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Oracle Real-time Decisions

Petr Podbraný

Oracle BI Sales Consultant

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.

Where Does RTD Fit?RTD optimises interactions across all channels

Email Newsletters

PDA Web

Call Center In Person

Kiosk / ATM

Web Mobile Web

lettersReciepts

RTD

Business Process Optimization

Customer Interaction Process

Enterprise Information Model

RTDBusiness Rules &

Self-Learning Predictive Models

Inputs

Process data & context

Process decision point & feedback

• Recommends products and services in real time in the context of each interaction e.g. Call reason, Agent skill level, Time of Day, Pages Seen, Links Clicked…

• Takes into account multiple, competing business priorities e.g. maximise revenue whilst minimize cost and ensure channel compliance

• Automatically learns and self-adjusts based on feedback to continuously improve results

• Significantly more advanced and scalable than “rule-based” systems

• Integrates across multiple interaction channels e.g. web, call centre, teller, kiosk, etc

What Does RTD Do?Optimising customer interactions drives more value

SourceDatabases

AnalyticalMart

Data MiningTools

Scoresand Lists

OperationalApplications

Traditional Learning Process: models lag by weeks or months

Continuous Self-Learning Process: models are updated in real-time

feedback: days or weeks

input fromexternal models

and lists

Advantages:

• Automatic model creation

• Quick to react when behavior changes

• Allows broader scope of analysis

• Simple to implement and run

OperationalApplications

feedback: immediate

decisions

events

Self-LearningAnalytics

Is RTD Same as Data Mining?RTD is Continous Self-Lerning Process Respecting Business Rules

• Demographics: Seg5-HP

• 43 year old Senior Manager

• Married with 3 children

• Own home with low mortgage

• Customer for 20 years

• Usage Profile

• Current (checking) account

• Regular ISA savings plan

• Ad hoc investments

• High Value

• Gold Segment

• Assets

• Check Book

• Debit and Platinum Cards

• Some stocks and bonds

• Call Purpose

• Query recent account feesRobert Knowles

How Can RTD Help?Introducing Robert Knowles – VP Engineering

Robert Knowles is recognized as an exec VP living in San Francisco.

… based on Robert‟s customer and usage profile, RTD predicts that he currently does not have an unusually high risk of churning, and therefore no

retention treatment is warranted, and …

… that the “Gold Investor Service” is the marketing offer that is most appropriate for Robert.

Robert is calling to query the recent fees on his Platinum credit card account. The agent enters this new information in

real time.

RTD predicts in real time that Robert‟s churn risk has increased to „danger‟ level and that an appropriate

retention offer needs to be made right now in order to retain Robert‟s high value business. Hence the agent is

empowered to upgrade Robert to a „No Fee Banking‟ plan.

Robert‟s response is registered by the agent. The response information is recorded in Siebel AND is

communicated to the RTD in real time for self-learning.

RTD creates an activity record in Siebel that, depending on Robert‟s response, enables the

appropriate retention team to follow up his actions.