Download - Cross Channel Communication Architecture
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Cross Channel Communication Architecture
ir. Mark Mulder
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Content
• Current Situation and Definitions• Cross Channel Perspectives• Research Questions & Method• Cross Channel Communication Architecture• Theories• Processor and Protocol Construction• Protocol Architecture• Design Example• Conclusion & Future steps
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Current Situation
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Existing Definitions
• Cross Channel Marketing (Business dictionary)– Use of one marketing channel (such as direct mail or internet)
to support or promote another channel (such as retailing).• Cross Channel Marketing (Marketing facts)
– Cross-channel marketing is using multiple supporting channels to send the same message from a customer centric point of view to support the customer journey.
• Cross Channel Marketing (Smarter Commerce)– The creation and promulgation of campaigns that take into
account customer preferences and engage recipients on their chosen platform and via their preferred medium.
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Definitions
• Cross Channel Communication– The communication over bi-directional digital
channels that take into account customer preferences and engage recipients via their preferred channel.
• Architecture– The normative restriction of design freedom.
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Current solution
• Multiple communication channels (silos)
• Frequent organizational changes
• Multiple IT changes
• Overlapping changes
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Cross Channel Perspectives
Marketing• Uniform
User Experience
Communication• Uniform
transactions
Information• Uniform
information
Research
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Research Questions
• How can C3A be defined in such a way it is an extension to existing single and multi-channel architecture?
• How can a social transaction in the B-organisation as described in the Ψ-theory be implemented and supported by a computer program based on the π-theory and δ-theory in such a way a cross channel communication protocol can be based on Ψ-transactions?
• How can the communication context be preserved between channels during a transaction within C3A?
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Design Science Research
• Hevner? van Aken?Design/Develop Artefacts & Justify
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Cross Channel Communication Architecture - C3A
• Marketing– Pres. Handling
• Information– Inf. Handling
• Communication– CC Handling
• Silos only customer facing.
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Theories
• Ψ-theory• π-theory• NS-theory • DES• …
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Transaction processor construction
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Protocol
Engine
Protocol construction
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Protocol Architecture
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Design Example
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Normalized Systems
• separation of concerns (1)• version transparency (2, 3)• separation of states (4)
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Artefacts
• DES
• π-channel
• Processor
• Engine
• SOA Mapping
• Legacy Mapping
• Protocol
• Architecture
Engine
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Future Steps
• Defining and verifying the (need of) artefacts• Designing and building the artefact• Justify the artefacts in case studies