- In the first phase, we enabled users to go to Siebel Analytics directly from tabs in Siebel Call Center, a very minimal IFRAME based integration.
- In the second, we created a concept of an “action link”, which allowed the user from a Siebel Analytics screen to navigate directly from a result record (e.g. the top opportunity in a top 10 list) to the actual opportunity in the Siebel Sales Force Automation application, where the user could then take immediate action. This was a very powerful concept that remains key to the Oracle Fusion Applications value proposition.
- In the third phase, based on technology that I along with my colleague developed, we provided customers the ability to embed contextual analytics from Siebel Analytics directly into the SFA or Call Center application. For example, the top part of the screen would have a list of the 10 opportunities assigned to a sales rep, and in the bottom part, a set of contextual analytics about that opportunity. As each new opportunity was highlighted, the analytics would update without the user ever leaving their context. This opened up a whole new range of possibilities.
- In the fourth phase, leveraging technology from Sigma Dynamics and now called Oracle Real-Time Decisions, using a combination of predictive analytics and business rules (see James Taylor’s excellent blog for a wealth of information on the topic), we were able to prescribe at the moment of contact with the customer a recommendation for how to treat them (e.g. upsell, free offer, etc.) based on a combination of their current context (for example what they pressed in the IVR tree) along with their historical data from the data warehouse. Here then was the combination of real-time, predictive analytics enacted at the moment of insight that we had all been waiting for in the industry, delivered in a packaged fashion.
In short order, things changed very dramatically in the technology landscape. Oracle acquired PeopleSoft, Siebel, and then Hyperion, thereby also amassing an incredible set of strategic and execution assets, and SAP acquired Virsa, Pilot Software, OutlookSoft, and Business Objects. The pieces were now all in place for SAP and/or Oracle to realize the vision of Strategy-Driven Execution in their comprehensive product portfolios.