Maxxing Technical Overview

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Maxxing is a division of Mapping Group which has served the content management and workflow needs of 2,500 worldwide customers for over 22 years. Maxxing’s Intelligent Promotions SuiteTM has planned, designed, executed and refined over 100,000 targeted marketing campaigns from 4,000 retail outlets generating 800-million promotions that have reached over 25-million consumers through a variety of multi-channel distribution methods including in-store devices, mobile applications, location based services, social networks, digital advertising and coupon aggregators.

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Maxxing Technical Overview

  1. 1. Technical OverviewJohn SeanerAugust 31, 2011
  2. 2. Discussion Topics Integration Options Centralized Architectures Decentralized Architectures Hybrid Architectures Checkout Protocols Customer Nomadism Customer Use Cases 1
  3. 3. Implementation of Entire Maxxing Platform 2
  4. 4. Integration Maxxing with Existing Systems  External data (customers, items, targets) is copied to a shared folder (CSV, XML, DB extraction, etc.).  Offer definitions can also be imported; however, coupon templates must be designed in Maxxing. 3
  5. 5. Centralized Architecture Central A central server and its backup Central Backup ‒ Configure and view offers Server Server ‒ View daily operations statistics ‒ Manage profiles and maintenance ‒ Trigger offers and send documents to deployment channels ‒ Communicate with the POS system and other deployment channels ‒ Record transactions history ‒ Create and update targeting and segmentation data Workload is balanced between central server and its backup to prevent interference between real time queries (promotion POS 1 POS n execution) and batch queries Mobility Request Transaction Request Backup Transaction Request 4
  6. 6. Centralized Architecture: Split Central/Execution Server A central server and its backup Shared ‒ Configure and view offers Store ‒ View daily operations statistics Central Store Execution ‒ Manage profiles and maintenance Central Backup Execution Backup ‒ Record transactions history Server Server Server Server ‒ Performance reporting ‒ Create and update targeting and segmentation data Execution servers and their backup ‒ Trigger offers and send documents to deployment channels ‒ Communicate with the POS system Mobility Request and other deployment channels ‒ Create and update targeting and Transaction Request segmentation data Backup Transaction Request ‒ Send transaction history and statistics POS 1 POS n to central server One execution server manages a cluster of stores, each with a shared execution server 5
  7. 7. Decentralized Architecture: 1 Execution Server Per Store  A central server and its backup Shared Store ‒ Configure and view offers Execution Central ‒ View daily operations statistics Central Backup Backup ‒ Manage profiles Server Server Server ‒ Maintenance operations ‒ Record transactions history ‒ Performance reporting Store ‒ Create and update targeting and Execution segmentation data Server  Execution servers and their backups ‒ Trigger offers Mobility Request ‒ Send documents to deployment channels Transaction Request ‒ Communicate with the POS system and other deployment channel Backup Transaction Request devices ‒ Create and update targeting and segmentation data POS 1 POS n ‒ Send transaction history and statistics to central server  One execution server per store 6
  8. 8. Hybrid Architecture A central server and its backup Shared Store Shared ‒ Configure and view offers Execution Store Central ‒ View daily operations statistics Central Backup Backup Execution ‒ Manage profiles and maintenance Server Server Server Server Record transactions history ‒ Performance reporting ‒ Create and update targeting and segmentation data Execution servers and their backup ‒ Trigger offers and send documents to deployment channels ‒ Communicate with the POS system Store Execution Server and other deployment channels ‒ Create and update targeting and segmentation data ‒ Send transaction history and statistics to central server Largest stores have their own POS 1 POS n POS 1 POS n execution servers while smaller Mobility Request stores share an execution server Transaction Request Backup Transaction Request 7
  9. 9. Hybrid Architecture: POS and Backup A central server and its backup Shared ‒ Configure and view offers Central Store ‒ View daily operations statistics Central Backup Backup Server Server Server ‒ Manage profiles and maintenance ‒ Record transactions history ‒ Performance reporting ‒ Create and update targeting and segmentation data POS system integrates execution engine and can reach a backup execution server ‒ Trigger offers and sends documents to deployment channels ‒ Communicate with the POS system and other deployment channels ‒ Create and update targeting and segmentation data POS 1 POS n POS 1 POS n ‒ Send transaction history and statistics to central server Mobility Request POS system integrates Execution Module and backup is located Transaction Request remotely in case execution engine Backup Transaction Request stops at the POS 8
  10. 10. Checkout Protocol – General Transaction Process POS System Maxxing Server Loyalty card is swiped 9050 9060 Rewards, coupons, <Total> key is pressed 9100 vouchers, etc. areand the request is sent computed 9110 Application of offer, Payment is made 9220 discount, points, etc. upon payment 9230 means Print Request Coupon is printed 9
  11. 11. Customer Nomadism and Security Management Maxxing Central Server Maxxing Maxxing Maxxing Execution Execution Execution Server Server Server 10 10
  12. 12. Technical Overview: Simply Market300 grocery stores equipped MASS COMMUNICATION ECOMMERCE 1. Shopping cartwith an average of 10 POS Multipart Flat file for sent to serverper store implemented in less coupon promotions 2. Calculation andthan 90-days transmitted response sent to every hour checkout Customer 3. Interactive offer and via XML flow Web Loyalty 4. Coupon sent via Services Data URL or PDF in email Segmentation via Data synchronization Maxxing Maxxing RFM and SMBNB Central Execution classifications Nomadism request if Server Server unknown customer 1. Receipt sent to Item and server Store Data 2. Calculation and Marketing creates ISO response to POS offers and designs IN-STORE 8583 3. Coupon printed coupons Syndicated Sales Data: Offline Mode: If - Week network is down or POS POS - Card holder response delayed, Server Server then promotion - Department Maxxing Maxxing execution is managed Execution Execution thru a Maxxing Server Server execution engine installed on the POS server. POS History Loyalty Card 11
  13. 13. Technical Overview: Father and SonsApparel retailer with 25 ECOMMERCEstores and average of 2 POS Marketing createsper store implemented in offers and designs 1. Shopping cartless than 90-days coupons sent to server 2. Calculation and Customer response sent to and Web checkout Loyalty Services 3. Interactive offer Data 4. Coupon sent via URL or PDF in Data synchronization email Maxxing Central Nomadism request if 1. Receipt sent to Server server unknown customer 2. Calculation and Item and response to POS Store Data Web 3. Coupon printed Services IN-STORE POS POS Server Server Maxxing Maxxing Execution Execution Server Server POS History Loyalty Card 12

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