Oracle CRM On Demand Exposed -
Marketing Management
Best of class CRM systems recognize that marketing management can be one of the clear areas where a CRM initiative can deliver measurable payback. By analyzing the detailed and rich data tracked on prospects and customers in the CRM system, marketing professionals are able to refine product offerings, optimize advertising campaigns, develop nurture campaigns, and measure marketing programs across a wide range of media and channels. The payoff for the rich data captured in the CRM system is the ability to better position the right kind products to the right type of customers leading to higher revenue and greater ROI.
Free: Complete Report – Oracle CRM On Demand Exposed
While Oracle CRM On Demand offers strong
SFA data capture; its marketing management is built almost exclusively around email-based marketing campaigns therefore offering very limited campaign management tools for other types of media. Beginning with the creation of the campaign, Oracle CRM On Demand tracks only the most basic data. Obvious variables such as the start and end date for the campaign are conspicuously missing from the campaign’s default configuration and must be handled as custom fields. Also lacking is the ability to set campaign budgets and objectives. Only a few basic fields can be tracked by default such as manually inputted cost fields and revenue fields. On the other hand, the creation of campaign content is available in Oracle CRM On Demand via industry standard HTML based content editor tools for building rich email content. Like a standard mail editor, Oracle CRM On Demand allows for mail merge to personalize the content in the message. In building a target list, Oracle CRM On Demand allows you to use query tools to select accounts from your database to include in a campaign. Oracle CRM On Demand assumes that your lists will be built from standard accounts or businesses data only so if the hope is to query targets based on previous purchases or customer support calls, it will be necessary to reflect this data on the account or make arrangements for customization of the data model so these elements are accessible. Email sending can be scheduled. It has come to our attention that several Oracle CRM On Demand customers have been assessed a surcharge for emails sent via the system, so be careful that you review this in your agreement with Oracle before signing.
Free: Complete Report – Oracle CRM On Demand Exposed
Since it is based on the email marketing paradigm, Oracle CRM On Demand efficiently tracks total email sent, bounces, opens, and clicks through. These data points are also aggregated into several dashboards and graphics to track campaign performance. The summary reports are generally solid tools that allow a quick view of high-level campaign results. Unfortunately, you have to revert to reports and exports in order to do a deep dive into the data related to campaign results since there is no direct navigation from the chart to the underlying sales data.
Considering the ubiquity of online advertising, a conspicuous absence from Oracle CRM On Demand is pay-per-click results tracking. This function allows a company to track the performance of ads placed online via services like Google’s AdWords. For example, when a sales lead enters the CRM system it will bring with it the keyword related to the ad that the visitor clicked and the information about the registration page they converted from. Thus, you can better determine what keywords are most effective in generating qualified leads and likewise more efficiently manage your advertising costs related to that advertising vendor. Salesforce.com offers this service in their SFA tool at an added cost from one of its many service partners. Others such as Aplicor and RightNow include this functionality in its core product offering. To enable this in Oracle CRM On Demand requires the customer to get extra creative with the standard track-able links and integration services. All this translates to complexity and added cost.
Free: Complete Report – Oracle CRM On Demand Exposed
