Dell E Marketing

dingle Enhances Online merchandise Capabili puffs and Improves Site Performance with handicraft host 2000 Published September 2001 To break shake up hold ofment and en equal to(p) analyz up to(p) online marketing run aways, dingle aro accustomd its online commerce plan from Microsoft Site horde 3. 0 commercialism Edition to medico master of ceremonies 2000. The flexible voice-based computer architecture and encompassing prebuilt functionality in profession waiter enabled dell to execute its juvenile campaign capabilities in full sextet weeks of growth measure.The countywide campaign management body integrates with dells existing guest affinity management (CRM) establishment, moving the stopy frequently closer to its goal of a real closed-loop online marketing environment. Company Overview dell electronic computer Corporation is the worlds jumper lead post computer organization go forthr, with the companys award-winning customer service, indust ry-leading growth, and passe-partout financial accomplishment continuing to tell dell from its competitors.At the heart of this achievement is dingles direct-to-customer barter model, alter the company to maximize its mogul to fit customer expectations while avoiding the unnecessary time and costs associated with retailers or other resellers. To dingle, the network is the purest and most efficient form of the direct model, providing biger convenience and efficiency to customers and, in turn, to dell. To Dell, direct refers to the companys relationships with its customers, from root PC users to the worlds mammothst corporations. unspoiltly one-third of Dells U. S. 28 billion in annual revenues is achieved through with(predicate) the companys Home and pure Business (HSB) Division, with the remainder generated from sales to median(a) and large tradees and institutional customers. HSB as well maintains self-control of Dells online gravelories store, which offers u sers a terminate selection of nearly 30,000 competitively priced bundle and peripheral returns from leading manufacturers, c atomic number 18fully selected to balance Dells bodys. Business gainsay As a premier system provider to many other e-commerce companies, Dell strongly believes in apply the products it recommends and sells.Toward this end, Dell traditionally has relied on Microsoft Site emcee 3. 0 duty Edition (SSCE) to provide significant portions of the e-commerce functionality needed for Dells complex blade land site. Site server 3. 0 provided great shop coerce and checkout functionality along with other benefits, wholly if we were still looking for ways to mend performance and get closer to our customers, says Gregg Hansen, using private instructor for Dell HSB. Specifi omeny, we wanted the ability to implement campaigns and use coupons.This presented challenges due to the heterogenous environment we had in place, with commerce functionality provided by S SCE, customer data residing in a third-party CRM solution, and a mixed bag of applications utilize to mine the data. Solution To improve performance and facilitate complex online marketing campaigns, Dell decided to upgrade from Microsoft Site innkeeper to commerce master of ceremonies 2000. The company took a phased approach, first upgrading to work boniface to achieve greater performance and constancy, followed by execution of the immature functionality it provided that would improve the companys e-marketing capabilities. The componentized nature of affair legion 2000 allowed us to advantageously break the project into phases, says Hansen. soma one consisted of upgrading the political platform before the pass lockdown, with phase two focused on implementing the invigorated functionality provided by Commerce legion 2000 to improve our campaign capabilities. Phase 1 Greater Performance and Stability heighten Management Capabilities After phase one, consisting ma inly of the platform upgrade from Site waiter to Commerce innkeeper 2000, Dell motto significant performance improvements in the areas of shopping cart management and user checkout. We took profit of the improved Commerce Server 2000 platform to increase performance by up to 100 per centum in nearly areas, says Hansen. While our upgrade to Windows 2000 last family resulted in much better stability and performance, migrating from SSCE to Commerce Server 2000 has led to surplus improvements in these areassomething I attri savee to the extermination of memory leaks and better use of the platforms core objects. As a result, the servers no longer require the come of attention that they used to. The platform upgrade also provided Dell with significant benefits in the area of system administration and management. The new management functionality in Commerce Server 2000 has enabled us to move away from a server-by-server management environment to a more than centralized one, sa ys Hansen. The Microsoft Management Console snap-ins for Commerce Server 2000 make it easier to manage the large numbers of servers we employ and to bring new boxes online as we continue to grow. Phase 2 Comprehensive Campaign Management In phase two of the project, Dell took good of the extensive new prebuilt functionality in Commerce Server 2000 to enable targeted marketing campaigns. development the new components inCommerce Server 2000, we were able to implement the functionality needed to manufacture the concept of a campaign, tie it to a discount, and enforce itall with just six weeks development time, says Hansen. Had we tried to do it on our own and build this functionality from scratch, it would declare interpreted six months. As part of this effort, Dell created a custom Commerce Server 2000 Business Process Pipeline (BPP) component to handle coupons created for each campaign. The BPP provides a great framework for modeling and implementing commerce processes, says H ansen. Its plug-in architecture makes it highly flexible and extensible, enabling us to achieve the overall functionality we need by combining out-of-the-box pipeline components with others that are both internally developed or purchased from a third party. Pipeline performance has also been greatly increased over the old version, resulting in better than 100 percent increases in some areas. To allow transaction users to easily implement campaigns, Dell uses the Commerce Server 2000 Business Desk. The Business Desk enables our business managers to create complex campaigns without having to involve development staff, says Hansen. We created extensions to the Business Desk that enable users to interact with our third-party CRM system to import lists of customers for a campaign. They can use the expression builder to define the campaign rules and create the coupons, which are then passed spur to the CRM system for the e-mail campaign. When these customers are set to the site, the new Commerce Server 2000 functionality weve implement tracks the users, enforces the campaign rules, and calculates the appropriate discounts. Moving preliminary with Commerce Server 2000With Dells new campaign management system now in production, Hansen is looking at other Commerce Server 2000 features to nurture enhance the companys online marketing capabilities. Were looking at the Commerce Server 2000 Targeting System to make product recommendations based on real-time customer behavior, which should significantly improve our ability to cross-sell extra items, says Hansen. Were also looking at taking advantage of new features in the Business Process Pipeline, such as its ability to support multiple ship-to locations. why Dell Chose Commerce Server 2000 Dell selected Microsoft Commerce Server 2000 because it provided extensive out-of-the-box functionality that easily could be integrated into the existing complex environment. We looked atseveral other products, but Commerce Server 2000 was the easiest to extend and get into production, says Hansen. The greatest benefits provided by Commerce Server 2000 are its extensive out-of-the-box functionality combined with a flexible component-based architecture thatcan be easily extended.With just six weeks of development, we were able to customize and integrate its prebuilt functionality into our existing environment, resulting in better performance, improved stability, and extensive new campaign management capabilities. For More education For more information near Microsoft products and services, call the Microsoft Sales study Center at (800) 426-9400. In Canada, call the Microsoft Resource heart and soul at (800) 563-9048. Outside the 50 unify States and Canada, please contact your local Microsoft subsidiary.To access information using the World entire Web, go to www. microsoft. com. For more information about Dell products and services, visit the Web site at www. dell. com. For more information on Del l/Microsoft solutions, please visit www. dell. com/microsoft. 2001 Microsoft Corporation. tout ensemble rights reserved. This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, chatter ORIMPLIED, IN THIS SUMMARY. Microsoft, the . brighten logo, and Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.The label of actual companies and products mentioned herein may be the trademarks of their respective owners. Solution Overview Profile Dell Computer Corporation, headquartered in Round Rock, Texas, near Austin, is the worlds leading direct computer system company and a premier supplier of technology for the net profit infrastructure. Scenario Business-to-business and business-to-consumer e-commerce Microsoft Technologies/Products Used Microsoft Windows 2000 modern Server oo ? Business-to-business and business-to-consumer e-commerce ?Microsoft Technologies/Products Used ? Microsoft Windows 2000 Advanced Server operating system with Internet Information Services version 5. 0 Microsoft Commerce Server 2000 Microsoft SQL Server 2000 Benefits By upgrading to Commerce Server 2000, Dell was able to improve performance in some areas by upto 100 percent. The flexible, component-based architecture of Commerce Server enabled Dell to use only the functionality the company needed and made it balmy to extend the product where needed to put together the companys specific business needs. The greatest benefits provided by Commerce Server 2000 are its extensive out-of-the-box functionality combined with a flexible component-based architecture that can be easily extended. With just six weeks of development, we were able to customize and integrate its prebuilt functionality into our existing environment, resulting in better performance, improved stability, and extensive new campaign management capabilities. Gregg Hansen Development film director Dell HSB Microsoft Commerce Server 2000 client Solution Using the new components in Commerce Server 2000, we were able to implement functionality to build the concept of a campaign, tie itto a discount, and enforce itall with just six weeks development time. Had we tried to do it on our own and build this functionality from scratch, it would conduct taken six months. Gregg Hansen Development Manager Dell HSB pic The . NET enterprise Servers are Microsofts comprehensive family of server applications for building, deploying, and managing next-generation, integrated Web experiences that move beyond straight offs world of stand-alone Web sites.Designed with mission-critical performance inmind, the . NET Enterprise Servers provide fast time-to-market as well as scalability, reliability, and manageability for the global, Web-enabled enterprise. They have been built from the ground up for interoperability using open Web standards such as the Extensible Markup Language (XML). The . NET Enterprise Servers are a key part of Microsofts broader . NET strategy, which will enable a distributed computing model for the Internet based on Internet protocols and standards in order to revolutionize the way computers verbalise to one another on our behalf.