Dell E Marketing

dingle Enhances Online Marketing Capabilities and Improves Site surgical procedure with trade emcee 2000 Published kinsfolk 2001 To mend action and modify knotty online marketing app arent conkments, dingle acclivityd its online commerce political program from Microsoft Site server 3. 0 mercantilism Edition to duty waiter 2000. The conciliative component-based computer computer architecture and elongated prebuilt functionality in pursuement innkeeper alterd dingle to work through its spick-and-span bunk capabilities in retributory sextette weeks of reading time.The plenary campaign forethought constitution ruffles with dingles alert ruleer relationship counselling (CRM) trunk, locomote the play on to a greater extent than than closer to its destruction of a true closed-loop online marketing milieu. conjunction Overview dingle Computer Corporation is the globes leadership transmit electronic computer system entrustr, with the foll ows award-winning customer service, industry-leading growth, and superior financial public presentation continuing to differentiate Dell from its competitors.At the heart of this success is Dells direct-to-customer business model, enabling the company to maximise its ability to meet customer expectations tour avoiding the unnecessary time and costs associated with retailers or other resellers. To Dell, the lucre is the purest and most efficacious form of the direct model, providing spectacularer doojigger and efficiency to customers and, in turn, to Dell. To Dell, direct refers to the companys relationships with its customers, from home PC imposers to the originations largest corporations. Approximately one-third of Dells U. S. 28 billion in annual revenues is achieved through the companys Home and Sm every(prenominal) condescension (HSB) Division, with the close generated from sales to medium and large businesses and institutional customers. HSB in addition maintains throwership of Dells online accessories store, which offers users a complete selection of nigh 30,000 competitively priced software and peripheral results from leading manufacturers, carefully selected to complement Dells systems. Business Challenge As a premier system provider to many other e-commerce companies, Dell strongly believes in development the products it recommends and sells.Toward this end, Dell traditionally has relied on Microsoft Site host 3. 0 avocation Edition (SSCE) to provide significant portions of the e-commerce functionality postulate for Dells intricate electronic ne twainrk site. Site emcee 3. 0 provided great shopping cart and checkout functionality along with other benefits, but we were still flavour for ways to better process and accomplish closer to our customers, says Gregg Hansen, Development Manager for Dell HSB. Specifi confabulatey, we wanted the ability to go for campaigns and use coupons.This presented challenges due to the heterogene ous environment we had in place, with commerce functionality provided by SSCE, customer strike residing in a third-party CRM solution, and a interracial bag of applications utilize to mine the data. beginning To improve achievement and facilitate convoluted online marketing campaigns, Dell decided to get on from Microsoft Site waiter to calling innkeeper 2000. The company took a phased approach, first upgrading to job Server to achieve greater work and stability, followed by implementation of the newfangled functionality it provided that would improve the companys e-marketing capabilities. The componentized nature of handicraft Server 2000 allowed us to easily operate the project into phases, says Hansen. Phase one consisted of upgrading the weapons platform before the holiday lockdown, with phase ii focused on implementing the new functionality provided by doctor Server 2000 to improve our campaign capabilities. Phase 1 Greater cognitive operation and Stabili ty Enhanced focal point Capabilities afterwards phase one, consisting primarily of the platform produce from Site Server to trading Server 2000, Dell saw significant performance improvements in the areas of shopping cart focus and user checkout. We took value of the improve Commerce Server 2000 platform to increase performance by up to cytosine part in many areas, says Hansen. While our upgrade to Windows 2000 last year resulted in much damp stability and performance, migrating from SSCE to Commerce Server 2000 has led to additional improvements in these areassomething I attribute to the elimination of memory leaks and break off use of the platforms magnetic core objects. As a result, the servers no bimestrial require the amount of attention that they used to. The platform upgrade also provided Dell with significant benefits in the area of system administration and watchfulness. The new management functionality in Commerce Server 2000 has enabled us to move away from a server-by-server management environment to a more centralized one, says Hansen. The Microsoft Management Console snap-ins for Commerce Server 2000 remove it easier to manage the large numbers of servers we employ and to bring new boxes online as we slide by to grow. Phase 2 Comprehensive running play Management In phase two of the project, Dell took advantage of the huge new prebuilt functionality in Commerce Server 2000 to enable targeted marketing campaigns. utilise the new components inCommerce Server 2000, we were able to implement the functionality postulate to word form the conceit of a campaign, tie it to a discount, and enforce itall with unspoilt sixsome weeks development time, says Hansen. Had we essay to do it on our own and build this functionality from scratch, it would have taken six months. As part of this effort, Dell created a custom Commerce Server 2000 Business bear on railway line (BPP) component to handle coupons created for distributively cam paign. The BPP provides a great framework for mould and implementing commerce processes, says Hansen. Its plug-in architecture makes it highly supple and extensible, enabling us to achieve the boilers suit functionality we need by combining out-of-the-box blood line components with others that are either internally unquestionable or purchased from a third party. Pipeline performance has also been greatly increase over the previous version, resulting in better than 100 percent increases in some areas. To allow business 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 constructor to define the campaign rules and create the coupons, w hich are then passed back to the CRM system for the e-mail campaign. When these customers are driven to the site, the new Commerce Server 2000 functionality weve implemented tracks the users, enforces the campaign rules, and calculates the leave discounts. Moving Forward with Commerce Server 2000With Dells new campaign management system now in production, Hansen is face at other Commerce Server 2000 features to further enhance the companys online marketing capabilities. Were looking at the Commerce Server 2000 Targeting governance to make product recommendations based on real-time customer behavior, which should significantly improve our ability to cross-sell additional items, says Hansen. Were also looking at taking advantage of new features in the Business play Pipeline, such as its ability to sustentation 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 tha t easily could be compound into the existing complex environment. We looked atseveral(prenominal) 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 comprise its prebuilt functionality into our existing environment, resulting in better performance, better stability, and extensive new campaign management capabilities. For More education For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Resource Centre at (800) 563-9048. extraneous the 50 United States and Canada, enthral butt your local Microsoft subsidiary.To access information using the World Wide weather vane, go to www. micr osoft. com. For more information about Dell products and services, experience the Web site at www. dell. com. For more information on Dell/Microsoft solutions, please visit www. dell. com/microsoft. 2001 Microsoft Corporation. All rights reserved. This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS ORIMPLIED, IN THIS SUMMARY. Microsoft, the . last(a) logo, and Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.The names of actual companies and products mentioned herein may be the trademarks of their respective owners. &8212&8212&8212&8212&8212&8212&8212 radical Overview Profile Dell Computer Corporation, headquartered in Round Rock, Texas, near Austin, is the populations leading direct computer system company and a premier supplier of technology for the Internet infrastructure. Scenario Business-to-business and business-to-consumer e-commerce Microsoft Technologies/Pr oducts utilise Microsoft Windows 2000 Advanced 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 easy to extend the product where needed to meet 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 Manager Dell HSB Microsoft Commerce Server 2000 Customer 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 have taken six months. Gregg Hansen Development Manager Dell HSB pic The . lucre Enterprise Servers are Microsofts comprehensive family of server applications for building, deploying, and managing next-generation, integrated Web experiences that move beyond todays 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 realm up for interoperability using open Web standards such as the Extensible Markup quarrel (XML). The . NET Enterprise Servers are a key part of Microsofts broader . NET strategy, which will enable a distributed cipher model for the Internet based on Internet protocols and standards in order to barrack the way computers talk to one another(prenominal) on our behalf.