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Commerce Server ?? jodiwang@microsoft.com .Net Enterprise Server PMM Microsoft Corporation

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Title: Commerce Server ?? jodiwang@microsoft.com .Net Enterprise Server PMM Microsoft Corporation


1
Commerce Server??jodiwang_at_microsoft.com.Net
Enterprise Server PMMMicrosoft Corporation
2
Key Take away
  • Introduction
  • Commerce Server and BI
  • Improve CRM using Cs
  • Integrate third party ERP with Cs
  • Application Service Provider using Cs
  • QA

3
What is Commerce Server?
  • Commerce Server is
  • Commerce Framework,
  • ---------- ????.

4
CS2000 Sellingpoints
  • ?????????, ?????????, ??????????,
    ??????????????,???????????(???????), ????????.
  • ?????????,????????????,???????,???????.
  • ??????????????????,?????????

5
Commerce Server 2000--??.NET????????????????,??
????
6
.Net ??????
Client???
7
Commerce Server 2000
Business Analytics System
Business Desk
Commerce Server Manager
Business Processing Pipelines System
Solution Sites
8
Microsoft Commerce Server 2000?????????????
9
??7?11?(CRN)-Computer Reseller Network ??????
10
Commerce Server in the News
  • E-Business Just Got Smarterhttp//www.microsoft
    .com/presspass/features/2000/nov00/11-29commerce.a
    sp
  • Microsoft Commerce Server 2000 Powers Leading
    Customers' E-Business Operationshttp//www.micro
    soft.com/presspass/press/2000/Nov00/CommerceServer
    PR.asp
  • Commerce Server 2000 is a big step
    uphttp//www.zdnet.com/eweek/stories/general/0,1
    1011,2663034,00.html
  • Commerce Server Delivers Ammo for Business-Level
    Decision-Makinghttp//www.infoworld.com/articles
    /mt/xml/00/09/04/000904mtcommerce.xml
  • Best of the Best Software
    http//www.zdnet.com/smartbusinessmag/stories/all/
    0,6605,2659975-5,00.html - cserver
  • Crossroads 2001 A-List Award E-Commerce Platform
    Winner
  • PC MagazineEditors Choice
  • Smart Business MagazineA-List award Editors
    Pick

11
??????Commerce Server 2000
12
Outline
  • 1 Commerce Server 2000 Features
  • 2 Business Intelligence(BI) Commerce Server 3
    Improving CRM Using CS 2000
  • 4 Integrate Third-Party ERP System with CS2000
  • 5 ASP(Application Service Provider) Using CS2000
  • 6 Designing B2B Trading Partner Integration
    Solutions
  • 7 Review
  • 8 Question

13
Commerce Server 2000 Features(1)
  • Commerce framework Solutions
  • Consists of five core components
  • Profile system
  • Catalog system
  • Targeting system
  • Business Process Pipeline
  • Data warehouse and analytic system()
  • Business Desk
  • Solution site
  • Extensible

14
Commerce Server 2000 Features(2)
  • Building effective solutions
  • Profile
  • Catalog
  • Targeting
  • Business Process Pipeline
  • Get to market faster
  • Solution site ,SDK
  • Administrative tools
  • Empower business manager
  • Business analytics
  • Business Desk
  • Integrate with other system such as ERP ,CRM .

15
Business Intelligence(BI) Commerce Server
16
Outline
  • ??
  • ????(Business Intelligence)
  • ????????
  • ??????????
  • Commerce Server ???????????
  • Commerce Server ??????
  • OLE DB Provider for Commerce Server
  • Commerce Server ??????
  • ?????????????
  • ??

17
??
  • ???????
  • ??????????????????????????????????????,?????????
  • ???????????

18
????(Business Intelligence)
  • ??????????????????????????????,?????,??????????,??
    ?????????
  • ?????????????????
  • ?????????????????????
  • ?????????????????????
  • ???????,????.

19
????????
  • ??????????????.Net??,???????????,?????????,???????
    ????????????

20
???????( Business Internet Analytics )
????? (Business Analytics) ?? CRM 360??? Cross /
Up Sell ???? ????(webhousing) ??? ??
21
Commerce Server ???????????
  • ????????????????????????????????

22
Commerce Server ??????
  • ?Commerce Server?????
  • ???
  • W3C???????????
  • ??/??/??/????/??
  • ???????
  • ?????? (???????)
  • ?????OLE DB????????
  • ???ASP??????
  • ???????
  • ???????
  • ???????
  • ????(???????????)
  • ??,????

23
????????
  • ?????(Logical Schema)
  • ?(Class). ????(data members)?????RegisteredUser
    ????????????????.
  • ????(Data member)?????????RegisteredUser
    ?????E-mail ???????????????
  • ??(Relation). ??????/???,?????????????????????????
    ?????????RegisteredUser??Request???,??????????,???
    ??????
  • ?????(Physical Schema/Data Store)
  • ???Commerce Server ????????Commerce Server
    ????SQL Server ?OLAP ?????.????????????Commerce Se
    rver ???????????

24
??????????
25
OLE DB Provider for Commerce Server
  • ???????????(metadata)???.
  • ??????????????????
  • ????????(Dimensions)????(Facts.)
  • ?????????? Surrogate ?
  • ???????SQL??????????

26
Commerce Server ??????(1)
  • ?Commerce Server???
  • ??????????????
  • ??????????
  • ???????
  • ???????????OLAP???,??????????
  • ?????????
  • ????
  • ???????????????

27
Commerce Server ??????(2)
  • ???????
  • ??????
  • ???????
  • ???????
  • ????
  • ????????????
  • ????????(List Manager)
  • ??Office????
  • PivotList,??????????????
  • ?????????????? ?PivotList???
  • ????????????

28
?????????????
  • ????????????????????????,????????????
  • ?ERP????????????
  • ?CRM ?????????
  • ????????????
  • ???????????????????
  • ???????
  • ??Commerce server

29
?????????????
30
??????
----------------------------------- ' Add a new
CLASS ----------------------------------- rec.Op
en "CLASS/NewCls", cn, adModeReadWrite,
adCreateOverwrite rec("IsPersistent") 1
Persistent class rec("CatalogName")
"test1 Name of the catalog to
store rec("ClassDefName") "NewCls
Name of the new class rec("SourceDefName")
"test_Source Name of the source rec("GenerateT
ableDef") 1 Create a
table rec("GenerateKeyDef") 1
Create a key for the class rec("GenerateIdentity")
1 Create identity
column rec("__Commit") 1
Commit this class Commit the class to the
catalog cmd.CommandText "CommitSchema cmd.Execu
te
31
?????
' ---------------------------------- ' Add a new
MEMBER ' ---------------------------------- rec.Op
en "MEMBER/NewCls/NewMem", cn, adModeWrite,
adCreateOverwrite rec("MemberDefName")
NewMem" rec("GenerateColumnDef")
1 rec("IsPrimaryKey") 1 rec("DefValAsStr")
"DefaultValue" rec("TypeName")
"WSTR" rec("__Commit") 1 ' Commit Catalog
changes cmd.CommandText "commitschema"
cmd.Execute
32
?????
  • ' ----------------------------------
  • ' Add a new RELATION
  • ' ----------------------------------
  • rec.Open "Relation/MyNewInheritRel2", cn,
    adModeWrite, adCreateOverwrite
  • rec("ChildClassName") NewCls"
  • rec("ParentClassName") ParentNewCls"
  • rec("RelType") 2
    1-m relation
  • rec("ParentClasskey") ParentNewClsKey"
  • rec("__Commit") 1
  • ' Commit Catalog changes
  • cmd.CommandText "commitschema"
  • cmd.Execute

33
??????????
set objRS CreateObject("ADODB.Recordset") objCon
n.Open strURL Open the OLE DB Provider
connection objRS.open "select from "
"stgOTCTable", strSQLConn while objRS.EOF ltgt
True objRec.Open "Instance/" "OTCStore",
objConn, 3, 67108864 objRec("ProductNameCat")
objRS.Fields("stg_ProductNameCat")
objRec("DTimeStamp") objRS.Fields("stg_Date")
objRec("OTCAmount") objRS.Fields("stg_Amount")
objRec("OTCQuantity") objRS.Fields("stg_Quantit
y") objRec("__Commit") 1 objRec.fields.update
' Added one record Not
flushed till connection is closed objRec.Close
objRS.movenext Wend
34
??SQL??
CREATE VIEW AllSalesView AS SELECT
otc.productsid, otc.dateid,
otc.otcamount as Amount,
otc.otcquantity as Quantity, 'OTC' as
StoreType FROM otcstore otc UNION ALL SELECT
o.productsid, oh.dateid,
o.cy_lineitem_total, o.quantity,
'OnLine' as StoreType FROM
orderformlineitems o JOIN OrderFormHeader oh ON
oh.ordergroupid o.ordergroupid
35
?????
  • ' ----------------------------------
  • ' Add a new Instance
  • ' ----------------------------------
  • rec.Open "Instance/NewCls", cn, adModeReadWrite,
    adCreateOverwrite
  • rec(NewMem") StringData
  • rec(MemDate") Now
  • rec("__Commit") 1

36
????
37
BI??
  • ?????????BIS
  • ??Smooth EC??????????

38
Improving CRM Using CS 2000
ECO313
39
Objectives
  • What is CRM?
  • Commerce Server 2000 CRM
  • How to implement Personalization Targeting
  • Analyze Effectiveness
  • Close the Loop

40
Agenda
  • Overview of CRM
  • CRM applications business functions
  • Microsoft's Vision and Strategies for CRM
  • Commerce Server Architecture
  • User Profile Management
  • Targeting
  • Campaigns
  • Analysis
  • Closing the Loop

41
Overview of CRM(1)
  • Customer Relationship Management (CRM) is a
    business strategy designed to optimize
    revenue(??) and profits(??) by
  • increasing customer satisfaction
  • attracting new customers,
  • retaining existing customers,
  • understanding customers better
  • When Web, e-mail, phone, fax, and in-person

42
Overview of CRM(2)
  • CRM is not just the province of private industry.
  • Public sector organizations are also focusing on
    how to build and enhance relationships with their
    "customers."

43
CRM applications business functions
  • Sales automation.
  • Provides sales professionals with access to
    critical customer information
  • tools that enhance their ability to effectively
    sell, as well as manage their time.
  • Marketing automation.
  • Provides marketing departments with campaign
    management, lead generation, and data mining
    tools.
  • Customer service and support.
  • Enables effective and efficient response to
    customer questions, problems, or issues.
  • Channel management/partner relationship
    management.
  • Extends CRM capabilities to the needs of extended
    selling channels such as distributors and
    value-added resellers.
  • Internal help desk.
  • Supporting internal users through applications
    covering network management and support, call
    logging and resolution, and internal customer
    support.

44
Microsoft's Vision for CRM
  • Put the customer at the center of the picture
  • Give all departments a view into a composite
    image of the customers' purchasing and service
    history, as well as their buying, delivery, and
    contact preferences.
  • The ultimate goal of a customer-centric approach
    is to empower each department, and each employee,
    to think and act more strategically about their
    relationship with each and every customer.
  • An effective CRM strategy combines strategies and
    applications for knowledge management, business
    intelligence, and e-commerce.
  • Achieve a 360-degree view of a customer.

45
Microsoft's Strategies for CRM
  • Creating An Agile(??), Customer-Centric
    Enterprise
  • Flexibility
  • An adaptable, scalable, easy to manage
    infrastructure is essential for enterprise
    responsiveness.
  • Microsoft offers a scalable enterprise platform
    based on open standards that integrate well with
    legacy systems, such as database or collaboration
    applications. For instance, built-in support for
    XML.
  • Velocity
  • Utilizing new Microsoft .NET building blocks and
    Web services will speed development time for the
    vast army of developers experienced in building
    solutions on the Microsoft platform.
  • Empowerment
  • Microsoft supports the organizational need to
    implement unified CRM strategies that
    automatically provide the right information to
    the right employeesanywhere, any time, on any
    device.
  • Open, standards-based information technologies

46
CRM and Microsoft
  • Microsoft technologies provide a common
    environment across desktops and servers so that
    organizations can build and administer CRM
    solutions across the entire enterprise.
  • Successful CRM also depends upon the integration
    of disparate technologies such as Internet
    technologies, legacy systems, telephone services,
    front- and back-office solutions, and partner
    applications.

47
How to develop CRM?
  • Using Commerce Server 2000

48
CS Architecture
49
Agenda
  • Commerce Server Architecture
  • User Profile Management
  • Targeting
  • Campaigns
  • Analysis
  • Closing the Loop

50
Profile Service
  • A platform service for managing and tracking
    business data in a dynamic, integrated, and
    scaled Web environment
  • Simple object interface
  • Extensible data object model
  • Data store agnostic
  • Optimized for Internet scale

51
Profile System Architecture
Profile Object exposes simple API for profile
data access ADO Support for Bulk Processing
(Select, Insert, Update)
BizData OLEDB Provider provides standard
interface supporting both the profile service and
ADO Provider exposes simple SQL semantics
(profile analogous to a logical table
view) Provider enables data translations and
data source aggregation base on BizData
definitions
Optimized data source provider plug-ins for
directories (LDAPv3), SQL Server, and OLEDB/ODBC
sources supporting ANSI-SQL subset
52
Using Profile Service
  • Create
  • Set mscsProfileService Server.CreateObject("Comm
    erce.ProfileService")
  • Initialize
  • mscsProfileService.Initialize(sProfileServiceConne
    ctionString, Profile Definitions)
  • Cache
  • Set Application("MSCSProfileService")
    MSCSProfileService
  • API
  • mscsProfileService.GetProfile(Joe_at_somesite.com,
    UserObject)
  • mscsProfileService.GetProfileByKey(Account",
    CJ878987, "UserObject")
  • mscsProfileService.CreateProfile()
  • mscsProfileService.DeleteProfile()

53
Agenda
  • Commerce Server Architecture
  • User Profile Management
  • Targeting
  • Campaigns
  • Analysis
  • Closing the Loop

54
Targeting
  • Expressions
  • Expression Builder
  • Expression Evaluator

55
Targeting Overview
56
Expressions
  • Expressions
  • Targeting conditions
  • Filter queries
  • Business rules
  • Other expressions
  • Expressions are
  • Built on profiles
  • Managed in Business Desk modules
  • Evaluated at run-time
  • Show promotion for new convertible when user
    lives on the east side and income gt 100K
  • Select all users from user profile data store
    who are between 25 and 30 years of age and live
    in Seattle

57
Expressions
  • Target with multiple Expressions
  • AND, OR support
  • Target with Target Groups
  • Collection of expressions actions
  • Require
  • Target
  • Exclude
  • Sponsor
  • Targeting Context Profile
  • Use to target against other contextual values
  • Extensible Schema (Business Desk Profile
    Designer)
  • Page Group is default
  • Consumed by ContentSelector object

58
Expression Builder
  • Business manager focused UI
  • DHTML launched in application context via the
    Business Desk
  • Consumes profiles and site terms
  • Data store
  • Used to name, store and retrieve
  • Expressions represented in XML
  • Demo

59
Expression Evaluator
  • COM component
  • Can preload and precompile Expressions
  • Can evaluate multiple expressions/request
  • Evaluation results cached within a request
  • Callable with expression-id or XML
  • Supports multi-threading for performance

60
Expression Evaluator
  • Create Context Dictionary
  • Set dictProfiles Server.CreateObject("Commerce.D
    ictionary")
  • Set dictProfiles.User oUser1 user profile
  • Set dictProfiles.Address oAddress1 address
    profile
  • Create Expression Evaluator
  • Set oExpressionEval Server.CreateObject("Commerc
    e.ExpressionEvaluator")
  • Evaluate Expression
  • vResult oExpressionEval.Eval(ExpressionID,
    dictProfiles)
  • Use ExpressionStore.GetExprID(BigSpenders) to
    get ID from Name

61
Agenda
  • Commerce Server Architecture
  • User Profile Management
  • Targeting
  • Campaigns
  • Analysis
  • Closing the Loop

62
Campaigns
  • Advertising
  • Discounts
  • Direct Mail

63
Content Selection Framework
Run Time Content Selection Framework
Design Time Business Desk Modules
Users
Web Page
Content Selector
64
Advertising Features
  • Campaign or Campaign Item impression goals
  • Industry conflict resolution (ex., Coke vs.
    Pepsi)
  • Page Group support built in
  • Near real-time performance monitoring
  • Exposure limits
  • New Need of Delivery algorithm ensures smooth and
    even delivery even if overscheduled
  • Target using Expressions, Target Group, or Page
    Group

65
Advertising Features
  • Improved analysis integration
  • Open eventing model via IIS AppendToLog
  • Can also plug in custom pipeline component for ad
    bureau audit logging (Advertising.PCF)
  • CSF automatically tracks the content shown to a
    user and implements a reselect penalty.
  • History stored as HTTP cookie, ASP session,
    UserObject profile.
  • LoadHistory
  • RecordHistory
  • SaveHistory

66
Using Advertising
  • Creating Advertisements using Business Desk
  • Demo
  • Initialize
  • Getting Content
  • Targeting
  • PageGroup
  • Users
  • Products

67
Initialize Advertising
  • Create Global Expression Evaluator
  • Set MSCSExpressionEvaluator Server.CreateObject(
    "Commerce.ExpressionEvaluator")
  • MSCSExpressionEvaluator.Connect(dictConfig.s_BizDa
    taStoreConnectionString)
  • Create Global Advertising Context
  • Set CSFAdvertisingContext CreateObject("Commerce
    .Dictionary")
  • Configure with Expression Evaluator
  • Set CSFAdvertisingContext("Evaluator")
    oExpressionEvaluator
  • Configure with cache manager
  • Set CSFAdvertisingContext("CacheManager")
    oCacheManager
  • CSFAdvertisingContext("CacheName")
    "Advertising"

68
Initialize Advertising
  • Configure click redirect (records clicks)
  • CSFAdvertisingContext("RedirectUrl")
    sRedirectUrl GetBaseUrl() "/redir.asp"
  • Load Advertising pipeline
  • Set oPipe Server.CreateObject("Commerce.OrderPip
    eline")
  • oPipe.LoadPipe(oPipelineMap.Advertising)
  • Set CSFAdvertisingContext("Pipeline") oPipe
  • Store Ad Context in application variable
  • Set Application("CSFAdvertisingContext")
    CSFAdvertisingContext

69
Getting Ad Content
  • Create Content Selector
  • Set oCSO Server.CreateObject("Commerce.ContentSe
    lector")
  • Configure with Product information
  • Set oCSO.Products ProductDetails
  • Function GetShownProductsDetails()
  • Function listGetShownProductsInfo()
  • Configure content selection parameters
  • oCSO.NumRequested 1
  • oCSO.Border 1
  • oCSO.TargetFrame "_top
  • oCSO.Size "Banner"
  • oCSO.PageGroup Home
  • Set oCSO.UserProfile oUserProfile

Targeting Context
70
Getting Ad Content
  • Call content selector to get content
  • Set Ads oCSO.GetContent( Application("CSFAdverti
    singContext") )
  • Render Ad content collection
  • For Each Ad In Ads
  • Response.Write(Ad) ltBRgt
  • Next
  • FormatTemplate pipeline component
  • Formats text based on ad specification in
    Business Desk (Ad Display section)
  • Modifiable using Resource Kit tool
  • Can also replace with custom format component
    (must use C due to interface)

71
Discounts
  • Reacts to product page and users basket
  • ScoreDiscounts used for product page Discount.PCF
    pipeline
  • OrderDiscounts used for basket page Basket.PCF
    pipeline
  • Supports page/basket and item level display
    message
  • Uses catalog expressions to define
  • Basket requirements (Buy)
  • Award requirements (Get)
  • Combines 3.0 Discount with 4.0 Ad
  • Can require a click on discount image to
    qualify for discount

72
Using Discounts
  • Creating Discounts using Business Desk
  • Demo
  • Initialize
  • Getting Content
  • Targeting
  • PageGroup
  • Users
  • Products

73
Initialize Discounts(same as Ad init)
  • Create Global Expression Evaluator
  • Set MSCSExpressionEvaluator Server.CreateObject(
    "Commerce.ExpressionEvaluator")
  • MSCSExpressionEvaluator.Connect(dictConfig.s_BizDa
    taStoreConnectionString)
  • Create Global Context for CSF Discounts
  • Set CSFDiscountContext CreateObject("Commerce.Di
    ctionary")
  • Configure with cachemanager
  • Set CSFDiscountContext("CacheManager")
    oCacheManager
  • CSFDiscountContext("CacheName") "Discounts"
  • Configure with Expression Evaluator
  • Set CSFDiscountContext("Evaluator")
    oExpressionEvaluator

74
Initialize Discounts
  • Configure click redirect (records clicks)
  • CSFDiscountContext("RedirectUrl") sRedirectUrl
    GetBaseUrl() "/redir.asp"
  • Load Discount pipeline
  • Set oPipe Server.CreateObject("Commerce.OrderPip
    eline")
  • oPipe.LoadPipe(oPipelineMap.Discounts)
  • Set CSFDiscountContext("Pipeline") oPipe
  • Store Discount Context in application variable
  • Set Application("CSFDiscountContext")
    CSFDiscountContext

75
Getting Discount Content(same as Ad Get)
  • Create Content Selector
  • Set oCSO Server.CreateObject("Commerce.ContentSe
    lector")
  • Configure with Product information
  • Set oCSO.Products ProductDetails
  • Function GetShownProductsDetails()
  • Function listGetShownProductsInfo()
  • Configure content selection parameters
  • oCSO.NumRequested 1
  • oCSO.Border 1
  • oCSO.TargetFrame "_top
  • oCSO.Size "Banner"
  • oCSO.PageGroup Home
  • Set oCSO.UserProfile oUserProfile

76
Getting Discount Content
  • Call content selector to get content
  • Set Discounts oCSO.GetContent(Application("CSFDi
    scountContext"))
  • Render Discount content collection
  • For Each Discount In Discounts
  • Response.Write Discount ltBRgt
  • Next
  • FormatTemplate pipeline component
  • Formats text based on ad specification in
    Business Desk (Ad Display section)
  • Modifiable using Resource Kit tool
  • Can also replace with custom format component
    (must be C due to interface)

77
Rendering Basket Discounts
  • Run OrderDiscount component in basket pipeline
  • oOrderForm.Value("_discounts")
  • ContentList with discount messages
  • oItem.discounts_applied
  • Populated with item discounts
  • Item discount values
  • oItem.Value("_cy_iadjust_currentprice")
  • oItem.Value("_cy_oadjust_discount")
  • oItem.Value("_cy_oadjust_adjustedprice")

78
Rendering Basket Discounts
  • Enumerate oItem.discounts_applied to get discount
    description
  • For Each ciid In oItem.discounts_applied
  • sDesc GetDiscountDescription( ciid,
    oOrderForm.Value(_discounts)
  • oItem.Value("_messages") oItem.Value("_messa
    ges") "D" CStr(ciid) mc_NBSP sDesc
  • Next
  • Function GetDiscountDescription(ByVal ciid, ByVal
    oContentList)
  • Dim oRows, oFields
  • Set oRows oContentList.Search("item_id", ciid)
  • If Not oRows.EOF Then
  • Set oFields oRows.Fields
  • GetDiscountDescription "D" CStr(ciid)
    oFields.description
  • Else
  • GetDiscountDescription "D" CStr(ciid)
    no discount text found
  • End If
  • End Function

Simple List
Content List
79
(Setup For Basket Pipeline)
  • dictContext.CacheName "Discounts" discount
    cache name
  • Set dictContext.CacheManager Application("MSCSCa
    cheManager") the cache manager
  • Set dictContext.Evaluator Application("MSCSExpre
    ssionEvaluator") expression evaluator
  • Set dictContext.UserProfile mscsUserProfile
    if targeting user profile (typical, should have)
  • set dictContext.ContextProfile oTargetProfile
    if using targeting context (retail solution
    doesnt use this)

80
Direct Mail
  • Direct Mail Marketing is an off-line form
    of targeting
  • Fast, Scalable, Runs as an NT Service
  • Based on Business Processing Pipelines
  • Designed for personalized bulk mailing
  • Personalized web page
  • Plain-text, HTML, mime formats

81
Direct Mail
  • Campaign tracking of mails sent, clicked
  • It leverages the Business Data Warehouse calc
    engine as one way to produce lists of users to
    send mail to
  • Based on Windows 2000 CDO objects
  • Uses SQL Server Agent for recurring jobs
  • Tested to eight million mailing

82
Using Direct Mail
  • Creating Direct Mailing using Business Desk
  • Demo
  • Personalized Email Template
  • Sets CampaignItemID cookie
  • Currently running Direct Mail campaign
  • Sets MSCSProfile cookie
  • Use AuthManager object to get userid
  • User ProfileService object to get user profile
  • Opt-out page
  • Adds user to opt-out user list

83
Agenda
  • Commerce Server Architecture
  • User Profile Management
  • Targeting
  • Campaigns
  • Analysis
  • Closing the Loop

84
Analysis
  • Standard Reports (39 total)
  • Commerce Server Reports for categories
  • Advertising
  • Ad Reach and Frequency per Day (Dynamic)
  • Campaign Item Summary (Dynamic)
  • Click-stream
  • Top Requested Pages (Static)
  • Directories (Dynamic)
  • Query Strings (single value) (Static)
  • Sales
  • Buyer Browse to Purchase (Dynamic)
  • Customer Sales (Static)
  • Visual Insight Reports (third party)
  • Campaign Manager (Ads, Disc.) near real time
  • Shows Scheduled, Requests/Viewed, Clicked,

85
Analysis
  • Prediction
  • Dependency nets
  • Segmentation
  • Discover implicit behavior

86
Predictor
  • Real-time recommendations
  • Uses prediction models built from Data Warehouse
  • Server builds models
  • Dedicated Windows 2000 service
  • Client does predictions
  • Runs on web server
  • Cached in Application variable

87
Using Predictor
  • Build Predictor Model using Commerce Server
    Manager
  • Initialize Predictor Client
  • Getting Predictor Content

88
Initialize Predictor Client
  • Create Predictor Client
  • Set objPredictor Server.CreateObject("Commerce.P
    redictorClient")
  • Load Predictor Model
  • objPredictor.LoadModelFromDB Transactions,
    connstr_db_dw
  • Set Popularity penalty weight (0 no penalty, 1
    max)
  • objPredictor.fpPopularityPenalty 0.8 show
    least popular
  • Set Confidence threshold
  • objPredictor.fpDefaultConfidence 10 show most
    items
  • Debug output flag (set to false for Production)
  • objPredictor.bFailOnUnknownInputAttributes
    False
  • Cache Predictor Client
  • Set Application("MSCSPredictor") objPredictor

89
Getting Predictor Content
  • Create a case dictionary for basket items
  • Set dCase GetDictionary()
  • Populate case dictionary
  • QTYcatalog name.product id
  • For Each sOrderFormName in mscsOrderGrp.value("Ord
    erforms")
  • Set oOrderForm
  • mscsOrderGrp.value.OrderForms.Value(sOrder
    FormName)
  • For Each dItem in oOrderForm.Items
  • strPropName QTY("
    dItem.product_catalog "."
  • dItem.product_id ")"
  • lQuantity CLng(dItem.quantity)
  • dCase(strPropName) lQuantity Add to
    dictionary
  • Next
  • Next

90
Getting Predictor Content
  • Pose known case, ask predictor client to predict
    missing facts
  • Set slToPredict GetSimpleList()
  • slToPredict.Add SKU
  • oPredictor.Predict dCase, slToPredict,
    arPredictedProps, arPredictedVals,
    lMaxPredictions
  • dCase known case (list of product items)
  • slToPredict SKU (fact to predict)
  • arPredictedProps return array with list of SKUs
  • arPredictedVals return array with list of
    quantities
  • For i 0 To UBound(arPredictedProps)
  • Response.Write arPredictedProps(i)) ltBRgt
  • Next

91
Segmentation
  • Segment users based on implicit behavior
  • System based discovery of hidden trends and
    behavior in the Business Data Warehouse
  • Use discovered segments to drive targeting
  • Results in clusters of users
  • Export as user list

92
Segmentation Architecture
93
Segment Viewer
94
Agenda
  • Commerce Server Architecture
  • User Profile Management
  • Targeting
  • Campaigns
  • Analysis
  • Closing the Loop

95
Closing The Loop
  • List Manager
  • Bulk Updates

96
List Manager
  • Allows marketing managers to create lists without
    a DBA
  • List Manager object import lists from CS Business
    Analysis, SQL Server or flat files
  • Users can merge and subtracts lists
  • Users can export lists
  • Demo
  • Exporting lists
  • Table schema

97
Bulk Updates
  • Export static, dynamic reports as user list
  • Create new user property
  • Bulk update users using user list
  • Automating bulk updates using script (Profile
    Service SQL via ADO interface)
  • Demo

98
Resources
  • Commerce Server 2000 Resource Kit
  • http//mspress.microsoft.com/prod/books/4659.htm
  • Commerce Server 2000 Partners Page
  • http//www.microsoft.com/commerceserver/partners/
    default.asp
  • Profile SDK sitelet
  • C\Program Files\Microsoft Commerce
    Server\SDK\Samples\Sitelets\Profile
  • Discount SDK sitelet
  • C\Program Files\Microsoft Commerce
    Server\SDK\Samples\Sitelets\Discount
  • Ad SDK sitelet
  • C\Program Files\Microsoft Commerce
    Server\SDK\Samples\Sitelets\Ad
  • http//www.microsoft.com/business/index/casestudie
    salpha.asp
  • http//www.microsoft.com/BUSINESS/articles/crm/crm
    basics.asp

99
Summary Call To Action
  • Rich Personalization Targeting features
  • User Profile Management
  • Targeting
  • Campaigns (Ads, Discounts, Direct Mail)
  • Closed Loop Personalization Tools
  • Analysis reports, Predictor, Segmentation
  • ListManager
  • Bulk updates
  • csamsi_at_microsoft.com

100
Integrate Third-Party ERP System with CS2000
101
Outline
  • Introduction
  • Architecture for integrating an ERP system with a
    Commerce Server application.
  • Integration Tech.
  • General Considerations
  • Integrate with SAP using CS2000
  • review

102
Introduction(1)
  • Commerce data and business rules often exist on
    the ERP system.
  • For accuracy and consistency, Commerce Server
    application need those data and business rules
  • Customer data
  • Product catalog (including SKU numbers, vendor
    information, and availability)
  • Product inventory levels
  • Pricing data
  • Order status and history
  • Taxation rules
  • Credit card processing policies
  • Product authorization rules
  • Pricing algorithms
  • Shipping algorithms

103
Introduction(2)
  • Data from the Commerce Server application, such
    as the following, must be sent back to the ERP
    System
  • Customer orders
  • Web customers and customer updates

It is necessary for CS2000 application to
integrate with ERP system such as SAP, J.D.
Edwards OneWorld?, PeopleSoft, and other
corporate systems
104
Architecture for integrating an ERP system with a
Commerce Server application.
105
Integration Tech.
  • Batch downloads
  • Real-time connectors
  • Queued connectors
  • Mirrored updates

106
Batch downloads
  • copying ERP-managed data from an ERP system to a
    Commerce Server application.
  • Catalog object
  • Bulk Copy Program (BCP)
  • Data Transformation Services (DTS)

system availability
107
Real-time connectors
  • real-time connectors
  • wrap the programming interfaces on the ERP system
    with a COM component executed in real time.
  • The COM component is essentially a proxy object
  • Any ASP page in the Commerce Server application
    by the Server.CreateObject() method.
  • Provided by the ERP vendor or a third-party vendor

108
Real-time connectors
109
Queued connectors
  • The queued-connector technique is similar to the
    real-time connector technique.
  • The difference is that the queued-connector
    technique adds a queuing technology to make the
    calls asynchronous

110
Mirrored updates
  • it requires software event support on the ERP
    system.
  • As events occur on the ERP system (for example,
    inventory is updated, customers are added,
    product pricing is changed), they can be trapped
    and transmitted over a real-time connector to the
    Commerce Server application.

111
General Considerations
  • ERP systems and Commerce Server business rules
  • Physical architecture (highly scalable)
  • Product catalog
  • Pricing and promotions
  • Shipping, taxation, and credit card authorization
  • Replication

112
ERP systems and Commerce Server business rules
  • identify each of the business rules and decide
    whether to mirror each one in the Commerce Server
    application or provide a real-time call for it to
    the ERP system.
  • The type of business rule
  • The frequency with which the business rule must
    be invoked
  • The costs and risks associated with invoking the
    business rule directly, in real time
  • The cost to mirror the business rule

113
Physical architecture (highly scalable)
  • Highly scalable Commerce Server application
    integrated with an ERP system

114
Product catalog
  • Design the product database to match the
    structure of the corresponding ERP system as
    closely as possible.
  • Develop a process to add content and add
    data(images, multimedia, and so on)to the product
    catalog as it is being built from the ERP system.
  • Design a scheduled update process

115
Pricing and promotions
  • Use the pricing models and templates from the
    ERP system and mirror changes to the Commerce
    Server application.
  • Quantity
  • Customer and customer volume history
  • Current availability
  • Product market status (discontinued, recalled,
    and so on)
  • Sales goals
  • Advertisements and promotions

116
Shipping, taxation, and credit card authorization
  • Shipping, taxation, and credit card authorization
    functions are each important to a Commerce Server
    application, but are also often provided by the
    ERP system.
  • several third-party software developers provide
    components (http//www.microsoft.com/commerce)

117
Replication
  • writing custom applications to bypass the ERP
    vendors recommended API
  • or Setting up replication between the ERP
    systems database and the Commerce Server
    application database),
  • You should not try to directly access database
    tables on the ERP system.

118
Integrate with SAP using CS2000
  • SAP system with integrated Commerce Server
    application
  • Using the SAP DCOM connector
  • Integrating a product catalog
  • Integrating item pricing
  • Integrating inventory data
  • Integrating orders

119
SAP system with integrated Commerce Server
Application
120
Using the SAP DCOM connector
  • the SAP DCOM connector is the bridge between the
    Microsoft Windows 2000 platform and the SAP
    business object framework

121
Integrating a product catalog
  • integrate a product catalog between Commerce
    Server and SAP
  • Batch download product catalog data
  • Batch download incremental catalog changes
  • Mirrored updates
  • Real-time connections

122
Integrating item pricing
  • Batch download item prices
  • Triggered price change download
  • Real-time pricing integration

123
Integrating inventory data
  • Batch download inventory data
  • Batch download incremental inventory changes
  • Mirrored updates Real-time connections

124
Integrating orders
125
Review
  • Architecture for integrating an ERP system with a
    Commerce Server application.
  • Integration Technologies.
  • General Considerations
  • Integrate with SAP using CS2000
  • http//www.mysap.com/solutions/technology/bapis/co
    m/dcom_mag/dcom_mag.htm

126
ASP(Application Service Provider) Using CS2000
127
Outline
  • Overview ASP
  • Microsoft ASP Strategy
  • eCommerce ASP
  • Case study

128
Overview of ASP(1)
  • ASPs are defined as companies that
  • (1) develop and deliver a service shared by
    multiple customers
  • (2) provide these services for a subscription or
    usage-based fee
  • (3) supply these services from a central
    location, over the Internet or a private network,

129
Overview of ASP(1)
  • These benefits are
  • 1) predictable costs and low initial investments
  • 2) enabling corporate resources to focus on
    mission-critical goals
  • 3) shortening the time-to-market and
    time-to-benefit for new IT solutions.

130
Microsoft ASP Strategy
131
The Evolution Of ASPs
Phase 2 Messaging, Line-of-Business
Phase 3 Web Services
Phase 1 Desktop
.NET Building Blocks, Software as a Service
Exchange, Client/server applications
Terminal Server, Office, Intellimirror/SMS
Overcome skill shortage Faster
deployment Lower initial investment
Re-architect chasm
132
Web Services
HTML
133
ASP Example
HTML
134
Enabling Web Services
Visual Studio.NET, .NET Framework
.NET Enterprise Servers
.NET Device Software
.NET Building Block Services
135
.NET Enterprise Servers
136
eCommerce ASP
  • eCommerce ASP
  • Host ?manage ?eCommerce Applications and Database
    for Customers
  • Web service provided by Commerce Server 2000
  • Profile service
  • Catalog service
  • Targeting service
  • Analysis service
  • Pipeline Service

137
Case study(1)
  • USinternetworking and Coventry Health Care
    Microsoft Platform Leads to Better Customer
    ExperienceCoventry Health Care, a managed health
    care company, turned to the World Wide Web and
    application service provider USinternetworking to
    help reduce costs without compromising customer
    service. USi consolidated Coventry's disparate
    Web sites and built a new set of customer care
    solutions around the rich functionality enabled
    by Microsoft Windows 2000 Advanced Server, SQL
    Server 2000, and Microsoft Commerce Server 2000.
    7/18/2001, Microsoft ISN

138
Features of eCommerce ASP
  • Easy on your Budget take advantage of shared
    technology infrastructure to cut transaction
    costs by as much as 90.
  • Easy to Collaborate creates stronger
    relationships between parties.
  • Easy Marketing for new buyers and sellers
  • Easy to Maintain
  • Easy to Set-up
  • Easy for Small Organizations

139
What ec ASP looks Like?
Your customized solutions
Site Packager
Commerce Server Service
140
How to implement
  • XML technology
  • COM technology
  • Using Commerce Server SDK to call key services
  • Customize Business Desk
  • Customize customers solution site

141
Designing B2B Trading Partner Integration
Solutions
  • Identify internal integration requirements.
  • Collect and organize content into a single
    electronic format.
  • Design product catalogs.
  • Publish and manage product catalogs.
  • Enable supplier manager catalogs.
  • Receive purchase orders from trading partners.
  • Process orders from trading partners.
  • Interface with Web services.
  • Use Universal Description, Discovery, and
    Integration (UDDI) to establish a business
    relationship.
  • Plan a B2B trading partner integration solution.

142
Review
  • Commerce Server 2000?????????
  • ??????????
  • ????????,??????????????,
  • Commerce Server ???????(ERP)???????(CRM)??????????
    ?????,?????????????????
  • ?????????XML
  • ????OLE DB ????????
  • ?????????

143
  • Thank You!
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