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Architecture Topics

Overview Integration Scalability Deliverability Security. Architecture Topics. Internationalization On Premise Requirements Hosted Requirements Future Roadmap Diagnostic Tools. Overview. Architectural Design Goals. User centric Multiple user access and security

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Architecture Topics

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  1. Overview Integration Scalability Deliverability Security Architecture Topics • Internationalization • On Premise Requirements • Hosted Requirements • Future Roadmap • Diagnostic Tools

  2. Overview

  3. Architectural Design Goals • User centric • Multiple user access and security • Extensibility & customizability without programming • Ease of use • Ease of deployment & maintenance • Cost efficiency • Technology centric • Multi-threaded, object oriented, modular architecture • Scalability • Performance • Database independence via ODBC • Standards compliant and open interfaces

  4. Designed for Sophisticated Marketing Programs • Marketing Automation is not just email blasts: it is true multi-step personalized (1-to-1) communication • Sophisticated Marketing Workflow Demands flexible Process Flow Engine • MarketFirst’s unique Process Flow Engine • Event driven workflow model optimized for unique characteristics of eMarketing Interactions. • Persistent data centric and data (& event) driven model • Real-Time Results • Integrated Report Server and de-normalized reporting DataMart • Excel or HTML

  5. Architectural Overview Employee WAN/LAN Power User Distributed/Remote Marketing/Sales Employee Audience (End User) Java Client Campaign Portal Corporate Servers Web User Employee (Manager) Reports Corporate Web Server Deliverability Email Server Corporate Fax Server SMS provider Print Provider External Systems CRM / ERP Applications MarketFirst Platform Import/ExportEngine Other 3rd Party Applications Enterprise Data Stores MarketFirst Application Server M1 Integration Server Relational Database Pivotal CRM Sales System Data Mart Relational Database

  6. Server Components • Core MarketFirst Servers • Data Access Server • Adobe JRun Application Server (can be multiple) • Sits behind IIS • Interactive Communication Server (ICS) • Web Communication Server (WCS) • Action Server (or Automated Program Director) • Requires SMTP compliant email server • Operates with optional RightFax fax server, SMS gateway • Report (Data Access) Server • Report Sync Server • Integration Server for SFA integration • Campaign portal server extensions (in WCS, optional) • MS SQL Server Database

  7. Client Components • Employee centric • MarketFirst Architect (Java installable application) • Campaign Portal (Browser based) • Audience Centric • Email : MIME compliant email readers • Browser: Most HTTP compliant supporting Java Script • Fax machine • Wireless/PDA devices • Advanced integration toolkit • SDK* : Java • XML adapter configuration *Requires PS engagement

  8. Software Makeup • Most components Java 2 (SDK 1.4+) • All multithreaded scalable architecture • Data Access Server written in C++ • Server API SDK available in Java* • Secure communication and password protection • Pre-packaged 3rd Party components used • Adobe JRUN Application Server • Roguewave libraries • ODBC drivers for MS-SQL Server and Oracle • Jsockets (optional component) • Excel for Reports • Few other smaller open source components • Other 3rd party S/W required • IIS web server • SNMP compliant email server • MS SQL Server or Oracle database server • RightFax Fax Server (optional) • SMS Gateway (optional) *Requires PS engagement

  9. Integration

  10. Overview DataBridge Middleware SDK Software Developers Kit Integration via XML & Connector Pivotal Integration Integration Topics

  11. Integration Overview

  12. Why Do Customers Want Integration? Intelligent Parsing  Categorize nonstandard inbound email Customer Service  Pass leads to M1 for marketing contact E-Commerce  Drive traffic and exchange information Proprietary Service or Database  e.g. determine geographic service availability Lead Management  Distribute Leads to Direct or Partner Sales Marketing Database  Add Contacts and Overlay Data M1 Sales Force Automation  Distribute Leads to Direct Sales Website (e.g. Contact Us)  register new leads Enterprise Resource Planning  Overlay customer information, enable closed loop marketing Middleware/EAI  Simplify integration across enterprise Content  Organize and update often-used content (not supported) Analytics System  Discover patterns and correlations

  13. Integration Options • Rich set of options • Selected according to your need and budget • Complex Application Level Integration (API) support • Software Developer’s Kit (SDK) using Java API* • Focused CRM/Sales Integration Solutions • Light – Using DataBridge Import Export Utility • Tighter integration using the MarketFirst Connector *Requires PS engagement

  14. Databridge

  15. Light Integration using Databridge Manager • Common choice for import/export type requirements • Fast deployments – normally under 7 days • Easy to use graphical user interface • Rich Data format support: • ODBC, delimited file, or fixed record length file support • Data transformation functions for Text, Math, and Date • De-duplication or unique key mode for import • Data cleansing, enrichment and standardization • Integration points for third party solutions • Various Modes and scheduling options • Scheduled or event-driven import or export • Update or reject duplicate records mode for imports • Append or replace, all records or delta updates mode for exports • Batch or single contact transaction based in process flow • Support for preparatory and clean-up queries for staging data • Support for user-defined where clause

  16. Databridge Manager Wizard

  17. Databridge Example • Import Example: • Receive command to import 3. Run Prep Query (optional) 5. Write record(s) to import MarketFirst Database 3rd party Database Databridge Manager 4. Read record(s) to import DataBridge Configurations 2. Read Config 6. Update status and error logs Status & Error Logs

  18. SDK* *Requires PS engagement

  19. MarketFirst SDK* • Live integration of MarketFirst with other enterprise and web transaction applications • Provides read/write access to MarketFirst objects via Java • Ability to get, create, update and delete information in the MarketFirst database • Ability to filter information before inserting into the database • Makes use of business logic in data access server to authenticate the flow of information *Requires PS engagement

  20. Scope* • Provides programmatic access to a wide variety of MarketFirst items *Requires PS engagement

  21. Deep CRM Integration via XML Connector

  22. Functional Scope of CRM Integration • Used for initial load of the MarketFirst DB • Manual or within a workflow • MarketFirst to Sales • New Lead • Changed Leads • New Activity • Changed contact info • Sales to MarketFirst • New contacts • Changed contacts • Associated summary data needed for segmentation and driving personalization

  23. MarketFirst’s CRM integration has been designed to work with any CRM system • CDC Software has integrated MarketFirst with: • Pivotal • Salesforce.com • Saleslogix • Siebel

  24. Marketing MarketFirst What is MarketFirst used for? • eMarketing (Web, Email, SMS, Fax, Print) • Campaign management & execution • Lead acquisition, qualification & distribution • Nurturing & upselling • Retention • Events • Marcom • Customer care

  25. Sales CRM What is Sales/CRM used for? • Contact & activity management • Team selling • Contact and activity mgt • Opportunity management • Upselling & cross-selling

  26. Marketing Sales • New Leads • Updates to Leads/Contacts • Activities • Campaigns & Programs MarketFirst CRM • Updates to Leads/Contacts • Associated Summary Data How they fit together

  27. Technology Components Installed • MarketFirst • Install with the “Integrated” Option • Update marketing programs to use new integration tasks: Send Lead, Update Lead, Update Contact, Send Activity • Connector • XML Connector Sales/CRM • Monitor • Configuration • Sales/CRM Adapter • Isolates integration code • Provides functional and data model • ASP code provides starting points for integration • Connector Console • Mapping & Validation • Interprets the XML config files into a graphical view • Fetches metadata from Integration • and Pick & choose from available fields to map • Connector Monitors and Utilities

  28. MarketFirst Connector • MarketFirst controls the Connector & initiates all data flow • “Inbound” data flow: Sales/CRM  MarketFirst • “Outbound” data flow: MarketFirst  Sales/CRM

  29. Inbound Sync: Sales/CRM  MarketFirst • When: Initiated by MarketFirst (scheduled) • What: All changed Leads, Contacts, summary data & enrollment requests since last sync • How: XML requests to build & fetch data, Sales Adapter prepares data MarketFirst Sales Campaign Company Program Lead Contact Contact Activity Leads, Contacts + Summary information Opp, Order, Support Contact profiles

  30. OutBound Sync: MarketFirst  Sales/CRM • When: Event-driven data push (via M1 program workflows) • What: Create lead, update lead or contact, create activity, marketing project • How: XML posted to Sales Adapters to process and handle incoming data MarketFirst Sales Campaign Company Program Lead Contact Contact • - New Leads, Activities • - Update Lead or Contact • Marketing Campaign and Project Activity Opp, Order, Support Contact profiles

  31. Pivotal CRM Integration Functional Capabilities • Data Synchronization • Integration Console • Access Pivotal CRM data from MarketFirst • Contact Enrollment

  32. Data Synchronization

  33. Pivotal CRM Integration Overview • Data and process integration allows Marketing and Sales groups to share information and best practices • Having separate systems allows each to perform well in its domain • Pivotal CRM • Interactive customer management system • High user volume • Only important contacts tracked in Pivotal CRM database (customers, sales leads) • CDC MarketFirst • High volume communications engine with sophisticated document creation and publication capabilities • Manage interactions over web, email, SMS, print, fax • Low user volume • All contacts tracked in MarketFirst database (customers, leads, targets, suspects, lists, etc.)

  34. Key Integration Capabilities • Qualified prospects Pivotal leads table • Update contact information in Pivotal • Create activities in Pivotal • Campaign/program synchronization • Access Pivotal-based prospect information • Sales users can enroll contacts in MarketFirst programs • Closed loop ROI reports • Single sign-on using NT-authentication

  35. Pivotal CRM Integration Overview List Purchase Enrollment Campaigns Complete Market Qualified Opportunities Segments Leads Sales Customers Leads, Contacts, Campaigns, Activities CDC MarketFirst Pivotal CRM Updates to Leads, Contacts + related data

  36. Integration Architecture M1 Integration Console UI M1 Integration Server SCHEDULED INBOUND/OUTBOUND SYNC; PROGRAM /CAMPAIGN SYNC; REFRESH SEARCH CACHE CUSTOMIZATION & DIAGNOSTICS HTTP/XML Pivotal Business Server M1 AppServer M1 Client UI SEND LEAD, SEND ACTIVITY M1 Action Server

  37. Integration Architecture • Both products are multi-tier client/server • Loosely coupled integration • Separate database instances & data Models • Data synchronization for data of common interest • Platform independent XML over HTTP • Single sign-on: though separate security model

  38. Details of Data sync • Sales  Marketing data sync • Batch – initial and incremental • Initiated by MarketFirst (scheduled) • Data is prepared by App Server Rules in Pivotal Sales (I.e. summary fields are calculated) • Via integration Active forms (getFormData) • Leads, contacts, and summary information from opportunities, orders, incidents etc. • Marketing  Sales data sync • Real-time data push • Via integration Active forms (saveFormData) • Marketers decide in each program what to push and when • Three new task types: • Send leads, Send activity, Update contact • Custom handlers on the Sales side process and handle the incoming data

  39. Integration ‘Glue’ • Pivotal Sales • Business Server XML interfaces via ASP page • Integration forms, Visual basic routines • MarketFirst • Marketing XML Connector configuration panel • Data mapping (customization) • Integration Tasks

  40. MarketFirst • MarketFirst captures, organizes and automates marketing activity related to contacts Campaign Program Contact Contact profiles

  41. Pivotal Sales • Pivotal Sales captures, organizes and automates sales and service activity Company Lead Contact Opp, Order, Support

  42. MarketFirst Connector • This information is integrated via the MarketFirst connector Campaign Company Program Connector Lead Contact Contact Campaign, Program, Lead, Contact, Activities Opp, Order, Support Contact profiles

  43. How it fits together • MarketFirst is fed contact data from Pivotal Sales via the connector, and also from outside sources Campaign Company Program Lead Contact Contact Leads, Contacts Opp, Order, Support Contact profiles

  44. How it fits together • MarketFirst Programs execute against contacts, generating leads and activities for the Pivotal Sales system Campaign Company Program Lead Contact Contact Leads, Activities Activity Opp, Order, Support Contact profiles

  45. How it fits together • Regular updates inform MarketFirst about the status of the contacts’ opportunities, orders, etc. Campaign Company Program Lead Contact Contact Activity Leads, Contacts + Summary information Opp, Order, Support Contact profiles

  46. Integration Console

  47. Integration Console Manage and validate mappings Configure, track progress and troubleshoot

  48. Field in Pivotal CRM Field in MarketFirst Add script for customizations

  49. Mapping validations Validation Details

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