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1、使用Commerce Server 构建客户关系,郝雪莹微软(中国)有限公司,目标,怎样实现个性化与目标化有效地进行分析Close the Loop,议程,Commerce Server 结构管理User ProfileTargetingCampaignsAnalysisClosing the Loop,Business Desk,Commerce Server Manager,Solution Sites,Business Processing Pipelines System,Business Analytics System,CS结构,CS 结构,议程,Commerce Server 结
2、构管理User ProfileTargetingCampaignsAnalysisClosing the Loop,Profiling Service,个性化 E-Commerce站点建立安全认证使信息管理更加容易,Profile Service,在动态、集成和可扩展的Web环境下管理和跟踪业务数据的一种平台服务简单的对象界面扩展的数据对象模型数据存储透明性可根据Internet的规模进行优化,可以通过简单的 API 接口访问 profile 对象Bulk Processing 的 ADO支持(Select,Insert,Update),BizData OLEDB Provider 提供了标准
3、的接口来支持profile service 和 ADO提供了简单的SQL语法提供数据转换和基于BizData定义的数据源聚合,优化(LDAPv3)数据源,SQL Server,和OLEDB/ODBC 支持ANSI-SQL 子集,Profile System 结构,议程,Commerce Server 的结构管理User ProfileTargetingCampaignsAnalysisClosing the Loop,Targeting,ExpressionsExpression BuilderExpression Evaluator,Targeting综述,Expressions,多重表达式
4、支持AND,OR 对应目标群体Collection of expressions&actionsRequireTargetExcludeSponsor与使用环境相对应与其它与当前内容相关的值相对应可扩展的Schema(Business Desk:Profile Designer),Expression Builder,业务经理只需要关心用户界面DHTML 通过Business Desk 实现profiles 与站点信息数据存储用来命名，存储和恢复 Expressions 用 XML 形式表示,Expression Builder,建立 Target Expressions对特定用户布署 ads
5、 和 discounts包括属性、操作者、值等信息编辑和查看 Expressions 从而为业务经理提供决策信息,Expression Evaluator,COM+组件 可以预装载和预编译Expressions可以评估多个表达式/请求Evaluation results cached within arequestCallable with expression-id or XML支持多线程,议程,Commerce Server 的结构管理User ProfileTargetingCampaignsAnalysisClosing the Loop,Campaigns,AdvertisingDi
6、scountsDirect Mail,Web Page,内容选择的体系结构,Run TimeContent Selection Framework,Design TimeBusiness Desk Modules,ContentSelector,Users,使用 Advertising,使用 Business Desk建立初始化布署内容目标对象页面用户产品,初始化 Advertising,Create Global Expression EvaluatorSet MSCSExpressionEvaluator=Server.CreateObject(Commerce.ExpressionEva
7、luator)MSCSExpressionEvaluator.Connect(dictConfig.s_BizDataStoreConnectionString)Create Global Advertising ContextSet CSFAdvertisingContext=CreateObject(Commerce.Dictionary)Configure with Expression EvaluatorSet CSFAdvertisingContext(Evaluator)=oExpressionEvaluator Configure with cache managerSet CS
8、FAdvertisingContext(CacheManager)=oCacheManager CSFAdvertisingContext(CacheName)=Advertising,初始化 Advertising,Configure click redirect(records clicks)CSFAdvertisingContext(RedirectUrl)=sRedirectUrl GetBaseUrl()&/redir.asp Load Advertising pipelineSet oPipe=Server.CreateObject(Commerce.OrderPipeline)o
9、Pipe.LoadPipe(oPipelineMap.Advertising)Set CSFAdvertisingContext(Pipeline)=oPipeStore Ad Context in application variableSet Application(CSFAdvertisingContext)=CSFAdvertisingContext,得到 Ad 内容,Create Content SelectorSet oCSO=Server.CreateObject(Commerce.ContentSelector)Configure with Product informatio
10、nSet oCSO.Products=ProductDetailsFunction GetShownProductsDetails()Function listGetShownProductsInfo()Configure content selection parametersoCSO.NumRequested=1oCSO.Border=1oCSO.TargetFrame=_top“oCSO.Size=BanneroCSO.PageGroup=“Home”Set oCSO.UserProfile=oUserProfile,Targeting Context,得到 Ad内容,Call cont
11、ent selector to get contentSet Ads=oCSO.GetContent(Application(CSFAdvertisingContext)Render Ad content collectionFor Each Ad In AdsResponse.Write(Ad)&“”NextFormatTemplate pipeline componentFormats text based on ad specification in Business Desk(Ad Display section)Modifiable using Resource Kit toolCa
12、n also replace with custom format component(must use C+due to interface),使用Discounts,使用Business Desk生成Discounts初始化得到相应的内容TargetingPageGroupUsersProducts,Direct Mail,Direct Mail 是一种离线的形式快速，可扩展，当做NT服务来运行基于Business Processing Pipelines为个性化大批量的直邮而设计个性化web页面Plain-text,HTML,mime formats,Direct Mail,使用相应的C
13、ampaign跟踪邮件的发送基于Windows 2000 CDO 对象使用SQL Server Agent来重复工作,使用Direct Mail,使用Business Desk 来实现Direct Mailing 个性化的Email模板Sets“CampaignItemID”cookieCurrently running Direct Mail campaign Sets“MSCSProfile”cookie Use AuthManager object to get useridUser ProfileService object to get user profileOpt-out pag
14、eAdds user to opt-out user list,议程,Commerce Server结构管理User ProfileTargetingCampaignsAnalysisClosing the Loop,Analysis,标准的Reports(共39个)Commerce Server Reports for categoriesAdvertising每天访问Ad的频率(动态)Campaign 项目的总结(动态)Click-stream需求最大的页面(静态)Directories(动态)查询字段(单值)(静态)Sales购买者通过浏览产生的购买行为(动态)Customer Sale
15、s(静态)Visual Insight Reports(third party)Campaign Manager(Ads,Disc.)几乎是实时的Shows Scheduled,Requests/Viewed,Clicked,%,Analysis,PredictionDependency netsSegmentation发现隐含的行为,Predictor,实时地提出建议使用从数据仓库中建立的预测模型进行预测Server builds models使用Windows 2000 服务客户端实现预测在web 服务器上运行在应用的变量中缓存,使用Predictor,使用CS Manager 来构建Pr
16、edictor模型初始化Predictor Client得到Predictor 内容,初始化Predictor Client,Create Predictor ClientSet objPredictor=Server.CreateObject(Commerce.PredictorClient)Load Predictor ModelobjPredictor.LoadModelFromDB“Transactions”,connstr_db_dw Set Popularity penalty weight(0 no penalty,1 max)objPredictor.fpPopularityP
17、enalty=0.8 show least popularSet Confidence thresholdobjPredictor.fpDefaultConfidence=10 show most itemsDebug output flag(set to false for Production)objPredictor.bFailOnUnknownInputAttributes=False Cache Predictor ClientSet Application(MSCSPredictor)=objPredictor,得到Predictor内容,Create a case diction
18、ary for basket itemsSet dCase=GetDictionary()Populate case dictionary QTYcatalog name.product idFor Each sOrderFormName in mscsOrderGrp.value(Orderforms)Set oOrderForm=mscsOrderGrp.value.OrderForms.Value(sOrderFormName)For Each dItem in oOrderForm.Items strPropName=“QTY(&dItem.product_catalog&.&dIte
19、m.product_id&)lQuantity=CLng(dItem.quantity)dCase(strPropName)=lQuantity Add to dictionary NextNext,得到 Predictor的内容,Pose known case,ask predictor client to predict missing factsSet slToPredict=GetSimpleList()slToPredict.Add“SKU”oPredictor.Predict dCase,slToPredict,arPredictedProps,arPredictedVals,lM
20、axPredictions dCase known case(list of product items)slToPredict SKU(fact to predict)arPredictedProps return array with list of SKUsarPredictedVals return array with list of quantitiesFor i=0 To UBound(arPredictedProps)Response.Write arPredictedProps(i)&“”Next,Segmentation,基于用户隐含的行为将其分区系统基于在业务数据仓库中发
21、掘出的隐含倾向和行为使用已发掘出的 segments来达到目标根据用户群体得出结论 类似用户列表的形式输出,Segmentation 的结构,Segment Viewer,议程,Commerce Server 结构管理User ProfileTargetingCampaignsAnalysisClosing the Loop,Closing The Loop,List Manager大批量更新,List Manager,使得市场经理在没有DBA的情况下生成列表List Manager 对象从 CS Business Analysis,SQL Server 或文本文件中得到列表用户可以合并和拆分
22、列表用户可以导出列表,大批量更新,以用户列表的形式来导出动态或静态的报告生成新的用户的属性使用用户列表大批量更新用户信息使用script 自动大批量更新(Profile Service SQL via ADO interface),CyclesCentral Demo,场景:Close the“Loop”客户:购买BrowseCatalogOrder,WebSite,DataWarehouse,AnalysisProfilesExpressions,Site Manager:分析Import/Data WarehouseBusiness DeskAnalysisUser Profile Man
23、agement,Site Manager:目标化 ExpressionsAd,Discount Campaigns,“Smart”WebSite,Resources,Commerce Server 2000 Resource KitCommerce Server 2000 Partners Pagehttp:/SDK siteletC:Program FilesMicrosoft Commerce ServerSDKSamplesSiteletsProfileDiscount SDK siteletC:Program FilesMicrosoft Commerce ServerSDKSamplesSiteletsDiscountAd SDK siteletC:Program FilesMicrosoft Commerce ServerSDKSamplesSiteletsAd,总结,丰富的个性化目标化特性管理User ProfileTargetingCampaigns(Ads,Discounts,Direct Mail)Closed Loop 个性化工具Analysis 报告,Predictor,SegmentationListManager大批量更新,
