b 2 Ce Commerce in f Systems

7/31/2019 b 2 Ce Commerce in f Systems

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Maltepe University / 2008

Business to Consumer (B2C) Electronic CommerceInformation Systems

Ali Beklen


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B2C E-commerce Information Systems


Agenda

Business Requirements

E-commerce on day one

E-commerce information system architecture

E-commerce information system architecture stakeholders The principal problem with e-commerce information systems

Problem one : High availability

Problem two : Building a effective data warehouse

Problem three : Alignment of I/T vendor and e-commerce enterprise business

goals


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Architecturally guarantee continuous web site availability and scalability

Successfully implement a clickstream data warehouse

Create a contractual environment with technology suppliers that ensuresthe business success of the e-commerce enterprise


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Agenda




E-commerce information system architecture stakeholders The principal problems with e-commerce information systems



Problem three : Alignment of I/T vendor and e-commerce enterprise businessgoals


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E-commerce on Day One

E-commerce

Site users can be anyone from casual visitors, to advertising click-throughs, totargeted prospects, to actual customers

E-commerce enterprises can record and analyze all activities of all types ofusers, all of the time

Brick-and-mortar

Brick-and-mortar commerce enterprises typically have no easy way to recordand analyze user behavior until they become customers


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E-commerce on Day One (cont...)


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E-commerce on Day One (cont...)

The increased information processing requirements of the information-rich web e-commerce environment place special requirements on theinformation architecture of a B2C e-commerce enterprise.


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Agenda




E-commerce information system architecture stakeholders The principal problem with e-commerce information systems





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Electronic commerce enterprises typically have five categories ofbusiness activity that are realized in up to a dozen potential businessactivity fulfillment mechanisms.


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E-commerce information system architecture (cont...)

The twelve e-commerce business activity fulfillment mechanisms mapinto six information architecture system components.


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E-commerce information system architecture (cont...)

External user acquisition systems:

These systems lead a customer to an e-commerce enterprise, including all advertising mediaWeb and otherwise, Web search engines, site tie-ins, etc.

User activity-driven front-end systems:

These systems include the Web content sites, the voice-based telephony call centers, andthe adjunct support systems like e-mail which provide the electronic presence of an e-commerce enterprise.

Back-end operational systems:

On the Web, order entry becomes a very broad category that includes much more than theordering of products by customers. This can include product orders, information downloads,

requests for more information, financial orders like stock purchase, sale, or funds transfer,general order status requests, etc.

Back-end management-oriented systems:

These include financial management and reporting systems as well as a clickstream/callstream user relationship management data warehouse containing a detailed history ofuser activity.


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Agenda




E-commerce information system architecture stakeholders

The principal problem with e-commerce information systems





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The e-commerce information architecture components have associatedcadres of interested stakeholders.


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E-commerce information system architecture stakeholders(cont...)

User community:

Whose attention is garnered either by external acquisition systems, like searchengines,Web ads, e-mail, or other media advertising, or by the internal contentof the sites front-end Web servers and callcenters.

Operational personnel:

Who are responsible for the care and feeding of the front-end Web servers, callcenters, and the operational tie-ins to external user acquisition media

E-commerce executive management and stockholders :

The team which have a stake in the success of all the systems of an enterprise,

but they are actually interested in a well implemented enterprise financialmanagement system. These systems enable up-to-the-moment financialmanagement of the enterprise, directly linked to the actual revenue and coststreams associated with front-end and back-end operational systems.


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User relationship management stakeholders :

While enterprise financial management is a fundamental need, the clickstream/callstream data warehouse gives user relationship management stakeholdersthe tools they need to make the e-commerce enterprise grow and prosper overthe long term. The existence of an effective user relationship management

clickstream/callstream data warehouse is one of the most important long-termsuccess differentiators in the e-commerce business sphere.

User behavior analysis/trending

Web site page performance

Effectiveness of user acquisition strategies

Effectiveness of special offers

User-behavior-driven Web page presentation

Presentation of Web ads according to user behavior

Enrichment of user data with externally purchased psychodemographic profiles

Individualized call center script control

Overall business strategy insights


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A summary of the interests of the various e-commerce stakeholders


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Agenda










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What is the principal problem with this complex e-commerce informationarchitecture landscape?


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The principal problem with e-commerce information systems(cont...)

The lack of a highly available and highly scalable operationalinfrastructure:

Many e-commerce enterprises fail to properly construct an inherently scalable,redundant and reliable 24 x 7 x Forever Web enterprise system architecture.

E-commerce enterprises must have speedy and highly available systems,

Web server

Call center front-end systems

Back-end order-entry and fulfillment systems.


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Fully redundant, geographically replicated Web site hosting architecture


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The lack of a clickstream/callstream data warehouse:

Many e-commerce enterprises fail to undertake the difficult design andimplementation of a highly scalable clickstream/ callstream data warehouse,which records the activities of all users of a particular Web site and itsassociated call centers. The knowledge derived from the analysis of the

information in the clickstream/callstream data warehouse is the key to long-termcompetitive advantage of an e-commerce enterprise, making the implementationof an effective clickstream/ callstream data warehouse an early priority in the lifeof an e-commerce enterprise.


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Brick-and-mortar

E-commerce


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The alignment of information technology vendor and e-commerceenterprise business goals:

E-commerce enterprise employees have a natural tendency to try to become e-commerce knowledge and management superhumans, attempting toorchestrate a information technology vendors, including hardware, software and

services. Often, a better approach is to carefully choose a single overall solution vendor,

with contractually guaranteed responsibility over the multiple solutioncomponent suppliers.


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Pros & Cons of Solution Types

Multi-vendor solution

Fixed-term and non-renewable

outsourcing solution

Outsourced solution


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Sources

Mark Sweiger, November 1, 1999,

Business to consumer (B2C) electronic commerce information systems

Designing and implementing a successful e-commerce information architecture


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M l U i i / 2008

Thank [email protected]

http://www.alibeklen.com

b 2 Ce Commerce in f Systems

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