Microsoft ® Site Server Commerce Edition Jay Sauls Microsoft Consulting Services.

MicrosoftMicrosoft®® Site Server Site Server Commerce EditionCommerce Edition

Jay SaulsJay Sauls

Microsoft Consulting Microsoft Consulting ServicesServices

OverviewOverview

Business PropositionBusiness Proposition

Solution ArchitectureSolution Architecture

Shopper ExperienceShopper Experience

Technology SolutionsTechnology Solutions

Business PropositionBusiness Proposition

Wider reachWider reach

Reduced “friction”Reduced “friction”

Always openAlways open

High scalabilityHigh scalability

IntegrationIntegration

24x7 availability24x7 availability

Why go online?Why go online?Online Online RequirementsRequirements

Solution Architecture Solution Architecture

Internet

W eb S erver 1 W eb S erver 2 W eb S erver N

D atabase S erver 1S hared D isk array

D atabase S erver 2

. . .

Microsoft Cluster Services used for failover capability on SQL Server

Windows Load Balancing Service used for directing requests to a web server

DesignDesign

SQL, OracleSQL, Oracle DatabaseDatabaseSQL, OracleSQL, Oracle DatabaseDatabase

BrowserBrowserBrowserBrowser

WalletWalletWalletWallet

Windows NT Security, IIS, MTSWindows NT Security, IIS, MTSWindows NT Security, IIS, MTSWindows NT Security, IIS, MTS

Line ofLine ofBusinessBusiness

ApplicationApplication

Line ofLine ofBusinessBusiness

ApplicationApplication

AnalyzeAnalyze

Order AnalysisOrder AnalysisOrder AnalysisOrder Analysis

Usage ImportUsage ImportUsage ImportUsage Import

CommerceCommerceReportsReports

CommerceCommerceReportsReports

EngageEngage

Ad ServerAd ServerAd ServerAd Server

MembershipMembershipMembershipMembership

PersonalizationPersonalizationPersonalizationPersonalization

Authoring ToolsAuthoring ToolsAuthoring ToolsAuthoring Tools

TransactTransact

PipelinesPipelinesPipelinesPipelines• OrderOrder

ProcessingProcessing

• CommerceCommerceInterchangeInterchange

• OrderOrderProcessingProcessing

• CommerceCommerceInterchangeInterchange

Third PartyThird PartyComponentsComponentsThird PartyThird PartyComponentsComponents

Shopper ExperienceShopper Experience

Browse Select PurchaseProduct in stock?

Special discount?

Valid address?

Valid credit card?

Pipeline ArchitecturePipeline Architecture

Browse Select Purchase

Flag InventoryFlag Inventory

InventoryInventory

Sale AdjustSale Adjust

Item PromoItem Promo

Item PriceItem Price

Shopper InfoShopper Info

Product InfoProduct Info

Prod

uct P

ipelin

e

Pu

rchase P

ipelin

e

SendSMTPSendSMTP

SaveReceiptSaveReceipt

Make POMake PO

Authorize CCAuthorize CC

Validate CCValidate CC

Validate bill_toValidate bill_to

SQLOrderSQLOrder

Pipeline DetailsPipeline Details

}T

ransactio

n

Order items

Shopper info

Payment Info

Pu

rchase P

ipelin

e

SendSMTPSendSMTP

SaveReceiptSaveReceipt

Make POMake PO

Authorize CCAuthorize CC

Validate CCValidate CC

Validate bill_toValidate bill_to

SQLOrderSQLOrder

Data MiningData Mining

Store owners need informationStore owners need informationHow many visitors?How many visitors?

How many buyers?How many buyers?

When do they shop?When do they shop?

What do they buy?What do they buy?

Where are they from?Where are they from?

Data MiningData Mining

Current ProcessCurrent ProcessWeb Server logs imported into SQL Server one row at a timeWeb Server logs imported into SQL Server one row at a time

Each row is processed by a stored procedure Each row is processed by a stored procedure

Data from rows checked against dimension tablesData from rows checked against dimension tables

Only one import process can run at a timeOnly one import process can run at a time

Data MiningData MiningLeveraging MS Research TechnologyLeveraging MS Research TechnologyRealtime RecommendationsRealtime Recommendations

Expands Intelligent Cross Sell from 3.0Expands Intelligent Cross Sell from 3.0Value-added functionality specific componentsValue-added functionality specific components

Product cross-sellProduct cross-sellPersonalized product recommendationPersonalized product recommendation

Algorithms can be parameterized for confidence levelsAlgorithms can be parameterized for confidence levels

Segmentation - Find interesting sub-populations for targetingSegmentation - Find interesting sub-populations for targetingLabel new user segments for advertising, promotions or direct mailLabel new user segments for advertising, promotions or direct mailUpdate User profilesUpdate User profilesTechniquesTechniques

Explicit via enabling Business User using OLAP tools with Data Explicit via enabling Business User using OLAP tools with Data WarehouseWarehouse

Implicit via Clustering Algorithms from MS ResearchImplicit via Clustering Algorithms from MS ResearchClusters imply similarities in behavior or likely responseClusters imply similarities in behavior or likely response

Real TimeEvents

DTS Packages

Custom Task

ImportTasks

User

Usage

Transaction

CSF

Catalog

Interchange

Win Media

WhoIs

Log Manager

IP Resolution

3333

DataData WarehouseWarehouse ArchitectureArchitectureEvent Data

Transactions

Interchange

Apache

IIS

Other Events

Win Media

1111

Non-Event Data

CSF

Catalog

User

Content

Other Data

Site Vocab

2222

SQL Server

OLE DB

ADO

6666

Data Warehouse Service

CommerceOLE DB Provider

ADO

Cube Mgr Schema Mgr

CMD Proc ROLAP Svc

5555

Administration4444

Data Mining Data Mining

Design PointsDesign PointsMicrosoft.com : > 100M hits / day = 30M – 40M “useful” hitsMicrosoft.com : > 100M hits / day = 30M – 40M “useful” hits

Use OLAP cubes to view imported dimension dataUse OLAP cubes to view imported dimension data

Number of dimension values is potentially unlimitedNumber of dimension values is potentially unlimited

Data will drive new Recommendations (Predictor) modelsData will drive new Recommendations (Predictor) models

Data MiningData Mining

Enhanced DesignEnhanced DesignRows are imported in batches of 3K – 4K per batchRows are imported in batches of 3K – 4K per batch

Batches are analyzed in-memory for distinct dimension valuesBatches are analyzed in-memory for distinct dimension values

Distinct dimension values are added to SQL Server in batch updateDistinct dimension values are added to SQL Server in batch update

Multiple batches can run simultaneouslyMultiple batches can run simultaneously

Data can be partitioned across multiple databasesData can be partitioned across multiple databases

Targeting ApplicationsTargeting ApplicationsContentContent

Separation of page logic, format and dataSeparation of page logic, format and dataAllow a business user to easily manage, format and target content on a page without Allow a business user to easily manage, format and target content on a page without

the need for a developerthe need for a developerAllow developersAllow developers

Simple programming interfaces for the VID developerSimple programming interfaces for the VID developerHigh performance and scalability (10ms/Slot)High performance and scalability (10ms/Slot)Extensible formatting templatesExtensible formatting templates

AdvertisingAdvertisingCampaign or Campaign Item impression goalsCampaign or Campaign Item impression goalsExclusive targeting for sponsorshipsExclusive targeting for sponsorshipsExposure limits Exposure limits Support for Ad Networks (LinkExchange)Support for Ad Networks (LinkExchange)

Discount Campaign Management Discount Campaign Management Reacts to product page and user’s basketReacts to product page and user’s basketRelated Sells Campaign Management Related Sells Campaign Management Supports Up-Sell, Cross-Sell and Inventory SellSupports Up-Sell, Cross-Sell and Inventory Sell

Direct Mail Campaign ManagementDirect Mail Campaign Management Fast, Scalable, Runs as an NT ServiceFast, Scalable, Runs as an NT ServiceHas a List Management object to support importing and merging of listsHas a List Management object to support importing and merging of listsCampaign tracking of mails sent, clickedCampaign tracking of mails sent, clicked

DataWarehouse

OfflineProcessing

PredictorEngine

Load PredictionModel

Load PredictorData

ProfileDefinitions

ExpressionDatastore

SiteTerms Datastore

ExpressionBuilder

GUI

Biz DeskApp

DesignTime

Store/RetrieveExpressions

ContextProfileSchema

UserProfileSchema

Biz Design Data Store

ExprEvaluator

User ProfileDatastore

PredictorClient

ContentSelectionFramework

ExprEvaluator

ASP pagesRunTime

ContextProfile User

Profile

Targeting ArchitectureTargeting Architecture

Recommendations Recommendations ArchitectureArchitecture

IIS

scheduler launches model builderscheduler launches model builder

ASP calls predictor to add recommendationsASP calls predictor to add recommendations

user goes to checkout pageuser goes to checkout page

basket.asp

app downloads current modelapp downloads current model

global.asa

model model

data warehouse

OLAP

predictorservice

IIS logs feedback basket data to the warehouseIIS logs feedback basket data to the warehouse

Questions?Questions?