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7/31/2019 b 2 Ce Commerce in f Systems
1/26
Maltepe University / 2008
Business to Consumer (B2C) Electronic CommerceInformation Systems
Ali Beklen
7/31/2019 b 2 Ce Commerce in f Systems
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B2C E-commerce Information Systems
Maltepe University / 2008
Agenda
Business Requirements
E-commerce on day one
E-commerce information system architecture
E-commerce information system architecture stakeholders The principal problem with e-commerce information systems
Problem one : High availability
Problem two : Building a effective data warehouse
Problem three : Alignment of I/T vendor and e-commerce enterprise business
goals
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B2C E-commerce Information Systems
Maltepe University / 2008
Business Requirements
Architecturally guarantee continuous web site availability and scalability
Successfully implement a clickstream data warehouse
Create a contractual environment with technology suppliers that ensuresthe business success of the e-commerce enterprise
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B2C E-commerce Information Systems
Maltepe University / 2008
Agenda
Business Requirements
E-commerce on day one
E-commerce information system architecture
E-commerce information system architecture stakeholders The principal problems with e-commerce information systems
Problem one : High availability
Problem two : Building a effective data warehouse
Problem three : Alignment of I/T vendor and e-commerce enterprise businessgoals
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce on Day One
E-commerce
Site users can be anyone from casual visitors, to advertising click-throughs, totargeted prospects, to actual customers
E-commerce enterprises can record and analyze all activities of all types ofusers, all of the time
Brick-and-mortar
Brick-and-mortar commerce enterprises typically have no easy way to recordand analyze user behavior until they become customers
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce on Day One (cont...)
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce on Day One (cont...)
The increased information processing requirements of the information-rich web e-commerce environment place special requirements on theinformation architecture of a B2C e-commerce enterprise.
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B2C E-commerce Information Systems
Maltepe University / 2008
Agenda
Business Requirements
E-commerce on day one
E-commerce information system architecture
E-commerce information system architecture stakeholders The principal problem with e-commerce information systems
Problem one : High availability
Problem two : Building a effective data warehouse
Problem three : Alignment of I/T vendor and e-commerce enterprise businessgoals
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture
Electronic commerce enterprises typically have five categories ofbusiness activity that are realized in up to a dozen potential businessactivity fulfillment mechanisms.
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture (cont...)
The twelve e-commerce business activity fulfillment mechanisms mapinto six information architecture system components.
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture (cont...)
External user acquisition systems:
These systems lead a customer to an e-commerce enterprise, including all advertising mediaWeb and otherwise, Web search engines, site tie-ins, etc.
User activity-driven front-end systems:
These systems include the Web content sites, the voice-based telephony call centers, andthe adjunct support systems like e-mail which provide the electronic presence of an e-commerce enterprise.
Back-end operational systems:
On the Web, order entry becomes a very broad category that includes much more than theordering of products by customers. This can include product orders, information downloads,
requests for more information, financial orders like stock purchase, sale, or funds transfer,general order status requests, etc.
Back-end management-oriented systems:
These include financial management and reporting systems as well as a clickstream/callstream user relationship management data warehouse containing a detailed history ofuser activity.
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B2C E-commerce Information Systems
Maltepe University / 2008
Agenda
Business Requirements
E-commerce on day one
E-commerce information system architecture
E-commerce information system architecture stakeholders
The principal problem with e-commerce information systems
Problem one : High availability
Problem two : Building a effective data warehouse
Problem three : Alignment of I/T vendor and e-commerce enterprise businessgoals
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture stakeholders
The e-commerce information architecture components have associatedcadres of interested stakeholders.
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture stakeholders(cont...)
User community:
Whose attention is garnered either by external acquisition systems, like searchengines,Web ads, e-mail, or other media advertising, or by the internal contentof the sites front-end Web servers and callcenters.
Operational personnel:
Who are responsible for the care and feeding of the front-end Web servers, callcenters, and the operational tie-ins to external user acquisition media
E-commerce executive management and stockholders :
The team which have a stake in the success of all the systems of an enterprise,
but they are actually interested in a well implemented enterprise financialmanagement system. These systems enable up-to-the-moment financialmanagement of the enterprise, directly linked to the actual revenue and coststreams associated with front-end and back-end operational systems.
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture stakeholders(cont...)
User relationship management stakeholders :
While enterprise financial management is a fundamental need, the clickstream/callstream data warehouse gives user relationship management stakeholdersthe tools they need to make the e-commerce enterprise grow and prosper overthe long term. The existence of an effective user relationship management
clickstream/callstream data warehouse is one of the most important long-termsuccess differentiators in the e-commerce business sphere.
User behavior analysis/trending
Web site page performance
Effectiveness of user acquisition strategies
Effectiveness of special offers
User-behavior-driven Web page presentation
Presentation of Web ads according to user behavior
Enrichment of user data with externally purchased psychodemographic profiles
Individualized call center script control
Overall business strategy insights
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B2C E-commerce Information Systems
Maltepe University / 2008
E-commerce information system architecture stakeholders(cont...)
A summary of the interests of the various e-commerce stakeholders
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B2C E-commerce Information Systems
Maltepe University / 2008
Agenda
Business Requirements
E-commerce on day one
E-commerce information system architecture
E-commerce information system architecture stakeholders
The principal problem with e-commerce information systems
Problem one : High availability
Problem two : Building a effective data warehouse
Problem three : Alignment of I/T vendor and e-commerce enterprise businessgoals
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems
What is the principal problem with this complex e-commerce informationarchitecture landscape?
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems(cont...)
The lack of a highly available and highly scalable operationalinfrastructure:
Many e-commerce enterprises fail to properly construct an inherently scalable,redundant and reliable 24 x 7 x Forever Web enterprise system architecture.
E-commerce enterprises must have speedy and highly available systems,
Web server
Call center front-end systems
Back-end order-entry and fulfillment systems.
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems(cont...)
Fully redundant, geographically replicated Web site hosting architecture
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems(cont...)
The lack of a clickstream/callstream data warehouse:
Many e-commerce enterprises fail to undertake the difficult design andimplementation of a highly scalable clickstream/ callstream data warehouse,which records the activities of all users of a particular Web site and itsassociated call centers. The knowledge derived from the analysis of the
information in the clickstream/callstream data warehouse is the key to long-termcompetitive advantage of an e-commerce enterprise, making the implementationof an effective clickstream/ callstream data warehouse an early priority in the lifeof an e-commerce enterprise.
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems(cont...)
Brick-and-mortar
E-commerce
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems(cont...)
The alignment of information technology vendor and e-commerceenterprise business goals:
E-commerce enterprise employees have a natural tendency to try to become e-commerce knowledge and management superhumans, attempting toorchestrate a information technology vendors, including hardware, software and
services. Often, a better approach is to carefully choose a single overall solution vendor,
with contractually guaranteed responsibility over the multiple solutioncomponent suppliers.
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B2C E-commerce Information Systems
Maltepe University / 2008
The principal problem with e-commerce information systems(cont...)
Pros & Cons of Solution Types
Multi-vendor solution
Fixed-term and non-renewable
outsourcing solution
Outsourced solution
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B2C E-commerce Information Systems
Maltepe University / 2008
Sources
Mark Sweiger, November 1, 1999,
Business to consumer (B2C) electronic commerce information systems
Designing and implementing a successful e-commerce information architecture
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B2C E-commerce Information Systems
M l U i i / 2008
Thank [email protected]
http://www.alibeklen.com