Customer segmentation and advanced mail campaigns of promotion electronic services in Elektroprivreda BiH by using Oracle Siebel CRM and Oracle BI tool
Track
Business Intelligence & Analytics
Date and time
Thursday, 17. October 2019., 09:30
Room
Hall D
Duration
30'
Since 2016, Public Enterprise Elektroprivreda BiH works on open electricity market, which brought many changes in business processes and IT support as well. It was neccessary to implement a completely new approach to the cutomer, his needs and requirements, which resulted in implementation of new CRM functionalities. Besides reactive approach to customer requirements and complaints, we had to implement proactive approach through marketing campaign providing different electronic services, such as: e-bill (electronic delivery of electricity bills), sms-bill, e-payment (electronic payment) and many others.Implementation of these activities required proactive market segmentation, identification of certain customer groups by some filter, and providing outgoing campaigns and services to end customers. In order to implement these activities we used two Oracle tool: Oracle Siebel CRM and Oracle BI Enterprise Edition (OBIEE). OBIEE application is generally used for business analysis and reporting on certain dana in CRM database.OBIEE is organized in three layers: physical layer, business layer and presentation layer. On physical layer there are metadata from CRM database as well as pointers to tables and views. Tables in CRM database are logically connected and transfered to the business layer. If needed, there can be created additional logical tables, calculations, new fact tabels, and many other new objects. Business layer logic is transfered to the presentation layer in identical form where data become available to end users, separated into different subject areas.For market segmentation we used subject area „Campaigns“ which contains data about: customers, contacts, e-services, addresses, and many others.Customer segmentation is started by creating analysis with certain filters. For instance, we can get all household customers in Elektrodistribution Sarajevo that use e-bill service. Result of this analysis is stored in CRM outgoing campaign. That campaign contains a record for each customer contact data (phone, e-mail). Since this is e-mail campaign, e-mail address will be the key data for sending e-mail to end customers. In CRM application, we create template for e-mail campaign which contains: subject, email body and attachment. If we want to add some picture in e-mail body, we create HTML template.Running campaign can be automatized through some scheduled job or it can be started manually and controlled by administrator.Campaign monitoring is done through special OBIEE reports or on CRM.Using Oracle Siebel CRM in combination with OBIEE tools is very simple, flexible and intuitive solution that gives many different possibilities for customer profiling and adjusting to business needs, for the purpose of improving customer relationship.
Lecture details
About speaker
Selma Kovačević, author
Current position: ICT manager for Billing systems, cerifited Project Manager Associate.
Previous positions: System administrator, Expert associate for planning, developing and implementing ICT projects, I was the leader, as well as the participant, in many complex IT projects, such as:
• Implementation and administration of Customer Relationship Management system• Implementation and administration of Oracle and Microsoft Business Intelligence solutions
• Implementation and administration of Microsoft Project server
• Implementation and administration of centralized Database Activity monitoring and protection (IBM Infosphere Guardium)
• Implementation of Information Security Management System according to ISO 27001 standard in Public Utility company
• Implementation of ITIL-based processes (Incident Management, Problem Management, Request for Fulfillment, Asset Management, Change Management)
EDUCATION Faculty of Electrical Engineering, Department for Computer Science and Informatics, Sarajevo, BiH
Master science degree April 2008Thesis: Impact of VoIP services implementation to business information systems, score: 10Faculty of Electrical Engineering, Department for Computer Science and Informatics, Sarajevo, BiH Undergraduated degree September 2002Information system for human resources in a public company, score 10 SKILLS/INTERESTS Language – English TOEFL level (Internet-based), German basic
• IPMA (International Project manager Association) certified Project Manager Associate
• IBM Infosphere Guardium Database Audit certified administrator
• RSA enVision system certified by EMC RSA
• ITIL v3 certified expert
• Information Security Management systems (ISMS) certified expert
• ISO 27001 Lead Auditor certified expert• Oracle Business Intelligence Familiar with different ICT technologies: Windows platforms, Database Management platforms (Oracle, MS SQL), Project Management systems (MS Project server), Server platforms (HP, IBM), Disk Storage systems (EMC, HP, IBM), Network solutions (Cisco Systems, Extreme Networks, D-Link... ).
Publications:
• „Implementation of software processor for electronic exchange of customers documents in Elektroprivreda BiH“, TELFOR 2018, Belgrade Serbia• “Using modern CRM tool to inform customers about power disruptions“, CIRED 2018, Neum BiH
• “Managing investment projects in distribution systems using modern Microsoft Project IT tools“, CIRED 2018, Neum BiH
• „Managing investment project in Elektroprivreda BiH using MS Project server“, Microsoft Network 2018, Neum BiH• „Oracle Database and application consolidation on a purpose-designed hardware and software systems in JP Elektroprivreda BiH”: BH K CIGRE 2017, Neum BiH
• „Implementing advanced web forms and tools for successful promotion of JP Elektroprivreda BIH as a supplier on open electricity market”: BH K CIGRE 2017, Neum BiH• „Implementing MS Project tools for the purpose of managing investment projects in distribution business of JP Elektroprivreda BiH”: BH K CIGRE 2017, Neum BiH
• „BI/DWH implementation in Elektroprivreda BiH”, Microsoft Network 2016, Neum BiH• „Role and position of Customer relationship management system in the context of deregulated market and new organization of Public company for producing and distributing electrical energy of Bosnia and Herzegovina”: BH K CIGRE 2015, Neum BiH
• Implementation of Disaster Recovery system in Public company for producing and distributing electrical energy of Bosnia and Herzegovina as a prerequisite for business continuity”: CIGRE SRBIJA 2015, Zlatibor, Srbija.
• “Customer information system in a deregulated electricity market”, CIRED SRBIJA 2014, Vrnjačka Banja, Srbija• Grabovica, Elvedin, Borovina, Džemo and Kovačević, Selma: “Information Technology model for supporting open Utility market”, The paper was presented at the 2014 International Conference on Power Systems, Energy, Environment (Interlaken, Switzerland) and published in Springer Verlag book
• Grabovica, Elvedin, Borovina, Džemo and Kovačević, Selma: „Information Technology Support for Power Supply Company that Operates in Open Utility Market“, International Journal of Computer and Communication Engineering, Vol.3, No.2, March 2014., ISSN: 2010-3743, pp. 127–133, 20.-21. February 2014., Barcelona, Spain; Paper is indexed in 2014 3rd International Conference on Information Computer Application (ICICA2014).
• “Using IBM Infosphere Guardium system for improving database security in Public company for producing and distributing electrical energy of Bosnia and Herzegovina”, BH K CIGRÉ 2013
• “Database Audit System as an Effective Way of Improving the Overall Database Security”, International conference ITI 2013
• “One example of ITIL in implementing new e-mail services”, International conference ITI 2010
• Regularly published article on ICT topics (Cloud computing, Security in telecommunication systems, Implementation of Contact center, etc.) in magazine “Telecommunication
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