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DMLR*News 2000

 

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 DMLR*Newsletter - English text since 1999  
GOLD III edition - October '00   
  • Marketer meets IT
  • ICT U turns!
  • A basic ICT glossary
  • Direct marketing
  • Linked resources
  • IT in aid of BC?
  • DMLR upgrades
Articles 
  1. Marketer meets IT. 

    2. October is the month of the Italian great IT parties. Marketers will be moved when seminars, meetings and trade fairs fit both their time management and training budget. If you looking for competent venues, I wise you up on selected events to schedule.
    - SMAU 2000, 37th edition of the international exposition of Information & Communications Technology at Milan October, 19-23. Browse the SMAU agenda to face the global innovation, the gut theme of this edition. I'd like to point out the meeting on the environmentally friendly computing: "buy, sell and recycle the hi-tech by green thinking" (on Mon. October 23).
    - SDA Bocconi seminar on E-Business Intelligence and E-Commerce (Milan, October 20). Each seminar at 500,000 ITL, two seminars at 800,000 ITL (VAT 20%). Highly recommended. Information via email: si@sda.uni-bocconi.it.
    - CLA conference titled 'A balanced approach to computer and legal issues' (Milan, October 12-13). Program consists of (a) critical clauses for customers in computer contracts; (b) security and data protection; (c) Internet & eCommerce; (d) protection of business know how and data protection. Registration fee at 800$ + VAT 20%. Promoted and organized by TÜV Italy, e-mail: tuv.milano@tuv.it.
    - A step back, now. PrixItalia by RAI organized on Sep. 18th the Web day featuring the project conceived by Derrick De Kerkhove, Director of MacLuhan Program at Toronto University, and Tom Klinkowstein of Pratt Institute New York. 'Principles of Web Architecture' in Bologna was the topic of the meeting of experts to announce new general trends on the Internet usage. Among which I have caught the externalizing of the imagination, the global immersion, the 'Hypetinence' or augmented reality. An interesting application of new program is the Plumb Design Visual Thesaurus. Using Thinkmap (tm), a data animation technology, Thesaurus is an exploration of sense relationships within the English language. It is an exploitation too? Visit www.plumbdesign.com/thesaurus/... and see the video that will be moved by interacting of yourself.
     
  2. ICT U turns! 

    3. The wind of Information & Communication Technology blew high during years of late. I noticed a difficulty on following the tech evolution by SMEs, then the risk to waiting for new tools and solutions without experiencing thoroughly the available ones. Managers had better consider any technical solution with respect to the organizational requirements and options. It spells a return of the Management Information System (MIS) as a primal objective in adopting new ICT resources or tools. The MIS is the whole set of the informative flows used within an enterprise or organization to manage and control the inner decision making processes and to meet the information needs to make outer decisions. This way I am highlighting the sharp importance the information system has got for the business organization. Lesser corollary: one avoids mixing up the whole of the informative flows --a priority of the organizational system-- and the methodologies generating those flows which are building up, strictly speaking, the data processing system --a technical system. I have found that the ICT has grown too much in a few time and is representing a new challenge for businesses alike to the EDP in the early '80s. This kind of progress, being a generational leap in terms of technical solutions to the users, is stirring up the rush to the future. An oversight in approaching the real problem or opportunity --that is: how could we enhance the performance of the information system by means of the new coming technology?-- and the risk of rejection by management and/or simply users is well served to the organization. So far a rich range of new terms has been developed by ICT gurus to identify new techniques and tools for managing information through the complex organizations. Making allowances for these tools is a first step to acknowledge the existence of several technical solutions offered by ICT. On top of that it's useful to be cautious too, adopting only do-able technology linked to the real needs of the company or firm, when first has the organizational staff understood the lack of information, as it is.
     
  3. A basic ICT glossary. 

    4. Most current terms used for marketing the ICT products and services are strong supported by acronym and simplified formulas aimed to get attention by business people not used to know the technical issue and solution provided for. The prolific computer and software innovation has kept on promoting itself by means of simple slogans well figured out at shallow level. But sometimes acronyms are the limit. The following list offers you some terms a marketer has to be able to master when he gets into the ICT market today.
    III.1. A-side: Shortcuts.
    BSS: Balanced Scorecard System. Technique of creating value in each main sub-system of an enterprise. -> BIS.
    BIS: Business Intelligence System. Management system focused on innovative approach for the defining and building of a business strategy. It can adopt in advanced application the methodology and logic of BSS. -> CRM.
    CRM: Customer Relationship Management. The buzz word nowadays and a fully marketing related formula, son of the old 'customer satisfaction' concept.
    DSS: Decision Support Solutions. Technical solutions to support the decision making process by top management.
    EDI: Electronic Data Interchange. Intra-businesses communication channel, first developed in the automotive sector. Full EDI designates the integration of existing channel with advanced techniques such as ERP or Telecommunication or Web.
    EIP: Enterprise Information Portal. Advanced systems of business intelligence.
    EIS: Executive Information System. The evolution of the traditional MIS --see general terms.
    ERM: Enterprise Relationship Management.
    ERP: Enterprise Resources Planning. Integrated informative system and/or management software package. An ERP project implementation is typically a 3-stage process: (a) definition of the business rules by the top management; (b) communication of the result to the consultant verifying the custom solution; (c) transfer of know-how from consultant to management to prime the ownership process of the custom package. Extended ERP is the external evolution toward the Internet as information source to be brought into business applications. Also ERP in outsourcing. -> system, solution, project.
    OLTP: On-Line Transaction Processing. -> SET, technology.
    PDM: Product Data Management. -> methodology, application.
    ROLAP: Relational On-Line Analytical Processing. -> technology.
    SET: Secure Electronic Transaction (tm). Protocol developed by MasterCard, Visa with several IT providers. It authenticates the identity of all subjects of a credit card online transaction.

    III.2. B-side: General terms.
    Business Intelligence: executive reporting system. -> BIS.
    Data Warehouse / Data Mining: data processing systems. They are using the enhanced tools of EDP and/or ICT to gather, store and process the rough data as input to the information making process.
    eBusiness System: the whole active project made up of web site, back-end technologies, aimed data bases, operational IT solutions. The communication via the internet is leading the interactive organization/customer relationship. Groupware or Workgroup: every new method of job organization, heavily supported by ICT.
    Help-desk management: service supporting the users/clients of information technologies. Or an internal marketing of IT to the end-users.
    Intermediaries: new type of middle operators standing along the chain 'providers to clients' and offering innovative expertise and services as added value to that. For instance, electronic malls and portals.
    Management Information System: see MIS above. Check-up is a start point process to evaluate efficiency and effectiveness of existing MIS (analysis) in an attempt to locate the appropriate correcting changes (therapy).
    Outsourcing: service supporting complex ICT projects, as used by businesses to externalize their own information system partly or as a whole. Its success is strongly tied up to criteria and methodologies of sw and partner selection.
    Supply Chain Management. Methodology consisting in a business vision as a sequence of interfunctional processes. Opposite of the functional management led by sub-systems organization. It conjures up the Project Management too.
    World Wide Web (or the Internet). New channel for marketing, selling and distributing of goods and services. It may be added as well as substituted to traditional means of interacting between enterprise and customers. Internet market requires proper strategies of pricing, packaging and delivering.
    Press on the GOLD SELECTION to find out some ICT providers!
     
  4. Direct marketing. 

    5. 3com [www.3com.it] is providing LAN/WAN solutions. The Local Area Network and the Wide Area Network are architectures for information systems based on electronic data flows. Both terms are just common within any local market of computer and software providers. The glossary has not yet finished...
    Microstrategy [www.strategy.com] is a trendsetter in the DSS solutions market. Its founder -Michael J. Saylor- has been defined by Fortune "an honest-to-goodness visionary". Microstrategy concept could be sentenced in short by the headline 'a crystal ball on every desktop'. Information as if by magic!
    Informix [www.informix.com] has got corporate repository solutions to intelligently manage and retrieve the complex information hidden behind digital content -such as images, audio and video- throughout the enterprise. It's 'content management'.
    Novell [www.novell.it] is a leader in the networking industry. Intranet solutions are developed to make the network more manageable and safer, reducing at the same time the total cost of ownership. Novell calls them [21st century solutions].
    Smau.it intends to be the Italian portal of ICT. Its online magazine is offering new products, interviews, the ICT report and the newsletter. It looks quite fetching.
    Press on the GOLD SELECTION to enter the related websites NOW!
     
  5. Linked resources. 

    6. Atomz.com is a provider of hosted Web site applications (www.atomz.com). A search engine is the first service dedicated to Web developers building business or personal web site. The search tool is now available on-line on DMLR Gold's page for allowing visitor to riffle the DMLR.ORG's indexed pages trying the As, Bs, Cs... Use it!
    www.poolweb.it, a collecting of resources and articles addressed to the Italian professional community of business management coaches and consultants, has been projected by ISTUD -Istituto Studi Direzionali.
     
  6. IT in aid of BC? 

    7. Johnny Hart's B.C. was a comic strip well-known during '70s. I got it on the school diary, the kind one bought to note down the topics to learn --an antique organizer for kids! B.C. was living on a prehistoric planet, where with difficulty were human beings learning the rules of living together... Their companions of adventure on that primal earth were animals --such as dinosaur, turtle, ant, snake, apteryx-- all able to express by talking, except for the fish. Listen to the chatterbox ants.
    Ant#1: "All these discriminations of the men against each other are a foolish thing... At this rate, they will finish to destroy in turn. And then the ants will rule the world!"
    Ant#2: "The red ones or the black ones?" :(
    Out of print in Italy since early '90s, you can unearth it by seeking for B.C. books on Amazon.com! [This passage contains a sample of "Global Zoo Web - part II" as issued on Top4 magazine, C@ www.dmlr.org/top4.htm].
     
  7. DMLR upgrades. 

    8. - www.dmlr.org best viewed by Netscape Navigator 4.x with display resolution of 1024x768. Warning: neither Microsoft's IE recognizes the front page of DMLR fairly, nor does this page recognize that browser. Anyway you can bookmark www.dmlr.org/COPY.htm, a good one to start browsing the DMLR site. So you enter if not the hall at least the kitchen of my modest but comfortable on-line home.
    - 4-year logo is on the top of the pages. It remembers you the onset of the fourth year of DMLR as web site, newsletter and magazine over the Internet.
    - DMLR *News emailed to you may differ to the online version by picayune.
    - To contact me for exchanging ideas, experiences and tips on Web marketing, you may either telephone and fax to the numbers pointed out on the author page, or fill out and send the online form at: http://space.tin.it/io/cgdond/.
    - DMLR*News is always emailed to registered subscribers. If you are interested in, please send a blank email to dmlr_int@sendfree.com.
    To leave the DMLR email list send a blank email to quit_dmlr@sendfree.com.
     
Copyright 2000 - All rights reserved (except where indicated). 
Roberto Dondi - marketing consultant and author. 
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DMLR Primo Award

The 2nd edition of DMLR Primo Award ended on June 30, 2000.
Highlights on winners:

  • Absolute Primo is Disney.go.com
  • Flow/Look Primo is Disney.go.com
  • Interactive Primo is Cinema.it
  • Ad/Info Primo is Hotwired.com
Visit the complete chart of all selected Web sites and discover how they were placed at Primo Award 1999
©1997-2000 DMLR Issued on: [September 28th, 2000]