Creating Situations Using IBM Operational Decision Management


Companies can make instant and complex business decisions by using IBM WebSphere Operational Decision Management’s powerful Event Processing capabilities. Companies can implement operational business rules to empower business users to adapt, align and act through real-time business decisions automation.
You can use the event processing capabilities, or "intelligence triggers," of ODM to identify key situations based on wide array of sources and applications. ODM can then create actions and respond in the best way possible.
The decision logic in ODM is defined in Event Projects created by IT Architects. Developers can identify initial business situations and determine actions required to identify those situations. After this process, business users can create event rules and event rule groups.
Each situation in ODM is clearly defined in Events Designer. Figure 1 shows presentation of situations in Events Designer as synthetic events.
We are defining two major event situation scenarios in ODM:
  1. Customer Acquisition Situation
  2. Multi Channel Customer Situation
Figure 1

 
Customer acquisition represents a special situation where a potential customer with a potential revenue stream is rejecting your offered quote. In such scenarios, ODM offers a personalized promotion customized to your customer-specific quote to close the deal.
Multichannel customer situation represents regular customers looking for the best prices on both the website and customer services center. In such scenarios, a customer can be offered a new multichannel policy, so support costs could be lowered and a discount can be offered by ODM.
A natural verbalization is provided to allow situations used by Business Users in their Event rules. This process is embarked through business objects. Figure 2 shows the situation verbalization.
Figure 2


 
Creating Contextual Situations
To create correlated contextual situations, IT Architects and developers correlate different events and recognize patterns appearing over a period of time.
This information is hidden from business users by mapping the information into business objects using following techniques: field mapping, constant values, JavaScript and database enrichment. The IT Architect defines business objects in Rules designer as shown in Figure 3, so business users can refer to it in event rules while identifying situations.
Figure 3

Mapping Data into Business Objects
Mapping allows Business Object fields required for particular situation identification to be populated in a systematic manner from the information provided in the event.
To map event data to business objects, you need to construct business objects from event objects in QuoteEvent, as shown in Figure 4.
Figure 4

Event Processing using Event Rules
Event processing decision is taken by defining actions in response to a particular pattern of event. In above scenario of customer quotes, there is a requirement to remind the customer if they have not responded to a quote. Such actions are done by creating Event Rules.
In Figure 5, we are creating a new event rule titled “KeepCustomerInterested.” We have defined action parameters in an event rule.
Figure 5
Using Action Technology Connectors to execute Action
After defining the event rule, ODM populates Action Objects for previously created event rule. We created an event rule titled “KeepCustomerInterested” in Figure 6.
Figure 6



A customer reminder is now sent to your website using HTTP protocol with action technology connectors that execute actions in the solution, as shown in Figure 7.
Figure 7


With ODM, these types of complex business decisions are easy to manage and automate. 

About the Author

Zeeshan Valliani works for Royal Cyber Inc. as a leading consultant in marketing. He has vast experience with IBM WebSphere Application Server, WebSphere Commerce, Java, XML, JavaScript and HTML. Prior to joining Royal Cyber, Zeeshan was a senior consultant for Reliable Accounting Solutions, where he led corporate business development and new client systems. He managed a diverse project portfolio, including market analysis studies, technical writing, product feasibility profiles, and customer satisfaction measurement. Zeeshan is currently pursuing his MBA degree from Institute of Business Management and holds a Master of Arts in Economics degree. He is fluent in several Asian-Indian languages in addition to English and is an active member of IBM DeveloperWorks.

No comments:

Post a Comment