Description
A smartphone seeking a Wi-Fi network in a retail environment represents a customer engagement waiting to take place.
Enabling actionable
business intelligence
in an Aruba Mobility
Network environment
A smartphone seeking a Wi-Fi network in a retail environ-
ment represents a customer engagement waiting to take
place. Build out the right Wi-Fi network infrastructure and
support it with the right Customer Experience Management
(CEM) tools, and you gain access to actionable business
intelligence that can change—for the better—the
relationship you have with your customers.
With a Wi-Fi mobility network from Aruba Networks
®
and a CEM solution from Software AG,
retailers can capture actionable business intelligence about the consumers entering the retail
environment. You can learn how often shoppers come to your facility—even if they do not
purchase anything—as well as where they go once they are there. You can engage consumers
by allowing them to associate with your network and downloading an app that makes it easy
for them to ?nd stores, discover deals and receive personalized outreach that you can push their
way, in real-time, as they move through—or dwell—in different parts of your environment.
Indeed, once the consumer accepts your invitation to associate with your network—and with better
access to the Internet and less use of their wireless data plans, there’s every reason to want such
an association, even if they are unaware of other advantages—the combination of the Aruba
network infrastructure and a Software AG CEM solution puts you in a position to engage with
consumers in new, highly targeted and very personal ways.
This white paper will explore some of those ways. It is not intended to be an exhaustive list of
the opportunities or the bene?ts arising from these engagements. Rather, it is intended to open
a conversation about possibilities that could lead to a stronger competitive advantage, more
intimate and durable relationships with your best customers, and to increased revenues and
pro?ts for your enterprise.
TABLE OF CONTENTS
1 Executive overview
2 An overview of the opportunity
2 Building out a complete solution for extracting
business intelligence
3 Presence: The foundation of insight
3 Way?nding: Gaining more insight and more
opportunity
4 Fostering loyalty programs: A more personal
customer engagement
5 Geofencing: Fine-tuning the customer
experience still further
6 Cross-channel analytics:
Countering (or leveraging) showrooming
7 Building out the solution you need today—
and tomorrow
BUSINESS WHITE PAPER
Get There Faster
An overview of the opportunity
Every smartphone, every tablet, indeed, every device that enters a retail environment and probes
for a Wi-Fi signal screams out an invitation to learn about and to engage with a customer. The
invitation initially takes the form of a simple network probe request: The device is looking for a
network with which to associate. But for the network owner possessing the right combination
of network, analytical and CEM tools, that probe request can connect a device to a customer,
to a rich history of past engagements with this customer, to loyalty programs and preferential
discounts, personalized engagement opportunities and more.
“Presence” information can provide insights into the dynamics of traf?c ?ow through a retail
environment and customer interests based on the displays to which he returns or the sections
where she lingers. If she logs into the network, further insights can be discovered in opportunities
for personalized price-matching offers delivered in real-time when a customer considering your
merchandise pulls out her phone to compare prices on Amazon.com
®
.
Gaining access into these insights, taking advantage of the opportunities in real-time, and de-
livering a better customer experience mandates a Wi-Fi infrastructure and customer experience
management solution that work closely together and that have been architected to deliver this
kind of insight.
That’s where a total CEM solution from Software AG and Aruba Networks
®
makes the difference.
Building out a complete solution for extracting
business intelligence
As a rule, the value of business intelligence is directly related to the infrastructure required to
extract it. The higher the value, the more sophisticated the infrastructure that’s required to mine
it. This relationship is depicted in Figure 1.
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
Required Infrastructure
Big Data Correlation
Integrated Back-End Systems
Integrated Applications
Client
Integration
APs
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Tools
Value
Figure 1: Infrastructure required to obtain different levels of business intelligence. (C) 2014 Aruba Networks, Inc.
All rights reserved.
Get There Faster
2
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
Presence: The foundation of insight
When a smartphone, a tablet or one of the new generations of wearable devices comes within
range of an Aruba Wi-Fi mobility network, it sends out what is known as a probe request. The
Aruba network can capture that information, as well as data from devices that connect to the
Wi-Fi network, and make them available to the Software AG CEM solution, where it can be
subjected to analysis. A network owner can gain insight into traf?c ?ows, customer dwell times,
frequency and recency of visits. A horizontal analysis of presence data may reveal patterns
that had not previously been evident—or con?rm patterns that had long been suspected. With
knowledge of where shoppers are moving and congregating, mall owners can base lease rates
on quanti?able data while simultaneously giving a prospective tenant a realistic idea of the kind
of traf?c a given location can expect to see.
Way?nding: Gaining more insight and more
opportunity
If the device connects to the Wi-Fi network then the business owner can engage with the
consumer in a variety of ways. Consider “way?nding.” Meridian, the Aruba way?nding
application, acts like an indoor GPS system. As a condition of connecting to the network, a
network owner might require the user to download and install the Meridian way?nding
application. There’s an obvious advantage in doing this for the consumer: The Meridian app
can interact with the network and tell a user precisely where they are in the environment—
which is handy for the user when in an unfamiliar space. If the user has a distinct destination
in mind, the Meridian app can show them the fastest way to get to that destination.
Of course, the Meridian app can do much more than that. If the consumer needs directions to a
certain department store in a mall, for example, the app can provide not only the directions to
that store but also an ad or a coupon from that store that the consumer might be able to use.
The Software AG CEM solution can take that interaction even further, capturing and consolidating
that information within an evolving customer pro?le to gain even greater insight into the
customer’s journey. The CEM solution might, for example, indicate that the customer had
browsed the Internet looking for a TV from their home that morning. We already know that
the customer drove to the retail store and entered the store. From a real-time analysis of that
consumer’s dwell time, we know that the customer has spent a lot of time in the TV section of
the store. If the customer walks out of a store, we can also tell that they left the store without
having purchased anything because the CEM solution can be integrated with the store’s Point
Of Sale (POS) system.
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Value
Figure 2: Gaining greater insight through way?nding. (C) 2014 Aruba Networks, Inc. All rights reserved.
Get There Faster
3
If this were a car dealership, having a customer walk out empty-handed would have been a car
dealer’s worst nightmare. Fortunately, the combination Aruba and Software AG CEM solution can
detect this scenario and enable a retailer to do something about it: send the customer a
real-time offer tailored to bring them back into the store.
Fostering loyalty programs:
A more personal customer engagement
With a more sophisticated interplay between the Aruba network and the Software AG CEM
solution, a network owner can take the connection to the consumer well beyond the kind of
interactions associated with way?nding. By con?guring the Software AG CEM solution to pull in
and analyze consumer data from a wider range of information sources, such as your Customer
Relationship Management (CRM) solution, POS system or from other information sources—all in
real-time, of course—the possibilities for customer engagement become even more exciting.
Imagine being able to receive an alert telling you that one of your most valued customers has
just entered the store—simply because her phone- or the Meridian way?nding app - connected
to the Aruba network which passed data to the Software AG CEM solution. The software can
present the history of your interactions with the customer: their shopping history from the POS
system, their stated preferences and more. The predictive analytics tools in the CEM solution
might even suggest why the customer has arrived on that day and what they might be shopping
for. The system might send that shopper highly personalized promotions or coupons; it might
even alert ?oor managers to the arrival of the customer so that your team can anticipate her
arrival and greet her accordingly.
Of course, the same tools that identify your most loyal and valued shoppers can also help you
discover new loyal shoppers. The analytics within Software AG CEM can consider all the data
sources with which the solution is integrated and help you see which shoppers are returning
more frequently than you imagined but not spending much money. The solution might invite
them to join a more exclusive circle of loyal customers in an effort to expand that cadre of
customers that contributes most to your enterprise’s pro?tability.
What’s required to support such a loyalty program? Aruba Wi-Fi infrastructure, the Meridian
way?nding app, and Aruba’s ClearPass on-board services through which users can opt-in to the
loyalty services, for starters. The Software AG CEM solution would need to be tied into your
organization’s POS and CRM systems. In this way, the full history of customer interactions can
be incorporated into the real-time engagement with the customer as they arrive on site. Such
a solution requires a greater investment than way?nding, to be sure, but because you are
investing in the relationship you have with your most important customers, it is an investment
that is likely to pay off well.
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Value
Figure 3: Engaging customers through loyalty programs. (C) 2014 Aruba Networks, Inc. All rights reserved.
Get There Faster
4
Geofencing: Fine-tuning the customer experience
still further
Thus far, we have described types of customer engagements that are triggered by presence
and position information at a relatively high level. Presence information captured from the Aruba
access points can identify a device and the time it arrived. An analysis of Wi-Fi signals can provide
insight into the movement of that device through the retail space.
Geofencing adds another layer of sophistication and granularity to these interactions. By expanding
the customer engagement infrastructure—the network and the hardware/software infrastructure—
to incorporate geofencing technologies, it becomes possible for a network owner to engage with
the customer in different ways from the instant the customer moves into speci?cally de?ned areas.
A network owner might establish a geofence perimeter around a speci?c parking area, for example,
and cause the Software AG CEM solution to send the Meridian app a parking voucher as soon as
high value customers enter that parking lot. Or it might send a personalized discount offer to a high
value customer’s Meridian app the moment they near the jewelry section of the store.
Geofencing software code is embedded inside the Meridian app a user has downloaded
to their mobile device. The Meridian app is triggered whenever the device holder crosses a
boundary de?ned by the retailer. A dashboard within the Software AG CEM solution provides
real-time visibility into the volume of customer traf?c for the different departments within a
retail store. This provides valuable insight into real-time interest for certain products, which
can,in turn, drive real-time promotions. It also provides valuable insight into areas of the store
thatare not as popular, enabling a retailer to reconsider how those sections are set up in order
to drive more traf?c toward them. Finally, it is worth noting that geofence boundaries in the
Meridian app can be based on Wi-Fi and GPS coordinates. The retailer that sends the
personalized discount offer to the customer nearing the jewelry counter in the store might send
an even more attractive offer if the geofencing software reports to the CEM solution that the
customer is near a competitor’s jewelry counter across town.
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Value
Figure 4: Increase business intelligence and improve the customer experience through geofencing. (C) 2014 Aruba
Networks, Inc. All rights reserved.
Figure 5: The Software AG CEM solution generates valuable analytics about geofenced areas, including customer traf?c and
dwell times. Heat maps and real-time traf?c graphs make it easy to see what’s busy at any moment.
Get There Faster
5
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
Building out the solution you need today—and
tomorrow
As you can see, the options for retailers seeking to engage with consumers in more personal
and meaningful ways run the gamut. It is relatively easy to bring together the network resources
from Aruba and the software resources from Software AG to create an infrastructure that can
quickly yield valuable insights built on presence information. Gathering more information and
associating that information with a variety of actions—from way?nding to the more personalized
interactions associated with loyalty programs and geofencing—involve more complex
deployments but also present greater opportunities. The apex of the value pyramid—the cross-
channel solution—involves the most sophisticated network components from Aruba and the most
sophisticated CEM solutions from Software AG.
One advantage of addressing these opportunities with Aruba and Software AG, though, is this:
You can build out the solution you need today without precluding the expansion of that system
to meet additional needs tomorrow. For example, if you build with an eye towards presence in
the near term, you can build upon that foundation to support way?nding or loyalty programs in
the longer term.
With a Software AG CEM solution, the essential services you would need to support a wider
range of the functions described in this paper are already present, even if you only deploy
to gain access to the presence information. As you expand to take advantage of higher order
services, the additional software functionality required by those services needs only to be turned
on and con?gured. The APIs are already exposed to facilitate interaction between CEM solution
components, such as BigMemory or Apama, and enterprise systems that may already be in place
within the retailer’s infrastructure (such as the retailer’s existing CRM system).
Put another way, a retailer that invests in a CEM solution from Apama and Software AG will not
?nd “rip-and-replace” in the plan of record in which solution evolution is concerned. It can scale
to accommodate an ever-growing number of smartphones, tablets and other Wi-Fi-enabled
devices. It relies on in-memory computing technologies that can be scaled to ensure real-time
analytical processing and customer outreach, even when dealing with interactions involving large
numbers of consumers. And as for services? Software AG and Aruba can provide the full range
of deployment and professional services required to roll out and support a full-featured solution
designed to enable actionable business intelligence in the retail environment.
For more information about enabling actionable business intelligence in an Aruba mobility
network environment, contact Software AG today.
Aruba Networks’ trademarks include Aruba Networks
®
, Aruba The Mobile Edge Company
®
(stylized), Aruba Mobility-De?ned
Networks™, Aruba Mobility Management System
®
, People Move. Networks Must Follow
®
, Mobile Edge Architecture
®
, RFProtect
®
,
Green Island
®
, ETips
®
, ClientMatch
TM
, Virtual Intranet Access
TM
, ClearPass Access Management Systems™ , Aruba Instant™, ArubaOS™,
xSec™, ServiceEdge™, Aruba ClearPass Access Management System™, Airmesh™, AirWave™, Aruba Central™, and “ARUBA@WORK™.
All rights reserved. Other product and company names mentioned herein may be the trademarks of their respective owners.
Get There Faster
Find out how to power up your Digital Enterprise at www.SoftwareAG.com
ABOUT SOFTWARE AG
Software AG helps organizations achieve their business objectives faster. The company’s big data, integration and business
process technologies enable customers to drive operational ef?ciency, modernize their systems and optimize processes for smarter
decisions and better service. Building on over 40 years of customer-centric innovation, the company is ranked as a “leader” in 14
market categories, fueled by core product families Adabas-Natural, Alfabet, Apama, ARIS, Terracotta and webMethods.
Learn more at www.SoftwareAG.com.
© 2014 Software AG. All rights reserved. Software AG and all Software AG products are either trademarks or registered trademarks of
Software AG. Other product and company names mentioned herein may be the trademarks of their respective owners.
SAG_EABI_Aruba_WP_6PG_Jul14
doc_469725530.pdf
A smartphone seeking a Wi-Fi network in a retail environment represents a customer engagement waiting to take place.
Enabling actionable
business intelligence
in an Aruba Mobility
Network environment
A smartphone seeking a Wi-Fi network in a retail environ-
ment represents a customer engagement waiting to take
place. Build out the right Wi-Fi network infrastructure and
support it with the right Customer Experience Management
(CEM) tools, and you gain access to actionable business
intelligence that can change—for the better—the
relationship you have with your customers.
With a Wi-Fi mobility network from Aruba Networks
®
and a CEM solution from Software AG,
retailers can capture actionable business intelligence about the consumers entering the retail
environment. You can learn how often shoppers come to your facility—even if they do not
purchase anything—as well as where they go once they are there. You can engage consumers
by allowing them to associate with your network and downloading an app that makes it easy
for them to ?nd stores, discover deals and receive personalized outreach that you can push their
way, in real-time, as they move through—or dwell—in different parts of your environment.
Indeed, once the consumer accepts your invitation to associate with your network—and with better
access to the Internet and less use of their wireless data plans, there’s every reason to want such
an association, even if they are unaware of other advantages—the combination of the Aruba
network infrastructure and a Software AG CEM solution puts you in a position to engage with
consumers in new, highly targeted and very personal ways.
This white paper will explore some of those ways. It is not intended to be an exhaustive list of
the opportunities or the bene?ts arising from these engagements. Rather, it is intended to open
a conversation about possibilities that could lead to a stronger competitive advantage, more
intimate and durable relationships with your best customers, and to increased revenues and
pro?ts for your enterprise.
TABLE OF CONTENTS
1 Executive overview
2 An overview of the opportunity
2 Building out a complete solution for extracting
business intelligence
3 Presence: The foundation of insight
3 Way?nding: Gaining more insight and more
opportunity
4 Fostering loyalty programs: A more personal
customer engagement
5 Geofencing: Fine-tuning the customer
experience still further
6 Cross-channel analytics:
Countering (or leveraging) showrooming
7 Building out the solution you need today—
and tomorrow
BUSINESS WHITE PAPER
Get There Faster
An overview of the opportunity
Every smartphone, every tablet, indeed, every device that enters a retail environment and probes
for a Wi-Fi signal screams out an invitation to learn about and to engage with a customer. The
invitation initially takes the form of a simple network probe request: The device is looking for a
network with which to associate. But for the network owner possessing the right combination
of network, analytical and CEM tools, that probe request can connect a device to a customer,
to a rich history of past engagements with this customer, to loyalty programs and preferential
discounts, personalized engagement opportunities and more.
“Presence” information can provide insights into the dynamics of traf?c ?ow through a retail
environment and customer interests based on the displays to which he returns or the sections
where she lingers. If she logs into the network, further insights can be discovered in opportunities
for personalized price-matching offers delivered in real-time when a customer considering your
merchandise pulls out her phone to compare prices on Amazon.com
®
.
Gaining access into these insights, taking advantage of the opportunities in real-time, and de-
livering a better customer experience mandates a Wi-Fi infrastructure and customer experience
management solution that work closely together and that have been architected to deliver this
kind of insight.
That’s where a total CEM solution from Software AG and Aruba Networks
®
makes the difference.
Building out a complete solution for extracting
business intelligence
As a rule, the value of business intelligence is directly related to the infrastructure required to
extract it. The higher the value, the more sophisticated the infrastructure that’s required to mine
it. This relationship is depicted in Figure 1.
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
Required Infrastructure
Big Data Correlation
Integrated Back-End Systems
Integrated Applications
Client
Integration
APs
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Tools
Value
Figure 1: Infrastructure required to obtain different levels of business intelligence. (C) 2014 Aruba Networks, Inc.
All rights reserved.
Get There Faster
2
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
Presence: The foundation of insight
When a smartphone, a tablet or one of the new generations of wearable devices comes within
range of an Aruba Wi-Fi mobility network, it sends out what is known as a probe request. The
Aruba network can capture that information, as well as data from devices that connect to the
Wi-Fi network, and make them available to the Software AG CEM solution, where it can be
subjected to analysis. A network owner can gain insight into traf?c ?ows, customer dwell times,
frequency and recency of visits. A horizontal analysis of presence data may reveal patterns
that had not previously been evident—or con?rm patterns that had long been suspected. With
knowledge of where shoppers are moving and congregating, mall owners can base lease rates
on quanti?able data while simultaneously giving a prospective tenant a realistic idea of the kind
of traf?c a given location can expect to see.
Way?nding: Gaining more insight and more
opportunity
If the device connects to the Wi-Fi network then the business owner can engage with the
consumer in a variety of ways. Consider “way?nding.” Meridian, the Aruba way?nding
application, acts like an indoor GPS system. As a condition of connecting to the network, a
network owner might require the user to download and install the Meridian way?nding
application. There’s an obvious advantage in doing this for the consumer: The Meridian app
can interact with the network and tell a user precisely where they are in the environment—
which is handy for the user when in an unfamiliar space. If the user has a distinct destination
in mind, the Meridian app can show them the fastest way to get to that destination.
Of course, the Meridian app can do much more than that. If the consumer needs directions to a
certain department store in a mall, for example, the app can provide not only the directions to
that store but also an ad or a coupon from that store that the consumer might be able to use.
The Software AG CEM solution can take that interaction even further, capturing and consolidating
that information within an evolving customer pro?le to gain even greater insight into the
customer’s journey. The CEM solution might, for example, indicate that the customer had
browsed the Internet looking for a TV from their home that morning. We already know that
the customer drove to the retail store and entered the store. From a real-time analysis of that
consumer’s dwell time, we know that the customer has spent a lot of time in the TV section of
the store. If the customer walks out of a store, we can also tell that they left the store without
having purchased anything because the CEM solution can be integrated with the store’s Point
Of Sale (POS) system.
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Value
Figure 2: Gaining greater insight through way?nding. (C) 2014 Aruba Networks, Inc. All rights reserved.
Get There Faster
3
If this were a car dealership, having a customer walk out empty-handed would have been a car
dealer’s worst nightmare. Fortunately, the combination Aruba and Software AG CEM solution can
detect this scenario and enable a retailer to do something about it: send the customer a
real-time offer tailored to bring them back into the store.
Fostering loyalty programs:
A more personal customer engagement
With a more sophisticated interplay between the Aruba network and the Software AG CEM
solution, a network owner can take the connection to the consumer well beyond the kind of
interactions associated with way?nding. By con?guring the Software AG CEM solution to pull in
and analyze consumer data from a wider range of information sources, such as your Customer
Relationship Management (CRM) solution, POS system or from other information sources—all in
real-time, of course—the possibilities for customer engagement become even more exciting.
Imagine being able to receive an alert telling you that one of your most valued customers has
just entered the store—simply because her phone- or the Meridian way?nding app - connected
to the Aruba network which passed data to the Software AG CEM solution. The software can
present the history of your interactions with the customer: their shopping history from the POS
system, their stated preferences and more. The predictive analytics tools in the CEM solution
might even suggest why the customer has arrived on that day and what they might be shopping
for. The system might send that shopper highly personalized promotions or coupons; it might
even alert ?oor managers to the arrival of the customer so that your team can anticipate her
arrival and greet her accordingly.
Of course, the same tools that identify your most loyal and valued shoppers can also help you
discover new loyal shoppers. The analytics within Software AG CEM can consider all the data
sources with which the solution is integrated and help you see which shoppers are returning
more frequently than you imagined but not spending much money. The solution might invite
them to join a more exclusive circle of loyal customers in an effort to expand that cadre of
customers that contributes most to your enterprise’s pro?tability.
What’s required to support such a loyalty program? Aruba Wi-Fi infrastructure, the Meridian
way?nding app, and Aruba’s ClearPass on-board services through which users can opt-in to the
loyalty services, for starters. The Software AG CEM solution would need to be tied into your
organization’s POS and CRM systems. In this way, the full history of customer interactions can
be incorporated into the real-time engagement with the customer as they arrive on site. Such
a solution requires a greater investment than way?nding, to be sure, but because you are
investing in the relationship you have with your most important customers, it is an investment
that is likely to pay off well.
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Value
Figure 3: Engaging customers through loyalty programs. (C) 2014 Aruba Networks, Inc. All rights reserved.
Get There Faster
4
Geofencing: Fine-tuning the customer experience
still further
Thus far, we have described types of customer engagements that are triggered by presence
and position information at a relatively high level. Presence information captured from the Aruba
access points can identify a device and the time it arrived. An analysis of Wi-Fi signals can provide
insight into the movement of that device through the retail space.
Geofencing adds another layer of sophistication and granularity to these interactions. By expanding
the customer engagement infrastructure—the network and the hardware/software infrastructure—
to incorporate geofencing technologies, it becomes possible for a network owner to engage with
the customer in different ways from the instant the customer moves into speci?cally de?ned areas.
A network owner might establish a geofence perimeter around a speci?c parking area, for example,
and cause the Software AG CEM solution to send the Meridian app a parking voucher as soon as
high value customers enter that parking lot. Or it might send a personalized discount offer to a high
value customer’s Meridian app the moment they near the jewelry section of the store.
Geofencing software code is embedded inside the Meridian app a user has downloaded
to their mobile device. The Meridian app is triggered whenever the device holder crosses a
boundary de?ned by the retailer. A dashboard within the Software AG CEM solution provides
real-time visibility into the volume of customer traf?c for the different departments within a
retail store. This provides valuable insight into real-time interest for certain products, which
can,in turn, drive real-time promotions. It also provides valuable insight into areas of the store
thatare not as popular, enabling a retailer to reconsider how those sections are set up in order
to drive more traf?c toward them. Finally, it is worth noting that geofence boundaries in the
Meridian app can be based on Wi-Fi and GPS coordinates. The retailer that sends the
personalized discount offer to the customer nearing the jewelry counter in the store might send
an even more attractive offer if the geofencing software reports to the CEM solution that the
customer is near a competitor’s jewelry counter across town.
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
All:
Omni
Channel
All:
Marketing
Initiatives
Associated: Loyalty
Associated/Unassociated (All):
Trends + Way?nding
Unassociated: Presence
Business Intelligence
Value
Figure 4: Increase business intelligence and improve the customer experience through geofencing. (C) 2014 Aruba
Networks, Inc. All rights reserved.
Figure 5: The Software AG CEM solution generates valuable analytics about geofenced areas, including customer traf?c and
dwell times. Heat maps and real-time traf?c graphs make it easy to see what’s busy at any moment.
Get There Faster
5
Business White Paper | Enabling Actionable Business Intelligence in an Aruba Mobility Network Environment
Building out the solution you need today—and
tomorrow
As you can see, the options for retailers seeking to engage with consumers in more personal
and meaningful ways run the gamut. It is relatively easy to bring together the network resources
from Aruba and the software resources from Software AG to create an infrastructure that can
quickly yield valuable insights built on presence information. Gathering more information and
associating that information with a variety of actions—from way?nding to the more personalized
interactions associated with loyalty programs and geofencing—involve more complex
deployments but also present greater opportunities. The apex of the value pyramid—the cross-
channel solution—involves the most sophisticated network components from Aruba and the most
sophisticated CEM solutions from Software AG.
One advantage of addressing these opportunities with Aruba and Software AG, though, is this:
You can build out the solution you need today without precluding the expansion of that system
to meet additional needs tomorrow. For example, if you build with an eye towards presence in
the near term, you can build upon that foundation to support way?nding or loyalty programs in
the longer term.
With a Software AG CEM solution, the essential services you would need to support a wider
range of the functions described in this paper are already present, even if you only deploy
to gain access to the presence information. As you expand to take advantage of higher order
services, the additional software functionality required by those services needs only to be turned
on and con?gured. The APIs are already exposed to facilitate interaction between CEM solution
components, such as BigMemory or Apama, and enterprise systems that may already be in place
within the retailer’s infrastructure (such as the retailer’s existing CRM system).
Put another way, a retailer that invests in a CEM solution from Apama and Software AG will not
?nd “rip-and-replace” in the plan of record in which solution evolution is concerned. It can scale
to accommodate an ever-growing number of smartphones, tablets and other Wi-Fi-enabled
devices. It relies on in-memory computing technologies that can be scaled to ensure real-time
analytical processing and customer outreach, even when dealing with interactions involving large
numbers of consumers. And as for services? Software AG and Aruba can provide the full range
of deployment and professional services required to roll out and support a full-featured solution
designed to enable actionable business intelligence in the retail environment.
For more information about enabling actionable business intelligence in an Aruba mobility
network environment, contact Software AG today.
Aruba Networks’ trademarks include Aruba Networks
®
, Aruba The Mobile Edge Company
®
(stylized), Aruba Mobility-De?ned
Networks™, Aruba Mobility Management System
®
, People Move. Networks Must Follow
®
, Mobile Edge Architecture
®
, RFProtect
®
,
Green Island
®
, ETips
®
, ClientMatch
TM
, Virtual Intranet Access
TM
, ClearPass Access Management Systems™ , Aruba Instant™, ArubaOS™,
xSec™, ServiceEdge™, Aruba ClearPass Access Management System™, Airmesh™, AirWave™, Aruba Central™, and “ARUBA@WORK™.
All rights reserved. Other product and company names mentioned herein may be the trademarks of their respective owners.
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ABOUT SOFTWARE AG
Software AG helps organizations achieve their business objectives faster. The company’s big data, integration and business
process technologies enable customers to drive operational ef?ciency, modernize their systems and optimize processes for smarter
decisions and better service. Building on over 40 years of customer-centric innovation, the company is ranked as a “leader” in 14
market categories, fueled by core product families Adabas-Natural, Alfabet, Apama, ARIS, Terracotta and webMethods.
Learn more at www.SoftwareAG.com.
© 2014 Software AG. All rights reserved. Software AG and all Software AG products are either trademarks or registered trademarks of
Software AG. Other product and company names mentioned herein may be the trademarks of their respective owners.
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