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


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


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


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


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


RealityReality

Multiple Guest ID’sMultiple Guest ID’s

Gift242584920478

Credit7859348745

Call Center8593785030294

Internet8a74j86-3jus

Acxiom7483 7482 74487 048


RealityReality

Anonymous guestsAnonymous guests Web window shoppersWeb window shoppers

– cookiescookies


??

!!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


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


Making Customer Touch Points…Making Customer Touch Points…

IntegratedIntegrated ResponsiveResponsive PersonalPersonal

GuestGuestDataData

CreditCredit

GuestGuestDataData

GiftGift

GuestGuestDataData

POSPOS

GuestGuestDataData

eCommerceeCommerce

GuestGuestDataData


GuestGuestDataData

RefundsRefunds

Single View of GuestSingle View of GuestIn real timeIn real time


SiebelSiebel

CreditCreditCardCard

GiftGiftRegistryRegistry

Customer ZLE architectureCustomer ZLE architecture

NotificationNotification

CampaignCampaignmgmtmgmt

InteractionInteractionManagerManager

DetailedDetailedAccessAccess

eStoreeStore

Data Data ProviderProvider

POSPOSOperational Data StoreOperational Data Store

RulesRules CustomerCustomermanagermanager


Three modes of interactionThree modes of interaction

InteractionManager

Notification

Campaign Mgmt

Models

Models

Models

RealTimeGuestData

Analysis


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


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


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


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








RulesRules NotificationNotification

Operational Data StoreOperational Data Store Store 320, register 12 is processing a refund that is

95% fraudulent


Acxiom

Internet

Call Center

Credit

Gift

Campaign ManagementCampaign Management

GuestGuestManagerManager

CampaignCampaignManagementManagement

Operational Data StoreOperational Data Store


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


Customer ZLE architectureCustomer ZLE architecture

CreditCreditCardCard

SiebelSiebel



CampaignCampaignmgmtmgmt



Data Data ProviderProvider


RulesRules CustomerCustomermanagermanager

eStoreeStore POSPOS


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


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


Customer ZLECustomer ZLEAnonymous guestsAnonymous guests




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.


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


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



SynchronizeDeduplicate

Enrich

Mike Thomas Credit Card 4583 9584 9863 1420 Cookie 847A74OKEW7C Gift Registry 859204750


RefundRefundAttemptAttempt


EmailEmailCampaignCampaign

eStoreeStore


CallCallCenterCenter


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


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


Acxiom

Internet

Call Center

Credit

Gift


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


CampaignCampaignManagementManagement






eStoreeStore





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


Customer ZLE Customer ZLE Anonymous guestsAnonymous guests




Greg BattasGreg Battas• Session 850Session 850

Cookie 928475Cookie 928475• Session 345Session 345• Session 687Session 687






Greg BattasGreg Battas• Session 850Session 850• Session 345Session 345• Session 687Session 687

Cookie 928475Cookie 928475










eStoreeStore




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


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.


Known GuestsKnown Guests AnonymousAnonymous

DemographicsDemographics

PurchasesPurchases

Recent purchasesRecent purchases

Recent BrowsesRecent Browses

Recent offersRecent offers

> 24> 24hourshours

RealRealTimeTime


Siebel integrationSiebel integration





SiebelSiebelDatabaseDatabase

AdapterAdapter





eStoreeStore




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


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


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


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


Acxiom

Internet

Call Center

Credit

Gift

SavantSavant

SAS Institute integrationSAS Institute integration

RulesRules


SASSAS







eStoreeStore




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


Fraud PredictionFraud Prediction

FalseTrue

True

False

Actual Fraud

Predicted Fraud


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.


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


RefundsRefunds



eStoreeStore




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


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.


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



eStoreeStore





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


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


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


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


Rules EngineRules Engine

eStoreeStore

Customer ManagerCustomer Managertrilliumtrillium

DSS WebDSS Web

RefundsRefunds

DriverDriver

www.compaq.com bob sawyer business critical server group compaq– ecrm project customer...

Documents

realtime data

compaq customers

minute data

business rules

multiple systems

application integration

ecommerce space slide

set of rules