ATG Commerce: Full Capabilities Overview

CAPABILITIES OVERVIEW

ATG Commerce Maximum Conversion (MC) Edition

Solution Overview

ATG Commerce MC Edition is the top ranked e-

commerce solution that powers the world’s best

brands online. Its highly scalable, flexible, and

innovative component-based architecture enables

you to personalize the online buying experience to

fully engage your customers and help them find

desired products, comparison shop, register for gifts,

pre-order products, redeem coupons, and benefit

from many other useful capabilities.

ATG Commerce MC Edition offers best-in-class

capabilities far surpassing all other e-commerce

offerings. Capabilities include a comprehensive set

of intuitive tools that allow marketers and

merchandisers to directly control the management

and display of products, prices, promotions, and

content. ATG provides everything you need to create

a compelling and relevant online experience that

increases conversion rates and order sizes.

You can extend the capabilities of ATG Commerce

MC Edition with a number of add-on applications,

including service center and knowledge

management tools for customer service agents; B2B

order management features for multi-channel

selling; and e-commerce optimization services such

as Click to Call, Click to Chat, and Recommendations;

and hosting services.

ATG Commerce MC Edition Applications

ATG Commerce MC Edition includes several industry-leading

applications that provide a full set of features to create world-

class e-commerce experiences. Its primary components are

described below. All the modules are tightly integrated.

ATG COMMERCE

ATG Commerce provides all of the necessary capabilities and

tools for businesses and organizations from medium size to the

largest industry leaders in the world to create a compelling and

personalized online experience for consumers to research, shop,

buy and manage their accounts. ATG Commerce allows

merchants to:

• Display product and promotional information, process

orders, and display order status

• Personalize content for each visitor, tailoring the experience

to meet their individual needs

• Calculate pricing, tax, shipping, promotions and other costs

and accept multiple payment types such as credit card, gift

cards, credits

• Interface with existing order management and fulfillment

systems to deliver digital and physical goods

• Manage visitor interactions from login, navigation and

search to order processing and account maintenance

• Build and control their site with a full-featured set of

business and technical administration tools and a rich

development environment

ATG MERCHANDISING

ATG Merchandising provides a rich set of tools for business users,

product/brand managers, and merchandisers to manage

products and their presentation in the Web storefront. They can

also control the promotions that are currently active on the site,

and define complex rules that govern how promotions are

presented. ATG’s Business Control Center Business Control Center Business Control Center Business Control Center (BCC), a Web-based

graphical interface, allows business personnel to manage and

maintain the Web storefront, including a complete and

customizable review and approval workflow.

ATG SEARCH

ATG Search is a dynamic, integrated search solution that

incorporates natural language technology into your storefront. It

enables shoppers to quickly and efficiently navigate your

commerce site with features like faceted search results to find

the exact merchandise they want, as well as the ability make

purchases directly from the search results page. It also enables

“searchandising” (personalizing results for a given user) and

other marketing features like page redirects, results exclusion

and results positioning.

ATG CUSTOMER INTELLIGENCE

ATG Customer Intelligence is an integrated set of datamart and

reporting capabilities that monitor and analyze commerce and

ATG Commerce MC Edition | CAPABILITIES OVERVIEW 2

customer care performance. It combines key data from the ATG

product suite, such as purchases, searches, escalations, and click-

thrus, with behavioral data from customer on-site behavior and

available demographic data, such as age, gender, and geography,

to provide superior customer intelligence.

ATG CAMPAIGN OPTIMIZER

ATG Campaign Optimizer enables you to evaluate and improve

your e-commerce initiatives by performing multivariate testing

on your Web marketing-based promotions, online products,

and/or overall Web site design and functionality.

ATG OUTREACH

ATG Outreach provides a comprehensive set of marketing tools

which allow merchants to define and execute multi-channel

marketing campaigns that touch both the Web and e-mail

channels. Campaigns can be triggered dynamically or planned

out, and can be executed in multiple stages. Outreach draws

upon ATG’s industry-leading personalization capabilities to

create targeted campaigns for maximum impact, and can track

and report on the campaign, across all channels, with a single

tool.

ADD-ON APPLICATIONS

The ATG Commerce MC Edition product suite is complemented

by several optional applications, including:

B2B Order B2B Order B2B Order B2B Order ManagementManagementManagementManagement

An optional extension to the ATG Commerce MC Edition

platform product that provides additional features helpful in

B2B environments, including:

• Contract-based pricing

• Purchase lists and order restrictions

• Approval workflow

• Purchase orders and requisitions

ATG SELF-SERVICE

Diverts low-value customer service inquiries away from your

agents and empowers your customers to answer questions and

complete online transactions with highly personalized Web self-

service. It combines an answer repository with multi-lingual

natural language search and navigation capabilities into a single

solution.

ATG Commerce Service Center ATG Commerce Service Center ATG Commerce Service Center ATG Commerce Service Center

A Web-based contact center application for order administration,

sales support, and customer care. It enables your sales and

service agents to more efficiently help customers over the

telephone, on the Web site, or via e-mail, by using the

personalization capabilities of ATG's e-commerce suite.

ATG KnowledgeATG KnowledgeATG KnowledgeATG Knowledge

Extends ATG Commerce Service Center to streamline and

improve customer service, combining knowledge management

with customer and incident management into a single solution.

eStara eeStara eeStara eeStara e----Commerce Optimization ServicesCommerce Optimization ServicesCommerce Optimization ServicesCommerce Optimization Services

Platform-independent services designed to allow you to get the

most from your online investment.

• eStara Click to CalleStara Click to CalleStara Click to CalleStara Click to Call is an enterprise-level service that

delivers more than just a call connection. It requires no

additional hardware or software installation, and delivers

all calls to existing telephony and CRM infrastructure.

Through Click to Call, companies can seamlessly tie their

online and voice channels together.

• eStara Click to ChateStara Click to ChateStara Click to ChateStara Click to Chat is a fully customizable enterprise-level

chat solution that offers an ideal complement to any

organization looking to implement interactive help options

as part of their online sales and support initiatives.

• eSteSteSteStara Recommendationsara Recommendationsara Recommendationsara Recommendations is a powerful, predictive service

that enables your Web site to automatically deliver relevant

recommendations to any Web site visitor, leveraging each

and every SKU in your product catalog. It is another key tool

to help you optimize your e-commerce results by delivering

a customer experience that increases revenue and

strengthens customer loyalty.

ATG Managed Hosting ServicesATG Managed Hosting ServicesATG Managed Hosting ServicesATG Managed Hosting Services

Gives online sellers all the capability of the ATG Commerce Suite,

while relying on ATG to provide all infrastructure, development,

and 24x7 operational support resources.

ATG ATG ATG ATG Professional ServicesProfessional ServicesProfessional ServicesProfessional Services

Provides expert consulting teams that work with customers and

partners to design and implement ATG-based solutions. This

service helps customers exploit the full potential of ATG and

maximize ROI.

ATG Customer Support Services ATG Customer Support Services ATG Customer Support Services ATG Customer Support Services (CSS)(CSS)(CSS)(CSS)

Maintains a staff of experienced support engineers, who are also

some of the best developers in the industry, to resolve all of your

technical issues. CSS also provides a network of online support

and product resources, putting the ATG information you need

right at your fingertips.

ATG ATG ATG ATG EducationEducationEducationEducation

Gives your team the knowledge they need to ensure a successful

ATG implementation. Professional instructors ensure customers

are fully trained on ATG products, providing courses for

managers, business consultants, developers, system

administrators and end-users.


ATG Commerce MC Edition Capabilities

ATG Commerce MC Edition modules provide different functionality and some may be optionally deployed. The features described in this

section assume that all modules are installed, as required to provide the most effective customer experience.

Consumer Consumer Consumer Consumer AccountsAccountsAccountsAccounts

ATG Commerce gives you the tools to allow consumers to

register on your site and securely store their profile details in

order to simplify future transactions and more accurately target

marketing activity. ATG Commerce can be configured to

automatically recognize returning consumers via a cookie, and

requires a successful login before any sensitive information can

be viewed or modified. Your registration process can capture key

information about your consumers, including their e-mail

address, gender, referral source, and default e-mail newsletter

sign-up.

Address BookAddress BookAddress BookAddress Book

A standard Address Book allows consumers to store multiple

addresses in a personal address book, and multiple credit card

numbers to expedite and simplify the order checkout process.

Gift Lists and Wish ListsGift Lists and Wish ListsGift Lists and Wish ListsGift Lists and Wish Lists

Gift lists allow customers to register for an event, such as a

birthday or wedding, and create a list of products that other site

visitors can view. Customers can create an unlimited number of

gift lists for themselves. Part of the purchase process allows

special handling instructions for gift purchases, such as address

security, wrapping, and shipping. Wish lists allow customers to

save lists of products without actually placing the items in their

shopping cart. A wish list is similar to a gift list, except that it is

only accessible to the person who created it. Customers can

access their wish lists and purchase items from it at any time.

Information in gift and wish lists can also be used to trigger

targeted promotions or marketing campaigns.

SHOPPING AND CHECKOUT PROCESS

Secure TransactionsSecure TransactionsSecure TransactionsSecure Transactions

ATG supports secure (Secure Sockets Layer) browsing and

password-protected customer login, demonstrating that visitor

information is visibly protected during the shopping process.

Comparison ListsComparison ListsComparison ListsComparison Lists

Comparison lists enable customers to select multiple product

SKUs and compare them side-by-side.

Persistent Shopping CartPersistent Shopping CartPersistent Shopping CartPersistent Shopping Cart

Any products that were placed into the shopping cart during a

consumer’s previous visit can still be there upon his return, so he

can continue to shop from where he left off. Merchants control

whether the cart is persistent or cleared for each visit.

Express CheckoutExpress CheckoutExpress CheckoutExpress Checkout

Consumers can specify their preferred credit card, shipping

address, and shipping method details. The Express Checkout

feature expedites the entire checkout process.

Anonymous CheckoutAnonymous CheckoutAnonymous CheckoutAnonymous Checkout

Consumers can place an online order without leaving an

‘account’ or customer profile. Customer information is used only

to process the order.

PPPProduct roduct roduct roduct Catalog Catalog Catalog Catalog ManagementManagementManagementManagement

The product catalog is a collection of items (categories, products,

media, etc.) that provides the organizational framework for your

commerce site. ATG Commerce includes a standard catalog

implementation that you can use as is or easily extend as

necessary for your specific attributes or relationships.

Product Catalog Product Catalog Product Catalog Product Catalog StructureStructureStructureStructure

The catalog is organized into a hierarchy consisting of catalogs,

multi-level categories, products, and SKUs. This structure reflects

the catalog representation on the Web storefront. Any single

product can be linked to one or more categories, and categories

can be linked to multiple parents, making it easy for

merchandisers and other business managers to navigate the

catalog and find what they are looking for. Catalogs and

products can be shared across your brands and sites.

You can create custom catalogs for different customers, partners,

seasons, or other uses. This permits you to display different

product mixes to different viewers. For example, customers in

one country may see a subset of globally available goods plus

additional products unique to their country.

MultiMultiMultiMulti----national national national national SupportSupportSupportSupport

Each catalog can support multiple price lists, each with its own

currency to permit custom pricing by region. Catalog fields may


be extended to include as many languages as needed for your

site. The appropriate price and content can be selected

dynamically based on entry URL, customer language selection,

browser settings, or other parameters that identify the desired

regional settings for that session.

Content Content Content Content AdministrationAdministrationAdministrationAdministration

Individual “catalog items” (anything held in the catalog

structure) may be viewed and edited in a simple graphical

interface. Selecting a product displays product details and the

associated product SKU(s) and permits changes to fields that

user is granted permission to edit. Groups of items may also be

selected and changed in bulk, setting one or more parameters

across all items in the set.

The catalog may include many types of assets, from standard

products to media and text resources used in the Web site.

Products may have a static set of attributes or be set up as

configurable commerce Items. This feature allows you to sell

items with variable components, such as a computer that can be

purchased with different hard drive capacities.

Changes to catalog assets are made outside the production

environment, under version control, and subject to review and

approval workflows. Draft content changes may be previewed

and become available for review and approval when initial

editing is complete. Managers may approve or send comments

for areas requiring further work. Approved changes are

published to staging and production sites on schedules you

establish. ATG Merchandising ships with sample edit-approve-

deploy workflows, and enables creation and updates of custom

processes using a simple graphical interface.

MERCHANDISING AND PROMOTION CAPABILITIES

ATG Commerce MC Edition ships with powerful tools for

merchandising and promoting your products and services.

PersonalizationPersonalizationPersonalizationPersonalization

One of the most fundamental requirements to improve

conversions and order size is to personalize the site visitor’s

experience, presenting individually relevant offers and

information to the right people at just the right time. ATG

Commerce MC Edition offers a rich set of capabilities to allow

you to automatically personalize your site:

• Rules-based content targeting including personalized

recommendations, offers, information, cross-sells, up-sells,

promotions

• Segmentation based on any attribute including persona,

purchase history, click behavior, search term, location,

loyalty status, and others

• Search facets for guided navigation

• Integration with service channels for multi-channel, multi-

stage campaigns

• Personalized e-mail campaigns integrated with the Web

site

ScenariosScenariosScenariosScenarios

Scenarios provide an enormously powerful base functionality

that enables many site customizations that would otherwise

require custom coding. For example, you may offer different

promotions based on a customer’s history or status. You can

offer specific items depending on actions taken on your site.

There are few limits to the customizations you can offer using

scenarios. Instead of hard coding this behavior during IT release

cycles that may take weeks or even months, scenarios can be set

up in minutes using graphical workflow setup tools, enabling

the business to react quickly to market conditions and seize

opportunities as they arise.

Promotional and Dynamic ContentPromotional and Dynamic ContentPromotional and Dynamic ContentPromotional and Dynamic Content

ATG Commerce MC Edition enables the insertion of promotional

or dynamic content into your Web pages under various

circumstances. Different content may be seen during different

seasons, sale periods, or product launches. The display of this

content can be controlled without manually editing Web pages.

Gift Certificates and CouponsGift Certificates and CouponsGift Certificates and CouponsGift Certificates and Coupons

You can set up gift certificates as an item in your product catalog.

When a customer purchases a gift certificate, it is delivered via e-

mail to the recipient, who, in turn, can use it to pay for purchases

on the site. Coupons are similar to gift certificates, except that

they are a type of promotion (20% off an order over $100, for

example) sent to specific customers. Customers redeem gift

certificates and coupons entering all promotions-related codes

during the checkout process.

PricingPricingPricingPricing

ATG Commerce ships with sophisticated pricing services used to

determine the correct pricing model for an order, individual item,

shipping charge, or tax, based on a customer’s profile. You may

use standard pricing capabilities or create custom pricing

calculators for complex pricing. These services make it possible


to generate prices dynamically under constantly changing

business conditions.

Price Lists allow you to target a specific set of prices to a specific

group of customers. Both standard and ‘sale’ prices can be

stored for the products and SKU’s, allowing the merchant to

quickly switch between the two schemes. ATG Commerce also

supports bulk and tiered pricing.

PromotionPromotionPromotionPromotionssss

ATG Commerce provides a wide range of promotional facilities

for merchandisers to define and manage promotions that are

invoked through the Web storefront to encourage customers to

make purchases. Promotions can be set using the following

characteristics:

• Order, iOrder, iOrder, iOrder, itemtemtemtem, or s, or s, or s, or shipping hipping hipping hipping – Promotions may be applied to

entire orders, individual items within the order, or the

shipping characteristics of the order

• Fixed or pFixed or pFixed or pFixed or percentage ercentage ercentage ercentage – Promotional discounts may be fixed

amount or a percentage of the order, item, or shipping cost

• Conditions Conditions Conditions Conditions – ATG supports a rich rule language that defines

the conditions under which the promotions are invoked,

such as a discount granted only when a product attribute

attains a specified value

• Offer Offer Offer Offer - The promotions rule language also allows business

users to define the nature of the promotional discount offer.

• Usage limits Usage limits Usage limits Usage limits – Usage limitations can be imposed upon

promotions include time limitations and number of uses

per consumer

• SubstitutionSubstitutionSubstitutionSubstitution – You can substitute products, permitting

customers to buy an alternate product for the same price as

an out-of-stock product

• Closeness qCloseness qCloseness qCloseness qualifiersualifiersualifiersualifiers can be established to let customers

know when cart contents are nearly enough to gain access

to a promotion they are not yet qualified to receive,

improving average order value and customer satisfaction.

CrossCrossCrossCross----Sell Relationships Sell Relationships Sell Relationships Sell Relationships

Each product can be associated with a number of cross-sell

products displayed on the product page in the Web storefront.

The relationships governing the cross-sells may be either fixed

relationships between specific products, or dynamic

relationships whose display is determined in real time as pages

are presented. Establishing cross-sell relationships permits you

to display additional products that a consumer shopping your

site may be interested in, improving their online experience and

increasing average order value and conversion rates.

Abandoned Shopping Cart ProcessingAbandoned Shopping Cart ProcessingAbandoned Shopping Cart ProcessingAbandoned Shopping Cart Processing

The unique technology that underpins ATG Commerce can

recognize significant shopping events, such as an abandoned

shopping cart, and invoke pre-defined actions promotions and

campaigns designed to encourage the consumer to re-engage

and complete the purchase.

DynaDynaDynaDynamic URL Gmic URL Gmic URL Gmic URL Generation of Products for eneration of Products for eneration of Products for eneration of Products for Search Engine Search Engine Search Engine Search Engine

Optimization (SEO)Optimization (SEO)Optimization (SEO)Optimization (SEO)

Merchants often want to ensure the highest visibility of their

products on the popular Internet search engines (such as

Google) and consumer portals (such as Yahoo!). ATG Commerce

provides sophisticated technology to ensure that the contents of

the product catalog are visible and searchable by external search

spiders and ‘bots’ in order to optimize their appearance in

Internet searches. ATG Commerce recognizes when it is being

‘spidered’, and presents a URL to the search ‘bot’ that contains

product name and description information, which ultimately

increases a visitor’s ability to find the products they want.

SEARCH

Site visitors use ATG’s Search capabilities to find the information

they want. ATG Commerce MC Edition provides the flexibility to

take search queues and deliver the most compelling content,

targeted specifically for that prospect with tools to help the

visitor find exactly what they want – and even identify items

they didn’t originally realize they needed.

Instead of a simple keyword search, ATG Commerce Search

provides a number of sophisticated techniques that will make

the search experience more intuitive and effective for

consumers.

Guided (or Faceted) SearchGuided (or Faceted) SearchGuided (or Faceted) SearchGuided (or Faceted) Search

Especially useful for complex products or for catalogs with a

large number of SKU’s, the Guided Search feature guides

consumers to the products they are looking for by prompting

them with a series of dynamic filters to help narrow down the

search results. The filters are conveniently established and

maintained by business managers using ATG’s business

management tools. Each product category may have a unique

set of filters depending on the types of products being stored.

Natural Language ProcessingNatural Language ProcessingNatural Language ProcessingNatural Language Processing

ATG Commerce Search can significantly improve the consumer’s

search experience. Since search is the most common tool to help

consumers navigate a catalog, this can be a vital sales driver.


The search engine can employ advanced Natural Language

Processing techniques to process user queries, interpreting the

context of the query, rather than using raw keywords. For

example, the search engine can identify misspelled search terms

that would otherwise prevent the consumer from finding what

she needs. There are also rich thesaurus and synonym

capabilities that tie terms together in ways the consumer might

not think of. With over 25 language- and industry-specific

dictionaries as well as an ability to customize the terms used for

search, ATG supports many different regions and industries.

Advanced searchandising capAdvanced searchandising capAdvanced searchandising capAdvanced searchandising capabilitiesabilitiesabilitiesabilities

Combining search, merchandising, and personalization features,

ATG’s “searchandising” capabilities empower merchants to

personalize the presentation of search results according to their

selling strategies. You can deliver personalized search results

showing relevant content and improve customer satisfaction as

well as your business results.

ATG makes it easy to deliver this sophisticated search and

merchandising combination, providing an easy-to-use Web

interface for creating business rules that tailor search results to

customer segments. These rules use search terms and defined

(and configurable) weightings to personalize search results.

Search terms can be associated with specific products. You can

also use configurable search term redirects to guide customers

to the best content when designated search terms are entered.

ORDER PROCESSING AND FULFILLMENT

ATG Commerce provides tools to handle pre-checkout order-

processing tasks such as adding items to a shopping cart,

ensuring items are shipped by the customer’s preferred method,

and validating credit card information. The system is designed

for flexibility and easy customization.

Forms of PaymentForms of PaymentForms of PaymentForms of Payment

ATG Commerce is set up to work with all major credit card types,

managing authorization, settlement, and crediting. Support for

Cybercash and Cybersource is built in, and you can easily

interface with other card processing systems.

Multiple ShipMultiple ShipMultiple ShipMultiple Ship----To AddressesTo AddressesTo AddressesTo Addresses

Consumers may split their order, shipping some products to one

address and other products to other addresses.

Multiple Shipping Methods and Rate CalculationsMultiple Shipping Methods and Rate CalculationsMultiple Shipping Methods and Rate CalculationsMultiple Shipping Methods and Rate Calculations

ATG Commerce can present multiple shipping options, and is

able to apply a number of different calculations to determine

shipping charges for each option.

Order Confirmation/Thank You eOrder Confirmation/Thank You eOrder Confirmation/Thank You eOrder Confirmation/Thank You e----MaMaMaMailililil

You can easily set up your site to provide the visitor with an e-

mail confirmation providing their order number and a summary

of order details after successful submission of an order.

FulfillmentFulfillmentFulfillmentFulfillment

Most fulfillment activity is done via your existing systems, which

the ATG site integrates with during implementation. In addition

to that base capability, ATG Commerce also includes an HTML-

based fulfillment administration page that you can use for:

• Viewing orders that are ready to be shipped.

• Notifying the fulfillment system that an order has been

shipped to the customer.

• Notifying the fulfillment system that a shipping group has

changed and needs to be reprocessed.

• Printing order information.

Inventory ManagementInventory ManagementInventory ManagementInventory Management

The ATG Commerce inventory framework facilitates inventory

querying and inventory management for your site. It allows you

to

• Display appropriate messaging on the site for out of stock

or pre-orderable items

• Set thresholds for reorder notification.

• Create scenario-driven inventory events (overstock

condition on a certain item drives a 10% off promotion, etc.)

• Use inventory status to alter search results (for example,

deprioritizing items with low inventory levels)

• Remove items from inventory.

• Notify the store of a customer’s intent to purchase an item

that is not currently in stock (backorder) or has never been

in stock (preorder)

• Make a specific number of items available for customers to

purchase, backorder, or preorder

• Determine and modify the number of items available for

purchase, backorder, or preorder

• Determine when a specific item will be in stock

REPORTING AND MONITORING

DashboardsDashboardsDashboardsDashboards

Business managers can easily create and define dashboards in a

Web-based interface that provide a convenient view of key


performance measures. Dashboards are an assembly of pre-

defined thumbnail reports displayed side-by-side, allowing

business users to easily spot changes in the business

environment, just like on the dashboard of a car. Supplied

dashboards include views customized for general managers,

marketers, and merchandisers.

Standard Reporting and Ad Hoc Query ToolsStandard Reporting and Ad Hoc Query ToolsStandard Reporting and Ad Hoc Query ToolsStandard Reporting and Ad Hoc Query Tools

ATG Commerce MC Edition includes a number of pre-built

standard reports to satisfy the needs of a broad range of

companies. These reports provide business insight into order

volumes and the financial value of orders over time. All reports

can be viewed with a standard Web browser and exported to

Excel or PDF format, e-mailed, or easily dropped into a

PowerPoint presentation. Standard reports include:

• Average order value and size (last 14 days)

• Hourly average order value and size

• Hourly net sales and units

• Hourly order conversion rate and site visit count

• Hourly site visit and page view count

• Net sales and order count (YTD)

• Net sales and units (last 14 days)

• Order conversion rate and site visit count (last 14 days)

• Order conversion rate and site visit count (YTD)

• Product report site visit and page view count (last 14 days)

• Top 10 products by net sales (last 14 days)

In addition, business managers can perform ad-hoc queries with

an easy-to-use drag-and-drop tool. Ad hoc reports can be created

using the following sets of metrics and dimensions:

• Metrics Metrics Metrics Metrics – Number of visitors, number of orders, average

order size (units, revenue), revenue, units, discounts,

average selling price, sales velocity (units, revenue), sales

acceleration (units, revenue), conversion rate

• Dimensions Dimensions Dimensions Dimensions – Time (year, quarter, month, week, day, hour),

catalog (catalog, category, product, SKU), customer (gender,

country, region/state, age), segment, stimulus

On occasion, merchants already have experience with a third

party Web Analytics platform. ATG Commerce integrates easily

with your preferred Web analytics platform using simple page

tags.

MULTIVARIATE TESTING (ATG CAMPAIGN OPTIMIZER)

Multivariate testing is the discipline of systematically varying

content alternatives to a target audience, and measuring the

success rate of each alternative in reaching a defined ‘goal’.

Tests can be defined to vary images, page layouts, process /

paths (ie, checkout flows), product cross-sells, promotions, and

prices. Any one of these can be tested to see which is most

effective on the Web site. The test can be executed against all

site visitors, or defined consumer segments.

• You can conduct multiple concurrent tests and run them for

any length of time

• Tests may be changed on the fly and are easily managed

through a Web-based interface

CUSTOMER OUTREACH

The Web and e-mail marketing capabilities of ATG Outreach

allow e-marketing practitioners to develop multi-stage, multi-

channel e-marketing campaigns that include the following

features:

• Target Target Target Target ssssegmentegmentegmentegment d d d definition efinition efinition efinition – Campaigns or certain actions

within a campaign can be targeted to specific consumer

segments. Business managers can define target lists from

information in the Web customer profile

• List iList iList iList import mport mport mport – If consumer data exists in other applications,

lists can be imported to form the target of a campaign

• Campaign dCampaign dCampaign dCampaign definition efinition efinition efinition – Campaign definition is carried out

by defining a series of campaign ‘stages’ which can branch

and progress based on various conditions such as actions

taken by the target consumer

• eeee----Mail WYSIWYG eMail WYSIWYG eMail WYSIWYG eMail WYSIWYG editor ditor ditor ditor – An embedded HTML design tool

allows designers to define content-rich e-mail templates

• PPPPersonalized cersonalized cersonalized cersonalized content ontent ontent ontent – To make the e-mails even more

personal, content can contain very specific information

appropriate to the consumer, such as current wish list items

• Web content and tWeb content and tWeb content and tWeb content and tracking racking racking racking – In addition to sending e-mail,

campaigns can also publish and alter content on the Web

site, ensuring that consumers feel the full effect of the e-

marketing campaign

• CrossCrossCrossCross----channel rchannel rchannel rchannel reporting eporting eporting eporting –Rather than separate e-mail and

Web reporting, all campaign information is automatically

consolidated into a single, dynamic report which provides

summary level information, and allows drill-down to view

the contents of specific data points


SECURITY AND COMPLIANCE

ATG Commerce MC Edition offers several security features to

protect you and your site’s visitors. At its core, ATG relies on

industry standard security practices to ensure the safety and

integrity of your site and visitor information.

Security FrameworkSecurity FrameworkSecurity FrameworkSecurity Framework

ATG Commerce MC Edition ships with a robust security

framework that provides tools for managing security on the

commerce site. It is possible to secure any object, process, or

information using the framework, establishing access control

lists that determine what data and control functions are

available to different users. The framework offers flexible

implementation options, supporting security via Java

programming calls, directly in pages using tag libraries or

through the use of secure objects. The framework is also highly

extensible, permitting you to use as much or little of the base

functionality, and to implement the security controls that best

fit your environment. You can also easily connect the framework

into existing security infrastructure, such as an LDAP source or a

database.

MultiMultiMultiMulti----Tiered SecurityTiered SecurityTiered SecurityTiered Security

The security model permits or excludes access to protected data

or services based on whether a user is included or excluded in an

access control list. Permissions can be set based on a specific

user identity, the organization(s) or group(s) that a user belongs

to, or the role(s) to which a user is assigned. Hierarchical

organization structures support “cascading” permissions, where

children inherit rights of parent organizations, as well as full

ability to override default rights at any level.

Robust EncryptionRobust EncryptionRobust EncryptionRobust Encryption

Passwords, credit cards, and other sensitive information can be

encrypted using industry-standard methods, such as SHA and

SSHA algorithms. You can also substitute your own encryption

technique, permitting you to use the controls best suited for

your site’s internal or regulatory requirements.

PCI CompliancePCI CompliancePCI CompliancePCI Compliance

ATG provides features and configurability needed to implement

all the requirements of the Payment Card Industry Compliance

program.

OPTIMIZED FOR THE ENTERPRISE

ATG Commerce MC Edition is built from the ground up for high

performance in the most demanding environments. The

solution scales to handle both large transaction volumes and

heavy SKU-based product catalog Web sites. You can also easily

customize and expand the solution to meet your needs using its

flexible Java and J2EE architecture.

IntegrationIntegrationIntegrationIntegration

The platform easily fits into your enterprise and evolves with

your changing infrastructure.

• Uses Web services standards such as SOAP and WSDL to

allow other channels and systems to access the capabilities

of the ATG site

• Easily integrates profile information from multiple

applications – such as SAP, Oracle, Siebel or PeopleSoft –

and makes this information available in personalized

scenarios

• Works with business commerce standards such as XML,

cXML, ebXML, RosettaNet, and BizTalk

MultiMultiMultiMulti----Site SSite SSite SSite Supportupportupportupport

ATG architecture makes it simple to support multiple sites on a

single instance, leveraging common hardware and software.

Sites may be set up to share or segregate as many of the catalog,

user profile, and other site assets as desired. You have the

flexibility to control the degree of component reuse that makes

sense in each case.


Technical Product Information

ATG PLATFORM

The foundation of all ATG implementations is the ATG Platform,

made up of a collection of frameworks and control applications

including the ATGATGATGATG Adaptive Scenario EngineAdaptive Scenario EngineAdaptive Scenario EngineAdaptive Scenario Engine, the Dynamo Dynamo Dynamo Dynamo

Application FrameworkApplication FrameworkApplication FrameworkApplication Framework and the Data Anywhere ArcData Anywhere ArcData Anywhere ArcData Anywhere Architecturehitecturehitecturehitecture.

ATG additionally provides tools for exposing elements of your

application as a Web Service, as well as support for the Eclipse

integrated development environment.

ATG ATG ATG ATG Adaptive Scenario EngineAdaptive Scenario EngineAdaptive Scenario EngineAdaptive Scenario Engine

The ATG Adaptive Scenario Engine is the core scenario

processing tool used for ATG applications. It provides business-

rule driven scenarios for delivering dynamic Web pages as well

as scenarios that drive functionality such as the content

administration edit / review / approve cycle.

ATG Dynamo ApplicatiATG Dynamo ApplicatiATG Dynamo ApplicatiATG Dynamo Application Frameworkon Frameworkon Frameworkon Framework

The ATG Dynamo Application Framework provides services not

found in the standard J2EE layers, such as the Nucleus

component and lifecycle management, distributed caching for

large-site support and other features.

Data Anywhere AData Anywhere AData Anywhere AData Anywhere Architecturerchitecturerchitecturerchitecture

ATG’s data anywhere architecture provides access to a variety of

data sources through a single, unified API – the Repository API.

This permits developers to pull data from disparate locations --

files, databases, LDAP directories, even third-party applications –

into a coherent, unified data repository. Specific details of each

data source are stored in an XML file. The application

programmers and page designers don’t need to worry about

where the data comes from – they simply access data elements

as simple Java objects.

Data Anywhere Architecture provides powerful flexibility, since

changes to the underlying schema can be made without any

code changes. It also offers powerful performance benefits with

its distributed caching capability.

Web Services InteWeb Services InteWeb Services InteWeb Services Integrationgrationgrationgration

Many of the ATG components are exposed as Web services (for

example, the product catalog, orders, etc), which can be

consumed by external systems. Developers can dispatch

serialized objects to external systems using ATG’s built-in JMS

support.

DeDeDeDevelopment Toolsvelopment Toolsvelopment Toolsvelopment Tools

ATG Commerce MC Edition comes with Eclipse developer tools

to easily manage ATG development in this popular open-source

development environment.

THIRD PARTY SUPPORT

With ATG, you can mix and match among popular application

servers, databases, and operating systems. Choose the ATG tools

you need, and deploy them in the IT infrastructure you have.

Third party applications qualified on ATG Commerce MC Edition

applications include those listed below. Note that compatibility

is tested for different product revisions and you should check the

detailed product information online at:

http://www.atg.com/en/products/requirements/

Java Development EnvironmentsJava Development EnvironmentsJava Development EnvironmentsJava Development Environments

Sun Java Development Kit 5

Application ServersApplication ServersApplication ServersApplication Servers

BEA WebLogic Server

IBM Websphere Application Server

JBOSS Application Server

Operating SystemsOperating SystemsOperating SystemsOperating Systems

Sun Solaris

Microsoft Server 2000, 2003

Red Hat Linux Advanced Server and Enterprise

Database ServersDatabase ServersDatabase ServersDatabase Servers

Oracle 9i, 10g, 10g RAC

Microsoft SQL Server 2005

IBM DB2 V9

Processor HProcessor HProcessor HProcessor Hardwareardwareardwareardware A A A Architecturesrchitecturesrchitecturesrchitectures

Intel

AMD

Sun

Browser ClientsBrowser ClientsBrowser ClientsBrowser Clients

Microsoft Internet Explorer 6, 7

Firefox 2

Published: May 2008


Documents

ATG Commerce: Full Capabilities Overview