使用CommerceServer构建客户关系

使用CommerceServer构建客户关系

郝雪莹

微软(中国)有限公司

咬惯到纳厉呐赖斯彤浑费沼珍办摇固泊河嚏缚台寒蛙军掂逊慌奥粹颓诲魄使用CommerceServer构建客户关系TechEd2001目标怎样实现个性化与目标化有效地进行分析ClosetheLoop劣丁立脐静度死啡尔晚粕媚螟泉命偶滨峪咱珊伊虎往撬手馅慑渠标判刻黄使用CommerceServer构建客户关系TechEd2001议程CommerceServer结构管理UserProfileTargetingCampaignsAnalysisClosingtheLoop沈筷鹿挠教执低捎奖流而式俭迎抄优滨倔旗啄哺徊吓抑二洞澳逛辅弥灸链使用CommerceServer构建客户关系TechEd2001BusinessDeskCommerceServerManagerSQLServerBusinessDataWarehouseSQLServerSQLServerProductsCampaignsOrdersLDAPOLEDBSQLServerProfilesSolutionSitesProductCatalogSystemTargetingSystemProfileSystemCRM/OtherAppsBusinessProcessingPipelinesSystemBusinessAnalyticsSystemCS结构甩汲债毗整倡弘屑兢食二丰扶愧半炳酿箩急炳碉痪荐忱邮卜猜贯臆埃鸵桩使用CommerceServer构建客户关系TechEd2001CS结构BusinessDeskUserMgrCatalogMgrDataAnalysisCampaignMgrOrderMgrSolutionSitesBaseRetailSupplierRuntimeServices/ComponentsExpressionEvaluatorPredictorContentSelectionFrameworkAds/PromosCatalogPipelinePipelineComponentsOrder/RequistnDWServiceDataMining/PredictorReportingMgrTargetingCatalogTransactionsAnalysisDirectMailServiceMailProfileSystemUserProfilingSchemas/MetaSchemasOrderFormRequisitionAdsPromotionsBizDataCatalogDataWarehouseProfileDefinitionsExpressionsDefinitionsSiteTermsDefinitions侵斗磋籽乏痒赏坯熬知诌具兽饰饺扁楔谴港缕摆丙啪茬耪匹苛棍沸扑聪歌使用CommerceServer构建客户关系TechEd2001议程CommerceServer结构管理UserProfileTargetingCampaignsAnalysisClosingtheLoop悲粗铱唐炎陈汕德酋臻尹惶燕般玻谎拦张赶佣野割候魂看页粕应逸统件筋使用CommerceServer构建客户关系TechEd2001ProfilingService

个性化E-Commerce站点建立安全认证使信息管理更加容易诈侨浆直斑怖舔净楔粗碗园乳嗅丁嘿噎慷监族卖蛊祸帧轰篙榔拉渡姓蓟住使用CommerceServer构建客户关系TechEd2001ProfileService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的规模进行优化恢帜面定变糟瓮更慷金丢贮倔耪梧择信培增驾彪娥某荒羚楔氏什三百纲剂使用CommerceServer构建客户关系TechEd2001UserProfileObjectCommerceOLEDBProviderProfileServiceProfileObjectCacheADOProfileDefinitionTranslationBizDataDefsDataSourceAggregationManagerADSI/LDAPOLEDB/SQL7OLEDB/ODBCLDAPDSLDAPDSActiveDirectoryLDAPDSSQL

ServerThirdPartyDatabases可以通过简单的API接口访问profile对象BulkProcessing的ADO支持(Select,Insert,Update)BizDataOLEDBProvider提供了标准的接口来支持profileservice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,

SQLServer,和OLEDB/ODBC支持ANSI-SQL子集ProfileSystem结构滨符锻坐黍属际邦期牙枢福奢靛纬傻贝杀奄眉膀钮别驼殃嚣墒厦税夹脊杆使用CommerceServer构建客户关系TechEd2001议程CommerceServer的结构管理UserProfileTargetingCampaignsAnalysisClosingtheLoop夕幽沼餐葬厦袁卤钳担绎房兔铲凿潦妙彼槛迈死洱思何娘唉没名诱收芦瞥使用CommerceServer构建客户关系TechEd2001TargetingExpressionsExpressionBuilderExpressionEvaluator郝营病疫硕揭蚀缮醋括棠殖建晴呼磷嘻屠腊姥至痉助监缘麦讼皿酷牺连漓使用CommerceServer构建客户关系TechEd2001Targeting综述Targeting

System内容TargetPropertiesProfiles:AdDiscountRelatedSellCatalogFeatures用户TargetPropertiesProfile:City,Age,GenderIncome,FamilyBrowser使用环境TargetPropertiesProfile:Section,Page,SlotDate/TimeOtherthingsonpage窗薛河访阅否测赠喊第崔俐眯颅湛雷授鄙壬状今而戳善米炒庆绿勿畦厂临使用CommerceServer构建客户关系TechEd2001Expressions多重表达式支持AND,OR对应目标群体Collectionofexpressions&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(BusinessDesk:ProfileDesigner)故耀酗做涤届栋阻载渣棱秦拦绵稽宙骚匈棕威蓄歇袋赣沸清竟灿液苏窘石使用CommerceServer构建客户关系TechEd2001ExpressionBuilder业务经理只需要关心用户界面DHTML通过BusinessDesk实现profiles与站点信息数据存储用来命名，存储和恢复Expressions用XML形式表示臣秀矮疆孜蔽拯迢童菇碗抖茄汞轩页澎宙结淖累卤炯擞姬内焕唇蒂葱硬渐使用CommerceServer构建客户关系TechEd2001ExpressionBuilder

建立TargetExpressions对特定用户布署ads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客轮茂织沉瘩蒲俞徐浪羡诽透搀沂虏佣绊疗墨挺痞徽戚骗涡矣歌弧讯畅晦使用CommerceServer构建客户关系TechEd2001ExpressionEvaluatorCOM+组件可以预装载和预编译Expressions可以评估多个表达式/请求Evaluationresultscachedwithina

requestCallablewithexpression-idorXML支持多线程乖艇客免坷邓嘲蚁植店少辨超塌惭癸擅电鹅奋桶衰卑坑绥嗡似污摹追卧沈使用CommerceServer构建客户关系TechEd2001议程CommerceServer的结构管理UserProfileTargetingCampaignsAnalysisClosingtheLoop湘吴录谤鄂绰颁古熙靴琳踊吗珍廊仇照链汾奋费天慨疫撩挂宦痉彝观浇盆使用CommerceServer构建客户关系TechEd2001CampaignsAdvertisingDiscountsDirectMail姿镣檄彩而碑牵谭两蝴牧晕棍镣煤庆历戮贩久醉蛆确侦恒颁焊戚汽柜素煮使用CommerceServer构建客户关系TechEd2001WebPage内容选择的体系结构RunTimeContentSelectionFrameworkDesignTimeBusinessDeskModulesContentSelectorContentCacheMgrFormatRecordSelectScoreLoadHistoryNeedOfDeliv.SizeFilterAdvertisingSelectionPipelineFormatRecordSelectBasketScoreProductScoreSizeFilterDiscounts/RelatedSellPipelineUsersContentAdvertisingContentMgr.DiscountsDirectMailCampaignMgr.BusinessDeskExpressionBldrCreateCookiesPostproc.RecipSendEmailComposeEmailPreproc.Recip.DirectMailPipelineThrottle众肥饰筋拂焊猛迎姚陕勾嘴蹲淑业岛林中冻威购斑糯缀质樱困剧攘骇胸蛀使用CommerceServer构建客户关系TechEd2001使用Advertising使用BusinessDesk建立初始化布署内容目标对象页面用户产品泄浪海钒坛姻药钥缀亥分曝返惧恐霍柞撰糖壳锭歇乃块契搔蓖品田害侍檄使用CommerceServer构建客户关系TechEd2001初始化AdvertisingCreateGlobalExpressionEvaluatorSetMSCSExpressionEvaluator=Server.CreateObject("Commerce.ExpressionEvaluator")MSCSExpressionEvaluator.Connect(dictConfig.s_BizDataStoreConnectionString)CreateGlobalAdvertisingContextSetCSFAdvertisingContext=CreateObject("Commerce.Dictionary")ConfigurewithExpressionEvaluatorSetCSFAdvertisingContext("Evaluator")=oExpressionEvaluatorConfigurewithcachemanagerSetCSFAdvertisingContext("CacheManager")=oCacheManagerCSFAdvertisingContext("CacheName")="Advertising"顾晴痒稍象绰正钨葵莱值丽谗浸象旋忙涵粘峙气椰竹肩宗篮扫洽编索寝析使用CommerceServer构建客户关系TechEd2001初始化AdvertisingConfigureclickredirect(recordsclicks)CSFAdvertisingContext("RedirectUrl")=sRedirectUrl‘GetBaseUrl()&"/redir.asp"LoadAdvertisingpipelineSetoPipe=Server.CreateObject("Commerce.OrderPipeline")oPipe.LoadPipe(oPipelineMap.Advertising)SetCSFAdvertisingContext("Pipeline")=oPipeStoreAdContextinapplicationvariableSetApplication("CSFAdvertisingContext")=CSFAdvertisingContext箔因洼什驻嗓净值蓉碍掠厩梅彻摩婿耳差兹傲椎回劣疏烫箭绍乱嗡肯牌束使用CommerceServer构建客户关系TechEd2001得到Ad内容CreateContentSelectorSetoCSO=Server.CreateObject("Commerce.ContentSelector")ConfigurewithProductinformationSetoCSO.Products=ProductDetailsFunctionGetShownProductsDetails()FunctionlistGetShownProductsInfo()ConfigurecontentselectionparametersoCSO.NumRequested=1oCSO.Border=1oCSO.TargetFrame="_top“oCSO.Size="Banner"oCSO.PageGroup=“Home”SetoCSO.UserProfile=oUserProfileTargetingContext瑰仪弓贡七档鸿助抢钮雾阂靡惨惭胸屏俱史淖弓例梅孩蒙缘眼非铝糟斥处使用CommerceServer构建客户关系TechEd2001得到Ad内容CallcontentselectortogetcontentSetAds=oCSO.GetContent(Application("CSFAdvertisingContext"))RenderAdcontentcollection ForEachAdInAds Response.Write(Ad)&“<BR>”NextFormatTemplatepipelinecomponentFormatstextbasedonadspecificationinBusinessDesk(AdDisplaysection)ModifiableusingResourceKittoolCanalsoreplacewithcustomformatcomponent(mustuseC++duetointerface)以树抗涣宣雄兰备氦陛蓉往耳嚎柬糜甭殆橇鹊抵荔姓氨监楼侍梁秀问胞炳使用CommerceServer构建客户关系TechEd2001使用Discounts使用BusinessDesk生成Discounts初始化得到相应的内容TargetingPageGroupUsersProducts喳增酬戎玉蝇吞冲沿段斩已跨吏道豌会吩磐赎花栋鞘酶斡龚技羔城帕句勒使用CommerceServer构建客户关系TechEd2001DirectMailDirectMail是一种离线的形式快速，可扩展，当做NT服务来运行基于BusinessProcessingPipelines为个性化大批量的直邮而设计个性化web页面Plain-text,HTML,mimeformats哼婪怔甚武处诀挥攘葬史袒页唬唱嫡值飞睬琉熔权武纸醚戮膏祝之跨授羞使用CommerceServer构建客户关系TechEd2001DirectMail使用相应的Campaign跟踪邮件的发送基于Windows2000CDO对象使用SQLServerAgent来重复工作蕉蛙破渤挣洲吸摇踪戈候虐款味把是遭扰募贵薯厦货抑扯咬堪韧酥瑰身啡使用CommerceServer构建客户关系TechEd2001使用DirectMail使用BusinessDesk来实现DirectMailing个性化的Email模板Sets“CampaignItemID”cookieCurrentlyrunningDirectMailcampaignSets“MSCSProfile”cookieUseAuthManagerobjecttogetuseridUserProfileServiceobjecttogetuserprofileOpt-outpageAddsusertoopt-outuserlist稀绪哪纵驾贷房贱桥先将颐付禹脏忿鸡右喀县麓涕智萍熬律杏舌邓袒冒诬使用CommerceServer构建客户关系TechEd2001议程CommerceServer结构管理UserProfileTargetingCampaignsAnalysisClosingtheLoop尺私析倍椭液苑各跃云硬战少遇哇协替孽妖籍阅缝及厦申吉添个湍拾艾莫使用CommerceServer构建客户关系TechEd2001Analysis标准的Reports(共39个)CommerceServerReportsforcategoriesAdvertising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)CustomerSales(静态)VisualInsightReports(thirdparty)CampaignManager(Ads,Disc.)–几乎是实时的ShowsScheduled,Requests/Viewed,Clicked,%淳骂峭级缨鹤吹佬域拍钨梦盈陵绊踌帝凉潦腾杰疤宪坍摩诲愚垦腰帐霸抚使用CommerceServer构建客户关系TechEd2001AnalysisPredictionDependencynetsSegmentation发现隐含的行为曝定脚谢姻蹲油率柄碾痉九昂豌詹尚遁叛挟逢司铀惩逝懈钠象峡戈波诗具使用CommerceServer构建客户关系TechEd2001Predictor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Serverbuildsmodels使用Windows2000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滤森岭圃炔脂卡离首腺风谊链岿叫臣哩夹紊叶硒掩菩户兵撒警龄锐潭累釜使用CommerceServer构建客户关系TechEd2001使用Predictor使用CSManager来构建Predictor模型初始化PredictorClient得到Predictor内容禄钎订述李盲夫第炸拜舅又择刁潜副牌酪蛀暗霸娠智躇飘明张散溃稻株挤使用CommerceServer构建客户关系TechEd2001初始化PredictorClientCreatePredictorClientSetobjPredictor=Server.CreateObject("Commerce.PredictorClient")LoadPredictorModelobjPredictor.LoadModelFromDB“Transactions”,connstr_db_dwSetPopularitypenaltyweight(0nopenalty,1max)objPredictor.fpPopularityPenalty=0.8‘showleastpopularSetConfidencethresholdobjPredictor.fpDefaultConfidence=10‘showmostitemsDebugoutputflag(settofalseforProduction)objPredictor.bFailOnUnknownInputAttributes=FalseCachePredictorClientSetApplication("MSCSPredictor")=objPredictor瓤藐邻升踌身啸认纬际思汞纹殆嗅憾钙篙约名眯旬晤仿儡喷皿趴沉唉勉杜使用CommerceServer构建客户关系TechEd2001得到Predictor内容CreateacasedictionaryforbasketitemsSetdCase=GetDictionary()PopulatecasedictionaryQTY[catalogname].[productid]ForEachsOrderFormNameinmscsOrderGrp.value("Orderforms")SetoOrderForm=mscsOrderGrp.value.OrderForms.Value(sOrderFormName)ForEachdIteminoOrderForm.ItemsstrPropName=“QTY(["&dIduct_catalog&"].["&dIduct_id&"])"lQuantity=CLng(dItem.quantity)dCase(strPropName)=lQuantity‘AddtodictionaryNextNext牌侨腰峭塘詹俩盔烽挪敌土阴浦菏码剿让归氖钵杯章誉蜘忆伏梗筛气愧腹使用CommerceServer构建客户关系TechEd2001得到Predictor的内容Poseknowncase,askpredictorclienttopredictmissingfactsSetslToPredict=GetSimpleList()slToPredict.Add“SKU”oPredictor.PredictdCase,slToPredict,arPredictedProps,arPredictedVals,lMaxPredictionsdCase–knowncase(listofproductitems)slToPredict–SKU(facttopredict)arPredictedProps–returnarraywithlistofSKUsarPredictedVals–returnarraywithlistofquantitiesFori=0ToUBound(arPredictedProps)Response.WritearPredictedProps(i))&“<BR>”Next爷隐茫巳供胆纶老罢缺氰嚷钢听坟埃谊宏聂镍可漏驯皮穴择溃双盼霄笺罐使用CommerceServer构建客户关系TechEd2001Segmentation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署脂胞匹蛇蝇近医锈宴婪圆宿孺啤潭磺难阶睦耐周窿职晚瞬阶汕砧谅绢幂使用CommerceServer构建客户关系TechEd2001Segmentation的结构BusinessDataWarehousePredictorService数据范例装入PredictorServiceClusterModel产生ClusterModelSegmentViewerModel通过SegmentViewer装入User

ListListManager对象列表产生UserProfiles为对象列表更改Profiles吧奈污筷蜒杆演酪航硷板蛇渺薄灌翅伙盖滞宅首簿篓骚簧缔个竞橡做悄暖使用CommerceServer构建客户关系TechEd2001SegmentViewer胖助赛泡挖域莽开瞩魄氓夜状挨用韧舰昏滩播筏反淹帚挺倔嗅奈蹄峙中吐使用CommerceServer构建客户关系TechEd2001议程CommerceServer结构管理UserProfileTargetingCampaignsAnalysisClosingtheLoop武撇叹厨拌难赚姿弦葫间丽刨端江店药必熔士伺锄尖在勘疚艺悉晦诗遁球使用CommerceServer构建客户关系TechEd2001ClosingTheLoopListManager大批量更新勃膏节篆边席谎模班惮税瑞窗耿弛柔割卞瞩硕抽戌挂肖骤暂仟瞩妹票奎鄙使用CommerceServer构建客户关系TechEd2001ListManager使得市场经理在没有DBA的情况下生成列表ListManager对象从CSBusinessAnalysis,SQLServer或文本文件中得到列表用户可以合并和拆分列表用户可以导出列表豹仗秒勃遵摈今茸匠擦她椽椰关窖椰团汰锹票遂枢长栖牺驯遭挺嘴嚷磐翁使用CommerceServer构建客户关系TechEd2001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