Ian McClure, Product Marketing

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Art Technology Group
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Using XML to Manage Your Customers

• Ian McClure, Product Marketing
• ian_at_atg.com

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Company

• ATG's Dynamo product suite provides businesses
  with the core platform and software tools to
  develop and deploy personalized, scalable and
  reliable e-commerce Web sites.
• Dynamo Product Suite consists of
• Dynamo Commerce Server
• Dynamo Personalization Server
• Dynamo Application Server

• Founded 1991
• NASDAQ ARTG
• 350 employees
• Offices
• Boston
• Chicago
• San Francisco
• Reading, UK
• Frankfurt, Germany

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Evolution of Web Sites
Strategic Value
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Typical Online Business Needs
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Define market segments and personalize content
for each segment

Integrate commerce applications

Implement business rules

Manage multiple content sources

Manage partner and customer relationships across
a wide array of applications

Analyze and leverage user behavior information

Drive topline revenue growth

Innovate competitive advantage

Lower Total Cost of Ownership (TCO)

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What is XML?

• Stands for eXtensible Markup Language
• Its the basis for "next generation web"
• Like HTML, but has the benefit of not embedding
  design elements in the document.
• HTML puts formatting info in the document,
  which is fine if you're a human being reading a
  document (because you can parse the document and
  make sense out of it).
• But if you are doing automated e-commerce, for
  example, then you want machines to make sense out
  of what the document means. XML embeds "meaning"
  into the mark up language instead of
  "formatting".

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Why XML?

• Multi-channel Publishing
• Content is used across enterprise systems (Web,
  ERP, EDMS, SFA, etc.), channels (WAP, Web,
  Email), media (CD-ROM, print, Web) and languages
  (I18N)
• B2B Commerce
• XML standards for supply chain integrations,
  content exchange and syndication
• Online Personalization
• Business Rules and Targeting is dependent on
  profile and content metadata to match the right
  content to the right person in the right context

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XML for Multi-Channel Publishing
Presentation Interaction
Web Applications
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XML for Exchange and Syndication
Major Accounts
Transaction Systems
Customer Support
Content Mgmt
System B
ICE WIDL XML-DATA Xlink WDDX ...
cXML CBL OBI BizTalk eCo ...
CPEX PML CC/PP
P3P PIDL
ebXML
Major Accounts
Transaction Systems
Customer Support
Content Mgmt
System A
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XML for Online Personalization
Presentation Interaction
Web Applications
Commerce Servers
Manipulation Delivery
Personalization Servers
Application Servers
Data Integration
Major Accounts
Transaction Systems
Customer Support
Content Mgmt
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How is XML used in e-Commerce?

• Support for XML Content Repository
• Support for XSL/XQL
• Support for XML DOM and SAX parsers
• Support for Targeted Email and WAP/WML Delivery
• Support for Unicode/Internationalization
• Profiles and Business Rules for Personalization
• XML Servlet Beans for Syndication
• Order Processing Pipeline
• Tools, UI, templates, scripts, adapters, configs,
  etc.
• Basically everywhere!

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Benefits of XML

• Feature XML support
• Benefit leverage industry's fast adoption of
  XML makes interoperation with third party
  software easier
• Feature XML content repository
• Benefit able to target and serve content enable
  working with XML-based 3rd-party content systems
• Feature XSL processor
• Benefit server-side formatting of XML document
  into HTML separate content and design standards
  based
• Feature XML parsers for DOM and SAX
• Benefit developers can use industry standard
  APIs to manipulate XML data makes it easy to
  integrate

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Java and XML Used Together

• Transforming XML documents into HTML using XSL.
  EJBs are used for applying XSL templates to XML
  documents.
• XML Servlet Beans are used to handle XML content
  translation, exchange and syndication.
• Content stored in an XML repository are tagged
  and targeted to appropriate users based on rules.
  The XML repository caches queries to maximize
  performance.

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Java and XML Rule-Based Personalization Server

• Real-time personalization
• Business rules
• user segmentation
• content targeting

• User behavior tracking
• Smart reporting
• Open Adapters to content and profiles
• Non-technical business managers interface

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Customer Case Studies

• Rapid Time-to-Market
• International Presence
• Robust Capabilities

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Personalization Case Study

• Captures personal tastes preferences
• Integrated with fulfillment systems
• Java and XML deployment for Commerce and
  Personalization
• Rapid Time-to-Market
• all within 4 months!

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Internationalization

• Customized content in multiple languages
• Flexible presentation of standards such as
  currency and dates
• Dynamic management tools

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Syndication and Exchange

• Personalized news
• Portfolio tracking
• Personalized online transactions
• Personalized tools and calculators
• Site customization
• Content Syndication

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Customers
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Technology Informix Just In Time
Solutions Newbridge Networks Sun
Microsystems Manufacturing 3m Eastman
Kodak General Motors Financial Services BancTec Jo
hn Hancock Funds KeyBank Scudder Kemper
Internet AltaVista BabyCenter (eToys) Bigstep.com
GoTo.com Network Solutions TechRepublic
TheStreet.com Telecommunications ATT BellSouth E
ducation Harvard Business School Ontrack
Learning Universal Learning Tech.
Media Entertainment Hilton Hotels MTV/Nickelodeo
n Sony Online Entertainment Women.com Consumer
Retail Blockbuster BMG Direct GetMusic
(BMG) J.Crew living.com Peapod sephora.com Shoplin
k.com Walgreens
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XML and 100 Java Dynamo Product Suite
Custom Application
Dynamo Application Server
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Art Technology Group
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Dynamo rated as the top platform for rapid
development and deployment of personalized
commerce Web sites. - The Forrester Report,
October 99

• Get a copy of the Forrester Report at
  www.atg.com/platform