Kapita Selekta - lanjutan

KapitaSelekta-Lanjutan

10. Technology and Infrastructure
     10.1 Tech Trends
             -> Mobile device lebih powerful dan connected
             -> Manusia lebih terikat dengan device
             -> Impact: mobile first, cloud first

     10.2 Cloud Computing?
             -> sebuah konsep yang memungkinkan akses on-demand kepada kumpulan computing resources (servers, networks, apps, dll) bersama, dan disebarkan dengan management effort yang minimal.
             -> Impacts: cepat, efisiensi cost, device and location independence, terukur, produktivitas lebih tinggi, aman
             -> Major Provider: Amazon Web Services, Microsoft Azure, Google Cloud Platform
             -> Karakteristik:
                  1) on-demand self-service: konsumer dapat memberi ketentuan pada computing capabilities secara sepihak
                  2) Broad Network Access: available over the network and accessed through standard mechanisms (cth: HP, tablet, laptop, dll)
                  3) Resource Pooling. resource terkumpul untuk digunakan oleh multiple customers dengan menggunakan model multi-tenant.
                  4) Rapid Elasticity: capabilities bisa ditetapkan/dibebaskan dalam skala cepat untuk beradaptasi dengan permintaan.
             5) Measured Service: sistem cloud secara otomatis mengoptimalisasi penggunaan resource dengan memengaruhi kemampuan suatu level pengukuran abstrak sesuai dengan tipe servicenya (storage, processing, bandwith, dan active user accounts)

    10.3 Service Model
    -> Infrastructure as a Service (IaaS):
         - virtualized computing resources seperti: hardware, software, servers, storage, dll
         - highly scalable resources that can be adjusted on-demand
    -> Platform as a Service (PaaS):
         - mengirim aplikasi melalui internet
         - umumnya digunakan untuk mengembangkan device lain
    -> Software as a Service (SaaS):
         - application service hosted by the provider, cth web service, API, dll

    10.4 Location
    -> Private/on premise: physically owned dan dikontrol pada premise/lokasi trtentu, user hanya dpt memakai service didalam private network. cth: private data center
    -> Public: tersebar di internet, umumnya digunakan untuk service yang diakses secara publik (banyak traffic, user terkoneksi dengan public network)
    -> Hybrid: gabungan dari keduanya, cth: reserve resource

    10.5 Content Management System
    -> Content Management Process:
        1. Creating contents
        2. Editing contents
        3. Publishing contents
        4. Organizing contents
        5. Deleting contents
        6. Analysis
    -> biasa digunakan pada: blog, berita, shopping/commerce
    -> Elements:
        - Content Management Application: interface yg digunakan untuk add, modify atau remove content dari website (tanpa bantuan web admin)
        - Content Delivery Application: mengcompile informasi dan mengubahnya ke HTML
    -> CMS Open Source: joomla, drupal, wordpress
    -> CMS Paid: shopify, magento, bigcommerce

    10.6 Electronic Payment Gateway
    -> EPG adalah entitas pihak ketiga yang fungsinya untuk memberikan proses yang aman dan otorisasi pembayaran antara merchants dan customer
    + Efficiency
    + Cost Effective
    + Secured
    + more payment channel leads to larger customer segment

11. Marketing and Distribution
    -> E-Marketing/DigitalMarketing: berfokus pada cara perusahaan dan produknya menggunakan web dan digital media lainnya seperti email, website, sosmed, dan mobile device utk berinteraksi dengan penggunanya untuk mencapai marketing goals
    -> Chaffey et al, 2009 = "meraih tujuan marketing dengan menerapkan teknologi digital"

    -> Proses Marketing:
    1) Akuisisi: menarik pengunjung kepada sebuah website / mempromosikan sebuah brand dengan menjangkau customer via search engine/ iklan pada situs lain

    2) Konversi: mengikat pengunjung untuk memenuhi outcome yang diinginkan pemilik situs seperti leads, sales, atau browsing konten lain.

    3) Retention and Growth: mendorong adanya penggunaan berulang dari digital channel dan untuk situs transaksional, penjualan berulang.


    ->Marketing Planning: SOSTAC strategy
    1) Situation - where are we now
         -> Internal and external Environment analysis
         -> demand analysis
         -> competitor analysis
         -> intermediary analysis

    2) Objectives - where do we want to be

    3) Strategy - how do we get there
        Ciri-ciri new media marketing communication
         -> Interactivity
         -> Intelligence
         -> Individualization
         -> Industry Restructuring
         -> Independence of Location

    4) Tactics - How Exactly do we get there
         -> Product
              *) Core Product
              *) Extended Product
         -> Price
         -> Place
         -> Promotion

    5) Action - what is our plan
        -> planning of e-marketing strategy by identifying resources and timescales

    6) Control - did we get there
        -> Cr tradisional: marketing research, survey, feedback
        -> Cr baru: log traces

12. Customer Relation Management
    -> approach untuk membangun dan mempertahankan hubungan bisnis jangka panjang dengan customer

    -> Customer Lifecycle

    -> CRM Activity
    1) Cust Selection: identifikasi pengelompokan customer untuk mengembangkan penawaran
    2) Cust Aquisition: membangun relasi dengan customer baru dan meminimkan biaya acquisition dan menargetkan high-value customer
    3) Cust Retention: identifikasi penawaran yang relevan dengan kebutuhan pribadi customer
    4) Customer Extention: meningkatkan range produk yang dibeli customer aka customer development. cth: re-sell, cross-sell, up-sell, dll

    -> Marketing with CRM
    1. Sales Force Automation (SFA)
    2. Customer Service Management
    3. Managing Sales Process
    4. Campaign Management
    5. Analysis

    -> Keuntungan ECRM
    1. menargetkan customer dgn lbh efektif
    2. memperoleh customization of marketing messages secara massal
    3. meningkatkan relasi
    4. lower cost
    5. A learning relationship can be achieved using different tools throughout the customer lifecycle

    -> Conversion Marketing: bgmn caranya dari customer biasa bisa jadi langganan

    -> Customer Aquisition Management

Characteristics of interactive Marketing:

1. From push to pull

2. From monologue to dialogue

3. From one-to-many to one-to-some and one-to-one

4. From one-to-many to many-to-many communications

5. From‘lean-back’ to ‘lean-forward’

6. The medium changes the nature of standard marketing communications tools such as advertising.

7. Increase in communications intermediaries

8. Integration remains important

Online Marketing Communication:

- Search engine marketing (SEM) 

  - Keyphrase analysis 

  - Search-engine optimization (SEO)

  - Paid search marketing

- Online PR 

  - Communicating with media (journalists) online 

  - Link building 

  - Blogs, podcasting and RSS 

  - Online communities and social networks 

  - Creating a buzz – online viral marketing

- Online partnerships 

  - Affiliate marketing (commission based) 

  - Online sponsorship

- Interactive advertising

- E-mail marketing

- Viral marketing

    -> Customer Retention Management

- Personalization

  - Extranets, cth premium member

  - Opt-in-email -> newsletter, event-related, email sequence (kirim email stlh brp hari purchase)

- Online Communities

  - Driver: same purpose, position, interest, profession

  - Challenge: empty communities, silent communities, critical communities

    -> Customer Extention Management

- Propensity Modelling: mengevaluasi karakteristik dan perilaku customer dan membuat rekomendasi untuk produk-produk dimasa depan.

- According to van Duyne et al. (2002): 

  - Create automatic product relationships 

  - Cordon off and minimize the ‘real estate’ devoted to related products 

  - An area of screen should be reserved for ‘next-best product prompts’ for up-selling and cross-selling 

  - Use familiar ‘trigger words’ ( ‘Related products’, ‘Your recommendations’, ‘Similar’, ‘Customers who bought…’, ‘Top 3 related products’ )

  - Editorialize about related products 

  - Allow quick purchase of related products 

  - Sell related product during checkout

    

    -> Tech Solution for CRM

13. Risk Management

    13.1 Threat, Probability, Risk

    -> Threat: kejadian buruk yang dpt menyebabkan kerugian

    -> Vulnerability: probabilitas sbh aset dpt 'dicelakai' oleh threat agent

    -> Risk = threat x Vulnerability

    13.2 InformationSecurity    

    Principles 

    -> Change from a reactive, problem-based approach to proactive prevention of problems. 

    -> Consider security from multiple perspectives. 

    -> Establish a flexible infrastructure at all levels of the organization capable of responding rapidly to changing technology and security needs. 

    -> Initiate an ongoing, continual effort to maintain and improve its security posture.

    Methodologies

    -> OCTAVE : Operationally Critical Thread, Asset, and Vulnerability Evaluation

    1) Critical Asset -> yang penting dlm organisasi tsb, punya efek langung kepada organisasi/bisnis apabila hancur, mengalami degradasi atau unavailable

    2) Threat

    Attribut:

    - Aset: sesuatu yg berharga bagi perusahaan

    - Actor: seseorang yg kemungkinan dpt melanggar security requirements dr aset

    - Motive: actor's intentions (deliberate/ accidental)

    - Access: bgmn aset diakses oleh actor

    - Outcome: immediate outcome dari pelanggaran security requirements dr aset

    Sumber:

    - Actor manusia yg menggunakan network access

    - Actor manusia yg menggunakan physical access

    -. system problem

    - other problem

    3) Impact

        bedanya sm outcome, kl outcome itu yg trjd pd asset, impact yg trjd pada organisasi

        Macam":

        - Reputation/customer confidence

        - Safety/health issues

        - Fines/legal penalties

        - Financial

        - Productivity

    4) Mitigation

    - Accept (take no action, organisasi menerima konsekuensi)

    - Mitigate ( identifikasi aksi untuk mencegah threat, mengurangi risk)

Selamat belajar ^^