A road map to becoming an intelligent e-business — Mike Ferguson, Interactive Marketing, Vol. 2 No. 2

This paper lays down a road map to becoming an intelligent e-business whereby employees, customers and business partners make use of shared common infrastructure technology components to conduct business, to become business-intelligent and to collaborate. It defines the drivers and requirements behind e-business, then shows how to achieve these goals by linking together operational systems, business intelligence systems and collaborative systems and accessing them via a single web-based user interface personalised to the needs of internal and external users.

Three types of intelligent e-business system are discussed: business-to-employee (B2E), business-to-consumer (B2C) and business-to-business (B2B), to show how all can be delivered from the same common technology components and integrated to drive consistency and commonality across the enterprise while allowing flexibility and personalisation in terms of usage. Finally, key business areas such as front-office CRM and corporate systems are discussed in the context of B2C, B2B and B2E intelligent e-business, to show how all of these areas can be rolled out on a web backbone.

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