CHP10 - Eai

ENTERPRISE
ARCHITECTURE
INTEGRATION
E-Business - 10
https://bit.ly/2QXRYHq
Intro
 Why EAI?
 Wouldn’t it be great if everyone used the same servers with the same
operating system with the sameclients.
 Reality is very diverse. We can expect a mix of mainframes, Windows, UNIX,
Linux, VMS, as well as many other systems
 Getting them to work/share data together is the issue!
 EAI is defined as “the unrestricted sharing of data and business
processes among any connected applications and data sources in the
enterprise.”
 Using EAI effectively will allow us to integrate withoutmaking major changes
to our current infrastructure.
Evolusi Knowledge Management
 Companies want apps to make sense of the data gathered

 How to make effective use of raw data
 How to convert raw data into revenue
 Foundation of KM: information sorting, extraction, packaging, and

dissemination
 Reactive, data centric to proactive, query-driven knowledge world
Evolusi Aplikasi knowledge management
Wave 5
Business Intelligence
Wave 4
E-commerce & Click Stream Analysis
Wave 3
Extranets & Inter-Enterprise Portals
Wave 2
Corporate Intranets & Decision
Support Portals
Wave 1
Group Memory Systems
Wave 1 : Group Memory System
 Sharing of info throughout the company
 Buzzword of 90s
 Discussion boards, bulletin systems, corporate intranets
 Instant access to data and reporting info that had previously taken days or weeks to obtain
 Core: Lotus Notes and Instraspect apps
 Failed to live up to promise

 Few can define it
 Software vendors distancing themselves from GM
 Costly efforts not delivering expected ROI
Wave 2 : Intranets & Decision Support Portal
• For complete and uniform linkage of data resources scattered throughout the
organization
• Intranets alone don’t create knowledge
Data analysis necessary
Decision support portals to automate predictable components of decision maker’s
routine
• Pre-requisite for responsive business model: Decision support portals
built on intranets
Home Depot | ACE Hardware : pushing knowledge to the staff level
Decision makers can ask and answer mission-critical questions about business using
transaction data assets that have been captured, not exploited to fullest extent
Wave 3 : Extranets & Interenterprise Portal
• Fast info access, customized data and responsiveness driving

extranets
• New requirements: manage huge data volumes, data breadth coverage, cross-platform
support, response-time speed, and broad range of interface choice
• DaimlerChrysler
• Extranet apps encourage trading partners to improve profits by

managing inventories in supply chain
• preferential treatment for visibility
• Lexmark: B2B in manufactures and distributes laser and inkjet printers for the office and home
Wave 4 : e-Commerce & Click Stream Analysis
• User click stream analysis

• Marketers need every customer activity and purchase; to be able to analyze, understand
their buying preferences; to anticipate their changing expectations
• Testing limits of conventional database management; new DBs emerging
• Intelligent E-mail management

• Kana Communications, eGain, and Siebel
• Tracks and manages millions of daily interactions for analyzing, reporting and launching
customized initiatives in response
• Knowledge Portals
• Brio, Business Objects, Cognos, DataChannel, Plumtree, Portera
• Call center managers to understand historical service trends and customer service
patterns, identify problem areas; ultimately increase customer retention rates
Wave 5 : Business Intelligence
• Data analytics, coupled with broadcast engine technology, foundation for

proactive business intelligence
• Anytime, anywhere, any place
• BI is proactive and data driven
• Automates delivery of info to customers using exception conditions and recurring
schedules as triggers for communication
• Traditional decision support apps do not personalize info
• MicroStrategy’s DSS Broadcaster include new personalization and distribution
capabilities
• New BI apps turning traditional query-and-response paradigm of decision
support on its head
Elemen BI Apps
Real-time
Personalization
Analysis & Engine
Segmentation
Engine
Broadcast,
Retrieval, and
Interaction
Data Engine
Organization
& Collection Performance
Monitoring and
Measurement
Engine
Data Organization & Collection
• First requirement of a successful BI strategy

• Requires visibility into organization’s activities with both
internal and external constituencies
• data from multiple locations
• Factors critical to success of large-scale data integration

• Scalability
• Flexibility
• Performance
Analysis & Segmentation
• These apps offer tools for data mining

• Goal is to improve pricing, retain customers longer and find new revenue
streams
• Travelocity
• Many Internet businesses do not have a clue about customer behavior on
their Web sites
• Collect gigabytes of customer clickstream data every day
• For e-business marketing, emphasis on order size and margin
• Several industries eager to exploit opportunities
• Telecom; BC Telecom
Real Time Personalization
• Personalization apps emerging

• to make businesses responsive to customers’ needs
• reduced marginal cost of personalization
• Personalization apps allow you to
• provide each customer with personalized Web page
• display only info you want individual customers to see
• proactively notify customers of product improvements and relevant upgrades,
promotions, and service enhancements
• tailor information and recommendations according to each customer’s individual
preferences
• deliver personally relevant information related to products that the customers own
Real Time Personalization
• Personalization apps emerging

• to make businesses responsive to customers’ needs
• reduced marginal cost of personalization
• Personalization apps allow you to
• provide each customer with personalized Web page
• display only info you want individual customers to see
• proactively notify customers of product improvements and relevant upgrades,
promotions, and service enhancements
• tailor information and recommendations according to each customer’s individual
preferences
• deliver personally relevant information related to products that the customers own
Performance Monitoring & Measurement
• These apps provide managers the info they need to improve operations
and strategy
• Use KPIs (Key Performance Indicator) linked to a balanced scorecard
• British Telecom -> Interactive and Reporting Information System (IRIS)
• SEM (Strategic Enterprise Management) from SAP -> displays key performance monitors
graphically on large color-coded screen
Business Intelligence in Telecom:
Combating Customer Churn
• Customer churn is calculated by the number of customers who leave your company during a
given time period. In a more down-to-earth sense, churn rate shows how your business is
doing with keeping customers by your side.
• Churn factor forcing providers to process a steady stream of service

starts and stops
• most acute in ultracompetitive wireless
• Churn management to ensure profitable customer stay with company

• advanced techniques include ability to predict a given individual’s tendency to select
another provider and to define correct course of action to retain the customer
Business Intelligence in Retail:
Capturing & Reporting Sales Data
• Sears, Roebuck and Co. was caught by surprise in 1980s with advent
of specialty stores and discount merchandisers
• Adopting new technology to support regeneration as a more flexible, market responsive
company
• In early 1990s, tech infrastructure based on old sales information

systems
• redundant, conflicting, sometimes obsolete data
• To survive, forced to embrace BI on a dramatic scale

• single data source to capture sales data and generate reports
• Built Sales Knowledge app

• 1.7-terabyte data warehouse
• Replaces 18 major databases running on separate systems
• Tracks sales by item and location on a daily basis
Technical Elements of Business Intelligence
 Three-Layer BI Solutions Architecture
Relationship
SOLUTIONS Management
Billing /
ENABLING TECHNOLOGIES Payment Systems
OLAP
CORE TECHNOLOGIES Advertising /
HTML/XML Promotions
Networking Data
Scalability Scalability
Warehousing
RAS UNIX Security Messaging Personalization
Open Standards
Networking RDBMS Security
Data Mining
CORBA / IIOP COM/DCOM/DNA Supply Chain

Management
Performance Knowledge
Measurement Management

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ENTERPRISE

 Companies want apps to make sense of the data gathered

 Foundation of KM: information sorting, extraction, packaging, and

 Failed to live up to promise

• Fast info access, customized data and responsiveness driving

• Extranet apps encourage trading partners to improve profits by

• User click stream analysis

• Intelligent E-mail management

• Data analytics, coupled with broadcast engine technology, foundation for

• First requirement of a successful BI strategy

• Factors critical to success of large-scale data integration

• These apps offer tools for data mining

• Personalization apps emerging

• Personalization apps emerging

• Churn factor forcing providers to process a steady stream of service

• Churn management to ensure profitable customer stay with company

• In early 1990s, tech infrastructure based on old sales information

• To survive, forced to embrace BI on a dramatic scale

• Built Sales Knowledge app

 Three-Layer BI Solutions Architecture

CORBA / IIOP COM/DCOM/DNA Supply Chain

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