Integrating Beyond the eCommerce Engine Preparing for the New Face of eBusiness


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eCommerce – more specifically, eBusiness – has evolved into a highly integrated ecosystem that extends beyond the traditional shopping cart and exclusivity to a single on-line channel. Companies are now inextricably linked to consumers, suppliers and vendors across various channels, and the systems required to manage these interactions have grown more complex.

The next-generation eCommerce platform must factor in business processes and supporting systems including business intelligence, master data management and customer relationship management to ensure compatibility and synergy.

In this presentation, we explore some of these challenges and provide insight on how to approach them from a business and technology perspective.

- Business process re-engineering to support the next-generation eCommerce platform
- A holistic approach to integrating eCommerce into your business
- To de-couple or not to de-couple from your enterprise applications
- Leveraging the core capabilities of your enterprise applications while still taking advantage of your overlapping eCommerce platform features

Presenter Sameer Peera is Principal of Perficient’s national Commerce practice.

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Integrating Beyond the eCommerce Engine Preparing for the New Face of eBusiness

  1. 1. Integrating Beyond the Engine: Preparing for the New Face of eBusiness
  2. 2. About Perficient Watch this webinar replay at Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities.
  3. 3. PRFT Profile  Founded in 1997  Public, NASDAQ: PRFT  2009 Revenue of $188 million  16 major market locations throughout North America — Chicago, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New Orleans, Philadelphia, San Jose, St. Louis and Toronto  1,300+ colleagues  Dedicated solution practices  ~450 enterprise clients (2009) and 85% repeat business rate  Alliance partnerships with major technology vendors  Multiple vendor/industry technology and growth awards
  4. 4. Our Solutions Expertise & Services Business-Driven Solutions Perficient Services • Enterprise Portals  End-to-End Solution Delivery • SOA and Business Process  IT Strategic Consulting Management  IT Architecture Planning • Business Intelligence  Business Process & Workflow • User-Centered Custom Applications Consulting • CRM Solutions  Usability and UI Consulting • Enterprise Performance Management  Custom Application Development • Customer Self-Service  Offshore Development • eCommerce & Product Information  Package Selection, Implementation Management and Integration • Enterprise Content Management  Architecture & Application Migrations • Industry-Specific Solutions  Education • Mobile Technology • Security Assessments Perficient brings deep solutions expertise and offers a complete set of flexible services to help clients implement business-driven IT solutions 4
  5. 5. eCommerce System Context Tracking # Fedex ‘Traditional’ eCommerce CSR Tax Payment Payment Fulfillment Order WMS Integration Cancel Processor Data Settlement Order Fulfillment Response  Transaction engine / shopping Warehouse Store Master cart solution Order Transactions Management Transactions System Sales Audit Order Details Order Status / Inventory Authorization Updates Tax Calculation Data Feed  Point-to-point integration Order Confirm Store Locator Transactions MQ Reporting Know-where  Inventory & Pricing Mass Mail System Store Results Investor  Order & Order Status Store Fill Orders Relations POS About Us Demand Data Shipping & Tax GC Weekly Customer File Store Fill Orders Event Based Mail Gift Card Redemption Processor  Customer Data 3rd Party eCommerce Customer Database Product File  Payments, etc.  External / 3rd Party Integration Edge Cache Inventory  Marketing & Campaigns Update Content Analytics Inventory Merchandising Management CDN Search Results  Reporting OMS / WMS Enhanced Visualization Web Analytics  Search Provider  Merchandising, etc.
  6. 6. Collaborative and Integrated eBusiness Enterprise Context  Platform capabilities overlap  Front End  eCommerce  Portal  Hybrid  Search  External / 3rd party  eCommerce  Hybrid  Content / Product Management  eCommerce  ECM / WCM  Hybrid  Reporting / Analytics  eCommerce  3rd Party  Search  Identify Solution Domains
  7. 7. Solution Domains Product Master Data Application Collaborative Identity/Access Requirements Category eCommerce Configurator ECM Management Aggregation Workspace Management CRM Architecture x x x x x Admin/Technical Operational Tooling x x Performance and Scalability x x x x Business Models x x x x x x Business Management Tooling x x x x x Customer Service x x Data x x x x Development and Testing x x x eCommerce Capabilities x x x x Marketing x x x x x x Non-Functional Requirements x x x Reporting & Analytics x x Systems Integration x x x x x x x Holistic View of eBusiness  Requirements intersect multiple domains  Platform assessment for a Domain based on core capabilities and requirements alignment  Technical and business processes are evaluated across functional areas (not through a confined domain view)
  8. 8. Designing a Holistic Solution • Core System Capabilities • Identify and understand core capabilities, strengths, and weaknesses of each platform • Ex. eCommerce provides Analytics capabilities • What are my business requirements for analytics? • Are they satisfied by the out-of-box capability? What are the limitations? • Perform a capabilities gap assessment against requirements • Leverage out-of-box capabilities • Have you explored alternate out-of-box approaches to achieve the same result? • Reduce customization will make future migrations a lot simpler • Identify synergies across platforms • Can you streamline data flow and consolidate data into a single interface? • Ex. Analytics – Can coremetrics provide an aggregate view of analytics across your entire site (Import data from other systems – Search, 3rd Party Marketing, etc.) • Is there a hybrid approach that would better align with business and technical requirements?
  9. 9. Designing a Holistic Solution • Solution Domain: Master Data Management • Which is the real system of record? • Will data be manipulated across multiple systems? • Is synchronization across systems required? Unidirectional / bi-directional? • Solution Domain: Content Management • Define content! • Are you looking for Web Content Management, Enterprise Content Management, or both? • How can I leverage Marketing and Promotion content in eCommerce while managing my core product content and merchandising in a WCM solution? • Identify and Analyze Solution Domains • Search • BPM • Others • Business Intelligence • BRMS • Governance • Identity / Access Management • MDM • Application Aggregation
  10. 10. What about Business Process Impact?
  11. 11. Designing a Holistic Solution • What does a Holistic Solution really mean?
  12. 12. Holistic Solution - Vision Project Deliverables Business Key Moves Corporate Strategy
  13. 13. Holistic Solution - Process To Be As-Is Data Gap Analysis
  14. 14. Holistic Solution - People Jake Parker the Illustrator of the Map of Dr. Suess’ Whoville said it best when he explains the process for creating this drawing! Agent 44 An Art Blog by Jake Parker Jan. 27
  15. 15. People • buildings first….. Agent 44 An Art Blog by Jake Parker Jan. 27
  16. 16. People • Then the Whos: Identify the Roles Agent 44 An Art Blog by Jake Parker Jan. 27
  17. 17. Designing a Holistic Solution • Alignment is key!
  18. 18. Designing a Holistic Solution Q&A
  19. 19. Follow Perficient Online Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries. 19
  20. 20. Next Month From sense and respond…to predict and act! Predictive Analytics: The Next Wave in Business Intelligence Webinar Date: Thursday, October 28, 12:00-1:00 PM CT • Do you want to capture information about customers, prospects, employees and more? • Are you able to predict behavior, preferences and future performance? • Can you act in real-time or ahead of a potential issue? Making crucial business decisions based on intuition and gut feeling informed by personal experience is no longer sufficient. Successful businesses are moving away from this ‘sense and respond’ decision- making approach to Predictive Analytics that allow you to predict potential outcomes and change course ahead of potential issues. Join us as we discuss how Predictive Analytics enables decision makers to predict future events and proactively act on that insight to drive better business outcomes and deliver the insight needed to answer key business questions. 20