Www.compaq.com Bob Sawyer Business Critical Server Group Compaq– eCRM Project Customer...
-
Upload
tobias-gallagher -
Category
Documents
-
view
216 -
download
2
Transcript of Www.compaq.com Bob Sawyer Business Critical Server Group Compaq– eCRM Project Customer...
www.compaq.com
Bob SawyerBusiness Critical Server Group
CompaqCompaq – eCRM Project – eCRM Project Customer Relationship Management Customer Relationship Management Tuned for the eCommerce SpaceTuned for the eCommerce Space
www.compaq.com200-0824 eCRM Project Compaq Confidential
Zero Latency EnterpriseZero Latency Enterprise
A definition:A definition:
““Zero Latency is the real-time, enterprise-wide dissemination Zero Latency is the real-time, enterprise-wide dissemination of new information distributed in such a way that allows of new information distributed in such a way that allows businesses to react quickly to it, driving the competitive businesses to react quickly to it, driving the competitive business advantage to its ultimate limits”business advantage to its ultimate limits”
Paul LarsonPaul LarsonTalarian CorporationTalarian Corporation
The goal:The goal:
““Instantaneous awareness and appropriate response Instantaneous awareness and appropriate response to events across an entire enterprise”to events across an entire enterprise”
Roy SchulteRoy SchulteVice President, World ServicesVice President, World Services
Gartner GroupGartner Group
www.compaq.com400-0824 eCRM Project Compaq Confidential
ZLE is an Enterprise Information ZLE is an Enterprise Information System Architecture to System Architecture to
SynchronizeSynchronize information across information across various enterprise applicationsvarious enterprise applications
IntegrateIntegrate data for the enterprise data for the enterprise Provide data to Provide data to
Business IntelligenceBusiness Intelligence applications for analysisapplications for analysis
Support Support operationaloperational applications needing applications needing access to up to the access to up to the minute data from minute data from multiple systemsmultiple systems
What ZLE What ZLE isis
CreditCredit CallCallCenterCenter
eCommerceeCommerce
ZLEZLEGiftGift POSPOS
www.compaq.com500-0824 eCRM Project Compaq Confidential
What does ZLE enableWhat does ZLE enable
A single real time view of information from across A single real time view of information from across the enterprisethe enterprise
By bringing data together in real timeBy bringing data together in real time A unifying architecture for business rules and policies A unifying architecture for business rules and policies
By providing a rules driven architecture for flow of informationBy providing a rules driven architecture for flow of information Architectural scalability for the enterpriseArchitectural scalability for the enterprise
By breaking performance dependencies between systemsBy breaking performance dependencies between systems Architectural Availability for the enterpriseArchitectural Availability for the enterprise
By breaking availability dependencies between systemsBy breaking availability dependencies between systems New kinds of Applications that could not exist without New kinds of Applications that could not exist without
the ZLEthe ZLE By exploiting real-time data and application integrationBy exploiting real-time data and application integration
www.compaq.com600-0824 eCRM Project Compaq Confidential
Enterprise personalizationEnterprise personalization
Single view of guestsSingle view of guests Across all touch pointsAcross all touch points In real timeIn real time One set of rulesOne set of rules Increasing level of serviceIncreasing level of service
www.compaq.com700-0824 eCRM Project Compaq Confidential
Product/ServiceProduct/ServiceAvailabilityAvailability
Rules andRules andPoliciesPolicies
Personalization in the perfect worldPersonalization in the perfect world
Guest = Guest IDGuest = Guest ID We know your preferencesWe know your preferences We record your interactionsWe record your interactions We know about our products and policiesWe know about our products and policies We personalize based on the aboveWe personalize based on the above
GuestGuestPreferencesPreferences
GuestGuestInteractionsInteractions
www.compaq.com800-0824 eCRM Project Compaq Confidential
RealityReality
Multiple Guest ID’sMultiple Guest ID’s
Gift242584920478
Credit7859348745
Call Center8593785030294
Internet8a74j86-3jus
Acxiom7483 7482 74487 048
www.compaq.com900-0824 eCRM Project Compaq Confidential
RealityReality
Anonymous guestsAnonymous guests Web window shoppersWeb window shoppers
– cookiescookies
www.compaq.com1000-0824 eCRM Project Compaq Confidential
??
!!Guest Profile
ExternalExternalDataData
Data Data WarehouseWarehouse
LatencyRefunds
Internet
Call Center
Credit
Gift
RealityReality More than one interaction per dayMore than one interaction per day
Analysis Analysis and and ModelingModeling
CRM
www.compaq.com1100-0824 eCRM Project Compaq Confidential
PeoplePeople SystemsSystems DatabasesDatabases PoliciesPolicies
All affect the relationship with guestsAll affect the relationship with guests
Retailers are a Collection ofRetailers are a Collection of
GuestGuestDataData
CreditCredit
GuestGuestDataData
GiftGift
GuestGuestDataData
POSPOS
GuestGuestDataData
eCommerceeCommerce
GuestGuestDataData
Call CenterCall Center
GuestGuestDataData
RefundsRefunds
www.compaq.com1200-0824 eCRM Project Compaq Confidential
Making Customer Touch Points…Making Customer Touch Points…
IntegratedIntegrated ResponsiveResponsive PersonalPersonal
GuestGuestDataData
CreditCredit
GuestGuestDataData
GiftGift
GuestGuestDataData
POSPOS
GuestGuestDataData
eCommerceeCommerce
GuestGuestDataData
Call CenterCall Center
GuestGuestDataData
RefundsRefunds
Single View of GuestSingle View of GuestIn real timeIn real time
www.compaq.com1300-0824 eCRM Project Compaq Confidential
SiebelSiebel
CreditCreditCardCard
GiftGiftRegistryRegistry
Customer ZLE architectureCustomer ZLE architecture
NotificationNotification
CampaignCampaignmgmtmgmt
InteractionInteractionManagerManager
DetailedDetailedAccessAccess
eStoreeStore
Data Data ProviderProvider
POSPOSOperational Data StoreOperational Data Store
RulesRules CustomerCustomermanagermanager
www.compaq.com1400-0824 eCRM Project Compaq Confidential
Three modes of interactionThree modes of interaction
InteractionManager
Notification
Campaign Mgmt
Models
Models
Models
RealTimeGuestData
Analysis
www.compaq.com1500-0824 eCRM Project Compaq Confidential
The The twotwo issues with profile based CRM issues with profile based CRM The front brain problemThe front brain problem Guest interacts numerous times in a dayGuest interacts numerous times in a day
eStore.comeStore.com
RefundsRefunds
Call CenterCall Center
POSPOS
RulesGuest Maurice Cotton just requested a refund
on ticket number 58559. What do I do?
There is a 65% chance that this refundIs fraudulent. Request a second ID.
Guest Mike Iiem just requested a change to His credit card limit. What do I do?
Cookie 86YE6MT9Q just browsedDepartment 8. What do I do?
Recommend the following 9Traditional styled products
Cross sell the Take Charge of Educations Program
Guest Larry McGraw purchasedthe following items
Integrated Single View
of guests In real time
InteractionManager
www.compaq.com1600-0824 eCRM Project Compaq Confidential
RulesRulesEngineEngine
GuestGuestDemographicsDemographics
PurchasesPurchases
ClickstreamClickstream
OffersOffers
Click, Purchase,Customer Service
Recommendation
Customer ZLE Customer ZLE Concentrated interactionsConcentrated interactions
Interaction ManagerInteraction Manager FlexibleFlexible
– user defined rulesuser defined rules ComplexityComplexity
– thousands of rulesthousands of rules Real timeReal time
– stores each interactionstores each interaction Has a memoryHas a memory
– can base offers on can base offers on previous offersprevious offers
FastFast– .5 - 1 second.5 - 1 second
www.compaq.com1700-0824 eCRM Project Compaq Confidential
Customer ZLECustomer ZLEAnonymous guestsAnonymous guests
Tracks anonymous Tracks anonymous interactionsinteractions
Rapidly adapts Rapidly adapts recommendations to recommendations to anonymous guestsanonymous guests
Instantly transfers Instantly transfers anonymous interactions anonymous interactions to guest history when to guest history when they are identifiedthey are identified
Greg BattasGreg Battas• Session 850Session 850
Cookie 928475Cookie 928475• Session 345Session 345• Session 687Session 687
InteractionsInteractions
……Session 345Session 345• Browsed Deluxe ResortsBrowsed Deluxe Resorts
Session 687Session 687• Browsed Golf EventsBrowsed Golf Events
Session 850Session 850• Called WDTC about AvailabilityCalled WDTC about Availability
Other Guests Sessions…Other Guests Sessions…
Greg BattasGreg Battas• Session 850Session 850• Session 345Session 345• Session 687Session 687
Cookie 928475Cookie 928475
InteractionsInteractions
……Session 345Session 345• Browsed Deluxe ResortsBrowsed Deluxe Resorts
Session 687Session 687• Browsed Golf EventsBrowsed Golf Events
Session 850Session 850• Called WDTC about AvailabilityCalled WDTC about Availability
Other Guests Sessions…Other Guests Sessions…
www.compaq.com1800-0824 eCRM Project Compaq Confidential
NotificationNotification
RulesRules NotificationNotification
Operational Data StoreOperational Data Store Store 320, register 12 is processing a refund that is
95% fraudulent
www.compaq.com1900-0824 eCRM Project Compaq Confidential
Acxiom
Internet
Call Center
Credit
Gift
Campaign ManagementCampaign Management
GuestGuestManagerManager
CampaignCampaignManagementManagement
Operational Data StoreOperational Data Store
www.compaq.com2000-0824 eCRM Project Compaq Confidential
Compared to a traditional CRMCompared to a traditional CRM
More integratedMore integrated 3 modes of interaction3 modes of interaction
More intelligentMore intelligent Complex business rulesComplex business rules Anonymous and known guestsAnonymous and known guests
More personalMore personal Real timeReal time
www.compaq.com
Customer ZLE Customer ZLE DemonstrationDemonstration
www.compaq.com2200-0824 eCRM Project Compaq Confidential
Customer ZLE architectureCustomer ZLE architecture
CreditCreditCardCard
SiebelSiebel
GiftGiftRegistryRegistry
NotificationNotification
CampaignCampaignmgmtmgmt
InteractionInteractionManagerManager
DetailedDetailedAccessAccess
Data Data ProviderProvider
Operational Data StoreOperational Data Store
RulesRules CustomerCustomermanagermanager
eStoreeStore POSPOS
www.compaq.com2300-0824 eCRM Project Compaq Confidential
Meet RhondaMeet Rhonda
28 years old28 years old Recently engagedRecently engaged Holds none of our credit cardsHolds none of our credit cards Is not in our databaseIs not in our database About to browse our eStoreAbout to browse our eStore
www.compaq.com2499-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundRefundattemptattempt
GiftGiftRegistryRegistry
EmailEmailcampaigncampaign
eStoreeStore
BroadcasterBroadcaster
CallCallcentercenter
AnonymousKnown Guest
Anonymous BrowsingAnonymous Browsing
Rhonda browses Rhonda browses estore looking at estore looking at housewares. housewares.
By the 4By the 4thth browse browse the ZLE notices the ZLE notices that she prefers that she prefers contemporary items.contemporary items.
The ZLE recommends The ZLE recommends that the eStore that the eStore offer contemporary offer contemporary items first.items first.
MiningMining
eStoreeStore
www.compaq.com2500-0824 eCRM Project Compaq Confidential
Customer ZLECustomer ZLEAnonymous guestsAnonymous guests
Tracks anonymous Tracks anonymous interactionsinteractions
Rapidly adapts Rapidly adapts recommendations to recommendations to anonymous guestsanonymous guests
Instantly transfers Instantly transfers anonymous interactions anonymous interactions to guest history when to guest history when they are identifiedthey are identified
Greg Battas• Session 850
Cookie 928475• Session 345• Session 687
Interactions
…Session 345• Browsed Deluxe Resorts
Session 687• Browsed Golf Events
Session 850• Called WDTC about Availability
Other Guests Sessions…
Greg Battas• Session 850• Session 345• Session 687
Cookie 928475
Interactions
…Session 345• Browsed Deluxe Resorts
Session 687• Browsed Golf Events
Session 850• Called WDTC about Availability
Other Guests Sessions…
www.compaq.com2699-0667 Enterprise Application Integration Compaq Confidential
RuleRuleIf more than 2 browses of If more than 2 browses of contemporary items in the contemporary items in the guests recent history, offer guests recent history, offer
contemporary style items first.contemporary style items first.
www.compaq.com2799-0667 Enterprise Application Integration Compaq Confidential
Known GuestsKnown Guests AnonymousAnonymous
> 24> 24hourshours
RealRealTimeTime
Browse HistoryBrowse History
Previous offers Previous offers
Recent Browse HistoryRecent Browse History
Recent Offers Recent Offers
Browse HistoryBrowse History
Purchase HistoryPurchase History
Previous offers Previous offers
Recent Browse HistoryRecent Browse History
Recent OffersRecent Offers
www.compaq.com2800-0824 eCRM Project Compaq Confidential
Acxiom
Internet
Call Center
Credit
Gift
Customer ZLE Customer ZLE Multiple guest ID’sMultiple guest ID’s
Synchronizing customer dataSynchronizing customer data
RulesRulesGuestGuestManagerManager
Detailed Detailed AccessAccess
InteractionInteractionManagerManager
Operational Data StoreOperational Data Store
SynchronizeDeduplicate
Enrich
Mike Thomas Credit Card 4583 9584 9863 1420 Cookie 847A74OKEW7C Gift Registry 859204750
www.compaq.com2999-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundRefundAttemptAttempt
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
AnonymousKnown Guest
Gift RegistryGift Registry
Rhonda registers in Rhonda registers in the gift registry system.the gift registry system.
This event is captured This event is captured by the ZLE.by the ZLE.
Her name and address Her name and address is cleansed and is cleansed and enriched in real time.enriched in real time.
MiningMining
eStoreeStore
www.compaq.com3000-0824 eCRM Project Compaq Confidential
Fast ForwardFast Forward
When When registeringregistering she accepted a company she accepted a company credit cardcredit card
Purchased with itPurchased with it Called our call centerCalled our call center
www.compaq.com3100-0824 eCRM Project Compaq Confidential
Acxiom
Internet
Call Center
Credit
Gift
Campaign ManagementCampaign Management
Recognition Systems ProtagonaRecognition Systems Protagona Uses the ODS as a real time data warehouseUses the ODS as a real time data warehouse Manages the life cycle of the campaignsManages the life cycle of the campaigns Supports multiple outbound channelsSupports multiple outbound channels
GuestGuestManagerManager
CampaignCampaignManagementManagement
Operational Data StoreOperational Data Store
www.compaq.com3299-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundRefundAttemptAttempt
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
AnonymousKnown Guest
Campaign ManagementCampaign Management
An email campaign is An email campaign is initiated to offer initiated to offer department store credit department store credit cards to guests who have cards to guests who have browsed appropriate items browsed appropriate items on the web site and have on the web site and have certain demographics.certain demographics.
The email has Rhonda’s The email has Rhonda’s unique identifier unique identifier embedded in the link.embedded in the link.
MiningMining
eStoreeStore
www.compaq.com3300-0824 eCRM Project Compaq Confidential
Customer ZLE Customer ZLE Anonymous guestsAnonymous guests
Tracks anonymous Tracks anonymous interactionsinteractions
Rapidly adapts Rapidly adapts recommendations to recommendations to anonymous guestsanonymous guests
Instantly transfers Instantly transfers anonymous interactions anonymous interactions to guest history when to guest history when they are identifiedthey are identified
Greg BattasGreg Battas• Session 850Session 850
Cookie 928475Cookie 928475• Session 345Session 345• Session 687Session 687
InteractionsInteractions
……Session 345Session 345• Browsed Deluxe ResortsBrowsed Deluxe Resorts
Session 687Session 687• Browsed Golf EventsBrowsed Golf Events
Session 850Session 850• Called WDTC about AvailabilityCalled WDTC about Availability
Other Guests Sessions…Other Guests Sessions…
Greg BattasGreg Battas• Session 850Session 850• Session 345Session 345• Session 687Session 687
Cookie 928475Cookie 928475
InteractionsInteractions
……Session 345Session 345• Browsed Deluxe ResortsBrowsed Deluxe Resorts
Session 687Session 687• Browsed Golf EventsBrowsed Golf Events
Session 850Session 850• Called WDTC about AvailabilityCalled WDTC about Availability
Other Guests Sessions…Other Guests Sessions…
www.compaq.com3499-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundRefundAttemptAttempt
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
AnonymousKnown Guest
Guest is identifiedGuest is identified
Rhonda links from Rhonda links from email to eStore – email to eStore – she is identified.she is identified.
The ZLE associates The ZLE associates her anonymous history her anonymous history with her known history.with her known history.
An offer is made based An offer is made based on her known on her known demographics and her demographics and her anonymous browsing.anonymous browsing.
Rhonda accepts credit Rhonda accepts credit card and “one click” card and “one click” registers with the ZLE.registers with the ZLE.
MiningMining
eStoreeStore
ContemporaryStyle
Mid - highincome
www.compaq.com3599-0667 Enterprise Application Integration Compaq Confidential
RuleRuleIf income = $40-$99K and {browse If income = $40-$99K and {browse >1 contemporary items on estore or >1 contemporary items on estore or purchase > 1 contemporary items purchase > 1 contemporary items
at any channel} then offer at any channel} then offer expensive contemporary items.expensive contemporary items.
www.compaq.com3699-0667 Enterprise Application Integration Compaq Confidential
Known GuestsKnown Guests AnonymousAnonymous
DemographicsDemographics
PurchasesPurchases
Recent purchasesRecent purchases
Recent BrowsesRecent Browses
Recent offersRecent offers
> 24> 24hourshours
RealRealTimeTime
www.compaq.com3700-0824 eCRM Project Compaq Confidential
Siebel integrationSiebel integration
GuestGuestManagerManager
InteractionInteractionManagerManager
Operational Data StoreOperational Data Store
DetailedDetailedAccessAccess
SiebelSiebelDatabaseDatabase
AdapterAdapter
www.compaq.com3899-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundRefundAttemptAttempt
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
AnonymousKnown Guest
Change of addressChange of address
Rhonda changes Rhonda changes address in Siebel. address in Siebel. Change is propagated Change is propagated to the ZLE then to to the ZLE then to gift registry.gift registry.
ZLE extends offer ZLE extends offer through Siebel based through Siebel based on proximity to a on proximity to a SuperStore and SuperStore and previous purchases.previous purchases.
MiningMining
eStoreeStore
www.compaq.com3999-0667 Enterprise Application Integration Compaq Confidential
RuleRuleIf guest < 10 miles from a If guest < 10 miles from a
SuperStoreSuperStore and we have not and we have not offered in the past then offer offered in the past then offer
10% off of next purchase at their 10% off of next purchase at their nearest nearest SuperStoreSuperStore
www.compaq.com4099-0667 Enterprise Application Integration Compaq Confidential
RuleRuleIf guest > 10 miles and < 15 miles If guest > 10 miles and < 15 miles from a from a SuperStoreSuperStore and we have and we have not offered in the past then offer not offered in the past then offer 15% off of next purchase at their 15% off of next purchase at their
nearest nearest SuperStoreSuperStore
www.compaq.com4199-0667 Enterprise Application Integration Compaq Confidential
RuleRuleIf guest > 10 miles and < 20 miles If guest > 10 miles and < 20 miles from a from a SuperStoreSuperStore and purchased and purchased baby items in past 2 years and we baby items in past 2 years and we have not offered in the past then have not offered in the past then
offer 25% off of baby items at their offer 25% off of baby items at their nearest nearest SuperStoreSuperStore
www.compaq.com4200-0824 eCRM Project Compaq Confidential
Acxiom
Internet
Call Center
Credit
Gift
SavantSavant
SAS Institute integrationSAS Institute integration
RulesRules
Operational Data StoreOperational Data Store
SASSAS
GuestGuestManagerManager
InteractionInteractionManagerManager
www.compaq.com4399-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundRefundAttemptAttempt
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
AnonymousKnown Guest
MiningMining
eStoreeStore
Data MiningData Mining
Data is delivered Data is delivered from the ZLE to data from the ZLE to data mining.mining.
Analysis is done Analysis is done to determine the to determine the rules for fraudulent rules for fraudulent credit cards.credit cards.
Fraud rules are Fraud rules are put into the put into the interaction managerinteraction manager
www.compaq.com4400-0824 eCRM Project Compaq Confidential
Fraud PredictionFraud Prediction
FalseTrue
True
False
Actual Fraud
Predicted Fraud
www.compaq.com4500-0824 eCRM Project Compaq Confidential
Fraud PredictionFraud Prediction
1.46%1.46%0.69%0.69%
1.17%1.17%Card Reissued in
Past 30 Days
0.74%0.74%Total Store Refunds in
Past 3 Days
2.56%2.56%
Total Store Refunds in Past 1 Day
2.74%2.74%Total Store Purchases in
Past 3 Days
3.19%3.19%Normalized Store Purchases for
Dept 8 in Past 3 Days
4.49%4.49%0.59%0.59%
4.23%4.23%1.25%1.25% 6.31%6.31%
Total Sales Amount in Past 7 Days
2.54%2.54%
>700
<5
>1<1
<700
>3
<2<5 >2
<3
>2<2
>6<6
0.73%0.73% 3.05%3.05%
Total Store Refunds/Visits in Past 1 Day
Card reissue in past 30 days,
more than 1 refund at
more than 1 store today,
and more than 3 purchases
in electronics.
www.compaq.com4600-0824 eCRM Project Compaq Confidential
Blaze Rules EngineBlaze Rules Engine
Full inference engine basedFull inference engine based All javaAll java
Flexible, GUI driven rules engineFlexible, GUI driven rules engine Non sequential, non iterativeNon sequential, non iterative
Ruleset size has minimum impact on performanceRuleset size has minimum impact on performance Wrapped in Compaq Interaction ManagerWrapped in Compaq Interaction Manager
www.compaq.com4799-0667 Enterprise Application Integration Compaq Confidential – Need to know required
RefundsRefunds
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
AnonymousKnown Guest
RefundsRefunds
Guest requests refund Guest requests refund and offered TCOEand offered TCOE
Suspicious POS Suspicious POS is insertedis inserted
Guest requests refund Guest requests refund and medium fraud is and medium fraud is recommendedrecommended
Flagrant POS Flagrant POS is insertedis inserted
Guest requests refund Guest requests refund and high fraud is and high fraud is recommendedrecommended
MiningMining
eStoreeStore
www.compaq.com4899-0667 Enterprise Application Integration Compaq Confidential
RuleRuleIf card issued < 30 days ago and If card issued < 30 days ago and > 1 refund today at > 1 store and > 1 refund today at > 1 store and
ratio of electronics purchases ratio of electronics purchases today vs past 2 years is high then today vs past 2 years is high then recommend high chance of fraud.recommend high chance of fraud.
www.compaq.com4900-0824 eCRM Project Compaq Confidential
Microstrategy Inc.Microstrategy Inc.
NarrowcastNarrowcast Can poll the ZLE with complex analyticsCan poll the ZLE with complex analytics Device independentDevice independent Template drivenTemplate driven Can add message content from the ZLECan add message content from the ZLE
RefundsRefunds
GiftGiftRegistryRegistry
EmailEmailCampaignCampaign
eStoreeStore
BroadcasterBroadcaster
CallCallCenterCenter
www.compaq.com5099-0667 Enterprise Application Integration Compaq Confidential – Need to know required
AnonymousKnown Guest
Top 100 guestsTop 100 guests
Query is executed Query is executed against the ZLE against the ZLE to determine to determine guests with the guests with the highest purchases.highest purchases.
New credit cards New credit cards with cotags inside with cotags inside are issued to are issued to those guests.those guests.
MiningMining
eStoreeStore
www.compaq.com5100-0824 eCRM Project Compaq Confidential
SummarySummary
Single view of guest in real timeSingle view of guest in real time Non-invasive to existing applicationsNon-invasive to existing applications Rules driven, real time recommendationsRules driven, real time recommendations Channel independentChannel independent Publishing to intelligent devicesPublishing to intelligent devices Increasing the service level of the Increasing the service level of the
customer touch pointscustomer touch points Highly scalableHighly scalable
www.compaq.com5200-0824 eCRM Project Compaq Confidential
OutboundOutboundInteractiveInteractive
eCRM ArchitectureeCRM ArchitectureAppl Appl Appl
Application IntegrationApplication Integration
Detailed AccessDetailed Access Instant AdvisorInstant Advisor Campaign MgmtCampaign Mgmt
Operational Data StoreOperational Data StoreCurrent, Integrated, Txn levelCurrent, Integrated, Txn level
DataDataDeliveryDelivery
Event SubscriptionEvent Subscription
MiningMiningIntegrationIntegration
OnlineOnlineEnrichmentEnrichment
CustCustCleansingCleansing MiningMining
eStoreeStore POS/CouponsPOS/CouponsCustCust
ServiceService StatementsStatements MailerMailerCallCall
CenterCenter
ModelsModels
Not in ZLE Telco project
www.compaq.com5300-0824 eCRM Project Compaq Confidential
POC Application ArchitecturePOC Application ArchitectureGift EStore Credit
MercatorMercator
CorbaCorbaObjectsObjects
Interaction ManagerInteraction Manager
CampaignCampaignMgmtMgmt
Operational Data StoreOperational Data StoreCurrent, Integrated, Txn levelCurrent, Integrated, Txn level
DataDataDeliveryDelivery
DSS BroadcastDSS Broadcast
MiningMiningIntegrationIntegration
AxciomAxciom
SASSASAlphaAlphaModelsModels
ODBCODBC
Call CenterCall Center
Rules EngineRules Engine
eStoreeStore
Customer ManagerCustomer Managertrilliumtrillium
DSS WebDSS Web
RefundsRefunds
DriverDriver