Oracle Open World 2011 Implementing Web Commerce

1. 1 Copyright © 2011, Oracle and/or its affiliates. All rights reserved.

2. Implementing Web Commerce in a Complex
Environment (18206)
Author: Patrick Mc Erlean, Architect
2 Presenter: Pepper Mint, Consulting Member of the Technical Staff
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3. Safe Harbor Statement
The following is intended to outline our general product direction. It is
intended for information purposes only, and may not be incorporated
into any contract. It is not a commitment to deliver any material, code, or
functionality, and should not be relied upon in making purchasing
decisions.
The development, release, and timing of any features or functionality
described for Oracle’s products remains at the sole discretion of Oracle.
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4. Oracle ATG Web Commerce
• ATG Commerce
– Commerce website product on the market since 1997
– Manages catalog and orders, personalization, display, searching, etc
– Typically runs as an EAR in Weblogic or other application servers
– Has largely relied on Oracle databases
• Oracle bought ATG at the beginning of 2011
– ATG Commerce became Oracle ATG Web Commerce
– Integration with various Oracle products began
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5. Program Agenda
• Infrastructure
• Integration
• Multisite & Multi-lingual
• Personalization
• Customization
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6. Program Agenda
• Infrastructure
• Integration
• Multisite & Multi-lingual
• Personalization
• Customization
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7. Infrastructure
Overview
• Development. • What the shopper sees:
– Web store
• What’s needed to get there:
– Development
– QA
– Merchandising
– Staging
– Production
– Integrations
– Reporting
– Network & Security
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8. Infrastructure
Staging
Global Scenario HTTP
Test User
Server Search Server Server Staging Database
Server Server
Production Environment
HTTP
Dev, QA & Merchandising.
Server Search
Commerce Staging
Server Test
CSC Server Server Source Control
User
HTTP
Server Commerce Merchandiser Developer
HTTP
Server KB Server Server
Deploy Data
HTTP Deploy Data
Server Commerce Publishing Database
Server QA Server Database Server
Server Server
Reporting
Database Server
HTTP Transform & Load DBA
Server Commerce
Router Server Router
Firewall
Firewall Firewall Data Warehouse Database
Server Server Reports User
Extract Event Data
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9. Infrastructure
Server Planning
• Development Environment: source code, build, database, Content Administration (Publishing), Search
Index, Search Query, HTTP, Commerce, Commerce Service Center (CSC), Knowledge, Reporting & Bug Tracking
• QA Environment: build, test, database, Content Administration, Search Index, Search Query, HTTP,
Commerce, CSC, Knowledge, Reporting, bug tracking and analysis
• Merchandising / Publishing: Content Administration, Knowledge, database, Search Index and Search
Query
• Staging: HTTP, Commerce, Search Query and database
• Production: HTTP, Commerce, Search Query, database, CSC and Knowledge
• Reporting: Data Warehouse and database
• Network & Security: firewalls, routers, network, storage
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10. Program Agenda
• Infrastructure
• Integration
• Multisite & Multi-lingual
• Personalization
• Customization
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11. Integration
Overview
• Complexity:
– Most complex area for commerce implementations
– Typically many disparate systems and technologies
• Focus on:
– Performance, scalability, extensibility and high availability
– Technology standards
• Oracle ATG Web Commerce integration enablers:
– Scalable server and component model
– Extensive caching and lazy loading
– Standards focus: Java, REST, RMI, JMS, JDBC etc
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12. Integration
Standard Integrations
Type of Data Batch Data Sync Real Time
Customer  
Product Catalog 
Pricing & Promotions  
Inventory  
Shipping  
Payments / Tax 
Orders 
Page Content 
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13. Integration
Data Synchronization Considerations
• Batch:
– What data is required for the web channel?
– How often to sync? Manual or scheduled?
– Sync to Content Administration or straight to production?
– Post synchronization task examples:
• Cache refresh
• Search re-indexing
• Catalog maintenance
• Real-time:
– Triggers
– Caching
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14. Integration
Multi-Channel Considerations
• Customers:
– Data to sync to web channel? Data to sync to customer master?
– Sync triggers
– Web channel specific data
• Catalog:
– What data needs to be synched to web channel (from the master)?
– What data is web only?
– Data enrichment for web channel
• Inventory:
– Caching versus real time: cached data for browse and real time for check out
– Inventory updates: do adjustments happen on web channel or downstream?
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15. Integration
Multi-Channel Considerations (continued)
• Pricing & Promotions:
– Consistency of pricing is a major consideration?
– How often to sync data from the master
– Can all channels execute the web channel promotions?
– Do channels share payment and tax integrations?
• Orders:
– Channel integration with order management enables order modification, order status, returns
& exchanges.
– Who is the order master at any point in time? Order capture vs order management phases
– Order locking across channels required for order modifications
– Locks controlled by the order master
– Which order modifications need to be synched across channels
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16. Integration
Payments & Shipping
• Payments
– Fraud & card expiration
– Refunds
– Price over-rides
– PCI compliance
– Multi-currency
– Mobile payments
• Shipping
– Multiple destinations
– Methods & costs
– Digital distribution
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17. Integration
Content Management System (CMS)
• CMS content versus Oracle ATG Web Commerce content? i.e.
Static v Dynamic
• Oracle ATG Web Commerce generally manages catalog content
• CMS generally manages enrichment content like videos, PDFs,
zoomable images, etc
• Integration with CMS for page building. How to get catalog and
dynamic content into CMS page preview?
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18. Integration
Data Modeling
• Schema:
– Extend standard tables or create custom tables? Performance vs migration
– Indexes for new data
– Data purging
• Repository:
– SQL Repositories are the ATG Java object <-> SQL translation layer
– Cache settings? Item and query cache
– Multi-lingual extensions
– Multi-site extensions
– Integration repository for external data source integration
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19. Program Agenda
• Infrastructure
• Integration
• Multisite & Multi-lingual
• Personalization
• Customization
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20. Multi-site & Multi-lingual
Multi-site Considerations
• How many sites? How are sites grouped?
• What type of sites? e.g. country, affiliate, micro, etc
• What resources do groups share? e.g. catalog, shopping cart,
profiles, comparisons, search, etc
• Catalog & price list assignment
• Site specific catalog content and search indexing
• Site specific over-rides. e.g. pointing to alternative integrations
• Site specific personalization
• URL strategy? e.g. path based or domain based
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21. Multi-site & Multi-lingual
Multi-lingual Considerations
• Catalog content: complicated by site specific catalog content
• Multi-lingual web stores
• Multi-lingual agent applications
• How do we assign a language? e.g. locale, web site domain, etc
• Localization of date and currency
• Localization of error messages
• Localization of integrated systems
• Localization of CMS content
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22. Program Agenda
• Infrastructure
• Integration
• Multisite & Multi-lingual
• Personalization
• Customization
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23. Personalization
Factors For Success
• Start with simple personalization, i.e. content targeting to customer
segments
• Progress to complex user journeys, i.e. scenarios
• Define the success criteria: more sales, happier shoppers, etc
• What data to use for personalization rules creation?
• Preview rules before deploying to the production site
• Strategy for measuring personalization success, i.e. statistics.
• In store personalization and loyalty programs
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24. Program Agenda
• Infrastructure
• Integration
• Multisite & Multi-lingual
• Personalization
• Customization
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25. Customization
Overview
• Must perform and be scalable
• Must be maintainable and upgradable
• Use Oracle ATG Web Commerce best practices
• Oracle ATG Web Commerce uses patterns such as, modules,
configuration layering, XML combine, pipelines, data abstraction and
public APIs to help with all of the above
• Migration scripts
• UI customizations in custom web app, which layers on top of out-of-
the-box web apps
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26. Q&A
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