Introduction

The integrated solution of Oracle Responsys and Optimove helps increase customer engagement and spend by using predictive customer modeling to personalize highly-effective customer communications.

Marketers use Optimove to target and plan their customer marketing campaigns based on the advanced customer segmentation on which the product is based. Using Optimove’s customer modeling system, marketers are able to easily define and discover interesting groups of customers to target — groups that the company’s marketers wouldn’t have been able to otherwise identify and target.

The next step is for the marketing team to develop the particular offers and incentives they want to send to each target group of customers.

Every night, the Optimove software generates the specific lists of customer IDs to receive each pre-planned marketing campaign — along with the Oracle Responsys email campaign ID and scheduled send time. Optimove pushes the lists to Oracle Responsys via API and then Oracle Responsys sends out each personalized campaign at the specified time.

During and after the campaign’s execution, Optimove reports on the financial success metrics of each campaign (compared to a pre-selected control group) or the winner of an A/B (or A/B/n) campaign test.

How it Works

1. Prepare and Maintain Customer Contacts in Oracle Responsys

Once the marketer has opened an Oracle Responsys account, the first step is to create the Oracle Responsys Contacts that will receive Optimove-generated campaigns. This is accomplished by importing user data (including email addresses) into a designated profile list in Oracle Responsys. Additional fields, such as first name and last name, may also be imported.

It is important that the freshness of this data be maintained on a daily basis. For example, when new customers join, their information must be promptly added as Contacts in Oracle Responsys.

Who does it: the marketer, with support from Oracle Responsys.

2. Prepare Customer Data for Import into Optimove

The marketer, usually with assistance from internal IT staff, prepares the company’s raw data into the specific formats required by Optimove. These customer profile tables, which describe each customer's attributes, will be imported daily by Optimove. Optimove uses this data to segment customers into a variety of dimensions (lifecycle stages, micro-segments, etc.) and to track the behavior of customers and target groups over time. Note that, for the Oracle Responsys integration to work, customer email addresses must be included in this data.

Who does it: the marketer, with support from internal IT staff and Optimove integration staff. When required, Optimove staff can take a leading role in this stage.

3. Granting Optimove Access to the Oracle Responsys API

In order for Optimove to connect to the Oracle Responsys API, it needs to have login credentials to the client’s API instance: API URL, Username and Password. The marketer must provide these credentials to the Optimove staff. Note that these supplied credentials must include those necessary to execute Oracle Responsys Advanced Campaign API commands.

Optimove communicates with Oracle Responsys via Oracle Responsys’s REST and Advanced Campaign APIs. (For the technically inclined, Oracle Responsys’s API guide is available here.)

Who does it: Optimove sets this up in the software, using the credentials provided by the marketer.

4. Enabling Optimove to Access Oracle Responsys Email Campaigns

Optimove retrieves the list of available email campaigns via the Oracle Responsys API. In order to be accessible by Optimove, the following steps must be implemented within Oracle Responsys:

  • Provide a common folder named OPTIMOVE containing all relevant campaigns to be executed through Optimove (this enables campaign previews within Optimove).
  • Create the email campaigns under the OPTIMOVE folder, using content created in Responsys.

Who does it: the marketer, with support from Oracle Responsys and Optimove integration staff.

5. Using Personalization

In order to include personalization tags in Oracle Responsys campaigns executed via Optimove:

  • Define in advance the specific set of personalization tags you want to populate, with your CSM.
  • Add the tags defined to the campaign content, using only tags of type Dynamic Variable:
    • Open the personalization dialog from the template editor
    • Click on Add Table
    • Select the ‘Dynamic Variables’ option
    • Fill out the dynamic variable name
    • Drag the new tag to the right-side area of the dialog
  • Note that tag names defined in Responsys must correspond to the tags defined in Optimove via your CSM.

6. Using the Joint Optimove-Oracle Responsys Solution to Create and Send Customer Campaigns

When scheduling an Oracle Responsys campaign using Optimove’s Run Campaign wizard, the marketer selects the desired email template (campaign) from a drop-down list, and can also preview the template (campaign) from within Optimove.

7. Optimove Generates the Oracle Responsys Email Campaign

Each time Optimove actually sends an email campaign via Oracle Responsys, Optimove connects to the Oracle Responsys API and creates a copy of the selected campaign under the folder OPTIMOVE_SENT, creates and populates the corresponding supplemental table with the email addresses of the campaign’s recipients plus any additional data required, and specifies the date and time when Oracle Responsys should send out the campaign.

Important note: Any customer email address that does not already appear in Oracle Responsys will not receive the email (see Prepare and Maintain Customer Contacts in Oracle Responsys, above).

Note: Due to Oracle Responsys technical limitations, campaign metrics (such as delivery, open and click rates) will not appear in Optimove's Campaign Analysis reports for campaigns sent via Oracle Responsys.