Vignette Dialog by tlindeman

VIEWS: 300 PAGES: 15

									                                 Products: White Paper: Vignette® Dialog
Vignette Dialog:
       ®

      Technical White Paper




           White Paper
           October 2002. v 1.0
                                                                                                                                                                                                       Products: White Paper: Vignette® Dialog
Copyright 2002 Vignette Corporation. All rights reserved. U.S. Patent Pending. This document is confidential, and is an unpublished work and trade secret of
Vignette. This document is for internal use only and may not be distributed to third parties.Vignette, the V Logo, and Captivate Your Customers are trademarks
or registered trademarks of the Vignette Corporation in the United States and other countries. All other company, product, and service names and brands are
the trademark or registered trademarks of their respective owners.




                                Table of               Contents
                                                Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
                                                Architecture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
                                                Dialog Engine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
                                                Key architectual Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
                                                      Integration with any channel or business rule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
                                                      Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
                                                      Direct data access to source systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
                                                      Interactivity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
                                                      Management of contact frequency and pacing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
                                                      Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
                                                Architecture overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
                                                Integration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
                                                Web site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
                                                Call Center and SFA Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
                                                Predictive modeling and analytics applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
                                                Technical Specifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
                                                System Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
                                                Scalability and performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
                                                Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
                                                                                                                                Products: White Paper: Vignette® Dialog
Vignette Dialog:                                                 Technical White paper

Introduction
Vignette Dialog is designed to improve business results by automating multi-step sales and marketing
processes. These processes engage individual customers and prospects in interactive and long-running
dialogs that span virtually any contact channel. Vignette Dialog boasts a thoroughly modern multi-tier
architecture targeted at executing these highly personalized dialogs across traditional direct mail, call
centers and interactive channels, including email, Web sites and wireless devices. At the core is the
Vignette Dialog Engine, a highly optimized event-state machine that tracks, maintains and executes
potentially millions of individual, automated interactions – independent of data sources or
communication channels. It is designed from the ground up to integrate with existing systems and
customer relationship management (CRM) investments, including data warehouses, SFA systems, call
centers and Web sites. This technical white paper provides a condensed guide to the technology behind
Vignette Dialog, including a discussion around the following key topics:
I. Architecture
II. Integration Issues
III. Technical Specifications

Architecture                                                      common business problem – nurturing and qualifying a

Dialog Engine                                                     lead. Figure 1 shows the first part of a sample lead

Dialogs by their nature call for a different kind of execution    nurturing dialog. In this example, a company offers a

framework than traditional decision-support systems               demo version of its software product, which can be

because they describe an individual participant’s                 downloaded from the company Web site. The dialog

experience over time. Dialogs require a transactional-            application is designed to follow-up on demo downloads

based system in which each participant is treated                 and support the sales process with personalized, relevant

individually, and each may be at a different place in the         and timely interactions. The dialog is triggered when a

dialog at different points in time. In essence each               person registers for a software demo on the Web site.

participant is a “segment of 1” and the system must track         If the actual download of the software is successful, the

each separately, as opposed to a traditional campaign             dialog sends a confirmation message with an activation

management tool that is designed and optimized around             code and then waits for 5 days before checking in with the

handling large segments of individuals in batches. This can       person doing the evaluation. If the download is not

be seen by examining a dialog designed to address a               successful, the dialog queues a phone call from customer
                                                                  service to contact the prospect. If the prospect requests a
                                                                  CD version of the demo software, the dialog then queues a
                                                                  direct mail piece to send the software immediately, and
Vignette Dialog: Technical Whitepaper- October 2002




waits 10 days before sending the check-in email. This dialog         prospects’ downloads went smoothly, while others did not.
represents the business process for the corporation to interact      Some haven’t yet started the evaluation, while others are
with each prospect on an individual basis. Figure 2 shows            having difficulty installing the software. Figure 3a shows a
how the experience unfolds over time for one prospect, Dave.         partial snapshot of the dialog at one point in time, for 9
In this case, Dave downloaded the demo software on                   prospects. In Figure 3b, we see that the system records how
Wednesday afternoon. His download was successful, and                far each participant has progressed in the dialog, and what
therefore the system waits until Monday afternoon to see how         will trigger the next step. In contrast, campaign managers are
Dave’s evaluation is progressing. At this point, it sends him an     designed around sending a single message to a segment
HTML email with survey questions, enabling Dave to indicate          (typically defined by a SQL query) and are optimized for a
how things are going. He reads and responds to this message          single channel. In order to implement a multi-step, on-going
later on Monday, at which point the dialog progresses to the         communication process, one would need to manually
next step based upon his answer (next steps not shown).              construct a campaign for each step in the process and
                                                                     express all the timing and interdependencies in the
Following Dave’s path is straightforward, but things get more
                                                                     associated queries. The farther into the process, the more
complicated when looking at all of the prospects evaluating
                                                                     complicated each query and the more unmanageable the
demo versions of the software. Each person registered for the
                                                                     campaign quickly becomes.
software demo on different days at different times. Some




                                                                   Wed 3PM


                                                                   Wed 3PM




                                                                   Wed 3PM




                                                                   Mon 3PM



                                                                   Mon 3PM



                                                                   Mon 5PM




Figure 1 – Lead nuturing dialog                                Figure 2 – Lead nuturing dialog: Dave’s path




                                                                                                                                      2
Vignette Dialog: Technical Whitepaper- October 2002




Key architectural elements                                       The Vignette solution: a “Shape API” that allows IT to write
Vignette Dialog contains the following architectural elements    custom business rules or integrate with channels once,
to support individual, transactional-based dialogs:              enabling business users to use these shapes multiple times

■    Integration with multiple channel or business rule          and make changes on their own. The business user does not
                                                                 need to request help from IT when changing the decision
■    Events
                                                                 criteria within a dialog or when changing messages. This
■    Direct data access to source systems
                                                                 allows the system to be extended in the field to meet custom
■    Interactivity
                                                                 needs. As shown in Figure 4, on the next page, new shapes
■    Management of contact frequency and pacing                  can be added to the shape palette on the left by IT. The
■    Reporting                                                   business user can then drag and drop them onto the script
                                                                 canvas multiple times, reusing and changing configuration
Integration With Multiple Channel or Business Rules              without further assistance from IT. The Java API includes base
In dialogs, “shapes” express business rules and touch points     classes and helper methods for connecting to other shapes,
in the user experience. As complete as any set of shapes may     accessing variables and tying into the dialog flow. The shape
be, there’s always the need for custom rules and touch points.   developer only needs to write a GUI for the business user to
                                                                 configure the shape and the runtime component that evaluates
                                                                 the business rule or publishes the message to a channel.




                                                                    Who       Event to Trigger Dialog Progress

                                                                    Lucy          Registers for software demo

                                                                    Alan          Phone call complete

                                                                    Alex          Wait until Tuesday at 1:15 pm

                                                                    Kevin         Wait until Thursday at 10:32 am

                                                                    Erik          Wait until Friday at 2:02 pm

                                                                    Steve       CD sent

                                                                    Susan CD sent

                                                                    Nancy       Response to email

                                                                    Betsy       Response to email




Figure 3a – Dialog snapshot                                      Figure 3b – Individual progress recorded




                                                                                                                                  3
Vignette Dialog: Technical Whitepaper- October 2002




Campaign managers are unsuited to the evolution of multi-                                 The dialog begins when a prospect registers for the software
step communication processes because the interrelationship                                demo on the Web site (5-1). The Web site sends an event
between each step must be coded in increasingly complicated                               describing which prospect just registered. This event triggers the
queries. Even if these queries could be managed, any change                               lead nurturing dialog to automatically begin communicating
to the high-level process means complete re-coding, resulting                             with the prospect. The dialog does not have to wait for a
in a brittle and inflexible solution.                                                     delayed batch data feed to start the interaction.


                     Vignette Dialog Script - Microsoft Internet Explorer


                                                          TM
                                                                                                                                                         Console                   M
                                              golaid
                      Software Trial Follow-up                                                                                                        Properties             Part

                      In Design

                       Edit Script     Test Script

                                     Shapes

                         Standard                                                                                            Begin:
                                                                                                                             Register for
                                                                                                                             Software Demo
                             Advanced Decision
                             Comment                                                                                         Decision:
                                                                                                                             Successful Download?
                             Decision                                                                                                    No
                                                                                                                  Yes
                             End                                                         Viewed

                             First N                                                                                         Send Email:
                                                                                                                                                                Queue Phone Call:
                                                                                         Not Sent                            Send Activation Code
                                                                                                                                                                Customer Service
                                                                                                                             and General Info
                             Go To Dialog                                            Queue Web Content:
                                                                                     Please Provide
                             Manage Fatigue                                          Email Address                                                              Decision:
                                                                                                                 Sent                                           Send CD?
                             Queue Web Content                              Not Viewed
                                                                                                                                                                            No
                                                                                                                                                         Yes
                             Queue Mail Piece                                        Go to
                                                                                                                             Wait:
                                                                                     Alternative
                                                                                                                             5 Days
                             Queue Phone Call                                        Contact Dialog                                                             Queue Mail Piece:
                                                                                                                                                                Send Evaluation Softw
                                                                                            Repeat
                             Random Sample
                             Repeat                                                                                          Send Email:
                                                                                                                                                                Wait:
                                                                                                                             Check-in on Evaluation
                                                                                                                                                                10 Days
                             Send Email
                             Wait                                                        Have not begun                      Decision:
                                                                                           evaluation                        How is Evaluation Going?
                             Wait for Event
                                                                                     Wait:                                                                 Great, have a sales rep ca
                                                                                     10 Days                                 Need technical support
                         Real Time
                                                                                                                                                               Queue Phone Call:
                             Advanced Decision                                       Repeat:                                                                   Technical Support Call
                                                                                     Check-in on Evaluation
                             Decision
                                                                                                                                                                Decision:
                             Display Web Questions                                                        Still Evaluating                                      Issue Resolved?

                             Display Web Thank You                                                                                           Yes                 No

                             First N
                                                                                                                        Decision:                                                 Go t
                                                                                                                        Vertical Industry?                                        Ong
                             Random Sample


                     Copyright © 2002 Vignette Corporation. All Rights Reserved.



Figure 4 – Vignette Dialog shape palette




Events Multi-step dialogs must be tied into external systems                              Similarly, the dialog needs to know when a phone call is
to know when to progress. External events allow other                                     completed within the call center, so that it can make progress.
applications to notify a dialog or dialogs when important                                 In this case, the call center triggers an event indicating that
business actions occur. In the lead nurturing dialog example,                             the phone call to a particular prospect was completed. This
external events are used in three places as shown in Figure 5.                            event then resumes the same dialog that originally scheduled
                                                                                          the phone call (5-2).


                                                                                                                                                                                         4
Vignette Dialog: Technical Whitepaper- October 2002




Lastly, the dialog needs to know that the CD version of the         it was last run. That query may need to be run every
software demo has been mailed to the prospect. The fulfillment      week/day/minute to see if something’s changed. Such
center triggers an event indicating that the item has been sent.    constant polling for every prospect for every point in the
This event resumes the dialog (5-3), which continues with the       communications process greatly reduces the volume a
follow-up process. In each case, an external system is              campaign manager can handle.
notifying the dialog that something happened.
                                                                    Direct Data Access to Source Systems Dialogs need access to
In addition to this support for external events, dialogs also       information about participants to enable a fully personalized
require internal events. These include time triggers (as            experience. This includes customizing emails, Web pages
indicated by the wait shape), open events (e.g., a prospect         and other messages as well as making decisions on what
opens an email) and response events (e.g., a prospect fills         should happen next.
out an email survey).                                               In many cases, this information exists in a variety of sources
                                                                    within the enterprise.
The Vignette solution: an “Event API” that allows other
systems to publish external events. Events can be published         The Vignette solution: a “Data Provider API” that separates the
either via Java or a simple HTTP request. Vignette Dialog has       Vignette Dialog Engine from knowledge of where information
a comprehensive set of internal events including timeouts,          is located, much like how printer drivers isolate the operating
opened email and responses to questions.                            system from details of each printer. As shown in Figure 6, the
                                                                    Vignette Dialog Engine references information by name. Thus
Campaign managers are unsuited for the unfolding nature of          to include the participant’s first name in an email, the engine
multi-step, timely communications, as they must poll the            needs to know the value of the "name.first" variable. The
database. Each step of the process requires a query                 value of the variable is determined by the data dictionary that
scheduled to be run periodically to find what’s changed since       knows this value is provided by the “name provider.” This
                                                                    provider in turn knows that the first name is stored in a
                                                                    particular column in a particular table. Vignette Dialog comes
                            (5 - 1)                                 with a set of configurable providers for basic data access
                                                                    needs as well as a full Java API for custom providers to access
                                                                    virtually any data, including data stored in other databases
                                                                    and data embedded in other applications.
                                                      (5 - 2)

                                                                    In addition to isolating the Vignette Dialog Engine from the
                                                                    location of the data, data providers can also isolate it from
                                                                    formatting issues. For example, if the legacy database stores
                                                          (5 - 3)   gender as 0 and 1, the data provider can translate that into
                                                                    ‘male’ and ‘female’ for easy understanding by the dialog
                                                                    creator. Many other solutions require loading all demographic
                                                                    information into a central database, warehouse or proprietary
                                                                    schema. This duplication of data can result in management
Figure 5 – Events                                                   headaches, stale data and synchronization problems.



                                                                                                                                      5
Vignette Dialog: Technical Whitepaper- October 2002




Interactivity Analytical and campaign management systems try           ■       Queue up a phone call from a sales representative; or
to infer what a prospect or customer wants. However, with              ■       Queue up a phone call from technical support after getting
dialogs, it’s possible to ask directly, rather than trying to guess.           enough information about her installation problems.


The Vignette solution: ask questions through virtually any             Management of Contact Frequency and Pacing Multiple,
channel, including call centers, email, the Web site or wireless       long-running dialogs can try to contact a given participant at
devices and get direct feedback from prospects and customers           the same time. To prevent fatigue, contacts need to be
to inform future interactions. For example, the lead nurturing         managed to help ensure a high-quality customer experience.
dialog sends participants an email five days after they                For example, business rules can be dictated as follows:
download the software to see how their evaluations are going.          ■       All contacts separated by x days;
As shown in Figure 7, this HTML email can include a Web                ■       All emails separated by y days;
form asking participants questions about their evaluations. In
                                                                       ■       All phone calls separated by z days.
this example, assume a participant, Susan, submits her
response once she receives this email. The dialog can then:
                                                                       The Vignette solution: the Vignette Traffic Cop module with
■    Wait for a period of time and check-in again if she               patent-pending technology that manages interactions
     indicates that she hasn’t started the evaluation yet;
                                                                       between dialogs and communication channels according to
■    Respond with follow-up information based upon the her
                                                                       global rules. Messages are coordinated automatically,
     answer;
                                                                       without concerning individual dialog creators.
■    Ask additional questions – in another email or in real-
                                                                       In campaign management systems, the business user must
     time on the Web site – to get more detail (e.g., for install
                                                                       manually schedule and segment the campaigns so they don’t
     problems is the license key invalid, or is there trouble
     connecting to the database);                                      overlap. Manually managing recurring campaigns can be




                                                                           From:       software@onemacrosystems.com
                                                                           Date:       06/06/02
                                                                           To:         Susan.Williams@Marconi.com
                                                                           Subject:    Software Evaluation




                                                                            Dear Susan,

                                                                            Thank you for evaluating our software. We hope you were able to download the software and are
                                                                            making progress with the evaluation.

                                                                            Please let us know how you are doing so we can assist you in this process.

                                                                                 Haven’t started evaluation; please contact me again in          1 week

                                                                                 Unable to install software

                                                                                 Evaluation is going well. Please have a sales rep call me at:

                                                                                        Phone Number:

                                                                                        Calling preference:      morning


                                                                            Regards,

                                                                            Eric Lancaster
                                                                            VP, Product Marketing




Figure 6 – Data providers                                              Figure 7 – Interactive email


                                                                                                                                                                            6
Vignette Dialog: Technical Whitepaper- October 2002




tedious and error prone. In extreme cases, different business                               traffic counts (Figure 9), and OLAP reporting on top of a star
units within a company may have to take turns communicating                                 schema. Historical data is periodically extracted from the
with their customer base.                                                                   operational database to the star schema to allow offline OLAP
                                                                                            analysis separate from the on-going dialog execution.
Reporting Dialogs are continuously running, with participants
in different places in the dialog at different times. Business                              Architecture overview
users need to be able to see how things are unfolding day-                                  Vignette Dialog contains all of the previous architectural elements
today and week-to-week, with the additional ability to run a                                in its patent-pending architecture. Figure 10, on the next page,
variety of custom reports.                                                                  shows the architecture and how it interacts with business users,
                                                                                            customers, data sources and existing CRM systems. The following
The Vignette solution: a console to display real-time information                           section elaborates on how Vignette Dialog’s open architecture
about dialog progress (Figure 8), a display to view shape level                             enables integration with these CRM systems.




   Revenio Dialog Console Screen - Microsoft Internet Explorer


                                     TM
                                                                                         Admin            Manage        Traffic Cop            Reports           Help       Log Out
                          golaid
     Alex's Console
                                                    Refresh                                                                      New        dialog                Personalize
        Statistics from 1/6/02 - 1/13/02
        Compared to 1/14/02 - 1/21/02
                                                                             Conversations                          Messages                                 Responses
            Conversion                                 Status            Total            Active               Sent            Opened                Questions            Links

            Software Trial Follow-up                                    9,256    +3.2%     7,654   +3%       15,387     +1%     11,387 +4.2%           10,565 +7%         8,902   +2%

            Financial Services Seminar Registration                     1,619    +1.1%     1,422   +.3%       2,087 +1.7%        1,692     -.9%         1,351 +.1%        1,006   +.6%

            Hi-tech Web Seminar                                         1,032    +1.7%       879 +1.1%        1,710    +.7%      1,382     +.6%         1,135 +3%           798   +4%

            Stay in Touch                                              7,429     +.9%      6,293 -2.1%       14,264 +4.1%       10,546 +1.7%           12,302+1.8%        9,472 +3.1%
            Alternative Contact                                              -                 -                   -                   -                     -                -
            Totals                                                    19,336              16,248             33,448            25,007                  25,353            20,178

                                                                             Conversations                             Messages                             Responses
            Cross-sell/Upsell                          Status            Total            Active               Sent            Opened                Questions            Links

            Customer Service Advantage Package                        32,969     +.3%     27,428 +1.1%       45,511 +4.2%       32,175     +4%         30,745 +1%        21,663 +1.7%
            Introductory Training Curriculum                                 -                 -                   -                   -                     -                -
            Advanced Technical Training                               13,720     -3.1%     9,337   +.9%      18,642 +1.4%       12,009     +2%          9,528 +4%         7,116   +.3%

            Product Upgrade Package                                   69,243     +2%      49,527   +.1%      93,090     -.3%    79,692     +1%         61,682 +2%        58,933 +3.2%
            Version 2.0 Special Offer                                        -                 -                   -                   -                     -                -
            Totals                                                   115,932              86,292            157,243            123,876                101,955            87,712

                                                                            Conversations                           Messages                                Responses
            Retention                                  Status           Total             Active               Sent            Opened              Questions              Links

            General Newsletter                                       179,010     -3.4%   154,801   +.1%     223,249 +3.1% 162,860 +2.2%               143,662 +.6% 129,231        +2%

            Beta Program Application                                    3,491    +1.4%     2,710 +3.7%        4,753    -.54%     3,197     -1.9%        2,477 +.8%        2,143   +.3%

            Customer Service                                          33,754     +7.1%    27,083   +.7%      49,328 +1.3% 38,747           +.3%        31,463 +7%        28,149   +.6%

            Totals                                                   216,255             184,594            277,330            204,804                177,602           159,523

                                                                 Copyright © 2002 Vignette Corporation. All Rights Reserved.




Figure 8 – Vignette Dialog Console


                                                                                                                                                                                         7
Vignette Dialog: Technical Whitepaper- October 2002




Integration                                                                                                                                                             Web Site

As Figure 10 on the next page shows, the Vignette Dialog                                                                                                                Vignette Dialog uses events and channel shapes to integrate

architecture is designed for integration with its open APIs to                                                                                                          with the Web site in three different ways. Events allow

receive events from external systems, access data from                                                                                                                  Vignette Dialog to know when something occurs on the Web

various data sources and hook up to appropriate channels.                                                                                                               site, such as a registration. Channel shapes allow Vignette

Once fully integrated, Vignette Dialog works with existing                                                                                                              Dialog to both respond to email forms as soon as the

CRM systems to coordinate a consistent cross-channel                                                                                                                    prospect hits submit as well as push content to the Web site

experience for customers and prospects.                                                                                                                                 to be displayed the next time the prospect returns.


This section shows how the Vignette Dialog APIs are used to                                                                                                             Once again, using the lead nurturing dialog as an example,

integrate with the following existing CRM systems:                                                                                                                      Figure 11 shows a prospect’s experience during the first
                                                                                                                                                                        couple of weeks and how the Vignette Dialog Engine
■     Web site
                                                                                                                                                                        integrates with the Web site. On Friday, Susan registers for
■     Call Center and SFA systems
                                                                                                                                                                        the software download. In addition to letting Susan download
■     Predictive modeling and Analytics applications
                                                                                                                                                                        the software, the Web application also publishes an event to
                                                                                                                                                                        the Vignette Dialog Engine. Passing some simple information
                                                                                                                                                                        over an HTTP connection to the Dialog Engine can easily
                                                                                                                                                                        publish the event. This event triggers the start of the lead
                                                                                                                                                                        nurturing dialog for Susan (11-1).



                     Vignette Dialog Script - Microsoft Internet Explorer

                                                                                                                                                                                                            Console                         Manage      Help     Close
                                               golaid
                                                                                                                                                                                                    Properties                           Participants   Script   Rollout
                      Cross-sell
                      Paused

                       Edit Script

                        Show      Traffic Counts

                                                                                                                 Begin:
                                                                                                                 2,264



                                                                                                                 Manage Fatigue:
                                                                                                                 2,264

                                                                                                                          Fatigued
                                                                                                      Continue


                                                                                                                 Random Sample
                                                                                                                                                      Go To Dialog 6
                                                                                                                 1,297
                                                                                                                                                      967

                                                                                                                            Control (50%)
                                                                                 Sample (50%)


                                                                                                                                                                       Send Email - No Offer
                                                                           Send Email - w/ Offer                                                                       633
                                                                           664

                                                                                                                                                                                     Not Sent
                                                                                           Not Sent
                                                                                                                                                                   Did Not Respond
                                                                        Did Not Respond
                                                    Responded                                                                                                                                                            Control End 2
                                                                                                                                   End 2                                                                                 253
                                                                                                                                   287      Responded                                            Control End
                                                                                                        End                                                                                      364
                                                                                                        361

                                                            Advanced Decision
                                                            20
                                                                    All Others                                                                      Control Advanced Decision
                                                                                                                                                    21
                                              Other Only                                                                                                       All Others
                                                                                                      Display Web Thank You
                                                                                                      19
                                                                                                                                      Other Only
                                                                                                                                                                                                Control Display Web Thank You
                                                           Display Web Thank You                                                                                                                21
                                                           1
                                                                                                                                                   Control Display Web Thank You
                                                                                                                                                   0




                                                                                Wait
                                                                                20
                                                                                                                                                                            Control Wait
                                                                                                                                                                            21
                                                                                Decision
                                                                                20
                                                                                                                                                                            Decision 2
                                                                                                                                                                            21
                                                       Discounts

                                                                                                                                                   Discounts
                                                                                       Other
                                                      Send Email 2
                                                      15                                                                                                                           Other
                                                                                                                                                   Control
                                                                                                                 Go To Dialog 3                    Send Email 2
                                                                                                                 1                                 17
                                                                                                                                                                                                            Control Go To Dialog 3
                                                                                                                                                                                                            1




                      Copyright © 2002 Vignette Corporation. All Rights Reserved.




Figure 9 – Traffic counts


                                                                                                                                                                                                                                                                           8
Vignette Dialog: Technical Whitepaper- October 2002




Figure 10 – Vignette Dialog architecture




Call Center and SFA Systems                                         the Call Center’s database. If no API exists, Vignette Dialog
Vignette Dialog uses channel shapes and events to integrate         can queue up a list of pending calls to be polled.
with Call Center or SFA systems. Channel shapes push call
records to the Call Center that then can trigger events to notify   Although not shown, Vignette Dialog can also use a data
Vignette Dialog when the call is complete. As shown in Figure       provider to map to data stored in the Call Center, assuming it
12, the channel shape can vary based on the openness of the         provides open access.
Call Center architecture. Depending on the API’s available to
the Call Center, the channel shape can trigger a screen pop         Integration with an SFA system works similarly, in that events
on a representative’s workstation or place a call record into       recorded in the SFA system are triggered to Vignette Dialog,




Figure 11 – Web site integration


                                                                                                                                     9
Vignette Dialog: Technical Whitepaper- October 2002




and activity in Vignette Dialog is sent back and recorded in   load it into Vignette Dialog and schedule it to run, so that (3)
the SFA system.                                                Vignette Dialog can execute the segment periodically, and
                                                               start dialogs for the resulting participants.
Predictive Modeling and Analytics Applications
Vignette Dialog uses its segment feature and data providers    Figure 14, on the next page, shows how to use the results of
to integrate with predictive modeling and analytics            an analytical system within a dialog. First, (1) the analytical
applications to allow the following:                           system evaluates its model/predictor for all participants in the

■     Identify participants for a dialog;                      database and stores the result of the model in a given table
                                                               and column. This model can be re-evaluated at whatever
■     Make decisions within a dialog.
                                                               frequency makes sense, perhaps daily. Then (2), Vignette
                                                               Dialog uses a data provider to access the model score for a
Figure 13, on the following page, shows how an analytical
                                                               given participant. This allows the score to be used within a
system can (1) define a segment of the customer base and (2)
                                                               decision shape or other business rule.




Figure 12 – Call Center Integration


                                                                                                                                  10
Vignette Dialog: Technical Whitepaper- October 2002




Figure 13 – Analytics integration




Technical Specifications                                        drop editing environment for building dialogs. Business users

System requirements                                             need only use Microsoft Internet Explorer 5.0 or higher on a

Vignette Dialog uses a standard 3-tier architecture to allow    Windows desktop to access the application.

multiple business users to access the application via the Web
from their desktop. The user interface is a thin Web-client     The Vignette Dialog Engine itself is written in Java, J2EE-

using HTML/DHTML with Java Server Pages on the server           based and has been certified on the BEA WebLogic

side. Additionally, a Java Applet provides the rich drag-and-   Application Server. The engine runs on either a Windows
                                                                2000 or Sun Solaris server.




Figure 14 – Analytics integration


                                                                                                                                11
Vignette Dialog: Technical Whitepaper- October 2002




Operational data is stored in either an Oracle 8i (Solaris or     Conclusion
Windows) or Microsoft SQL Server 2000 (Windows only)              Vignette Dialog is uniquely designed, engineered and
database. Customer data can either be stored within the           optimized to automate multi-step sales and marketing
operational database or accessed from virtually any other         processes. These interactive processes manage the customer
data source.                                                      or prospect experience, communicate over multiple channels
                                                                  and unfold over time. Business users can independently
Scalability and Performance                                       design and manage these long running dialogs in Vignette
Vignette Dialog’s modern architecture was designed with           Dialog. Once deployed, Vignette Dialog executes and tracks
scalability as a key requirement. It can be tuned for             the unfolding processes for each customer and prospect.
maximum throughput and still track millions of participants,      Vignette Dialog can leverage existing customer relationship
each simultaneously engaged in their own uniquely unfolding       management (CRM) investments including data warehouses,
dialog and in their own state. The Vignette Dialog Engine         SFA systems, call centers and Web sites. It is designed from
can scale at every layer through replication. It is designed      the ground up to integrate with existing systems through open
from the ground up to allow for multiple application servers      APIs for extensibility and the use of Web-centric, open
that partition the work and sit behind a load balancer to         standards such as Java, XML, HTTP, and JDBC.
offer a unified interface to participants. It can also take
advantage of the unique clustering functions of either Oracle     About Vignette
or SQL Server, which provide increased database                   To learn more about Vignette Dialog, to request a demo or to
performance and capacity without introducing complex data         engage in a more detailed technical discussion, call 1-866-
synchronization issues. Finally, multiple outbound SMTP           VIGNETTE or send an email to sales@vignette.com. You can
servers can be used and kept separate from inbound servers.       also visit our Web site at www.vignette.com




  Server            Operating System                  Processor                       Memory             Disk

  Vignette               Windows 2000 or               700 MHz dual                   1 GB               20 GB
  Dialog                 Sun Solaris 2.7               processor or better            or better

  Database               Windows 2000 or               700 MHz dual                   1-2 GB    Depends on number
                         Sun Solaris 2.7               processor or better            or better of participants and
                                                                                                dialogs

  SMTP                   Any SMTP                       500 MHz dual                  256 MB             20 GB
                         compliant system               processor or better           or better



Figure 15 – Recommended configuration


                                                                                                                                  12
PDWP-DIALOG10-02




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                   Publication date: October 2002. Vignette does not warrant, guarantee, or make representations concerning the contents of this document. All information is provided “AS-IS,” without express or implied warranties of
                   any kind. Vignette reserves the right to change the contents of this document and the features or functionalities of its products at any time without obligation to notify anyone of such changes.

                   Copyright 2002 Vignette Corporation. All rights reserved.
                   Vignette and the V Logo are trademarks or registered trademarks of Vignette Corporation in the United States and other countries. All other company, product, and service names and brands are the trademarks or
                   registered trademarks of their respective owners.

								
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