1. BA_EM 02 ELECTRONIC MARKETING Pavel Kotyza, VŠFS, 8. 10. 2013

2. Agenda  Marketing Concept of IT CRM (IS) as a relationship marketing tool  Architecture of the communication system  (EDI, API, internet, cloud based)

3. CRM

4. Warm-up questions  What is CRM?  Is CRM new or not?  What is in opposite of Relationship Marketing?

5. CRM  Customer Relationship Management  Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement.  This customer relationship management (CRM) approach focuses more on customer retention than customer acquisition.CRM)

6. Marketing Concept of IT CRM (IS) as a relationship marketing tool  Relationship marketing is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.  This approach often results in increased word-of- mouth activity, repeat business and a willingness on the customer’s part to provide information to the organization.

7. Marketing Concept of IT CRM (IS) as a relationship marketing tool  Relationship marketing contrasts with transactional marketing.  An approach that focuses on increasing the number of individual sales. Most organizations combine elements of both relationship and transaction marketing strategies.

8. What CRMs are there? http://crm-software-review.toptenreviews.com/

9. Short introduction to IT CRM planning https://www.youtube.com/watch?v=Evt_uB4tZk0

10. What parameters are useful? Customer point of view Contact Socio/demographic Payment methods History of purchase, search, browsing Product point of view Demographic using product Seasonal purchases Revenue point of view COA CTR ROI

11. What parameters are useful?  From Customer point of view  Contact

12. What parameters are useful?  From Customer point of view  Socio/demographic

13. What parameters are useful?  From Customer point of view  Payment methods

14. What parameters are useful?  From Customer point of view  History of purchase, search, browsing

15. What parameters are useful?  From Product point of view  Seasonal purchases

16. What parameters are useful?  From Revenue point of view  COA

17. What parameters are useful?  From Revenue point of view  CTR

18. What parameters are useful?  From Revenue point of view  ROI

19. ARCHITECTURE OF THE COMMUNICATION SYSTEM

20. Architecture of the communication system  EDI  API  Internet, cloud based

21. EDI Electronic data interchange  EDI provides a technical basis for commercial "conversations" between two entities, either internal or external.  EDI constitutes the entire electronic data interchange paradigm, including the transmission, message flow, document format, and software used to interpret the documents.  EDI standards describe the rigorous format of electronic documents.

22. EDI "Removing unnecessary process tasks benefits the whole supply chain, allowing improved performance and cost management."

23. 10 steps to Electronic data interchange Step 1: Develop the organisational structure  Your first action is to ensure that you have access to the correct skills. Develop EDI coordinators and teams that will drive the program through your organization Step 2: Undertake a strategic review  The business areas that benefit most from EDI deployment vary by organization. A strategic review identifies where EDI has greatest potential in your business Step 3: Conduct in-depth analysis  An accurate analysis of costs and projected payback when implementing EDI is essential. Step 4: Develop a business-focused EDI solution  Selecting the correct EDI solution for your business requires an in-depth understanding of both the technical and business issues – for you and your trading partners. Step 5: Select the correct EDI network provider (VAN)  Most organisations find using an EDI provider makes the best business and financial sense. Selecting the correct provider for your business is imperative.

24. 10 steps to Electronic data interchange Step 6: Integrate EDI with the business  How an EDI system is designed and developed depends on the amount of custom work required and the amount of internal systems with which data are shared. Step 7: Integrate data across the business  Most applications impose their own data structures. The data from internal/external systems need to be analyzed in order to ensure they translate into your EDI system. Step 8: Undertake data mapping  To ensure the smooth flow of information between internal applications and trading partners, documents need to be mapped to allow effective data transmission. Step 9: Establish a pilot project  Before your EDI system goes live within your entire trading community, it is important to select a small number of partners to test the system in ‘near live’ conditions. Step 10: Roll out EDI to trading partners  The last action is to implement EDI across your trading partners. This should be achieved in a staged manner that reflects your current business priorities.

25. API  Application programming interface  Server-side  A server-side web API is a programmatic interface to a defined request-response message system, typically expressed in JSON or XML, which is exposed via the web—most commonly by means of an HTTP-based web server. request-responseJSON XML HTTP  Mashups are web applications which combine the use of multiple such web APIs. Mashupsweb applications  Client-side  There are a number of client-sides web APIs that have been developed (mostly targeting standardized JavaScript bindings to functionality within a web browser).client-sidesJavaScriptweb browser  The Mozilla Foundation created their WebAPI specification which is designed to help replace native mobile applications with HTML5 applications.Mozilla FoundationHTML5

26. Java 4-ever https://www.youtube.com/watch?v=RnqAXuLZlaE

27. Internet, cloud based  How do you e.g. authenticate today? Google, Facebook, Twitter, LinkedIN, OpenID

28. THANK YOU

29. Next Week:  B2B and B2C e-business and e-procurement typology  Effective data mining as a source of relevant data about customer needs Recommended reading:  Sun Tzu – Art of War