I have a client who is interested in Siebel Marketing Enterprise functioning as a data mart. I am looking for feedback regarding its functionality as well as shortcomings. Thanks! Saving Changes...
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Anonymous
Business Objects has embedded its functionality within Siebel Marketing and the demo I saw at last week's Business Objects Users conference was very impressive. This is part of Siebel 2000 and it sounds like this functionaility is now starting to get installed - so not sure how many people can verify its success. I have a brochure on this if you are interested. Saving Changes...
Vijay SankaranDirector, Application Development| Ford Motor CompanyAnn Arbor, Mi, United States
Hi Khristie,
For marketing analysis that stems from Siebel Marketing Enterprise, I think the product has some good features built in.
Typically for a basic marketing data mart application, you want to be able to do the following things (list is not all inclusive):
- Select a group of customers to target - Analyze different segments - Determine customer value by products and segments - Calculate retention metrics - Profitability of Campaigns - Sales and conversion analyses
It seems as though Siebel does these things relatively well. However, Siebel Marketing Enterprise seems to fall short on advanced applications such as data mining: next most likely purchase, market basket analysis, clustering etc...
The basic drawback of a vendor-specific data mart is that you are limited to their database structure and reporting capabilities. For advanced calculations, you may want to use a different tool or integrate other data that adds value, and typically that is hard to do with a vendor specific data mart.
As Tom said, the Businss Objects embedded within Siebel may make it valuable from a reporting standpoint, but you may not be able to use all the features of BO.
For any sort of advanced data analytical operations, I would stay away from out-of-the-box data marts and build on my own...
