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IGENTI FAMILY OF PRODUCTS
Web Centric E-marketing & Assessment Toolset |
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| To implement a B2B & B2C strategy, Igenti Inc. required a Web centric marketing and assessment
solution for its clientele, including - restaurants, automobile outlets, and corporate houses. The
objective was to provide an interface that clients could use to market their services and allow
customers to shop online, without incurring extra costs in setting up a dynamic Web portal and
managing its operations. Igenti teamed with Icreon to develop the Igenti Family of Products,
entailing Web marketing, assessment, online shopping, and other modules. As a complete package
of customizable plug-in modules, the Igenti Family of Products brings cost-effective Web marketing
for Igenti's clients to explore and manage their customers, globally. |
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| Customer
Profile |
| Igenti Inc. is a marketing consultancy organization, based in Florida, USA. It is a member of the
Igenti Group, which started operations in 1996. The group has ventured with Fortune 500
companies to provide Web-centric marketing, hiring, and career counseling solutions. |
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| Business
Requirement |
| Igenti Inc., observed the need for effective marketing of services for owners of restaurants,
automobile outlets and restaurants. As a marketing consultant, Igenti wanted to provide a solution
that its clients could use to attract larger number of prospective customers, while incurring minimal
costs. To capitalize on this concept, Igenti conceived the idea of a Web-based solution that would
allow clients to communicate with their customers and facilitate customer interaction. The solution
had to be developed as a comprehensive set of interoperable modules with in-built capabilities to
identify prospective customers, generate and send customized newsletters to customers, process
orders online, and monitor online transactions. These modules would provide Igenti clients with an
online presence, where they would be able to highlight their services and allow customers to interact
with the online system for shopping and other services. |
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| Business
Driven Solution for Effective Web Marketing |
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| Benefits |
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Flexible plug-in modules to suit the company's
client requirements |
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High-end tools for customization of the interface
as per client requirements |
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Streamlined administration and management of company-to-client-to-customer
relationship |
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Increased scalability of operations driven by
a 3-tier architecture setup |
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| Technologies used
in developing this web application are: |
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Igenti Inc., required a solution that would provide its clients with a cost-effective solution to manage
their marketing operations and generate higher sales. They intended to develop a three-way
solution to manage marketing operations for clients, who in turn, manage their customers,
proactively. The entire cycle was highly sensitive because Igenti needed to meet the requirements
of its clients and the market they were targeting. A customized Web-based application was required,
using which clients could market and support their products. In addition, the application required
features to allow clients to customize the interface as per their business requirements. The solution
would prevent costs, usually incurred on setting up and maintaining expensive Web portals, to carry
out marketing operations. Additionally, it provides features such as, online assessment, shopping
cart, and order processing capabilities.
Igenti teamed with Icreon, to develop this solution with business-oriented features to meet the requirements of Igenti clients and their customers. |
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Igenti and Icreon required a solution that would effectively exploit Internet-based solutions for
marketing the services of Igenti clients including restaurants, automobile outlets and corporate
houses. There were two facets to this project - Business-to-Business (B2B) and Business-to-
Customer (B2C).
Due to the complexity and vastness of the project, we
prepared an extensive prototype for the solution. The prototype
helped us in establishing the requirements for the project
and understanding their perception of effective Web-centric
marketing.
Once Igenti approved the prototype, we designed the backend database using SQL Server 2000.
Thereafter, the development of the first front-end module, the Igenti ManagerT began, followed by
Igenti SuiteT and Igenti OrderT modules. The entire development process underwent rigorous
testing based on parameters such as defect detection, adherence to market standards and client
requirements along with time tracking techniques to meet the specified timeframe.
Igenti Manager is the administrator module used by the Igenti staff and consultants to manage client
relationships and perform other functions for the Igenti Suite module such as, enabling the Igenti
Suite for individual clients. The module is responsible for managing Igenti client channels,
monitoring reports for client transactions, configuring marketing policies, adding and removing
customers from the e-mail list of target customers. Igenti Suite is a collection of sub-modules used
by Igenti clients and consultants to manage various activities such as customization of marketing
elements and creation of target lists. One Igenti Suite system or channel is assigned to each client.
The sub-modules available with Igenti Suite include the market, assessment and Opt-in modules.
Igenti Order is a plug-in module available with Igenti Suite. It is used to provide online shopping
services to customers. The focus of this module is to provide target customers an easy shopping
experience through secure channels. Customers can purchase gift certificates and pre-paid
vouchers from an Igenti client. Gift certificates and vouchers are marketed to customers through
client e-mail communication available in Igenti Suite. The Igenti process model is displayed below. |
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entire process is explained using the following hypothetical
example. |
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A customer receives a newsletter from Pizza Hut, an Igenti client, for purchasing a gift certificate
offering lunch for two people at Pizza Hut. The newsletter contains a link directed to the Web site
where the customer can purchase the gift certificate. The customer decides to buy the certificate
and places an order with Pizza Hut. This order is processed and stored in the database. In this
process, the Igenti Suite will be responsible for creating and sending the newsletters; the Igenti
Order is responsible for processing the purchase order and Igenti Manager handles the payment
structure to be followed after the final sale.
The Igenti modules are available on the front-end and have been developed using ASP.NET. The
backend is developed using the SQL Server 2000 database. XML Web services form the business
logic layer. The entire setup is integrated using .NET and SOAP XML. This enables the system to
work on a common platform using Internet standards and services.
We developed Igenti modules over the .NET framework. The architecture for the module is based
on a 3-tier model. The technical architecture for Igenti is displayed below. |
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| Summary |
The successful accomplishment of the project with Igenti has been a milestone for Icreon. With this
project, we upgraded the skill sets of our team and also built a dedicated team for developing
solutions based on the Microsoft.NET framework.
For the entire project, we at Icreon, focused on meeting the timelines, achieving service level standards, and maintaining quality. Consequently, Igenti Inc., was able to achieve its goals of providing enhanced Web marketing services to its clients with the Igenti Family of Products. |
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"We are extremely pleased with the
efforts of Icreon in relation to the development of our family of marketing products. Icreon has demonstrated a special
‘commitment to our client’ with exceptional communication
and attention throughout the project…” |
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ELVY
Vertical – Retail
Platform – Linux/PHP |
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STOREFRONT FOR BOOKS
Vertical - Retail
Platform - Microsoft
.net |
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DVD RENTALS
Vertical – Retail
Platform - Microsoft.net |
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QUALITY
PROCESSES
(Web Page) |
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ENGAGEMENT
MODELS
(Web
Page) |
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CASE
STUDIES
(Web
Page) |
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