Post on 19-Jan-2016
transcript
“ Team Alpha” Final Presentation
Sammie Chang, Geoff Froh, Zerrin Hejazi, Kenny Lu, Atma Shetty
IMT 589, Winter 2006
Problem StatementPersona 1 Joe is one of the few seasoned cycling technicians who works for Giant Cycle Shop in Portland Oregon. Recently, Giant Cycle Shop was bought out by Yoyodyne Bicycle Inc. Many things got changed and many systems and processes were not integrated, including benefits, timesheet and repair manuals. Joe is very busy as he is the jack of all trades who handles anything from wheel mounting to performance tuning for pro riders. As a result, for him to be able to search the information he needs precisely in a timely manner is extremely critical. Depends on the size of the shop, there are usually two terminals in the store for employees to lookup information and do timesheet.
Problem Statement
Persona 2 Jenny is a senior market analyst for Yoyodyne Bicycle Inc. With the recent massive growth, merger and acquisitions, her role has become more pivotal than ever. As she is part of the integration team responsible for corporate marketing strategies, she needs the ability to pull marketing data and aggregate sales figures on the fly. Currently, we do not have a single point of entry, she has to VPN into different network and pull sales/marketing data manually.
History and Background
1978 2006
1980Expanded to 10 storesMajor regional retailerCycling mail-order
1990expanded aggressively with new retail “ superstores,” as well as a number of key acquisitions
1993
bought out rival catalog Company SmashBar
1996Merge BikeUS and open first superstore format retail outlet
2000
55 stores located primarily on the two coasts and across the Sunbelt
2003Has roughly 30% of the total market for bicycle retail outlets
2006national leader in both sales volume and innovation andholds approximately 68% shareof the market
1978
small local chain of of three retailbicycle shops in Southern California
Yoyodyne Bicycles
Yoyodyne Org Chart
Executive Management
Operations
HR
Sales/ Marketing
Product Development
IT
Inventory
Retail
Warehouse
Benefits
Payroll
Training
Recruiting
Yoyo dyne Company, Inc.
IT Security
IT Support
Retail
Internet Sales
Marketing
Business Strategy
Product Marketing
Marketing Communicati
ons
History and Background (cont.)
• Remarkable growth
• Various retail channel
• Merger and acquisition
Yoyodyne’s Business Challenges
• External– Competition from non-specialty retailers – Disputes with manufacturers/suppliers – Changes in consumer demand
• Internal– High growth – Integrating acquisitions – Strategic need for market and sales
information
Yoyodyne’s Information Challenges
• Disparate Content sources across the enterprise
• Current taxonomy is a mixture of business concepts and content
• Content cannot keep up with pace of business
• Inconsistent use of Terminology
Yoyodyne’s Metadata Goals
• Support Integration among content sources– Use consistent vocabularies
across departments, locations, systems
• Associate content to concepts– Establish core concepts– Build relationships
between concepts– Build value for content
• Support Content life-cycle– Support key workflow
concepts
• Standardize Information security for all content– Regulatory compliance for
Content Access– Facilitate Information sharing
Internal IT Structure
CMS Intranet
CMS eCommerce
RetailPos
HR System Marketing System
Marketing research service
Focus
ERP
Legacy ERP
InventorySalesPOFulfillmentAccountingCRM
頁面 1
Yoyodyne Bicycles
Internal Portals
YoourHR.Net
Yoyodyne Today
Product Dev Web
IT HelpDesk
SalesWorld
DataWarehouse
LDAP Server
Domain Controller Domain Controller
Approach—Models
An Enterprise Logical Model – Zachman Type Framework-Holistic view of the enterprise-Architecture is based on 6 basic questions (What, How, Where, Who, When and Why)
Approach – Zachman-typelayer View Data (What) Functio
n (How)Network (where)
People (who)
Time (when)
Motivation (why)
1 Scope of work
List of things important to the business
List of processes the business performs
List of locations in which the business operates
List of organizations important to the business
List of events significant to the business
List of business goals/strategies
2 Examples HR DataCorporate InfoOperations DataSales and Marketing Data
Online TransactionsRetail Transactions
WashingtonOregonCalifornia
HRSalesMarketingOperationsExecutivesProduct Dev
Merger/AcquisitionsTremendous Growth
Facilitates information sharing among business units and new acquisitions
Approach—Beneficiary Model
Beneficiary Model-How is the information located-How is the information named -How was the information
created -How will the individual access
the information?
Approach—Content Types
Approach—Artifacts Consolidated list of important criteria
Approach—Artifacts Consolidated list of important criteria
Metameta
• Support for metadata system
• The Future: Coordination between repositories
General
• Core elements• Identity is key
Technical
• Physical character of the resource
• Alternate rendering
Lifecycle
• Key workflow processes
• Lightweight• Shared lifecycle
event model
Lifecycle WorkflowEvent Class
• Shared lifecycle event model
Rights
• Access control and IP rights
• AccessRightsACL leverages existing system
Relation
• Associations with other resources
• DC.Relation with refinements
Category
• Subject-matter access to the resource
• DC.Subject with individual controlled vocabularies
• PortalNavigation allows “plug-in” vocabularies
Controlled Vocabularies• Department• Location • Product• Audience• Resource Type• Relation Qualifier• Registered Portal• Custom Portal Navigation
A Common Vocabulary Problem
YourHR.Net
SalesWorld
IT Help DeskA resource may “belong” in different places
Custom Portal Navigation CVs
Enterprise Metadata Team (EMT)
• Responsibilities– Maintain IT Infrastructure– Maintain the Schema– Maintain the Vocabularies– Provide User Outreach & Education
EMT Structure
• Convened by Project Charter
• Governed by Steering Committee
IT ExecutiveHRSales &
MarketingOperations
Product Development
EMT
PM BA Taxonomist
Steering Committee
DBA DEV BA
Portal Owner
Criteria left out
• In04 – Mandatory encryption of values to protect employee info
• Se04 – Provides ability to track/ display users’ navigation path
• Se07 – Does not preclude hardware/software
• Eu07 - User tagging
Obstacles
• Too many deliverables
• Requirements criteria from the role groups were not clear
• Consolidating all the role group criteria was time-consuming
Obstacles
• Integrating criteria into our scope
• Difficulty of how to present our metadata
• Hard not to think ahead to implementation
Lessons Learned
• Great way to address the enterprise schema for a medium sized company
• Proved how difficult it is to meet everyone’s needs in an organization
• Consolidating all the role group criteria and mapping them on a one to one basis made sure we consider all the criteria
Lessons Learned
• Define the business objective and scope earlier
• Spent more time on the Zachman Enterprise Approach
Final Word….
• Start early• Have clear objectives• Use existing elements from DC,
NZGLS as much as possible.• Distribute the responsibilities among
the group members at the early stages of the project
• Have FUN!!!!!!!!
Resources• Domain context
– Performance Bikes (www.performancebike.com)– REI, Columbia Sportswear, others…
• Approaches– Enterprise Taxonomies – By Denise Bedford– Building a Metadata-Based Website -By Brett Lider, Anca Mosoiu.
www.boxesandarrows.com• Schemas
– Dublin Core (www.dublincore.org) – Health Education Assets Library (HEAL) schema (http://
www.healcentral.org/)– Metadata Encoding and Transmission Standard (METS) (
www.loc.gov/standards/mets)– PREservation Metadata Implementation Standard (PREMIS) (
www.oclc.org/research/projects/pmwg/)– Others (NZGLS, MSWeb, PAComputing, World Bank)
• Tools– XMLSpy (www.altova.com)– Protégé (protege.stanford.edu)– SchemaServer
Questions and Answers