribution and why does it matter?
Sample Data Flow: data sources, curation, and delivery
Oracle Commerce business user tools: how to manage attribution
BCC: curation examples
Experience Manager: leveraging attributes
Best Practices
Q/A
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What is attribution and why does it matter?
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Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Content Attribution • What
– The definition and management of how you describe catalog / content items – Obvious examples: Product: name, description, color, price – Not so obvious: featured (T/F), best use (i.e. cold weather), popularity (1-10), etc.
• Why? – Having meaningful attributes attached to these items allows you to effectively target
the correct content to designated users • Most Common Challenge: Dirty Data
– Allows you to define groups or collections of items based on the attributes (i.e. featured products)
– In general, makes writing personalization rules easier
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Sample Data Flow Data Sources, Curation, And Delivery
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Typical data flow
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PIM
CMS
Oracle Commerce
BCC GS & XM Index
(partial & baseline)
Integrations bring over basic attributes
Additional attributes
managed via BCC
Index process runs so Endeca has all attributes (ATG &
Endeca are in sync)
Now ATG and Endeca have all the info they need to deliver a
personalized experience (create targeting rules, search rules, etc.)
Defined Segments in the BCC will automatically appear in
Experience Manager
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Oracle Commerce Business User Tools How to manage attribution
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BCC & Experience Manager
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Curation example using the BCC Content Administration
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Leveraging attribution in Experience Manager
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Experience Manager
• OneColumnPage
• TwoColumnPage
• ThreeColumnPage
• MobilePage
Templates and Cartridges (OOTB) • AutoSuggestPanel
• Breadcrumbs
• ContentSlotHeader
• ContentSlotMain
• ContentSlotSecondary
• DimensionSearchAutoSuggestionItem
• DimensionSearchResults
• GuidedNavigation
• HeaderBanner-ATGCategory*
• HorizontalRecordSpotlight
• Image
• Link
• MediaBanner
• PageSlot
• ProductDetail
• ProductList-ATGCategoryChildren*
• ProductSpotlight-ATGCategoryRelatedProducts*
• ProductSpotlight-ATGCategoryRecommendations*
• ProductSpotlight-ATGSlot*
• ProductSpotlight-ATGTargeter*
• PromotionalContent-ATGSlot*
• PromotionalContent-ATGTargeter*
If your application requires functionality that is not covered by the core OOB cartridges, you can extend existing cartridges or develop your own.
* Cartridges implemented in Commerce Reference Store
• RecordSpotlight
• RefinementMenu
• ResultsList
• RichTextMain
• RichTextSecondary
• SearchAdjustments
• SearchBox
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Experience Manager – Simple Example • Page – select a page
– Default “Search Results” page ( or any page)
• Cartridge – select a cartridge – “RecordSpotlight” cartridge – “ResultsList” cartridge
• Merchandiser – Perform a Task – Boost and Bury
• Merchandisers can write rules leveraging attributes to meet business needs and drive customer engagement – Dynamically (not manual) move featured products to the top of a result set – Dynamically (not manual) move low inventory items to the bottom of a result set – NOTE: Can always override your dynamic selection rule
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Experience Manager
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Best Practices
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Content Attribution Strategy Best Practices Data Sources, Curation, and Delivery • Have the right attributes to meet customer needs
– If they don’t exist, work with IT to create them
• Ensure the process to curate data is efficient – BCC: csv spreadsheet import/export – BCC: Multi-edit – Automate as much as you can vs. hand curate
• Example: Inventory rule to automatically bury products with low inventory – An integration with inventory system – Rule written in Experience Manager
• Example: “Most Popular” concept – Platform automatically updates “Most Popular” attribute of the content with each user click – Take advantage of implicit behavior
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Content Attribution Strategy Best Practices Data Sources, Curation, and Delivery • Be aware of how attributes are defined regarding their data type
– Data types like strings, integers, and booleans are easy to write rules against – Complex data types make writing rules more difficult (and sometimes impossible)
• Example: Order object with many sub-objects
– Work with IT to strike a balance between flexibility and ease of rule management
• Metadata values – Example: Product Color (Black, Ebony, Onyx, etc.)
• Understand how to write rules to meet business requirements – More info in the next session on “targeters”
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Session 1: High-level Conceptual Overview
Session 2: Profile Definition & Segmentation Strategy
Session 3: Catalog & Content Attribution Strategy
Session 4: Targeted Content (User States, Channels, etc.)
Session 5: XM Tips, Tricks & Techniques
Session 6: Personalization: Governance & Processes
Session 7: Select Personalization Use Cases
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | 22
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Future SIG Webcasts – We Need Your Help
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Help bring Oracle Commerce (ATG & Endeca) to life for others! – Highest demand for 10.X, 11.X, and Endeca
Looking for member companies to do 15-20 minute demos – Managing Endeca search – Creative examples of Endeca Experience Manager – ATG Personalization at work (targeting, segments, rules, etc.) – ATG site(s) in Responsive frameworks – ATG Multi-Site in action
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
What’s Next Proposed Schedule
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� Commerce � Merchandising � Planning & Optimization � Stores � Supply Chain � Technology � Functional �
SIG Q2 Q3 Q4
Commerce May 12 Aug 6 Nov 11
Merchandising Jun 4 Dec 3
Planning & Optimization Apr 30 Nov 19
Stores May 21 Aug 20 Nov 3
Supply Chain Jun 25 Oct 13 Dec 8
Technology Jul 30 Dec 17
Functional Dec 9
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Oracle Industry Connect
https://www.oracle.com/oracleindustryconnect/retail/index.html April 12–13, 2016 Walt Disney World Swan and Dolphin Resort in Orlando, Florida.
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Save-the-Date: Oracle Retail Program
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Get Involved! Help us recruit and interact!
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Recruit: Interact: LinkedIn Group: “ORUG: Oracle Commerce Special Interest
Group”
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Thank You!
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Questions or Feedback? – Chad Petersen, SIG Leader – Email: [email protected] – Phone: 336.264.6591 – Contact SIG Leader to request for SIG webcast recording