Architecture Topics © Copyright CDC Software 1 1. Overview 6. Internationalization 2. Integration 7. On Premise Requirements 3. Scalability 8. Hosted Requirements 4. Deliverability 9. Future Roadmap 5. Security 10. Diagnostic Tools Overview © Copyright CDC Software 2 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 – – – – – © Copyright CDC Software 3 Multi-threaded, object oriented, modular architecture Scalability Performance Database independence via ODBC Standards compliant and open interfaces 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 © Copyright CDC Software 4 Architectural Overview Employee Distributed/Remote WAN/LAN Power User Marketing/Sales Employee Java Client Audience (End User) Campaign Portal Corporate Servers Web User Employee (Manager) Corporate Web Server Deliverability Email Server Corporate Fax Server SMS provider Print Provider Reports External Systems CRM / ERP Applications MarketFirst Platform Import/Export Engine MarketFirst Application Server Data Mart Relational Database M1 Integration Server Other 3rd Party Applications Enterprise Data Stores Pivotal CRM Sales System Relational Database © Copyright CDC Software 5 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 © Copyright CDC Software 6 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 © Copyright CDC Software 7 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 © Copyright CDC Software 8 Integration © Copyright CDC Software 9 Integration Topics 1. Overview 2. DataBridge Middleware 3. SDK Software Developers Kit 4. Integration via XML & Connector 5. Pivotal Integration © Copyright CDC Software 10 Integration Overview © Copyright CDC Software 11 Why Do Customers Want Integration? Proprietary Service or Database e.g. determine geographic service availability E-Commerce Drive traffic and exchange information Intelligent Parsing Categorize nonstandard inbound email Customer Service Pass leads to M1 for marketing contact 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 Middleware/EAI Simplify integration across enterprise © Copyright CDC Software 12 Enterprise Resource Planning Overlay customer information, enable closed loop marketing Content Organize and update often-used content (not supported) Analytics System Discover patterns and correlations 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 © Copyright CDC Software 13 Databridge © Copyright CDC Software 14 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 – – – – – – © Copyright CDC Software 15 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 Databridge Manager Wizard © Copyright CDC Software 16 Databridge Example Import Example: 1. Receive command to import 5. Write record(s) to import MarketFirst Database 3. Run Prep Query (optional) 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 © Copyright CDC Software 17 SDK* *Requires PS engagement © Copyright CDC Software 18 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 © Copyright CDC Software 19 Scope* Provides programmatic access to a wide variety of MarketFirst items Action Block Campaign Code Code Set Company Contact Contact Address Custom Exception Document Event Exception Field Choice File Attachment Interface List Profile Profile Field Program Program Validation Result Section Segment Site SysLog System Exception User Exception Utils *Requires PS engagement © Copyright CDC Software 20 Deep CRM Integration via XML Connector © Copyright CDC Software 21 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 © Copyright CDC Software 22 MarketFirst’s CRM integration has been designed to work with any CRM system CDC Software has integrated MarketFirst with: – – – – © Copyright CDC Software 23 Pivotal Salesforce.com Saleslogix Siebel What is MarketFirst used for? Marketing eMarketing (Web, Email, SMS, Fax, Print) Campaign management & execution Lead acquisition, qualification & distribution MarketFirst Nurturing & upselling © Copyright CDC Software 24 Retention Events Marcom Customer care What is Sales/CRM used for? © Copyright CDC Software 25 Contact & activity management Team selling Contact and activity mgt Opportunity management Upselling & cross-selling Sales CRM How they fit together Sales Marketing MarketFirst • New Leads • Updates to Leads/Contacts • Activities • Campaigns & Programs • Updates to Leads/Contacts • Associated Summary Data © Copyright CDC Software 26 CRM 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 © Copyright CDC Software 27 MarketFirst Connector MarketFirst controls the Connector & initiates all data flow “Inbound” data flow: Sales/CRM MarketFirst “Outbound” data flow: MarketFirst Sales/CRM © Copyright CDC Software 28 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 Leads, Contacts + Summary information Activity Opp, Order, Support Contact profiles © Copyright CDC Software 29 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 © Copyright CDC Software 30 Pivotal CRM Integration Functional Capabilities © Copyright CDC Software 31 Data Synchronization Integration Console Access Pivotal CRM data from MarketFirst Contact Enrollment Data Synchronization © Copyright CDC Software 32 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 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.) © Copyright CDC Software 33 Pivotal CRM – Interactive customer management system – High user volume – Only important contacts tracked in Pivotal CRM database (customers, sales leads) 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 © Copyright CDC Software 34 Pivotal CRM Integration Overview List Purchase Enrollment Campaigns Complete Market Segments Leads Qualified Opportunities Sales Leads, Contacts, Campaigns, Activities CDC MarketFirst Pivotal CRM Updates to Leads, Contacts + related data © Copyright CDC Software 35 Customers Integration Architecture M1 Integration Console UI CUSTOMIZATION & DIAGNOSTICS M1 Integration Server SCHEDULED INBOUND/OUTBOUND SYNC; PROGRAM /CAMPAIGN SYNC; REFRESH SEARCH CACHE HTTP/XML M1 Client UI M1 AppServer SEND LEAD, SEND ACTIVITY M1 Action Server © Copyright CDC Software 36 Pivotal Business Server 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 © Copyright CDC Software 37 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 © Copyright CDC Software 38 Integration ‘Glue’ Pivotal Sales – – Business Server XML interfaces via ASP page Integration forms, Visual basic routines MarketFirst – – – © Copyright CDC Software 39 Marketing XML Connector configuration panel Data mapping (customization) Integration Tasks MarketFirst MarketFirst captures, organizes and automates marketing activity related to contacts Campaign Program Contact Contact profiles © Copyright CDC Software 40 Pivotal Sales Pivotal Sales captures, organizes and automates sales and service activity Company Lead Contact Opp, Order, Support © Copyright CDC Software 41 MarketFirst Connector This information is integrated via the MarketFirst connector Campaign Program Contact Company Connector Lead Contact Campaign, Program, Lead, Contact, Activities Opp, Order, Support Contact profiles © Copyright CDC Software 42 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 © Copyright CDC Software 43 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 © Copyright CDC Software 44 How it fits together Regular updates inform MarketFirst about the status of the contacts’ opportunities, orders, etc. Campaign Company Program Lead Contact Contact Leads, Contacts + Summary information Activity Opp, Order, Support Contact profiles © Copyright CDC Software 45 Integration Console © Copyright CDC Software 46 Integration Console Manage and validate mappings Configure, track progress and troubleshoot © Copyright CDC Software 47 © Copyright CDC Software 48 Field in Pivotal CRM Field in MarketFirst Add script for customizations © Copyright CDC Software 49 Mapping validations Validation Details © Copyright CDC Software 50 View progress of sync tasks © Copyright CDC Software 51 Filter on tasks to be viewed View progress of sync tasks © Copyright CDC Software 52 Utility for viewing MarketFirst logs © Copyright CDC Software 53 Configuration settings for integration © Copyright CDC Software 54 Schedule integration tasks © Copyright CDC Software 55 Select Active Search Troubleshoot search results © Copyright CDC Software 56 Import settings from other environment © Copyright CDC Software 57 Export settings to other environment © Copyright CDC Software 58 Using Pivotal CRM Data in MarketFirst © Copyright CDC Software 59 Insert Pivotal CRM data into a MarketFirst document © Copyright CDC Software 60 Enter Input Parameters Active Searches available in Pivotal CRM Select fields to be included © Copyright CDC Software 61 Refine the Search Add additional criteria © Copyright CDC Software 62 New CRM tab in Query Editor Active Searches available in Pivotal CRM © Copyright CDC Software 63 Contact Enrollment © Copyright CDC Software 64 Contact Enrollment –Pivotal Web Smartclient Enroll a Contact in a Project See they’ve done for campaigns enrolled in © Copyright CDC Software 65 Contact Enrollment –Pivotal Web Smartclient See what they’ve been sent, and what they’ve clicked on. © Copyright CDC Software 66 Contact Enrollment, Windows Client Learn about the Program Enroll a Contact © Copyright CDC Software 67 Enroll a group of Contacts Contact Enrollment –Windows Client View marketing document (e.g. Invitation email) © Copyright CDC Software 68 Scalability © Copyright CDC Software 69 Architected for Performance and Scalability Distributed object architecture – Multiple specialized server modules • Reside on one machine or on multiple machines providing scalability and performance – Eliminates performance bottleneck to minimizes response time – Multi tier web centric architecture: licensed and hosted model Each server module is highly multithreaded and scalable Off-the-shelf application server supports redundancy and multiple instances for higher performance Proven performance (Based on actual customer implementations): – Sustained Email Send rates of greater than 500,000 per hour. – Web page publishing rates of over 200 pages/second that is over 17 million per day. – Global use: one enterprise customer using a single MarketFirst across 26 countries and 8 different languages. © Copyright CDC Software 70 Standard Deployment Servers Clients Audience Campaign Portal (optional) Email Server MarketFirst Server Web Server Java Client MarketFirst Database © Copyright CDC Software 71 High Scalability Deployment Servers Clients Campaign Portal (optional) MarketFirst Application Server MarketFirst Action Server MarketFirst ICS / WCS Java Client MarketFirst Report Server MarketFirst Database © Copyright CDC Software 72 Audience Email Server Web Server Email Farm Scalability Servers Clients Audience Campaign Portal (optional) MarketFirst Server Email Server Farm Web Server Java Client MarketFirst Database © Copyright CDC Software 73 MarketFirst Deliverability Email Server Scalability The MarketFirst Deliverability Email Server provides scalability in the following ways – Clustering – Dynamic Failover © Copyright CDC Software 74 M1DES Cluster Configuration Single configuration file for entire cluster – Simplifies administration – Guarantees consistency © Copyright CDC Software 75 M1DES Dynamic Failover Both inbound listening IPs and outbound DuraVIP bindings are configured for failover © Copyright CDC Software 76 M1DES Dynamic Failover © Copyright CDC Software 77 Security © Copyright CDC Software 78 Security SSL support for contact login Multiple authentication for marketing users – NT authentication – SQL authentication Complete Firewall support between Web server and application server © Copyright CDC Software 79 Internationalization © Copyright CDC Software 80 Internationalization Multi-lingual document publishing – Recipient receives document in their preferred language – Automatic Detection of Browser Language Localization – Different language versions of the MarketFirst are available © Copyright CDC Software 81 Screen shot of Document Editor MarketFirst is structured to easily handle content writte in multiple languages. The browser language settings are used to automatically provide the language native to the reader. In the event content for a language is no available, the default language is used. © Copyright CDC Software 82 MarketFirst in French For our French speaking users, a fully translated version is available… in addition to being able to handle content in any language. © Copyright CDC Software 83 Screen shot of M1 French – Might have something by Monday (Sept 17); if not, then remove this slide © Copyright CDC Software 84 Screen shot of M1 French – Might have something by Monday (Sept 17); if not, then remove this slide © Copyright CDC Software 85 Screen shot of M1 French – Might have something by Monday (Sept 17); if not, then remove this slide © Copyright CDC Software 86 On Premise Deployment © Copyright CDC Software 87 On Premise Hardware Requirements MarketFirst Application Server – Dual core CPU @ 2.5 GHz or better – 2 GB of RAM • Application requires approx 500 MB DMZ Web Server – Dual core CPU @ 2.5 GHz or better – 1 GB of RAM MarketFirst Deliverability Server (Optional) – Dual-processor x86 based machine (32 or 64 bit) – At least 2 gigabytes of RAM (preferably 4 gigabytes) – 2 or more dedicated 15k RPM SCSI hard drives for mail spool MTA Email server(s) * (For customers not using Deliverabilty Server) – Vendor and version agnostic – POP3 for inbound email – SMTP to send Database Server(s)* – MS SQL 2000 or 2005 – Oracle 9 or 10 *Possible to use existing email and DB server On Demand Deployment © Copyright CDC Software 89 MarketFirst On Demand MarketFirst offered on a subscription basis Deployment is hosted by CDC Software hosting Customer selects appropriate package based: – Transaction volume – Uptime guarantee – Features • • • • • • © Copyright CDC Software 90 E-mail & Templates Landing Pages & Website Personalization Surveys Deliverability Services & Systems Integration Microsites Campaign Portal On Demand Security Options 1. FTP Batching 100% of Customers Utilize To Some Extent Inexpensive Communicate via Text ODBC Databridge 2. VPNs 25% of Customers Running Must have Firewall capable or running an IPSEC Tunnel 3. HTTPS 2% of Customers Running Website is still visible to general public and therefore not as secure © Copyright CDC Software 91 On Demand Security Secure DMZ Environment Backend SQL Server Database doesn’t connect to the Internet in any way Real Time Monitoring via network intrusion device with real time alerts to our operators. VPN Tunnel Between Our Firewalls restricts all communications to Your Host Only* 3rd Party Auditing Controls *Assumes Technology Is Utilized © Copyright CDC Software 92 On Demand Security Audits Third party audits performed: – – – – © Copyright CDC Software 93 Annual PCI standard security audit (VeriSign) Annual Risk Assessment against ISO 17799 (Verisign) SAS-70 Audit (BEO Seidman) Quarterly vulnerability scans (Qualys) Future Roadmap © Copyright CDC Software 94 Enterprise Marketing Suite - TODAY Lead Management Communications Engine Marketing Database Segmentation Personalization Campaign Designer Multi-Channel Delivery Privacy Management Analytics Campaign Analysis Clickthrough Analysis © Copyright CDC Software 95 Contact Analysis Enterprise Marketing Suite - FUTURE Lead Management Communications Engine Marketing Resource Management Marketing Database Segmentation Planning Marketing Dashboard Personalization Campaign Designer Budgeting Project Management Multi-Channel Delivery Privacy Management Content Management Resource Tracking Analytics © Copyright CDC Software 96 Campaign Analysis Contact Analysis Clickthrough Analysis Predictive Modeling MarketFirst Roadmap 5.9 5.10 6.0 June 2006 Q2 2007 Q1 2008 6.x Communications Engine Campaign Enrollment SMS Offline Print Enhanced Integration Transaction History End User Usability Admin Utilities Customer Enhancements Web 2.0 Usability TBD Communications Engine - Partner Solutions GIS / Mapping Email Deliverability Web Analytics Enterprise Marketing Suite Communications Engine © Copyright CDC Software 97 Lead Management Analytics Marketing Resource Management Content Management OTHER SLIDES © Copyright CDC Software Thursday, March 10, 2016 MarketFirst Features Lead Management Lead Scoring Business rules for ranking leads Communicate across email, web, SMS, fax and direct Centralized print Ability to create and repository for all reuse marketing marketing programs interactions Create personalized communications © Copyright CDC Software 99 CRM Integration Communications Engine Marketing Database Segmentation Personalization / Document Editor Campaign Designer / Workflow Engine Multi-Channel Delivery Privacy Management Blueprints / Templates Reporting Ability to send leads to CRM Ensure compliance with privacy regulations Create segments based on Comprehensive demographics and reporting engine past interactions Visual tool for defining marketing campaign flow CMS Customer Lifecycle Prospect Customer Lead Contact © Copyright CDC Software 100 MarketFirst Connector Tight coupled MarketFirst and Sales/CRM system Functionally rich Transactional model Requires Sales/CRM application to be adapted and wrapped Implementation ~30-35 days © Copyright CDC Software 101 Integration Main Scenario CDC MarketFirst contains audience lists and copy of all Pivotal CRM leads and contacts Marketing generates new and repeat qualified leads through marketing programs Pivotal CRM accepts leads and continues with prospect lifecycle (opportunity/contact, order, incidents) Scheduled or on-demand updates to lead, contact plus summary information synch back from Pivotal CRM to CDC MarketFirst © Copyright CDC Software 102 Diagnostic Tools MarketFirst Application Server – Dual core CPU @ 2.5 GHz or better – 2 GB of RAM • Application requires approx 500 MB DMZ Web Server – Dual core CPU @ 2.5 GHz or better – 1 GB of RAM MarketFirst Deliverability Server (Optional) – Dual-processor x86 based machine (32 or 64 bit) – At least 2 gigabytes of RAM (preferably 4 gigabytes) – 2 or more dedicated 15k RPM SCSI hard drives for mail spool *Possible to use existing email and DB server © Copyright CDC Software 103 Diagnostic Tools Dedicated Tool Monitors The Status of all MarketFirst subcomponents. Instantly See If Any Systems Are Not Running © Copyright CDC Software 104 Diagnostic Tools Drill Into Any component and determine precisely what it is and has been doing. © Copyright CDC Software 105 Diagnostic Tools Look at Activity History for any date range in the past. © Copyright CDC Software 106 Diagnostic Tools See what Tasks are going to execute next. © Copyright CDC Software 107 Diagnostic Tools Look at what tasks are scheduled for today… tomorrow, or any date-time range coming up. © Copyright CDC Software 108 Diagnostic Tools Look at all incoming messages and their status’. © Copyright CDC Software 109 Diagnostic Tools Even when not at work, you can receive proactive emails informing you about how MarketFirst is doing. © Copyright CDC Software 110