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The AMS_WEB_PLACEMENTS_B table is a fundamental data structure within Oracle E-Business Suite (EBS) versions 12.1.1 and 12.2.2, specifically designed to support the Oracle Marketing (AMS) module. This table serves as the base repository for web placement information, which is critical for managing online marketing campaigns, advertisements, and promotional content. The table stores metadata and configuration details that define how marketing content is displayed on web pages, including placement attributes, scheduling, and association with other marketing entities.

Key Attributes and Structure

The AMS_WEB_PLACEMENTS_B table contains several key columns that define the properties and relationships of web placements. These include:
  • WEB_PLACEMENT_ID: The primary key identifier for each web placement record.
  • PLACEMENT_NAME: A descriptive name for the web placement, used for identification and reporting.
  • START_DATE_ACTIVE and END_DATE_ACTIVE: Define the temporal validity of the placement, ensuring content is displayed only during the specified period.
  • STATUS_CODE: Indicates the current state of the placement (e.g., active, inactive, or archived).
  • CREATED_BY and LAST_UPDATED_BY: Audit columns tracking the users who created or modified the record.
  • CREATION_DATE and LAST_UPDATE_DATE: Timestamps for record creation and modification.

Functional Role in Oracle Marketing

In Oracle Marketing, web placements are used to strategically position marketing content, such as banners, promotional offers, or call-to-action elements, on designated web pages. The AMS_WEB_PLACEMENTS_B table acts as the backbone for this functionality by:
  • Content Targeting: Associating placements with specific campaigns, products, or customer segments.
  • Scheduling: Ensuring content is displayed only during predefined time frames.
  • Performance Tracking: Enabling integration with analytics tools to measure engagement and effectiveness.

Integration with Other Modules

The table integrates with several other Oracle EBS modules, including:
  • Oracle Trade Management: For coordinating promotional campaigns and discounts.
  • Oracle Content Manager: To manage the digital assets displayed in placements.
  • Oracle CRM: For aligning web placements with customer relationship strategies.

Technical Considerations

When working with AMS_WEB_PLACEMENTS_B, it is essential to consider:
  • Indexing: Proper indexing on WEB_PLACEMENT_ID and frequently queried columns to optimize performance.
  • Data Integrity: Foreign key relationships with tables like AMS_CAMPAIGNS_B and AMS_CONTENT_ITEMS_B.
  • Custom Extensions: The table can be extended with custom attributes to support unique business requirements.

Conclusion

The AMS_WEB_PLACEMENTS_B table is a critical component of Oracle EBS Marketing, providing the foundation for managing and deploying web-based marketing content. Its robust structure and integration capabilities make it indispensable for organizations leveraging Oracle EBS 12.1.1 or 12.2.2 for their marketing automation needs. Understanding its schema and functionality is key to optimizing marketing campaigns and ensuring seamless content delivery across digital channels.