1. BA_EM 02 Electronic Marketing
Pavel Kotyza, VŠFS

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.

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?

9. Short introduction to IT CRM planning 

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. Electronic data interchange
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 Client-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.
Mashups are web applications which combine the use of multiple such web APIs.
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).
The Mozilla Foundation created their WebAPI specification which is designed to help replace native mobile applications with HTML5 applications.

26. Java 4-ever

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